January 5, 2025 • 32 mins
What does it take to capture the attention of premium buyers?
How do you win their trust?
How do you exceed their expectations?
and, most importantly, how do you keep them coming back again and again?
Well to help answer all those questions I've invited Jeffrey Shaw onto the show and he's got a new book out that's called,
"Sell to the Rich" where he imagines "A world where only the highest standards of business are upheld. Where every business owner finds in themselves levels of greatness they couldn’t have imagined before. Where luxury is NOT a market category but a feeling within you and your customers."
Sound like a world you'd like to inhabit?
Well stay tuned 'cause we're going to find out...
Having been the go-to, family-portrait photographer for the rich and famous for 40 years, author, speaker & business coach, Jeffrey Shaw is sharing insider secrets you want to know and gives the final word on who the affluent are, what they want, and how to sell it to them.
Resources:
Get Jeffrey Shaw's new book, Sell to the Rich
Ready to Fill Your Coaching Practice with 10-20+ Ideal Clients While Doing What You Love Most? Join the Coaching-as-Marketing Blueprint masterclass. (It's FREE)
https://awesomevideomakers.com/blueprint/
If you're the best-kept secret in your industry, it's time to change that.
Because when you start showing up with clarity, confidence, and the right content—your ideal clients won't just notice you. They'll choose you.
Don’t miss your chance to get a free video brand assessment to start creating videos that actually work for your business.
Schedule your video brand assessment here >
Thanks for tuning in. If you found this episode helpful, share it with another expert entrepreneur who’s ready to stop blending in.
And I’ll see you next time—on The Standout Business Show.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Jeffrey Shaw (00:06):
imagine you're an everyday business but you upheld
the standards.
If you had the inside secretsthat luxury brands have.
Imagine how your business, youreveryday business, non-luxury
business.
Imagine how your business canstand out from the rest, and it
will, because it's anopportunity, I think, for
everyday businesses to learn thepractices and mindsets of
(00:31):
attracting and working with aluxury buyer that they can make
their business truly stand out.
Brad Powell (00:42):
Welcome to the Standout Business Show, where
it's all about making a biggerdifference by doing business
differently.
I'm Brad Powell, your StandoutBusiness Coach, and today we're
talking about how to sell to therich, as in.
What does it take to capturethe attention of premium buyers,
how do you win their trust, howdo you exceed their
(01:05):
expectations and, mostimportantly, how do you keep
them coming back again and again?
Well, to help answer all thosequestions, I've invited Jeffrey
Shaw onto the show and he's gota new book out that's called
Sell to the Rich, where heimagines a world and I'm going
to quote from the book right nowa world where only the highest
(01:28):
standards of business are upheld, where every business owner
finds themselves levels ofgreatness they couldn't have
imagined before, where luxury isnot a market category but a
feeling within you and yourcustomers.
Does that sound like a worldyou'd like to inhabit?
Well, stay tuned, because we'regoing to find out.
(01:49):
And with that, let's start theshow.
Before we get started, I want toannounce that, after three
years and over 160 interviews onthis show, I've just created a
self-assessment tool that I'mcalling the Standout Business
Scorecard.
The scorecard lets you rankyourself on how much your
(02:13):
business stands out and willgive you personalized
recommendations based on yourscore from several of my past
guests.
So to find out your standoutbusiness score, just go to
awesomevideomakerscom slashscorecard.
I'll say that againawesomevideomakerscom forward
(02:36):
slash scorecard.
It's quick, it's free and youcan thank me later.
And now back to the show.
You can thank me later and nowback to the show.
All right, jeffrey, welcome tothe show.
Jeffrey Shaw (02:50):
Hey, brad, I'm glad to be here with you.
Brad Powell (02:53):
Well, when I saw the title of your book, I was
reminded of some advice that mymother gave to me a really long
time ago, and what she said waswhen you go out and are thinking
about getting married, see ifyou can find a rich woman.
(03:15):
And she said it's just as muchtrouble to find a rich woman to
marry as a poor woman to marry.
And so you might as well findthe rich one, because your life
will be a whole lot easier ifyou do.
Jeffrey Shaw (03:24):
A good friend of mine dated like five men named
Rich and she said one.
She said her mother told her tomarry Rich.
She got it confused.
She just kept dating men namedRich All right.
Brad Powell (03:34):
So the question is does this transfer to the
average entrepreneur?
Like it's just as much troubleto find a rich, premium buyer,
rich customer, as it is to findone who doesn't have very much
money, who wants to actually dowork with you.
So you might as well go for thepremium ones.
How would you take thatphilosophy?
Jeffrey Shaw (03:57):
I love that, you know, and it ties in so
beautifully with the name ofyour show right, stand Out.
That's really what it's about,because my expertise, my
background, is in the luxuryspace and I'm not going to deny
that I'm embracing it more thanI never have when I started for
those little background context,so for 40 years I've been a
family portrait photographer forultra wealthy families.
(04:20):
When I started speaking in 2009, a lot of people told me that's
what you should specialize inand I had this brander vision
that there was more to me thanjust all things rich people.
So I wanted to explore a lot ofother avenues, like expertise
in luxury sales and marketing,because, as I love to say, I
(04:47):
don't just know this market.
I was in their closets.
