October 3, 2023 • 12 mins
Ever wondered how an expert can turn their knowledge and time into profit? Join us as we take a deep-dive into the possibilities of story-telling, unique selling propositions, and building an expert-based business. We'll explore how your personal narrative can become a powerful tool in sales and marketing, as well as how confidence in your worth can be a game-changer.
Our guest for today, Hazard Lee, turned his expertise into a six-month coaching program that netted him hundreds of thousands of dollars. He'll share his insightful story and provide advice on how to build a similar model in just 24 hours. We unbox the seven essential components needed to effectively share your story and discuss different ways to leverage your expertise. From writing books or e-books to creating courses or VIP days, we cover all the bases to help you turn your time and knowledge into profit.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Hey, you welcome to Build the Damp Thing, a place
where myself, tiffany Largy andour amazing Do the Damp Thing
coaches show you how to use yourstory to build it all, whether
it's your first six figures,your next layer of multiple six
figures, or maybe you're on yourway to a minute, and if it's
(00:22):
not, that it's the life of yourdreams where you are free, you
are strong and you are whole.
First, we're going to show youhow to use your story to build a
strong foundation, and then,next, we're going to show you
how to use your story in salesand marketing to clean up the
cracks.
And last but not least, we'regoing to show you how to use
your story to gather people,because the truth of the matter
(00:44):
is that there's nothing strongerthan being connected to people
who just understand you as youare where you are, so you can
stop explaining yourself.
I want to remind you that, nowthat you're here, you are home
and I officially welcome you toour family.
All right, let's get startedNow.
(01:04):
Listen, I really do believe thatevery single business out there
should be building some form ofan educational component to
upping their dollars, or,ridiculously, the truth of the
matter is that we are leavingtoo much money on the table as
experts like we literally justthrow money away by only doing
for people versus teachingpeople.
(01:26):
There's a big differencebetween doing for someone and
getting paid for what you do andgetting paid for what you know.
The best excitement in life, Ifind, when we build, is when
we're able to use both theperson who is simply using their
labor without their knowledgeto generate income, whether it's
through a job or business,whatever it is.
(01:47):
Not only are they leaving ablank ton of money on the table,
but they're also leaving a tonof happiness like they're just
letting it walk out the door.
There's something like.
There's something that's justself-satisfactory with combining
the two.
Now, one of the biggest thingsthat I see in today's market is
that we tend to have a lot ofexperts who are leading with
what they can do for peopleversus leading through what they
(02:10):
know.
Now, back in the day, I rememberselling Xerox products and I
think of this season I'm talkinga lot about Xerox.
I have a lot of respect forthem as a company, but I was
selling these products and thetruth was that we had to sell on
value and we had to sell onwhat we know because we were the
highest-priced products in themarket.
If we walked in through thedoor and told everybody, hey,
(02:31):
here are the speeds and feeds,and this is what this thing does
, and it can copy at 50 pages aminute, and things like that,
everybody was saying that theycould do the same thing.
The second that we insert or welean on or we own into, like we
can do this and by doing this,this is the value.
That is where you become acommodity.
(02:52):
That is where you stay in theland of average.
That is where you are nothingcut above the rest.
That is when you are nothingspecial and that's when you are
also nothing that I'm going topay for.
There is something crazyvaluable for you in stepping in
front of what you can do fromsomeone and stepping inside of
what you know.
Stepping inside of what youknow is one of the greatest arts
(03:12):
that have been left behind, andit takes confidence to be able
to do so.
Do you know that you couldactually pay your bills with
confidence if you just rode thecurtail of confidence until the
wheels flip and fail off?
But because we get into, like,I think that part of the problem
for most experts is.
They get into this crazy placeof looking at other providers or
(03:33):
experts and they're like, ohwell, I do do this thing, but I
don't do it nearly as great assuch and such and such.
And it's like, well, what ifyou just omitted such and such
and such for from the equation?
What would happen then?
The equation of you getting intowhat you know is nothing short
of you saying to yourself okay,great, I have.
(03:55):
I know that I may not be ableto tell you the nitty gritty of
how to build a whole business toa million dollars, but I surely
do know how to get started.
I know what not to do.
I know how to do it with yourfamily, you know, with a family
around me forcing me into crazybusinesses, and I also know how
(04:18):
to do it and feel confident inselling the price that you're
worth.
So what if you just said, oh,I'm not going to teach people
how to grow the whole damn thing, but I am going to teach them
how to start.
Imagine just teaching them howto start.
Yes, there's something crazyclear for me about the person
who's willing to say you knowwhat?
Let me lead with what I know,versus just lead with this.
