February 19, 2025 • 28 mins
Two-time Emmy and Three-time NAACP Image Award-winning, television Executive Producer Rushion McDonald interviewed Raoul Davis.
Ascendant is a CEO branding development firm specializing in corporate brand strategy and development for CEOs and executive leaders. Our CEO, corporate, and executive branding models use a proprietary five-phase branding system. They focus on brand monetization, brand acceleration, and brand strategy. Our corporate and CEO branding clients range from executive corporate branding clients at Fortune 50 companies to multimillionaire CEOs and founders of entrepreneurial ventures.
Specialties: Public Relations for executives, Corporate Branding, CEO Branding, social media maximization, business planning, equity/debt investments, and Strategic Brand Planning.
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Episode Transcript
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Speaker 1 (00:00):
Hi, I am Rashawn McDonald, our host the weekly money
Making Conversation Masterclass show. The interviews and information that this
show provides off of everyone, It's time to stop reading
other people's success stories and start living your own. If
you want to be a guest on my show, please
visit our website, Moneymakingconversations dot com and click to be
(00:20):
a guest button. My guests helped CEOs, retired athletes, entertainers,
and executive leaders increase their top line revenue. You hear
what I'm saying this money Making Conversations that include brand strategy,
public relations, book deals, social media, and brand design. He's
been invited to small business forums at the White House
(00:42):
and is considered to be an expert on CEO and
executive branding. Please welcome to Money Making Conversation Masterclass. Raul Davis.
How you doing, mister Davis?
Speaker 2 (00:51):
I am great. I'm excited to be here. Thank you
so much.
Speaker 1 (00:54):
Thank you. You know I've been fortunate in my life to
represent a lot of high profile, high profile talent like
Steve Harvey currently Sherry Shepherd, the talk show host and
ESPN Steven A. Smith your company. Give us a little
background about you before we start as well as the
company that you are a partner of.
Speaker 2 (01:14):
Yeah, I mean, so who I am today is and
who I've always been. I barely got into college with
a one point nine GPA. Getting in there arrested for
some stuff after my mom passed away took it hard.
My dad told me get a three point oher your
freshman year. You won't have a year two. So I
magically got a three point oh. By the time I
was a senior, I had booked a KRS one for
(01:35):
a speaking engagement at our school, and afterwards I said
to the bureau, we work with someone who I think
you might know, Norma Hollis. I said, I love what
you all do, would love to work with you. Can
I have an internship? They said no. I said, give
me one anyway, So I started booking speakers across the country,
would fly everywhere and get that done. After a couple
of years of that, two of the client's approached me.
(01:57):
One was New York Times bestseller Omar Tyree said, hey,
would love to work with you. Why once you start
your own company, will become your first two clients. So
that's how a Sundate got started. In two thousand and
four in speaker management. Took us a couple of years
to figure out personal branding is what increase those speaking engagements.
And then over time we started shifting to CEOs and
(02:17):
wanted to niche to business better and that's how we've
been focused on CEO branding the last fifteen of those
twenty years.
Speaker 1 (02:23):
Two questions from your information you just gave me role
what makes a good speaker?
Speaker 2 (02:31):
Yeah, I think what makes a good speaker is empathy
because like being able to understand what your audience needs
to hear, what will be valuable of them instead of
just thinking about what you want to focus on, is
really the beginning of a process. And I think the
thing that matters the most. And then someone who understands
(02:51):
the rules of public speaking, which is that people are
only going to remember two or three things that you said, right,
So if you craft your speech in a way knowing that,
then you end up having the highest level of impact
on them.
Speaker 1 (03:04):
So it's not about length, it's about content.
Speaker 2 (03:07):
Correct.
Speaker 1 (03:08):
Okay, Cool? Now with that being said, I'm always approached
about people who want to be motivational speakers, people want
to get into business. Can you lend me some advice
to give to the people, or you may have a
website that you can direct them to if you're looking
for up and coming talent, or you only look for
established talent.
Speaker 2 (03:27):
Yeah, I mean so for us, we're normally at this
stage of a business looking for speaking as a part
of the equation towards branding. So you're a CEO, you're
an executive, you're an entrepreneur who understands speaking is one
of the ways to get out there and grow your business.
So I'd like to say, we don't deal with one
trick ponies. Right, If you're only looking at speaking, it's
purely a revenue source and you're not already established, you've
(03:49):
got a long road, right, right, So I always recommend
think about how do you build a brand out completely
that you could speak somewhere for free even and it's
still lead to ten thousand to seventy thousand in revenue
for you because of what happens in that room.
Speaker 1 (04:06):
After he was really great. You say that because I
always tell people I started my career out as a
stand up comment and you know, just hitting the clothes,
trying to be funny. How nobody paid me. But that
was the start of how I built my brain. That's
how I built my reputation. And a lot of people
always want to start the conversation out with how much
I'm getting paid, And it's really not all about getting paid.
(04:28):
It's about the relationships and the moment. Correct tell my audience,
please it is.
Speaker 2 (04:33):
I mean, like, I think that we've just gotten so
much into the microwave society, right, and like social and
stuff doesn't help. Everything has to be instantaneous. But to
your point, it's about building relationships, having a long term
vision and realizing it is a step by step process,
and being able to shift your mindset right. Even I
(04:54):
remember I was sitting down with Less Brown one time
and he was just an honorarium speaker, and he told
told me about a time where someone said to him,
you know, I want you to speak with T. Harvecker
and all these other guys. And he was like, how
much of getting paid? And he said, look, if you
don't make your normal twenty five thousand, they'll pay it
out of pocket. So he goes there, he got his
you know, stack of CDs he's going to sell so
(05:16):
these a few years ago obviously, and he said to him,
you can't sell that, and he's like, what do you mean,
how do I make money? Then they helped him create
a package real time. He ends up doing six figures
at the event, right, right, which is much better than
getting twenty five thousand dollars for a honorarium. So you
have to be willing to break your typical mindset and
explore what the possibilities are.
Speaker 1 (05:38):
Right. So basically this is creating a multi level of
income model. If you're a CEO person, a reputable position
can come to you. How does one reach out to
your old Davis. Let's let's get to the nuts and
boats of finding you in the process of creating a
relationship with you.