So in my profession as theirfamily portrait photographer, I
had a very unusual exposure tothe ultra wealthy.
But, brad, to your point.
So I speak to that.
That's my core mission, youcould say, is to help luxury
businesses and brands work andunderstand with their ideal
(05:11):
clients.
With a subcontext that I wouldlove to change the world in,
that doing business foreverybody is a more
life-transforming experience.
Everybody is a more lifetransforming experience.
Imagine and this is where thestanding out comes out is.
Imagine you're an everydaybusiness but you upheld the
(05:33):
standards.
If you had the inside secretsthat luxury brands have, imagine
how your business your everydaybusiness, non-luxury business.
Imagine how your business canstand out from the rest your
everyday business, non-luxurybusiness.
Imagine how your business canstand out from the rest, and it
will.
Because, as much as you know,as a coach myself and as a
speaker, as much as I would loveto change the whole world, the
fact of the matter is, witheverything that we as experts
(05:55):
teach, such a small percentageof people actually enact what
they learn that it's anopportunity, I think, for
everyday businesses to learn thepractices and mindsets of
attracting and working with aluxury buyer that they can make
their business truly stand out.
So I think again, I've writtena book trying to support and
(06:20):
help luxury brands andbusinesses with an underlying
mission to help everydaybusinesses stand out in their
own fields.
Brad Powell (06:30):
Yeah, well, I'm glad you went there, because
that's actually where I wouldlike to dive in today.
Most of my listeners are peoplewho run everyday businesses and
they don't think of themselvesas a luxury brand.
But if I take myself as anexample, I do video marketing
and I am a videographer and Ihaven't thought of myself as so
(06:53):
much a luxury brand but just asmore of a videographer of
excellence and greatness.
That's what I'd like to be, andI've definitely catered to and
I'm currently catering to somevery premium clients, people who
run multi seven figurebusinesses and operations, and
(07:13):
I'm helping them grow bysubstantial amount.
And I've also worked withpeople who weren't there yet but
, because of our work together,have become a seven figure
entrepreneur.
You know all of that is true,and yet in my mind I still have
the everyday business guymindset, and so what I want you
(07:34):
to help us with today is what dowe need to shift internally so
that we can get into that placeof greatness, like this thing of
I want to be seen as premiumand I want to be attractive to
the people who are also aspiringto live in that realm.
Jeffrey Shaw (07:58):
One thing I'll suggest is that is think about
the word luxury in itself.
Like, even if you consideryourself in everyday business,
one of the only ways that you'retruly going to stand out, not
only in your field but in theworld of choices, is making sure
that doing business with you isa luxury.
(08:20):
So if we just use the wordluxury, it does not have to mean
that you are in a luxurybusiness providing a luxury
goods.
So if we just use the wordluxury, it does not have to mean
that you are in a luxurybusiness providing a luxury
goods or services.
But doing business with you hadbetter be a luxury today,
because if you're in any way ahassle, customers are going to
leave you Right.
So I talk a lot about africtionless business model and
(08:41):
really combing through yourbusiness to consider all the
places that there might befriction in your everyday
business.
Because, again, if doingbusiness with you doesn't feel
like a luxury, they're out.
And this is something, again,everyday businesses need to
(09:02):
focus on.
How to stand out is the phrase Iuse a lot.
Is that great isn't good enoughanymore.
And one thing I can assure you,just like Brad you're saying of
yourself the people I work withclients.
I coach.
They're great at what they do.
I never have to questionsomeone's talent.
What I have to make them do isenact some of the principles and
(09:22):
practices of luxury brands sothat they're not just the best
choice in their field, butthey're the best choice of
investment in someone's life.
Because in many cases and thisis my case as a photographer I
was at a significant price pointthat lifted me so far beyond my
(09:45):
so-called competition of otherphotographers that I didn't
worry about other photographers.
We were targeting a verydifferent financial goal.
What I had to worry about isthere are all the other places
that my affluent clients couldspend a comparable amount of
money, right, so they werecomparing me to a trip.
They were comparing my servicesto jewelry.
(10:06):
They were comparing my servicesto wardrobe.
When you consider the fact thatif you have to be better than
not just people in your field,but better than all somebody's
choices, you've now raised thebar on how good and how
exceptional you have to be, andI this is one of those notions
(10:27):
that I would love to get to getacross to everyday businesses is
to understand it.
I'll qualify it by saying itthis way, too.
One thing I've learned by havingserved the luxury buyer for so
many decades is that and it's inmany ways similar to the
ordinary world, but on steroidsEverything's overly exaggerated
(10:49):
in the luxury business becausewhen money and economy is
restrictive, people's choicesare restricted.
Now imagine you're working witha clientele where money isn't
really an issue or theirspectrum is so much broader of
what they can afford.
That's what over-exaggeratesthe choice paradox that you're
(11:12):
no longer just vying to be thechoice in your field, but other
choices, because when money isnot a strong parameter, the
world is your oyster.
You have almost unlimitedchoices.
So if you're a business tryingto be chosen by a clientele that
has unlimited choices, man youbetter, you have to really raise
your game and you have to bethe best choice, not just in
(11:33):
their field but in all theirlife's choices.
Like why would someone investin videography to promote their
business versus Facebook ads?
Right, it's not even an applesto apples comparison.