(04:41):
So I want to talk about how doyou build an expert-based
business.
I'm going to keep this realsimple and then we're going to
wrap this up.
An expert-based business I wantyou to think to yourself that
there are a couple of differentmodalities in which you can get
paid from.
There is audio, there is textand there's video.
There's also in-personvirtually right Thank God for
Zoom and other platforms like itand then there is in-person
(05:01):
physically.
Now, the best for me, myfavorite experts are those who
figure out how to get paid fromall five.
I'm going to give you anexample of in-person, virtual,
et cetera that you can do,because we have sold all five in
one of our companies.
But let me just get into it.
So, first, a book, there's book, there's e-book, there's text,
(05:23):
there's checklist, there'stemplates.
So much money is being left onthe table by not taking your
knowledge and putting in oneinto those three to five
different formats checklist,templates Do you know how to do
something?
You would be surprised.
Yes, but Tiffany, they couldget it for free online.
Yes, but they don't trust MarkJohnson, so it doesn't matter,
they trust you.
(05:43):
Selling these things for $712,$20, and $30 is actually so much
easier than you think.
The second area I said some formof written text, whatever, okay
, so that's written.
We could do the same thing in avideo, just like this.
We could be like hey, here'sthe top 10 things that you need
to do.
The other way is through audio,right?
(06:07):
So the other side of what I'mdoing right now is in audio.
It's a podcast.
Here is audio play.
I could totally not have thevideo.
Put the audio up, sell it,create steps for someone else to
follow and they will pay me $5.
Now forget the $500.
Focus on $5.
Think about this for a moment.
$5 is a big deal, but, tiffany,can I pay a bill with $5?
(06:29):
You may not be able to, but ifa hundred people take you up on
that $5, you know what you have.
You know what you got, babygirl, you got $500.
Most of these areas in whichyou can create something really
quickly right now, you actuallybuild it once and then you put
it in motion forever.
I'm going to jump over toin-person and virtual.
(06:51):
So let's say you're likeTiffany, I don't like any of
those things.
I don't want to build any ofthose things.
That's okay.
You know what you could dotoday.
You could totally, totally putyourself in front of what we
call VIP days, strategy sessions, intimate moments in which you
can help the person who'sconnected to you or not
connected to you.
You can help them accomplish athing by charging them by the
(07:15):
hour, by the half day or by thefull day.
You can do it virtually or youcan do it in person At any given
time, depending on who you'regoing to engage with and what
you need to come into our worldfor.
That price point might beanywhere from $5,000 to, I don't
know, $15,000 to $20,000 to$25,000.
But the person on the other endis going to get the value for
what they're paying for.
They have a pretty big problemthat they need to solve.
(07:37):
So, instead of going the slowroute, they're going to pay
$14,000 and they're going to getthat problem solved rapidly.
Go fast.
The same thing applies to avirtual space.
Think about it have you beenmarried for 20 years and you
could help that couple that'sstruggling and help them wrap up
whatever the hell's not workingfor them in a matter of six
months.
For the woman who's been 500pounds for the last four years
(08:00):
and she is struggling, and hermarriage and all of the things
around, are you a kick asstrainer and you just know how to
keep people motivated and keepthem moving and you can help her
get down to her goal weight of220?
And maybe that's not you.
Maybe you're like Tiffany.
I don't do any of those things.
But you have enthusiastichomeowners who just love to
Proactively DIY their house andmaybe you've already gone
(08:22):
through the cut and you, yourcompany, has helped them to
Clean their HVAC or clean theirsinks or whatever it might be.
But you could have a course.
You could totally teach themlive and say you could rent an
Airbnb or bring them into yourhouse, or maybe, if you have a
rental property and you could belike, hey, here are the 10
things that you should be doingevery month or every quarter to
(08:43):
proactively up your house gameand to maintain value and to
reduce things from breaking.
It's $1.99 for the class, butyou're gonna get $20,000 worth
of repairs that you don't haveto pay somebody.
That is a no-brainer.
The Knowledge that we have inour head is the overlooked, kind
of like elephant in the room,in every room, that I find, and
(09:03):
the more that we don't sell it,the more that we inhibit
ourselves from reaching thefinancial freedom and the
financial outcome that we couldand or that's one way.
But maybe you know how to dosomething and you take your
knowledge and you plug it into acompany that is growing.
You'd be surprised how manygreat CEOs there are out there
who are building something andthey want to build with you.
(09:24):
They want to build with greatpeople and, in the long run, for
the people who stay the course,they're gonna share a part of
the puzzle.
They're gonna share a part ofthe pie.
They're gonna give themsomething more than just a
paycheck.