Speaker 2 (05:58):
Yeah, and you know, our premise as a company is
that business isn't just B two B or B two C,
but a's HDH human to humans. How do you develop
an emotional connection for a brand? Because we all have
two choices. Either you get branded or you get labeled.
So you're going to let the brand just happen to you,
or you're going to design it. So people can reach
out to me on LinkedIn Rold Davis. Also our website
(06:19):
Ascendent Group Branding dot com and finally I'm on Instagram
Rold Davis brand. So that's how to reach out to
this and get the conversation going.
Speaker 1 (06:29):
You know, you know you're such a great guy because
I could wait to talk to you because people talk
to me about speaking engagement, they talk to me about
book deals, they talk to me about branding, and that's
the heart of your brand and what you do.
Speaker 2 (06:43):
Correct correct, Yeah, it's basically how do you take a
CEO and think about it like this Nascar? All the
cars are high performing, all of them have millions of
dollars put into them, They all have great pit crews.
What's the difference the driver, right, and you are the
driver for your business. You are of a chief storyteller.
So being able to tell that in the media as
(07:05):
a thought leader, through speaking engagements, through a book deal,
through your social presence, it helps you really kind of
demonstrate the people that you care about what you're saying,
and that's what people matter the most about. Right. The
whole idea about CEO branding has increased in popularity significantly
over the last fifteen years because people want authenticity. If
(07:27):
it seems like you live and breathe your business, that's
what people want.
Speaker 1 (07:32):
Now, let me ask you that there's a balance here roul,
you know, like popularity versus what your company actually does.
You know, you've been hired as a CEO and you
gain fame for and it starts drifting away from actually
what you do based on what they hired you to
perform as a CEO. How do you balance that? And
(07:52):
as people who are listening, they can gather some additional
thought as to how you handle management when people come
on board with you.
Speaker 2 (08:00):
Yeah, so, I mean so for it's not about being
a celebrity. If that happens, great, but it's really about
it's not about ego, it's about effectiveness. It happens to
be the case that if you connect with people better,
we're going to want to do more with your business. Right,
And I always think of it in terms of institutionalizing
this idea of CEO and executive branding. So if you
(08:23):
have a CEO leave a business, or if you have
a chief marketing officer leave the business, you take the
next person and you do the same approach because you're
humanizing your business. That's what it's about. That's the reason
you're doing it. You're not doing it to puff yourself up.
It happens to be the case that if you believe
in your service, you believe in your product, then you
(08:43):
should want people to know about it, because if they don't,
you're doing them a disservice because they're spending money with
your competitor who doesn't care as much. So it's your
responsibility to do everything you can within reason to get
visibility so that you are serving in the marketplace.
Speaker 1 (09:02):
I'm talking to Robuel Davis. He helped CEOs, retired athletes, entertainers,
executive leaders to increase the top line revenue. In the words,
he is a walking, talking money making conversation. Now, you
have a friend of mine down in Atlanta, Georgia. Before
we go down the air, you talked about assisting her
and getting a book deal. How did that process work?
(09:23):
Not having to reveal her name? You can't reveal her
name uncomfortable on this show. But like I said, that's
the relationship you guys created. How does she approach you
and how did you wind up saying this is the
direction we can go and getting a book deal for you?
Speaker 2 (09:38):
Yeah? You know, we met at a National Urban League
conference and she was one of those people that was
very reticent about putting herself out there. She had been
behind the scenes for so long, right, And we just
had that conversation about you have a mission, you have
a purpose in life, So communicating that to more people
(09:59):
helps them get it. So one of the ways to
do that was through a book. And you know, the
book basically is about how do you spend time on
the right things and not just your career? How do
you think bigger?
Speaker 1 (10:11):
Right?
Speaker 2 (10:11):
How do you balance your life? And it's done a
lot of people, a lot of good.
Speaker 1 (10:16):
Right.
Speaker 2 (10:16):
You now have many people who are high performers. They
now are spending a more balanced life as opposed to
just purely thinking about for career. They're spending more family time.
And that's where the world's having anyway.
Speaker 1 (10:28):
Right.
Speaker 2 (10:29):
You think about Arianna Huffington, You think about all these
people talking about balance. We get so inundated with things.
We barely have time to think, barely have time to
care about to spend time with the people we care about.
And the only way you do it is if you
learn to prioritize that the two biggest reflections of who
I can tell a person is is how they spend
(10:49):
their budget and how they spend their time, right, And
those are decisions that you get to drive as an individual.
Speaker 1 (10:57):
Now, I've been fortunate to work with two best sellers.
Steve Hall's book Act Like a Lady, Think Like a Man.
That was all they in the national bestseller yes, and
then Steven A's recent book Straight Shooter, which became a
New York Times bestseller. And it was always about the content.
And you know, when you get to a lot of
(11:17):
people are doing books through Amazon, not saying nothing negative,
They're self publishing. What are your talk what are your
takes on? People come in and some people call pamphlets book.
I call them pamples. I go, I mean were you know?
But they consider that book what is and people are
listening that your company values as enough content that can
(11:40):
create a book that will resonate with people that want
to buy it.
Speaker 2 (11:44):
Yeah.
Speaker 1 (11:44):
I mean.
Speaker 2 (11:45):
And let's also talk about where the book marketplace is.
One hundred thousand books used to be put out a year.
Now it's in the millions, right because of self publishing,
So about ninety seven percent of books sell less than
five hundred copies. So having a book and of itself
is no longer an accomplishment. I think the highest level
you can get is to a traditional publishing deal, right
(12:05):
because it's said that someone with third party validation believes
nothing what you're saying, that they wanted to put it out.
Then you have your fallback of hybrid publishers which have
some elements, or traditional publishing, but you put a little
skin in the game. Right. I prefer I ever those
two options to self publishing because at this point, self
publishing takes twenty minutes on Amazon, right, So it's just
(12:27):
not as highly valued. Some people need to start that way.
I've had clients start that way and we elevated them higher.
But I don't think people should just look at that
as a pure end in itself. In terms of the
connection with the book. You have to look at it
like this. If someone's going to spend one hundred and
fifty to three hundred pages with you, I mean, that
is a lot of time to really build a very
(12:47):
deep connection, right. And so it is one of the
most powerful marketing tools there is. We worked with one
of the oldest and largest training companies in the world,
and we went on LinkedIn and would just connect him
to a chief human resource officer, chief leadership officers, vps
of learning sales officers and basically offer a free copy
(13:10):
of the book to them, and in exchange for sending
out a twenty five dollars copy of a book, he
ended up getting speaking engagements deals for his company, Consulting Opportunities.