Or it might even be so extreme.
It's like well, we could investin videography to market our
(11:53):
business better, or we canimplement new computer software
programs, okay so people are notcomparing apples to apples.
Brad Powell (12:04):
We could just use AI.
Jeffrey Shaw (12:08):
Exactly right.
So you have to think and again.
That's why I I love challengesand so ai and everything
technology, always and again.
When you've been in businessfor 40 years.
There's been a lot oftechnological advances in 40
years, so it's all a challengeand I love the challenges
because it allows us anopportunity to figure it out and
step up, and step up to theplate.
Um, so every time there's moretechnology introduced, there's
(12:32):
more choices, and that becomesone of our big.
I think it's one of the biggestchallenges in business today is
how to not just be the bestchoice in what we do, but how do
we be the best choice insomeone's, in their world of
choices?
Brad Powell (12:47):
That is a really interesting question.
I mean, and it's so true thatour competition isn't just other
people who do what we do.
It's like everything else thisperson could be doing.
Jeffrey Shaw (12:59):
Yeah, it's my definition.
You know, something you hear sooften in marketing today is
that people don't have anattention span, which I think
has become the laziest excusefor bad marketing there is,
Because guess what?
Netflix has proven that to notbe true.
People have an attention span.
I don't think science has trieddevolving us.
Even if it were true, it's notserving you by buying into that.
(13:22):
So I look at it as it's not somuch an issue that people don't
have attention.
It's that they have a lot moreplaces they can put their
attention.
So how do you stand out whenpeople feel like they have so
many more choices of where theycan put their attention?
So the problem is that it's notthat people don't have
consumers our customers it's notthat they don't have an
(13:44):
attention span.
It's that most businesses areactually not attention worthy,
and that's what they need towork on.
Brad Powell (13:52):
Right Attention worthiness.
Jeffrey Shaw (13:56):
Yeah, I actually call it the Netflix test.
Your ideal customer sitting onthe sofa, preferably even beside
somebody, with a laptop ontheir lap and they're watching a
binge-worthy Netflix show.
What if they scrolled pastsomething about you and your
business on the internet infront of them on this laptop?
(14:17):
Could it be compelling enoughthat it would stop?
It would take their attentionfrom Netflix.
They would turn the laptop tothe person beside them and say,
hey, check this out, that'sattention worthy.
And that's why you think aboutwhat often gets our attention
are those funny reels.
You know, just comedy tends toget our attention and we'll
literally do that.
We'll turn the computer andshare it with somebody beside us
(14:39):
, like check this out,interrupting our attention from
something we were binging.
The problem is, most businessesaren't that attention worthy
and that's what they need tofigure out how to be so
attention worthy you can pullsomebody's attention away from
something they're deeplyengrossed in.
It's a tough challenge, but oneworth exploring.
Brad Powell (14:59):
Yeah, for sure.
Well, that's part of the worldI live in, for sure, and I want
to go back just underline thisthing that you said, where you
said doing business with you isthe luxury.
This is the attitude that youwant to exude is like doing
business with me and my workthat I do.
That is the luxury.
If there's any kind of hassleor friction, this is one of the
(15:22):
things that I like to espouse.
A lot is like as much aspossible, you need to remove the
friction for the people thatyou're working with and give
them this experience that feelsat ease, because they're already
super stressed with whateverelse is going on in their life,
and so if they come in andthey're doing stuff with you and
it just feels like, oh my gosh,this was the best part, my day
(15:45):
it's.
Jeffrey Shaw (15:45):
I love that.
You just said that the bestpart of the day, because that's
my dream.
For, like everyday businesses,right?
Because we all know theexperience.
Like we could be having apretty horrible day.
Uh, I know, you know, I have mymoments, my days of stress.
I'll walk into my local coffeeshop which nails it.
Every time I walk in they greetme, they know exactly what I'm
going to order, because theyorder the same thing every day
and it's a locally owned shop,it's not a chain.
(16:07):
It brightens my day.
But we also know the feeling ofhaving a great day and having
to call your cell phone company,right, and they destroy your
day.
So you know the notion offriction is so important.
Now, again, I don't love tospeak in absolutes because I
don't like to speak in terms ofwhat's true for most is true for
(16:30):
all.
Rarely in life is that the case, but I think it's fair to say
most people don't like hassle.
There probably are a fairnumber of a few people out there
.
Same thing with the dynamic oftime, right?
One thing I stress a lot of mywork is that for the most part
today, you can expect peoplewill pay you more just for you
to save them time In the luxuryspace.
(16:53):
That's a really interesting andtricky dynamic because, on one
hand, the being given a lot ofsomeone's time is a luxury Like
I don't.
If I'm making a large purchase,I don't like that to be rushed
and I will resist a salespersonfeeling like they don't have
enough time to cater to me witha level of understanding.
(17:16):
It might be the busy holidayseason, but even still, if I'm
making a luxury purchase, Iexpect the sales associate or
the service provider to havemore than enough time to give me
, because so time receiving alot of someone's time can be a
luxury, but it's equally truethat professionals who save us
(17:37):
time are highly valued.
So, similarly, you need tofigure out with friction.
Again, I think there are veryfew people that like hassle.
So therefore you have to figureout in your business how you
can remove all the friction, allthe points of hassle.