They're gonna give them a home,a place to build to, and that,
for me, is invaluable.
So I know this has been really,really short, but I wanted to
just get you thinking aboutthings that you could start
(09:45):
building, and I really want youto be a Steward of saying
yourself well, what money am Ileaving on the table and what
could I be doing right now?
If you can't create a thing,then you can just sell time, and
that's something everybody cando the next 48 hours.
That is something you couldtotally use to up your cash,
because you don't need anything.
You need a phone call.
You need a way to either seethem through a computer or meet
(10:07):
them in a park, and that is it.
You don't need worksheets, youdon't need a workbook, you don't
from a person who's mademultiple six figures.
Before I built all this, I have.
Hazard Lee had a six monthcoaching program that basically
said I'm gonna give you my timefor six months every other
Monday and that's it.
I'm not making no promises.
We're not even gonna talk aboutanything specific.
(10:28):
I'm not gonna overhaul yourlife.
There is no fancy name.
It was called the six monthcoaching program.
Boom, and with that I'm gonnatell you from a person who's
used that to generate hundredsof thousands of dollars, and as
half-assed as some people mightthink that that was, the win for
the person is that they got myknowledge of my time, and my
time was worth way more than the$7,500 that I charged them.
(10:50):
You just need to be confidentenough to solve some of your
problems by selling your timeand doing it over and over again
, either by the hour, by the dayor by the month, until you make
enough cash to solve all theproblems in your business.
This you can build in the next24 hours and the only thing that
is stop is the excuses thatyou're gonna hold on to you, and
(11:10):
I have just walked through atotally Stupidly amazing episode
of build the damn thing.
And if you're like Tiffany,what the hell do I do next?
Head to straptosslecom.
And if it's not that, leave acomment somewhere, wherever the
hell you're seeing this, and go.
What the hell do I do?
Does this work?
That I do this shit right?
I just need some help in thesestreets.
We've got you.
(11:55):
It is imperative that you runthere and you see all types of
goodies, starting with the sevenmust haves that you've got to
put on.
Tell your story.
There is so much deliciousnessawaiting for you.
I would love nothing more thanfor you to go ahead and give us
a thumbs up and a five starreview on not just this episode,
(12:17):
but this entire series of howdo you build the damn thing,
like always.
If there's anything that we cando to make your weekday or
month better, please let us know.
And, more importantly, I can'twait to see you live, whether
it's at Dada damn thing live orin one of our communities, or
maybe you're just hanging outwith us on social media.
What I know to be true is thatI am meant to connect with you
(12:40):
somewhere, and I can't wait forthat day to happen and, more
importantly, I can't wait to seewhat you build.
Hey, you welcome to Build the Damp Thing, a place
where myself, tiffany Largy andour amazing Do the Damp Thing
coaches show you how to use yourstory to build it all, whether
it's your first six figures,your next layer of multiple six
figures, or maybe you're on yourway to a minute, and if it's
(00:22):
not, that it's the life of yourdreams where you are free, you
are strong and you are whole.
First, we're going to show youhow to use your story to build a
strong foundation, and then,next, we're going to show you
how to use your story in salesand marketing to clean up the
cracks.
And last but not least, we'regoing to show you how to use
your story to gather people,because the truth of the matter
(00:44):
is that there's nothing strongerthan being connected to people
who just understand you as youare where you are, so you can
stop explaining yourself.
I want to remind you that, nowthat you're here, you are home
and I officially welcome you toour family.
All right, let's get startedNow.
(01:04):
Listen, I really do believe thatevery single business out there
should be building some form ofan educational component to
upping their dollars, or,ridiculously, the truth of the
matter is that we are leavingtoo much money on the table as
experts like we literally justthrow money away by only doing
for people versus teachingpeople.
(01:26):
There's a big differencebetween doing for someone and
getting paid for what you do andgetting paid for what you know.
The best excitement in life, Ifind, when we build, is when
we're able to use both theperson who is simply using their
labor without their knowledgeto generate income, whether it's
through a job or business,whatever it is.
(01:47):
Not only are they leaving ablank ton of money on the table,
but they're also leaving a tonof happiness like they're just
letting it walk out the door.
There's something like.
There's something that's justself-satisfactory with combining
the two.
Now, one of the biggest thingsthat I see in today's market is
that we tend to have a lot ofexperts who are leading with
what they can do for peopleversus leading through what they
(02:10):
know.
Now, back in the day, I rememberselling Xerox products and I
think of this season I'm talkinga lot about Xerox.
I have a lot of respect forthem as a company, but I was
selling these products and thetruth was that we had to sell on
value and we had to sell onwhat we know because we were the
highest-priced products in themarket.