So to send out seven hundred dollars worth of product
and for it to lead to about seven figures in revenue,
it's a good deal.
Speaker 3 (13:29):
Please don't go anywhere. We'll be right back with more
Money Making Conversations Masterclass. Welcome back to the Money Making
Conversations Masterclass, hosted by Rashan McDonald.
Speaker 1 (13:47):
Well. I really like the way you talked about because
this is all about relationships, partnerships and connections. Now, what
is something to dos and don't of branding? I think
people really need to hear that because everybody wants to
get out there and have the million dollar I'm excuse
you the million followers or the two million followers, because
(14:08):
they get caught up in the numbers and not the
engagement and who's actually following you? So, what are the
dudes that don't a branding?
Speaker 2 (14:16):
On?
Speaker 1 (14:16):
Branding first, and then we're going to walk over to
social media.
Speaker 2 (14:19):
Okay, yeah, absolutely, So the number one rule of branding
is to understand where the marketplace is which is a
very divided for attention. So you have eight seconds to
earn thirty seconds of attention, and then after the thirty seconds,
maybe you get to sixty to eighty and then once
you've crossed that bridge, now you've got someone who's really engaged. Right,
(14:41):
So you have to understand that, like whether it is
a headline for a media article, the headline for your website,
whatever it is, it has to be strong and communicate
value out of the gate what is in it for them? Again,
not what you want to communicate, but what's in it
for them? And then tied to that is your photo right,
like nobody should be using you know, even though iPhone's great,
(15:05):
like iPhone image of yourself than putting that online that
is insufficient. You need to have a professional photo shoot
because it demonstrates that you are investing in your brand, right,
and if you are willing to invest in yourself, then
other people will be more likely to be. If you're
just taking a a you know shot with your phone
(15:25):
and it kind of looks like you did that, it's
not polished and it's not sending the right message about
how you're seeing yourself. And then so why should people
add any more value than you are to your own self. Right,
In terms of social I think the most important thing
that people to do is to understand me idea of testing,
Like you have to be a savant these days to
(15:45):
just launch into social and nail it out of the gate, right,
So you know, doing things like just buying ads on
Instagram and Facebook and TikTok to basically see what of
your content is performing the best with audience and having
those analytics helps you shape it in a way that
is meaningful. And to not think about like social media
(16:08):
some arbitrary task that you're doing, but to actually care
about it.
Speaker 1 (16:11):
Right.
Speaker 2 (16:11):
So I would rather have someone just focus on LinkedIn
or just focus on Instagram than to be in six
social platforms posting the same thing and looking at it
as a chore.
Speaker 1 (16:21):
Right.
Speaker 2 (16:22):
If you look at it as a chore and it
carries across that way, nobody's going to care about what
you're saying.
Speaker 1 (16:27):
Yeah, not one hundred percent degree. Like I have an
excount slash Twitter. It's like maybe twelve thousand follows. I
don't feel comfortable on Twitter or X. I feel comfortable
on Facebook, I feel comfortable on Instagram. I feel comfortable
on LinkedIn. I also have a TikTok account, So you're right,
go where you're comfortable. You don't have to have all
(16:49):
the platforms. Now, each platform reaches a certain audience. Tell
my audience in your mind, what you're trying to achieve
when you go to platform you're trying to reach when
you go to TikTok, when you go to Instagram, and
when you go to LinkedIn. Yeah.
Speaker 2 (17:07):
Yeah, So with Facebook, this is still the platform where
if you have an audience that's between thirty to sixty five,
that's where you're going to sell your most products still, right,
So if you have something that's thirty nine dollars up
to five hundred dollars that you're trying to sell, the
Facebook analytics for boosting tools, what you can learn from them,
(17:30):
how they make the adjustments, it's still the place to be.
Instagram skews a little bit younger, right, so it's going
to get you probably about twenty five to forty. And
then TikTok is the one place where you can still
get great organic engagement, right, So, yes, you should use
to boosting tools, but you can still get organic engagement
(17:53):
on TikTok. And then obviously skews much younger in general,
or it skews to people who have very niche inches interest, right,
so you know cat owners and all that sort of stuff.
You know, all that's going to do very well there.
LinkedIn is your B to B or it's for what
I call ecosystem building. Right. So a lot of times
(18:14):
you're not selling directly to the person you're communicating with,
but they might be the head of an organization that
has access to the marketplace you want to be in. Right,
so you build a lot of strategic partnerships, a lot
of highly leverageable relationships on LinkedIn. And then I know
you don't love X, but the one value of X
is if you're trying to be in the conversation right
(18:37):
now that's going on about something culture related, you can
follow the trends and engage from that perspective. For instance,
if you're in sports Live tweeting on X about what's
going on in a football game, the basketball game, that's
very useful.
Speaker 1 (18:53):
Nothing negative about X. I'm just letting everybody know, go
where you're comfortable, absolutely, go where is easy. Like you
said earlier, if it feels like a job, you're not
going to do it.
Speaker 2 (19:03):
All, you're correct.
Speaker 1 (19:04):
So whenever I get to I go, man, what are
they doing over here? I don't know what's going on
over here? So I just I just I just don't
do it. I have my staff person to do it,
and it's easy. Now retired athletes. I get approached a
lot about retired athletes who want to get into the
speaking game. Who because you mentioned CEOs and CEOs have
(19:24):
a cache and retired athletes are current athletes have a cache.
How do you decipher and how do you build that
brand relationship with an active athlete and a retired athlete.
Speaker 2 (19:39):
Yeah, we tend to lean towards people that are towards
the end of her career or have recently, you know,
come to the end of her career, because you know
a lot of these guys, I me, these ladies, they
got a lot of life left right after they finished playing.
And it's strains that we're already retired on one thing.