I'm at this point in my own lifewhere I flat out tell people I
(17:59):
don't own checks Like if that'show you require, you need to get
paid.
I can't work with you Whetheryou're a lawn service or I don't
do cash and I don't have checksLike if that's how you require,
you need to get paid, I can'twork with you, whether you're a
lawn service or I don't use, Idon't do cash and I don't have
checks.
Like, if you haven't set up anelectronic payment method, I
can't do business with you.
Yeah, because I need thefrictionless experience in my
life, cause I'm likely to payyour bill at two o'clock in the
(18:21):
morning.
It's just the way life is right.
So, and I don't think I'm thatunusual I think that's why we
need to look at how can we makeour businesses frictional, and I
said, one of the things I tellmy clients is comb.
I like to use the word comb.
Comb through your business,every aspect, the frictionless
experience on your websitebooking appointments, changing
(18:41):
appointments, communicating withyou, paying you, receiving the
goods or services Down the line.
We need to figure out how wecan make every bit of it
invisible, because what'sinvisible they can't complain
about.
Brad Powell (18:56):
Yeah, well, I think , interestingly enough, the
pandemic did a lot to evolvepeople into a more frictionless
kind of way of operating.
I mean, in my own experience, Iwas doing in-person events
where I was live streaming.
You know three and four dayconferences.
Or I was doing all of my workin person and you know loading
(19:19):
up the vehicle, bringing allthis equipment, unloading,
getting into the place.
You know doing all this stuff.
That was very full of friction,let's just say.
And now when I work with clients, all that's gone, like all we
do typically.
(19:39):
You know, my main service isthat I work with a client.
We get together just once amonth.
We spend an hour where Iinterview them, just like you
and I are doing now, and I'mrecording in high definition
their side of the conversationand we've done some work to get
them set up so they look andsound great.
But the process is come on withme.
(20:00):
We're going to have anenjoyable conversation and
you're going to talk all aboutyourself and I'm going to go
deeper and pull out your bestinsights and I'm going to take
that and turn it into greatfootage and content for you, for
them.
It's this I get to be thetalent and show up like I'm the
special guest on somebody's show, and this is easy and pretty
(20:23):
light and nothing can go wrongreally, and this is something I
don't think I ever would havecome to this if I hadn't been
forced to.
Jeffrey Shaw (20:31):
You're bringing up such a great point and, again,
as I said earlier, one of thebenefits of having worked with a
luxury client for so manydecades is that, as I said
earlier, everything'sexaggerated.
One of the realities of thebehavior of a luxury buyer is
they're the first to respond.
Right, they just are.
They will tend to be the first.
In fact, often because of theprofessions they're in often
(20:54):
financial services orinvestments they have the inside
scoop.
They tend to see things comingbefore it trickles down to the
awareness of most people.
They tend to be the first torespond to the potential
downturn of economy.
I saw this coming in the fallof what was it?
(21:15):
2008.
The economy, the greaterrecession didn't actually tank
until what was it?
September of 2009,.
I think it was Months earlier.
I saw this coming because ofthe clientele I worked with.
Their behavior shifted in weirdways that I noticed.
I'm like something's coming andI'm going to prepare for this in
a way that made sense, becauseI could tell without having any
(21:35):
indication on the news or inconversations I could tell the
behavior of my clients wasshifting and that let me know as
being the first responders thatsomething, some change in the
world was coming.
They're also the first tobounce back Okay, that's the
good news, right?
So their typical financialstability can make them be truly
(21:56):
cautious on the on the upfrontand the quickest to recover.
So all of that has been I'veobserved this for 40 years being
a little exaggerated.
So when you have a time of acrisis come along, like the
pandemic and many others we'vegone through, we can't ignore
the deep loss, particularly lossof life, right, we never want
(22:16):
to just gloss over that, andcrisis has always sped up what
was going to change anyway, andthe world has been wanting this
type of adaptation and evolutionof businesses.
The crisis forced it to happen.
One example of this I did aninterview on my podcast of a
professor at I think it may havebeen Stanford University or a
(22:40):
big university, and he had saidthat the university had a
five-year plan to add e-learningto their structure, which they
completed in two weeks when theyhad to.
The five-year plan was for thefuture and suddenly, within two
weeks, they accomplished this.
So a crisis has always sped upwhat was coming, and often what
(23:04):
it has sped up is a change insocial values and what people
value and what they appreciate.
So the challenge becomes notonly do we have to respond to it
in the crisis moment, but wealso have to deal with the
aftermath after that change.
Like well, as a speaker myself,it's like well, once many events
got the taste of virtual eventsand how much money that can
(23:28):
save them in catering halls andin flying in speakers.
It can be challenging toconvince them to go back to live
events where speakers canreceive their top dollars.
Of course, most have, most havereally leaned into the benefit
is the camaraderie and thereconnection people wanted.
(23:50):
But I think a lot of times it'smore of a hybrid model now,
because, yes, people want theconnection, but here's the other
way in which it's changed, andthis is true of all everyday
businesses.
In order to convince someone tolay down money to attend an
event, which is more than themoney, I think the biggest
challenge that is faced is thetime commitment that it takes to
(24:15):
attend an event and you have toadd to it now the potential
health hazard of traveling.