If we walked in through thedoor and told everybody, hey,
(02:31):
here are the speeds and feeds,and this is what this thing does
, and it can copy at 50 pages aminute, and things like that,
everybody was saying that theycould do the same thing.
The second that we insert or welean on or we own into, like we
can do this and by doing this,this is the value.
That is where you become acommodity.
(02:52):
That is where you stay in theland of average.
That is where you are nothingcut above the rest.
That is when you are nothingspecial and that's when you are
also nothing that I'm going topay for.
There is something crazyvaluable for you in stepping in
front of what you can do fromsomeone and stepping inside of
what you know.
Stepping inside of what youknow is one of the greatest arts
(03:12):
that have been left behind, andit takes confidence to be able
to do so.
Do you know that you couldactually pay your bills with
confidence if you just rode thecurtail of confidence until the
wheels flip and fail off?
But because we get into, like,I think that part of the problem
for most experts is.
They get into this crazy placeof looking at other providers or
(03:33):
experts and they're like, ohwell, I do do this thing, but I
don't do it nearly as great assuch and such and such.
And it's like, well, what ifyou just omitted such and such
and such for from the equation?
What would happen then?
The equation of you getting intowhat you know is nothing short
of you saying to yourself okay,great, I have.
(03:55):
I know that I may not be ableto tell you the nitty gritty of
how to build a whole business toa million dollars, but I surely
do know how to get started.
I know what not to do.
I know how to do it with yourfamily, you know, with a family
around me forcing me into crazybusinesses, and I also know how
(04:18):
to do it and feel confident inselling the price that you're
worth.
So what if you just said, oh,I'm not going to teach people
how to grow the whole damn thing, but I am going to teach them
how to start.
Imagine just teaching them howto start.
Yes, there's something crazyclear for me about the person
who's willing to say you knowwhat?
Let me lead with what I know,versus just lead with this.
(04:41):
So I want to talk about how doyou build an expert-based
business.
I'm going to keep this realsimple and then we're going to
wrap this up.
An expert-based business I wantyou to think to yourself that
there are a couple of differentmodalities in which you can get
paid from.
There is audio, there is textand there's video.
There's also in-personvirtually right Thank God for
Zoom and other platforms like itand then there is in-person
(05:01):
physically.
Now, the best for me, myfavorite experts are those who
figure out how to get paid fromall five.
I'm going to give you anexample of in-person, virtual,
et cetera that you can do,because we have sold all five in
one of our companies.
But let me just get into it.
So, first, a book, there's book, there's e-book, there's text,
(05:23):
there's checklist, there'stemplates.
So much money is being left onthe table by not taking your
knowledge and putting in oneinto those three to five
different formats checklist,templates Do you know how to do
something?
You would be surprised.
Yes, but Tiffany, they couldget it for free online.
Yes, but they don't trust MarkJohnson, so it doesn't matter,
they trust you.
(05:43):
Selling these things for $712,$20, and $30 is actually so much
easier than you think.
The second area I said some formof written text, whatever, okay
, so that's written.
We could do the same thing in avideo, just like this.
We could be like hey, here'sthe top 10 things that you need
to do.
The other way is through audio,right?
(06:07):
So the other side of what I'mdoing right now is in audio.
It's a podcast.
Here is audio play.
I could totally not have thevideo.
Put the audio up, sell it,create steps for someone else to
follow and they will pay me $5.
Now forget the $500.
Focus on $5.
Think about this for a moment.
$5 is a big deal, but, tiffany,can I pay a bill with $5?
(06:29):
You may not be able to, but ifa hundred people take you up on
that $5, you know what you have.
You know what you got, babygirl, you got $500.
Most of these areas in whichyou can create something really
quickly right now, you actuallybuild it once and then you put
it in motion forever.
I'm going to jump over toin-person and virtual.
(06:51):
So let's say you're likeTiffany, I don't like any of
those things.
I don't want to build any ofthose things.
That's okay.
You know what you could dotoday.
You could totally, totally putyourself in front of what we
call VIP days, strategy sessions, intimate moments in which you
can help the person who'sconnected to you or not
connected to you.
You can help them accomplish athing by charging them by the
(07:15):
hour, by the half day or by thefull day.
You can do it virtually or youcan do it in person At any given
time, depending on who you'regoing to engage with and what
you need to come into our worldfor.
That price point might beanywhere from $5,000 to, I don't
know, $15,000 to $20,000 to$25,000.
But the person on the other endis going to get the value for
what they're paying for.
They have a pretty big problemthat they need to solve.