But what they've built is brand equity. Right, So now
(20:00):
the question becomes, how do you take that equity and
leverage it into something in your what's next? So a
lot of times launching a business can be a very
strategic way to do that. We had a client previously
who was one of the top NBA draft picks. He
blew his knee out, unfortunately, but he built a product
so good it helped him get back into the NBA right,
(20:22):
and then he played for one season just to basically
demonstrate that his product was successful. Retired a couple of
years earlier than he had to, and we were able
to share that story about you know, like, if this
products so good it could get him back in the NBA,
it could probably help you if you're running injury.
Speaker 3 (20:38):
Right.
Speaker 2 (20:39):
So we're able to get a seven figure business going
for him by getting him on Fox Business and Sports
Illustrated and Forbes in all these places because he had
that brand equity and they wanted to know what's doing next.
I mean, I think that's the greatest advantage a retired
or current athlete has, is that there's a natural audience
(20:59):
that knows your name. It's just about figuring out how
to structure your brand so that you can end up
having them know how to support you.
Speaker 1 (21:09):
Speaking of Rold Davis, you know, as started in college
and booking people to speak, and that's what he's been doing.
He's a natural communicator. I find that in this interview,
but we all have some we do really well. Rolled.
I see PR as one of your skills, I see
(21:29):
social media as one of your skills, and I see
social CEO branding. Of those three, what do you jump
out and say that's me.
Speaker 2 (21:38):
Yeah, I mean the CEO branding is our lead, right,
because it's the easiest thing to differentiate. So branding is
a broad category that means nothing to anybody. Right, you
could be talking about anything.
Speaker 1 (21:50):
But it's over, it's so abused.
Speaker 2 (21:53):
Yeah, yeah, And so CEO branding gives people a sense
of something direct action only that we're doing right, And
then all the other things are just tools of CEO branding.
So PR and social all those are just tools. So
we do CEO branding. We're one of the best in
the world at it. And then of course we do
corporate branding. But that comes naturally from the dialogues we have. Right,
(22:17):
So you got to differentiate yourself in a way that's
very clear to people, and then you can spiderweb out
the rest. But you've got to have a core thing
that helps people understand your differentiation. Point.
Speaker 1 (22:29):
Now, personal branding, Okay, people are listening. You know, I'm
not the CEO. I'm not retired adlet, but I got
I got the it. No, when it comes to personal branding,
what are some of the first steps that you recommend
somebody stepping out there and doing their own thing.
Speaker 2 (22:49):
Yeah, I think knowing what your expertise is and then
framing that in terms of either like a moniker or
a tagline. Right, so something that is just clear to
help people understand, getting really good at articulating that, and
then understanding who's your audience and what they want to
(23:10):
hear from you as it ties to that, Right, I
think those are the foundational steps, and like, if you
do that part, well, the rest of it starts to
unlock for you. But the other thing you just have
to have is strategic patience. You know, we have a
client right now, she's got two million followers, she's a bestseller,
she's rocking and rolling. But if you read her book,
(23:33):
she was doing Instagram Lives at first and would watch
it go from free viewers to zero and she would
still finish the Instagram Live.
Speaker 1 (23:44):
Right.
Speaker 2 (23:45):
Like, the ability to have the toughness, the resilience, the
ability to power through and be so committed that even
when most obstacles are there you're willing to plow through. Now,
sometimes in life you're going to get signs that you're
just doing the wrong thing right, So you have to
pay attention to the analytics and be able to make
(24:05):
the pivots. But you ultimately should have a mindset that
optimists always win, right, So like, if you keep looking forward,
you will figure your way through it.
Speaker 1 (24:16):
Yeah, And with that being said, comments play a major
role too, looking at the comments, I know that I'm
a baker. I cook a lot, and then I didn't
realize that people were reacting to my baking because of
what I wore. You know, that got sharp trust. That
got sharp trust. And then my staff told me, Rashan,
(24:37):
you know, you get a lot of comments about your
wardrobe when you're baking. They say they can't believe you
win a suit or a tie when you're baking a cake.
And that became my brand style. So I feel that
people are remissed if they don't follow the voices that
are consistently saying do this or I like that. Correct role, You're.
Speaker 2 (24:58):
One hundred percent correct, I mean, because like the marketplace
will give you the clues to where you should head
next and what you should dial into So being willing
to listen to them and experiment with those is very important.
Otherwise it's difficult to achieve a level of success that
you have and the clients you've worked with have right,
(25:21):
And some of the clients you've worked with, they've listened, Right,
They've had challenges, they've listened, they've learned, and then they
elevated to the next level because of it.
Speaker 1 (25:30):
Right, you're just don't roll. It's great having you on
my show, but you truly are an expert. I sit
down and I but the casual nature of your conversation
with blows me away. I'm just gonna tell you because
it's an intense business. You live in man, because you know,
when you represent talent, you they uncle you, their cousin you,
(25:50):
they wife, you, their husband but you, they mom, but
your dad. You're the preacher, you're their savior. You have
all these personalities that you have to be sometimes when
you respond back to these people. So in closing, tell
people again your sense of purpose as to why you
do this and why if somebody came to you, why
is a big win for them?
Speaker 2 (26:11):
Yeah, So we like to work with people that have
a big vision, Right, are they novercalled to do something great,
and they're trying to figure out what is the bridge
that's going to get them there? Right, So what we
like to do is help them construct that bridge then
cross it. So we're not just strategy, we're execution. We
like to be along for the ride. So those who
(26:34):
feel like we're burdened with glorious purposes, I heard of
Loki and you know the Marvel movies, I think are
really the clients that we like to work with, right,
So you feel like you can make a difference. You're
just trying to figure out how to maximize that. And
then also you know those clients that we're doing eight
out of ten things correctly and we're just trying to
(26:55):
figure out the missing too, right, and sometimes those missing
too are a difference from growing eight percent a year
to growing eight hundred percent, right, So like figuring out
those things, and that's I think what one of our
strengths is is basically just looking at something and finding
out how do you tweak it to make it better.
(27:16):
Sometimes it's a scalpel, sometimes it's a hammer. It's just
going to depend on the situation.
Speaker 1 (27:21):
Roald Davis, he is an expert. Thank you for coming
on Money Making Conversations a master Class. You are very
very special, my brother.
Speaker 2 (27:28):
I appreciate it's one of my great honors being interviewed
by you. I followed you for many years. I appreciate
all you've done and all you've done for our community
as well.