So you have more obstacles toconvince people to show up at
your event, which is why manyevents have struggled to get
regrounded.
These are the obstacles that arepresented because people's
values shifted Suddenly thetaking the time away from your
(24:37):
family, risking your health.
It better be a damn good eventif I'm going to invest in doing
that.
So this is the constant raisingof the bar that I refer to as
kind of your call to greatness.
It's a constant call togreatness of raising the bar
because the world around us ischanging.
Again, my glimpse into theluxury world for so many years
(25:01):
I'm able to pass that message onto everyday businesses because
it's exaggerated in the luxuryworld.
This has always been the case.
In the luxury world, how do youstand out as exceptional when
there's plenty of people in yourindustry that are ordinary?
So it's that kind of insidersecrets that I'm trying to that
I feel very much everydaybusinesses can embrace, which is
(25:23):
why I wrote this book makingsure that everyday businesses
also feel spoken to, becausewhile you're learning the
strategies of luxury businesses,you can imagine how can I
incorporate this and integratethis into my everyday business
and truly give myself theopportunity to stand out.
Brad Powell (25:44):
Yeah Well, let's talk about that from perspective
of standing out when so manyother businesses are, in fact,
mediocre and ordinary, andwhat's happening with the
ordinary businesses is thatthey're all going for the same
ordinary customers and thatcompetition is super fierce,
(26:05):
whereas the luxury world, thepremium world, there's not as
many people who are working inthat realm.
So talk about that space interms of the encouraging words
for people, like if you jump upthere or into that realm all of
a sudden, you aren't competingwith a lot of the people that
(26:29):
you were.
Jeffrey Shaw (26:30):
You know, last month a lot of the people that
you were, you know, last month.
Yeah, Yep, yeah, and, and andactually there's a chapter in
the book on on discouragement,because I speak to the fact that
if, when that's your goal, it'sgoing to take longer, right,
you can't there's.
You can't rush to build thebusiness that's looked upon as
being exceptional, right?
(26:50):
You can't rush the building ofa luxury business.
You can't start it as HomeDepot and then suddenly try to
become a luxury boutique.
You have to have chosen tostart out as a luxury boutique
in the first place.
Now, that's not to say that abusiness like your own, or any
of your listeners, if they'vegot a good, solid reputation,
(27:13):
it's not to say you can't levelup.
In fact, you should.
But what you want to do, whichis really the focus of my first
book, Lingo, because it's aboutspeaking the lingo of your ideal
customers, and I refer to it asa secret language.
Like you, want to call forwardpeople that deeply feel like
(27:33):
they get you and you get them.
So I'll give you a inside scoopon one of the tools I use when
I'm working with a client who'slooking to do just that.
Let's say, they're looking torebrand, focus more on
attracting their ideal customers, which, by the way, when I
pre-survey an audience even inthe luxury, my luxury events
when I pre-survey an audienceeven in the luxury, my luxury
events when I pre-survey anaudience as to what people most
(27:55):
want to gain from the experienceof being together, the number
one answer is always more idealclients.
So every business at allsocioeconomic scales is looking
for more ideal clients.
A you have to first define whatideal clients mean to you.
Yes, profitability, the clientsthat pay you the most are
somewhat ideal, but to me, oneof the highest or the highest
(28:16):
criteria is that their clientsthat are easy to work with,
because I'm not willing to workwith a really difficult client,
no matter how much they pay me.
So because that, just becauseit's so life-consuming, it's
taking too much time away fromother places and other clients
that could I, I could put energy.
So you have to decide foryourself what your ideal client,
who that is.
(28:36):
When I'm working with a clientto meet that and that goal of
attracting more ideal clients,one of the first things I asked
him to do is to make a list ofwhat I refer to as self
identifying questions.
What these questions are arequestions that you could imagine
your ideal client.
(28:57):
You've determined who yourideal client is their
demographics, where they live,their socioeconomic scale, their
values, their attitudes,behaviors like the people that
you could just be so happyhanging out with.
That's your ideal client.
What are the questions that arein their mind that they're
thinking but they're not evenverbalizing?
(29:18):
If you can tap into thosequestions, if you can pose, even
on your website, questions thatpeople might be thinking in
their head that they're notverbalizing, that will literally
set them back in their chairand make you then feel like, wow
, it's like this person is in myhead and that's how you call
forward your ideal client.
In the end, it becomes analignment of them feeling like
(29:42):
you totally get them.
And the nice thing, Brad, iswhen people feel that way, they
will almost always put moneyaside, Like it almost doesn't
matter what you're going tocharge them, because that is
such a rare experience in life,let alone in business.
When you feel like someone whocan provide a service that you
(30:02):
need that they get you so much.
They've asked questions thatyou're thinking but you realize
you haven't even verbalized tothem, but they get it.
That's how you attract yourideal clients and level up.
Brad Powell (30:15):
Yeah, that's great, get inside their head.
Jeffrey Shaw (30:18):
Get inside their head.
I said to me that should be thegoal of marketing today.
The goal of marketing shouldnot be just client acquisition.
Like you really know, younailed it.
When somebody says to you myGod, it's like you're in my head
, like they're sold, locked in,don't care about money, that's
the best compliment you couldseek.
Brad Powell (30:35):
Right, exactly, all right.
Well, that's probably a reallygood note for us to start
wrapping up.