(07:37):
So, instead of going the slowroute, they're going to pay
$14,000 and they're going to getthat problem solved rapidly.
Go fast.
The same thing applies to avirtual space.
Think about it have you beenmarried for 20 years and you
could help that couple that'sstruggling and help them wrap up
whatever the hell's not workingfor them in a matter of six
months.
For the woman who's been 500pounds for the last four years
(08:00):
and she is struggling, and hermarriage and all of the things
around, are you a kick asstrainer and you just know how to
keep people motivated and keepthem moving and you can help her
get down to her goal weight of220?
And maybe that's not you.
Maybe you're like Tiffany.
I don't do any of those things.
But you have enthusiastichomeowners who just love to
Proactively DIY their house andmaybe you've already gone
(08:22):
through the cut and you, yourcompany, has helped them to
Clean their HVAC or clean theirsinks or whatever it might be.
But you could have a course.
You could totally teach themlive and say you could rent an
Airbnb or bring them into yourhouse, or maybe, if you have a
rental property and you could belike, hey, here are the 10
things that you should be doingevery month or every quarter to
(08:43):
proactively up your house gameand to maintain value and to
reduce things from breaking.
It's $1.99 for the class, butyou're gonna get $20,000 worth
of repairs that you don't haveto pay somebody.
That is a no-brainer.
The Knowledge that we have inour head is the overlooked, kind
of like elephant in the room,in every room, that I find, and
(09:03):
the more that we don't sell it,the more that we inhibit
ourselves from reaching thefinancial freedom and the
financial outcome that we couldand or that's one way.
But maybe you know how to dosomething and you take your
knowledge and you plug it into acompany that is growing.
You'd be surprised how manygreat CEOs there are out there
who are building something andthey want to build with you.
(09:24):
They want to build with greatpeople and, in the long run, for
the people who stay the course,they're gonna share a part of
the puzzle.
They're gonna share a part ofthe pie.
They're gonna give themsomething more than just a
paycheck.
They're gonna give them a home,a place to build to, and that,
for me, is invaluable.
So I know this has been really,really short, but I wanted to
just get you thinking aboutthings that you could start
(09:45):
building, and I really want youto be a Steward of saying
yourself well, what money am Ileaving on the table and what
could I be doing right now?
If you can't create a thing,then you can just sell time, and
that's something everybody cando the next 48 hours.
That is something you couldtotally use to up your cash,
because you don't need anything.
You need a phone call.
You need a way to either seethem through a computer or meet
(10:07):
them in a park, and that is it.
You don't need worksheets, youdon't need a workbook, you don't
from a person who's mademultiple six figures.
Before I built all this, I have.
Hazard Lee had a six monthcoaching program that basically
said I'm gonna give you my timefor six months every other
Monday and that's it.
I'm not making no promises.
We're not even gonna talk aboutanything specific.
(10:28):
I'm not gonna overhaul yourlife.
There is no fancy name.
It was called the six monthcoaching program.
Boom, and with that I'm gonnatell you from a person who's
used that to generate hundredsof thousands of dollars, and as
half-assed as some people mightthink that that was, the win for
the person is that they got myknowledge of my time, and my
time was worth way more than the$7,500 that I charged them.
(10:50):
You just need to be confidentenough to solve some of your
problems by selling your timeand doing it over and over again
, either by the hour, by the dayor by the month, until you make
enough cash to solve all theproblems in your business.
This you can build in the next24 hours and the only thing that
is stop is the excuses thatyou're gonna hold on to you, and
(11:10):
I have just walked through atotally Stupidly amazing episode
of build the damn thing.
And if you're like Tiffany,what the hell do I do next?
Head to straptosslecom.
And if it's not that, leave acomment somewhere, wherever the
hell you're seeing this, and go.
What the hell do I do?
Does this work?
That I do this shit right?
I just need some help in thesestreets.
We've got you.
(11:55):
It is imperative that you runthere and you see all types of
goodies, starting with the sevenmust haves that you've got to
put on.
Tell your story.
There is so much deliciousnessawaiting for you.
I would love nothing more thanfor you to go ahead and give us
a thumbs up and a five starreview on not just this episode,
(12:17):
but this entire series of howdo you build the damn thing,
like always.
If there's anything that we cando to make your weekday or
month better, please let us know.
And, more importantly, I can'twait to see you live, whether
it's at Dada damn thing live orin one of our communities, or
maybe you're just hanging outwith us on social media.
What I know to be true is thatI am meant to connect with you
(12:40):
somewhere, and I can't wait forthat day to happen and, more
importantly, I can't wait to seewhat you build.
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If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!