Speaker 1 (27:36):
Thank you, sir. This has been another edition of Money
Making Conversation master Class hosted by me Rashaun McDonald. Thank
you to our guests on the show today, and thank
you listening to the audience now. If you want to
listen to any episode I want to be a guest
on the show, visit Moneymakingconversations dot com. Social media handle
is money Making Conversations. Join us next week and remember
(27:58):
to always leave with your gifts. Keep winning.
Hi, I am Rashawn McDonald, our host the weekly money
Making Conversation Masterclass show. The interviews and information that this
show provides off of everyone, It's time to stop reading
other people's success stories and start living your own. If
you want to be a guest on my show, please
visit our website, Moneymakingconversations dot com and click to be
(00:20):
a guest button. My guests helped CEOs, retired athletes, entertainers,
and executive leaders increase their top line revenue. You hear
what I'm saying this money Making Conversations that include brand strategy,
public relations, book deals, social media, and brand design. He's
been invited to small business forums at the White House
(00:42):
and is considered to be an expert on CEO and
executive branding. Please welcome to Money Making Conversation Masterclass. Raul Davis.
How you doing, mister Davis?
Speaker 2 (00:51):
I am great. I'm excited to be here. Thank you
so much.
Speaker 1 (00:54):
Thank you. You know I've been fortunate in my life to
represent a lot of high profile, high profile talent like
Steve Harvey currently Sherry Shepherd, the talk show host and
ESPN Steven A. Smith your company. Give us a little
background about you before we start as well as the
company that you are a partner of.
Speaker 2 (01:14):
Yeah, I mean, so who I am today is and
who I've always been. I barely got into college with
a one point nine GPA. Getting in there arrested for
some stuff after my mom passed away took it hard.
My dad told me get a three point oher your
freshman year. You won't have a year two. So I
magically got a three point oh. By the time I
was a senior, I had booked a KRS one for
(01:35):
a speaking engagement at our school, and afterwards I said
to the bureau, we work with someone who I think
you might know, Norma Hollis. I said, I love what
you all do, would love to work with you. Can
I have an internship? They said no. I said, give
me one anyway, So I started booking speakers across the country,
would fly everywhere and get that done. After a couple
of years of that, two of the client's approached me.
(01:57):
One was New York Times bestseller Omar Tyree said, hey,
would love to work with you. Why once you start
your own company, will become your first two clients. So
that's how a Sundate got started. In two thousand and
four in speaker management. Took us a couple of years
to figure out personal branding is what increase those speaking engagements.
And then over time we started shifting to CEOs and
(02:17):
wanted to niche to business better and that's how we've
been focused on CEO branding the last fifteen of those
twenty years.
Speaker 1 (02:23):
Two questions from your information you just gave me role
what makes a good speaker?
Speaker 2 (02:31):
Yeah, I think what makes a good speaker is empathy
because like being able to understand what your audience needs
to hear, what will be valuable of them instead of
just thinking about what you want to focus on, is
really the beginning of a process. And I think the
thing that matters the most. And then someone who understands
(02:51):
the rules of public speaking, which is that people are
only going to remember two or three things that you said, right,
So if you craft your speech in a way knowing that,
then you end up having the highest level of impact
on them.
Speaker 1 (03:04):
So it's not about length, it's about content.
Speaker 2 (03:07):
Correct.
Speaker 1 (03:08):
Okay, Cool? Now with that being said, I'm always approached
about people who want to be motivational speakers, people want
to get into business. Can you lend me some advice
to give to the people, or you may have a
website that you can direct them to if you're looking
for up and coming talent, or you only look for
established talent.
Speaker 2 (03:27):
Yeah, I mean so for us, we're normally at this
stage of a business looking for speaking as a part
of the equation towards branding. So you're a CEO, you're
an executive, you're an entrepreneur who understands speaking is one
of the ways to get out there and grow your business.
So I'd like to say, we don't deal with one
trick ponies. Right, If you're only looking at speaking, it's
purely a revenue source and you're not already established, you've
(03:49):
got a long road, right, right, So I always recommend
think about how do you build a brand out completely
that you could speak somewhere for free even and it's
still lead to ten thousand to seventy thousand in revenue
for you because of what happens in that room.
Speaker 1 (04:06):
After he was really great. You say that because I
always tell people I started my career out as a
stand up comment and you know, just hitting the clothes,
trying to be funny. How nobody paid me. But that
was the start of how I built my brain. That's
how I built my reputation. And a lot of people
always want to start the conversation out with how much
I'm getting paid, And it's really not all about getting paid.
(04:28):
It's about the relationships and the moment. Correct tell my audience,
please it is.
Speaker 2 (04:33):
I mean, like, I think that we've just gotten so
much into the microwave society, right, and like social and
stuff doesn't help. Everything has to be instantaneous. But to
your point, it's about building relationships, having a long term
vision and realizing it is a step by step process,
and being able to shift your mindset right. Even I
(04:54):
remember I was sitting down with Less Brown one time
and he was just an honorarium speaker, and he told
told me about a time where someone said to him,
you know, I want you to speak with T. Harvecker
and all these other guys. And he was like, how
much of getting paid? And he said, look, if you
don't make your normal twenty five thousand, they'll pay it
out of pocket. So he goes there, he got his
you know, stack of CDs he's going to sell so
(05:16):
these a few years ago obviously, and he said to him,
you can't sell that, and he's like, what do you mean,
how do I make money? Then they helped him create
a package real time. He ends up doing six figures
at the event, right, right, which is much better than
getting twenty five thousand dollars for a honorarium. So you
have to be willing to break your typical mindset and
explore what the possibilities are.
Speaker 1 (05:38):
Right. So basically this is creating a multi level of
income model. If you're a CEO person, a reputable position
can come to you. How does one reach out to
your old Davis. Let's let's get to the nuts and
boats of finding you in the process of creating a
relationship with you.
Speaker 2 (05:58):
Yeah, and you know, our premise as a company is
that business isn't just B two B or B two C,
but a's HDH human to humans. How do you develop
an emotional connection for a brand? Because we all have
two choices. Either you get branded or you get labeled.
So you're going to let the brand just happen to you,
or you're going to design it. So people can reach
out to me on LinkedIn Rold Davis. Also our website
(06:19):
Ascendent Group Branding dot com and finally I'm on Instagram
Rold Davis brand. So that's how to reach out to
this and get the conversation going.