Now.
You've got this new book.
It's not quite out of the pressyet, but people can preorder it
, so let's talk about how peoplecan do that.
Jeffrey Shaw (30:49):
Yeah, so, first and foremost, it'll be available
on Amazon.
It can sell to the rich.
My name is Jeffrey Shaw, so youcan search by name of my name.
If you do, you'll find my otherbooks as well.
It will be for pre-salemid-January and it releases
April 25th, so we're giving it anice long runway for pre-sales
(31:09):
because, again, you and I werechatting a little earlier that.
You know I'm always payingattention to buyer behavior and
one of the things that changesbook buyers nowadays are so
happy to pay for somethingmonths in advance, just so they
don't have to think about it,and when it's done and released
it's going to show up on theirKindle or in their mail and this
way it's good content they want, it'll show up when they need
(31:31):
it.
So go to Amazon, sell to therich or Jeffrey Shaw, either way
, you'll find it All right.
Brad Powell (31:37):
Great Well, thank you so much for coming on.
This is a great conversationand it's also just a really
great mission that you're on.
Thank, you.
Jeffrey Shaw (31:45):
I thank you for saying it that way.
Like I said, the book, Ibelieve, encompasses both the
strategies for luxury businessesand it really is a mission to
support everyday businesses todo better.
Brad Powell (32:03):
And for those of you listening at the end, I just
want to remind you that ifyou'd like to go and get the
entire archive of the StandoutBusiness Show, you can go to
standoutbusinessshow and it'sall there, all the audio, all
the video, all the extra stuffthat I put in there only for our
listeners and until next time,thanks again.
So long.
imagine you're an everyday business but you upheld
the standards.
If you had the inside secretsthat luxury brands have.
Imagine how your business, youreveryday business, non-luxury
business.
Imagine how your business canstand out from the rest, and it
will, because it's anopportunity, I think, for
everyday businesses to learn thepractices and mindsets of
(00:31):
attracting and working with aluxury buyer that they can make
their business truly stand out.
Brad Powell (00:42):
Welcome to the Standout Business Show, where
it's all about making a biggerdifference by doing business
differently.
I'm Brad Powell, your StandoutBusiness Coach, and today we're
talking about how to sell to therich, as in.
What does it take to capturethe attention of premium buyers,
how do you win their trust, howdo you exceed their
(01:05):
expectations and, mostimportantly, how do you keep
them coming back again and again?
Well, to help answer all thosequestions, I've invited Jeffrey
Shaw onto the show and he's gota new book out that's called
Sell to the Rich, where heimagines a world and I'm going
to quote from the book right nowa world where only the highest
(01:28):
standards of business are upheld, where every business owner
finds themselves levels ofgreatness they couldn't have
imagined before, where luxury isnot a market category but a
feeling within you and yourcustomers.
Does that sound like a worldyou'd like to inhabit?
Well, stay tuned, because we'regoing to find out.
(01:49):
And with that, let's start theshow.
Before we get started, I want toannounce that, after three
years and over 160 interviews onthis show, I've just created a
self-assessment tool that I'mcalling the Standout Business
Scorecard.
The scorecard lets you rankyourself on how much your
(02:13):
business stands out and willgive you personalized
recommendations based on yourscore from several of my past
guests.
So to find out your standoutbusiness score, just go to
awesomevideomakerscom slashscorecard.
I'll say that againawesomevideomakerscom forward
(02:36):
slash scorecard.
It's quick, it's free and youcan thank me later.
And now back to the show.
You can thank me later and nowback to the show.
All right, jeffrey, welcome tothe show.
Jeffrey Shaw (02:50):
Hey, brad, I'm glad to be here with you.
Brad Powell (02:53):
Well, when I saw the title of your book, I was
reminded of some advice that mymother gave to me a really long
time ago, and what she said waswhen you go out and are thinking
about getting married, see ifyou can find a rich woman.
(03:15):
And she said it's just as muchtrouble to find a rich woman to
marry as a poor woman to marry.
And so you might as well findthe rich one, because your life
will be a whole lot easier ifyou do.
Jeffrey Shaw (03:24):
A good friend of mine dated like five men named
Rich and she said one.
She said her mother told her tomarry Rich.
She got it confused.
She just kept dating men namedRich All right.
Brad Powell (03:34):
So the question is does this transfer to the
average entrepreneur?
Like it's just as much troubleto find a rich, premium buyer,
rich customer, as it is to findone who doesn't have very much
money, who wants to actually dowork with you.
So you might as well go for thepremium ones.
How would you take thatphilosophy?
Jeffrey Shaw (03:57):
I love that, you know, and it ties in so
beautifully with the name ofyour show right, stand Out.
That's really what it's about,because my expertise, my
background, is in the luxuryspace and I'm not going to deny
that I'm embracing it more thanI never have when I started for
those little background context,so for 40 years I've been a
family portrait photographer forultra wealthy families.
(04:20):
When I started speaking in 2009, a lot of people told me that's
what you should specialize inand I had this brander vision
that there was more to me thanjust all things rich people.
So I wanted to explore a lot ofother avenues, like expertise
in luxury sales and marketing,because, as I love to say, I
(04:47):
don't just know this market.
I was in their closets.