Speaker 1 (06:29):
You know, you know you're such a great guy because
I could wait to talk to you because people talk
to me about speaking engagement, they talk to me about
book deals, they talk to me about branding, and that's
the heart of your brand and what you do.
Speaker 2 (06:43):
Correct correct, Yeah, it's basically how do you take a
CEO and think about it like this Nascar? All the
cars are high performing, all of them have millions of
dollars put into them, They all have great pit crews.
What's the difference the driver, right, and you are the
driver for your business. You are of a chief storyteller.
So being able to tell that in the media as
(07:05):
a thought leader, through speaking engagements, through a book deal,
through your social presence, it helps you really kind of
demonstrate the people that you care about what you're saying,
and that's what people matter the most about. Right. The
whole idea about CEO branding has increased in popularity significantly
over the last fifteen years because people want authenticity. If
(07:27):
it seems like you live and breathe your business, that's
what people want.
Speaker 1 (07:32):
Now, let me ask you that there's a balance here roul,
you know, like popularity versus what your company actually does.
You know, you've been hired as a CEO and you
gain fame for and it starts drifting away from actually
what you do based on what they hired you to
perform as a CEO. How do you balance that? And
(07:52):
as people who are listening, they can gather some additional
thought as to how you handle management when people come
on board with you.
Speaker 2 (08:00):
Yeah, so, I mean so for it's not about being
a celebrity. If that happens, great, but it's really about
it's not about ego, it's about effectiveness. It happens to
be the case that if you connect with people better,
we're going to want to do more with your business. Right,
And I always think of it in terms of institutionalizing
this idea of CEO and executive branding. So if you
(08:23):
have a CEO leave a business, or if you have
a chief marketing officer leave the business, you take the
next person and you do the same approach because you're
humanizing your business. That's what it's about. That's the reason
you're doing it. You're not doing it to puff yourself up.
It happens to be the case that if you believe
in your service, you believe in your product, then you
(08:43):
should want people to know about it, because if they don't,
you're doing them a disservice because they're spending money with
your competitor who doesn't care as much. So it's your
responsibility to do everything you can within reason to get
visibility so that you are serving in the marketplace.
Speaker 1 (09:02):
I'm talking to Robuel Davis. He helped CEOs, retired athletes, entertainers,
executive leaders to increase the top line revenue. In the words,
he is a walking, talking money making conversation. Now, you
have a friend of mine down in Atlanta, Georgia. Before
we go down the air, you talked about assisting her
and getting a book deal. How did that process work?
(09:23):
Not having to reveal her name? You can't reveal her
name uncomfortable on this show. But like I said, that's
the relationship you guys created. How does she approach you
and how did you wind up saying this is the
direction we can go and getting a book deal for you?
Speaker 2 (09:38):
Yeah? You know, we met at a National Urban League
conference and she was one of those people that was
very reticent about putting herself out there. She had been
behind the scenes for so long, right, And we just
had that conversation about you have a mission, you have
a purpose in life, So communicating that to more people
(09:59):
helps them get it. So one of the ways to
do that was through a book. And you know, the
book basically is about how do you spend time on
the right things and not just your career? How do
you think bigger?
Speaker 1 (10:11):
Right?
Speaker 2 (10:11):
How do you balance your life? And it's done a
lot of people, a lot of good.
Speaker 1 (10:16):
Right.
Speaker 2 (10:16):
You now have many people who are high performers. They
now are spending a more balanced life as opposed to
just purely thinking about for career. They're spending more family time.
And that's where the world's having anyway.
Speaker 1 (10:28):
Right.
Speaker 2 (10:29):
You think about Arianna Huffington, You think about all these
people talking about balance. We get so inundated with things.
We barely have time to think, barely have time to
care about to spend time with the people we care about.
And the only way you do it is if you
learn to prioritize that the two biggest reflections of who
I can tell a person is is how they spend
(10:49):
their budget and how they spend their time, right, And
those are decisions that you get to drive as an individual.
Speaker 1 (10:57):
Now, I've been fortunate to work with two best sellers.
Steve Hall's book Act Like a Lady, Think Like a Man.
That was all they in the national bestseller yes, and
then Steven A's recent book Straight Shooter, which became a
New York Times bestseller. And it was always about the content.
And you know, when you get to a lot of
(11:17):
people are doing books through Amazon, not saying nothing negative,
They're self publishing. What are your talk what are your
takes on? People come in and some people call pamphlets book.
I call them pamples. I go, I mean were you know?
But they consider that book what is and people are
listening that your company values as enough content that can
(11:40):
create a book that will resonate with people that want
to buy it.
Speaker 2 (11:44):
Yeah.
Speaker 1 (11:44):
I mean.
Speaker 2 (11:45):
And let's also talk about where the book marketplace is.
One hundred thousand books used to be put out a year.
Now it's in the millions, right because of self publishing,
So about ninety seven percent of books sell less than
five hundred copies. So having a book and of itself
is no longer an accomplishment. I think the highest level
you can get is to a traditional publishing deal, right
(12:05):
because it's said that someone with third party validation believes
nothing what you're saying, that they wanted to put it out.
Then you have your fallback of hybrid publishers which have
some elements, or traditional publishing, but you put a little
skin in the game. Right. I prefer I ever those
two options to self publishing because at this point, self
publishing takes twenty minutes on Amazon, right, So it's just
(12:27):
not as highly valued. Some people need to start that way.
I've had clients start that way and we elevated them higher.
But I don't think people should just look at that
as a pure end in itself. In terms of the
connection with the book. You have to look at it
like this. If someone's going to spend one hundred and
fifty to three hundred pages with you, I mean, that
is a lot of time to really build a very
(12:47):
deep connection, right. And so it is one of the
most powerful marketing tools there is. We worked with one
of the oldest and largest training companies in the world,
and we went on LinkedIn and would just connect him
to a chief human resource officer, chief leadership officers, vps
of learning sales officers and basically offer a free copy
(13:10):
of the book to them, and in exchange for sending
out a twenty five dollars copy of a book, he
ended up getting speaking engagements deals for his company, Consulting Opportunities.
So to send out seven hundred dollars worth of product
and for it to lead to about seven figures in revenue,
it's a good deal.
Speaker 3 (13:29):
Please don't go anywhere. We'll be right back with more
Money Making Conversations Masterclass. Welcome back to the Money Making
Conversations Masterclass, hosted by Rashan McDonald.
Speaker 1 (13:47):
Well. I really like the way you talked about because
this is all about relationships, partnerships and connections. Now, what
is something to dos and don't of branding? I think
people really need to hear that because everybody wants to
get out there and have the million dollar I'm excuse
you the million followers or the two million followers, because
(14:08):
they get caught up in the numbers and not the
engagement and who's actually following you? So, what are the
dudes that don't a branding?
Speaker 2 (14:16):
On?
Speaker 1 (14:16):
Branding first, and then we're going to walk over to
social media.
Speaker 2 (14:19):
Okay, yeah, absolutely, So the number one rule of branding
is to understand where the marketplace is which is a
very divided for attention. So you have eight seconds to
earn thirty seconds of attention, and then after the thirty seconds,
maybe you get to sixty to eighty and then once
you've crossed that bridge, now you've got someone who's really engaged. Right,
(14:41):
So you have to understand that, like whether it is
a headline for a media article, the headline for your website,
whatever it is, it has to be strong and communicate
value out of the gate what is in it for them? Again,
not what you want to communicate, but what's in it
for them? And then tied to that is your photo right,
like nobody should be using you know, even though iPhone's great,
(15:05):
like iPhone image of yourself than putting that online that
is insufficient. You need to have a professional photo shoot
because it demonstrates that you are investing in your brand, right,
and if you are willing to invest in yourself, then
other people will be more likely to be. If you're
just taking a a you know shot with your phone
(15:25):
and it kind of looks like you did that, it's
not polished and it's not sending the right message about
how you're seeing yourself. And then so why should people
add any more value than you are to your own self. Right,
In terms of social I think the most important thing
that people to do is to understand me idea of testing,
Like you have to be a savant these days to
(15:45):
just launch into social and nail it out of the gate, right,
So you know, doing things like just buying ads on
Instagram and Facebook and TikTok to basically see what of
your content is performing the best with audience and having
those analytics helps you shape it in a way that
is meaningful. And to not think about like social media
(16:08):
some arbitrary task that you're doing, but to actually care
about it.
Speaker 1 (16:11):
Right.
Speaker 2 (16:11):
So I would rather have someone just focus on LinkedIn
or just focus on Instagram than to be in six
social platforms posting the same thing and looking at it
as a chore.
Speaker 1 (16:21):
Right.
Speaker 2 (16:22):
If you look at it as a chore and it
carries across that way, nobody's going to care about what
you're saying.
Speaker 1 (16:27):
Yeah, not one hundred percent degree. Like I have an
excount slash Twitter. It's like maybe twelve thousand follows. I
don't feel comfortable on Twitter or X. I feel comfortable
on Facebook, I feel comfortable on Instagram. I feel comfortable
on LinkedIn. I also have a TikTok account, So you're right,
go where you're comfortable. You don't have to have all
(16:49):
the platforms. Now, each platform reaches a certain audience. Tell
my audience in your mind, what you're trying to achieve
when you go to platform you're trying to reach when
you go to TikTok, when you go to Instagram, and
when you go to LinkedIn. Yeah.
Speaker 2 (17:07):
Yeah, So with Facebook, this is still the platform where
if you have an audience that's between thirty to sixty five,
that's where you're going to sell your most products still, right,
So if you have something that's thirty nine dollars up
to five hundred dollars that you're trying to sell, the
Facebook analytics for boosting tools, what you can learn from them,
(17:30):
how they make the adjustments, it's still the place to be.
Instagram skews a little bit younger, right, so it's going
to get you probably about twenty five to forty. And
then TikTok is the one place where you can still
get great organic engagement, right, So, yes, you should use
to boosting tools, but you can still get organic engagement
(17:53):
on TikTok. And then obviously skews much younger in general,
or it skews to people who have very niche inches interest, right,
so you know cat owners and all that sort of stuff.
You know, all that's going to do very well there.
LinkedIn is your B to B or it's for what
I call ecosystem building. Right. So a lot of times
(18:14):
you're not selling directly to the person you're communicating with,
but they might be the head of an organization that
has access to the marketplace you want to be in. Right,
so you build a lot of strategic partnerships, a lot
of highly leverageable relationships on LinkedIn. And then I know
you don't love X, but the one value of X
is if you're trying to be in the conversation right
(18:37):
now that's going on about something culture related, you can
follow the trends and engage from that perspective. For instance,
if you're in sports Live tweeting on X about what's
going on in a football game, the basketball game, that's
very useful.
Speaker 1 (18:53):
Nothing negative about X. I'm just letting everybody know, go
where you're comfortable, absolutely, go where is easy. Like you
said earlier, if it feels like a job, you're not
going to do it.
Speaker 2 (19:03):
All, you're correct.
Speaker 1 (19:04):
So whenever I get to I go, man, what are
they doing over here? I don't know what's going on
over here? So I just I just I just don't
do it. I have my staff person to do it,
and it's easy. Now retired athletes. I get approached a
lot about retired athletes who want to get into the
speaking game. Who because you mentioned CEOs and CEOs have
(19:24):
a cache and retired athletes are current athletes have a cache.
How do you decipher and how do you build that
brand relationship with an active athlete and a retired athlete.
Speaker 2 (19:39):
Yeah, we tend to lean towards people that are towards
the end of her career or have recently, you know,
come to the end of her career, because you know
a lot of these guys, I me, these ladies, they
got a lot of life left right after they finished playing.
And it's strains that we're already retired on one thing.
But what they've built is brand equity. Right, So now
(20:00):
the question becomes, how do you take that equity and
leverage it into something in your what's next? So a
lot of times launching a business can be a very
strategic way to do that. We had a client previously
who was one of the top NBA draft picks. He
blew his knee out, unfortunately, but he built a product
so good it helped him get back into the NBA right,
(20:22):
and then he played for one season just to basically
demonstrate that his product was successful. Retired a couple of
years earlier than he had to, and we were able
to share that story about you know, like, if this
products so good it could get him back in the NBA,
it could probably help you if you're running injury.
Speaker 3 (20:38):
Right.
Speaker 2 (20:39):
So we're able to get a seven figure business going
for him by getting him on Fox Business and Sports
Illustrated and Forbes in all these places because he had
that brand equity and they wanted to know what's doing next.