So in my profession as theirfamily portrait photographer, I
had a very unusual exposure tothe ultra wealthy.
But, brad, to your point.
So I speak to that.
That's my core mission, youcould say, is to help luxury
businesses and brands work andunderstand with their ideal
(05:11):
clients.
With a subcontext that I wouldlove to change the world in,
that doing business foreverybody is a more
life-transforming experience.
Everybody is a more lifetransforming experience.
Imagine and this is where thestanding out comes out is.
Imagine you're an everydaybusiness but you upheld the
(05:33):
standards.
If you had the inside secretsthat luxury brands have, imagine
how your business your everydaybusiness, non-luxury business.
Imagine how your business canstand out from the rest your
everyday business, non-luxurybusiness.
Imagine how your business canstand out from the rest, and it
will.
Because, as much as you know,as a coach myself and as a
speaker, as much as I would loveto change the whole world, the
fact of the matter is, witheverything that we as experts
(05:55):
teach, such a small percentageof people actually enact what
they learn that it's anopportunity, I think, for
everyday businesses to learn thepractices and mindsets of
attracting and working with aluxury buyer that they can make
their business truly stand out.
So I think again, I've writtena book trying to support and
(06:20):
help luxury brands andbusinesses with an underlying
mission to help everydaybusinesses stand out in their
own fields.
Brad Powell (06:30):
Yeah, well, I'm glad you went there, because
that's actually where I wouldlike to dive in today.
Most of my listeners are peoplewho run everyday businesses and
they don't think of themselvesas a luxury brand.
But if I take myself as anexample, I do video marketing
and I am a videographer and Ihaven't thought of myself as so
(06:53):
much a luxury brand but just asmore of a videographer of
excellence and greatness.
That's what I'd like to be, andI've definitely catered to and
I'm currently catering to somevery premium clients, people who
run multi seven figurebusinesses and operations, and
(07:13):
I'm helping them grow bysubstantial amount.
And I've also worked withpeople who weren't there yet but
, because of our work together,have become a seven figure
entrepreneur.
You know all of that is true,and yet in my mind I still have
the everyday business guymindset, and so what I want you
(07:34):
to help us with today is what dowe need to shift internally so
that we can get into that placeof greatness, like this thing of
I want to be seen as premiumand I want to be attractive to
the people who are also aspiringto live in that realm.
Jeffrey Shaw (07:58):
One thing I'll suggest is that is think about
the word luxury in itself.
Like, even if you consideryourself in everyday business,
one of the only ways that you'retruly going to stand out, not
only in your field but in theworld of choices, is making sure
that doing business with you isa luxury.
(08:20):
So if we just use the wordluxury, it does not have to mean
that you are in a luxurybusiness providing a luxury
goods.
So if we just use the wordluxury, it does not have to mean
that you are in a luxurybusiness providing a luxury
goods or services.
But doing business with you hadbetter be a luxury today,
because if you're in any way ahassle, customers are going to
leave you Right.
So I talk a lot about africtionless business model and
(08:41):
really combing through yourbusiness to consider all the
places that there might befriction in your everyday
business.
Because, again, if doingbusiness with you doesn't feel
like a luxury, they're out.
And this is something, again,everyday businesses need to
(09:02):
focus on.
How to stand out is the phrase Iuse a lot.
Is that great isn't good enoughanymore.
And one thing I can assure you,just like Brad you're saying of
yourself the people I work withclients.
I coach.
They're great at what they do.
I never have to questionsomeone's talent.
What I have to make them do isenact some of the principles and
(09:22):
practices of luxury brands sothat they're not just the best
choice in their field, butthey're the best choice of
investment in someone's life.
Because in many cases and thisis my case as a photographer I
was at a significant price pointthat lifted me so far beyond my
(09:45):
so-called competition of otherphotographers that I didn't
worry about other photographers.
We were targeting a verydifferent financial goal.
What I had to worry about isthere are all the other places
that my affluent clients couldspend a comparable amount of
money, right, so they werecomparing me to a trip.
They were comparing my servicesto jewelry.
(10:06):
They were comparing my servicesto wardrobe.
When you consider the fact thatif you have to be better than
not just people in your field,but better than all somebody's
choices, you've now raised thebar on how good and how
exceptional you have to be, andI this is one of those notions
(10:27):
that I would love to get to getacross to everyday businesses is
to understand it.
I'll qualify it by saying itthis way, too.
One thing I've learned by havingserved the luxury buyer for so
many decades is that and it's inmany ways similar to the
ordinary world, but on steroidsEverything's overly exaggerated
(10:49):
in the luxury business becausewhen money and economy is
restrictive, people's choicesare restricted.
Now imagine you're working witha clientele where money isn't
really an issue or theirspectrum is so much broader of
what they can afford.
That's what over-exaggeratesthe choice paradox that you're
(11:12):
no longer just vying to be thechoice in your field, but other
choices, because when money isnot a strong parameter, the
world is your oyster.
You have almost unlimitedchoices.
So if you're a business tryingto be chosen by a clientele that
has unlimited choices, man youbetter, you have to really raise
your game and you have to bethe best choice, not just in
(11:33):
their field but in all theirlife's choices.
Like why would someone investin videography to promote their
business versus Facebook ads?
Right, it's not even an applesto apples comparison.
Or it might even be so extreme.