I mean, I think that's the greatest advantage a retired
or current athlete has, is that there's a natural audience
(20:59):
that knows your name. It's just about figuring out how
to structure your brand so that you can end up
having them know how to support you.
Speaker 1 (21:09):
Speaking of Rold Davis, you know, as started in college
and booking people to speak, and that's what he's been doing.
He's a natural communicator. I find that in this interview,
but we all have some we do really well. Rolled.
I see PR as one of your skills, I see
(21:29):
social media as one of your skills, and I see
social CEO branding. Of those three, what do you jump
out and say that's me.
Speaker 2 (21:38):
Yeah, I mean the CEO branding is our lead, right,
because it's the easiest thing to differentiate. So branding is
a broad category that means nothing to anybody. Right, you
could be talking about anything.
Speaker 1 (21:50):
But it's over, it's so abused.
Speaker 2 (21:53):
Yeah, yeah, And so CEO branding gives people a sense
of something direct action only that we're doing right, And
then all the other things are just tools of CEO branding.
So PR and social all those are just tools. So
we do CEO branding. We're one of the best in
the world at it. And then of course we do
corporate branding. But that comes naturally from the dialogues we have. Right,
(22:17):
So you got to differentiate yourself in a way that's
very clear to people, and then you can spiderweb out
the rest. But you've got to have a core thing
that helps people understand your differentiation. Point.
Speaker 1 (22:29):
Now, personal branding, Okay, people are listening. You know, I'm
not the CEO. I'm not retired adlet, but I got
I got the it. No, when it comes to personal branding,
what are some of the first steps that you recommend
somebody stepping out there and doing their own thing.
Speaker 2 (22:49):
Yeah, I think knowing what your expertise is and then
framing that in terms of either like a moniker or
a tagline. Right, so something that is just clear to
help people understand, getting really good at articulating that, and
then understanding who's your audience and what they want to
(23:10):
hear from you as it ties to that, Right, I
think those are the foundational steps, and like, if you
do that part, well, the rest of it starts to
unlock for you. But the other thing you just have
to have is strategic patience. You know, we have a
client right now, she's got two million followers, she's a bestseller,
she's rocking and rolling. But if you read her book,
(23:33):
she was doing Instagram Lives at first and would watch
it go from free viewers to zero and she would
still finish the Instagram Live.
Speaker 1 (23:44):
Right.
Speaker 2 (23:45):
Like, the ability to have the toughness, the resilience, the
ability to power through and be so committed that even
when most obstacles are there you're willing to plow through. Now,
sometimes in life you're going to get signs that you're
just doing the wrong thing right, So you have to
pay attention to the analytics and be able to make
(24:05):
the pivots. But you ultimately should have a mindset that
optimists always win, right, So like, if you keep looking forward,
you will figure your way through it.
Speaker 1 (24:16):
Yeah, And with that being said, comments play a major
role too, looking at the comments, I know that I'm
a baker. I cook a lot, and then I didn't
realize that people were reacting to my baking because of
what I wore. You know, that got sharp trust. That
got sharp trust. And then my staff told me, Rashan,
(24:37):
you know, you get a lot of comments about your
wardrobe when you're baking. They say they can't believe you
win a suit or a tie when you're baking a cake.
And that became my brand style. So I feel that
people are remissed if they don't follow the voices that
are consistently saying do this or I like that. Correct role, You're.
Speaker 2 (24:58):
One hundred percent correct, I mean, because like the marketplace
will give you the clues to where you should head
next and what you should dial into So being willing
to listen to them and experiment with those is very important.
Otherwise it's difficult to achieve a level of success that
you have and the clients you've worked with have right,
(25:21):
And some of the clients you've worked with, they've listened, Right,
They've had challenges, they've listened, they've learned, and then they
elevated to the next level because of it.
Speaker 1 (25:30):
Right, you're just don't roll. It's great having you on
my show, but you truly are an expert. I sit
down and I but the casual nature of your conversation
with blows me away. I'm just gonna tell you because
it's an intense business. You live in man, because you know,
when you represent talent, you they uncle you, their cousin you,
(25:50):
they wife, you, their husband but you, they mom, but
your dad. You're the preacher, you're their savior. You have
all these personalities that you have to be sometimes when
you respond back to these people. So in closing, tell
people again your sense of purpose as to why you
do this and why if somebody came to you, why
is a big win for them?
Speaker 2 (26:11):
Yeah, So we like to work with people that have
a big vision, Right, are they novercalled to do something great,
and they're trying to figure out what is the bridge
that's going to get them there? Right, So what we
like to do is help them construct that bridge then
cross it. So we're not just strategy, we're execution. We
like to be along for the ride. So those who
(26:34):
feel like we're burdened with glorious purposes, I heard of
Loki and you know the Marvel movies, I think are
really the clients that we like to work with, right,
So you feel like you can make a difference. You're
just trying to figure out how to maximize that. And
then also you know those clients that we're doing eight
out of ten things correctly and we're just trying to
(26:55):
figure out the missing too, right, and sometimes those missing
too are a difference from growing eight percent a year
to growing eight hundred percent, right, So like figuring out
those things, and that's I think what one of our
strengths is is basically just looking at something and finding
out how do you tweak it to make it better.
(27:16):
Sometimes it's a scalpel, sometimes it's a hammer. It's just
going to depend on the situation.
Speaker 1 (27:21):
Roald Davis, he is an expert. Thank you for coming
on Money Making Conversations a master Class. You are very
very special, my brother.
Speaker 2 (27:28):
I appreciate it's one of my great honors being interviewed
by you. I followed you for many years. I appreciate
all you've done and all you've done for our community
as well.
Speaker 1 (27:36):
Thank you, sir. This has been another edition of Money
Making Conversation master Class hosted by me Rashaun McDonald. Thank
you to our guests on the show today, and thank
you listening to the audience now. If you want to
listen to any episode I want to be a guest
on the show, visit Moneymakingconversations dot com. Social media handle
is money Making Conversations. Join us next week and remember
(27:58):
to always leave with your gifts. Keep winning.
Hosts And Creators
Steve Harvey
Shirley Strawberry
Thomas "Nephew Tommy" Miles
Carla Ferrell
Kier "Junior" Spates
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