It's like well, we could investin videography to market our
(11:53):
business better, or we canimplement new computer software
programs, okay so people are notcomparing apples to apples.
Brad Powell (12:04):
We could just use AI.
Jeffrey Shaw (12:08):
Exactly right.
So you have to think and again.
That's why I I love challengesand so ai and everything
technology, always and again.
When you've been in businessfor 40 years.
There's been a lot oftechnological advances in 40
years, so it's all a challengeand I love the challenges
because it allows us anopportunity to figure it out and
step up, and step up to theplate.
Um, so every time there's moretechnology introduced, there's
(12:32):
more choices, and that becomesone of our big.
I think it's one of the biggestchallenges in business today is
how to not just be the bestchoice in what we do, but how do
we be the best choice insomeone's, in their world of
choices?
Brad Powell (12:47):
That is a really interesting question.
I mean, and it's so true thatour competition isn't just other
people who do what we do.
It's like everything else thisperson could be doing.
Jeffrey Shaw (12:59):
Yeah, it's my definition.
You know, something you hear sooften in marketing today is
that people don't have anattention span, which I think
has become the laziest excusefor bad marketing there is,
Because guess what?
Netflix has proven that to notbe true.
People have an attention span.
I don't think science has trieddevolving us.
Even if it were true, it's notserving you by buying into that.
(13:22):
So I look at it as it's not somuch an issue that people don't
have attention.
It's that they have a lot moreplaces they can put their
attention.
So how do you stand out whenpeople feel like they have so
many more choices of where theycan put their attention?
So the problem is that it's notthat people don't have
consumers our customers it's notthat they don't have an
(13:44):
attention span.
It's that most businesses areactually not attention worthy,
and that's what they need towork on.
Brad Powell (13:52):
Right Attention worthiness.
Jeffrey Shaw (13:56):
Yeah, I actually call it the Netflix test.
Your ideal customer sitting onthe sofa, preferably even beside
somebody, with a laptop ontheir lap and they're watching a
binge-worthy Netflix show.
What if they scrolled pastsomething about you and your
business on the internet infront of them on this laptop?
(14:17):
Could it be compelling enoughthat it would stop?
It would take their attentionfrom Netflix.
They would turn the laptop tothe person beside them and say,
hey, check this out, that'sattention worthy.
And that's why you think aboutwhat often gets our attention
are those funny reels.
You know, just comedy tends toget our attention and we'll
literally do that.
We'll turn the computer andshare it with somebody beside us
(14:39):
, like check this out,interrupting our attention from
something we were binging.
The problem is, most businessesaren't that attention worthy
and that's what they need tofigure out how to be so
attention worthy you can pullsomebody's attention away from
something they're deeplyengrossed in.
It's a tough challenge, but oneworth exploring.
Brad Powell (14:59):
Yeah, for sure.
Well, that's part of the worldI live in, for sure, and I want
to go back just underline thisthing that you said, where you
said doing business with you isthe luxury.
This is the attitude that youwant to exude is like doing
business with me and my workthat I do.
That is the luxury.
If there's any kind of hassleor friction, this is one of the
(15:22):
things that I like to espouse.
A lot is like as much aspossible, you need to remove the
friction for the people thatyou're working with and give
them this experience that feelsat ease, because they're already
super stressed with whateverelse is going on in their life,
and so if they come in andthey're doing stuff with you and
it just feels like, oh my gosh,this was the best part, my day
(15:45):
it's.
Jeffrey Shaw (15:45):
I love that.
You just said that the bestpart of the day, because that's
my dream.
For, like everyday businesses,right?
Because we all know theexperience.
Like we could be having apretty horrible day.
Uh, I know, you know, I have mymoments, my days of stress.
I'll walk into my local coffeeshop which nails it.
Every time I walk in they greetme, they know exactly what I'm
going to order, because theyorder the same thing every day
and it's a locally owned shop,it's not a chain.
(16:07):
It brightens my day.
But we also know the feeling ofhaving a great day and having
to call your cell phone company,right, and they destroy your
day.
So you know the notion offriction is so important.
Now, again, I don't love tospeak in absolutes because I
don't like to speak in terms ofwhat's true for most is true for
(16:30):
all.
Rarely in life is that the case, but I think it's fair to say
most people don't like hassle.
There probably are a fairnumber of a few people out there
.
Same thing with the dynamic oftime, right?
One thing I stress a lot of mywork is that for the most part
today, you can expect peoplewill pay you more just for you
to save them time In the luxuryspace.
(16:53):
That's a really interesting andtricky dynamic because, on one
hand, the being given a lot ofsomeone's time is a luxury Like
I don't.
If I'm making a large purchase,I don't like that to be rushed
and I will resist a salespersonfeeling like they don't have
enough time to cater to me witha level of understanding.
(17:16):
It might be the busy holidayseason, but even still, if I'm
making a luxury purchase, Iexpect the sales associate or
the service provider to havemore than enough time to give me
, because so time receiving alot of someone's time can be a
luxury, but it's equally truethat professionals who save us
(17:37):
time are highly valued.
So, similarly, you need tofigure out with friction.
Again, I think there are veryfew people that like hassle.
So therefore you have to figureout in your business how you
can remove all the friction, allthe points of hassle.
I'm at this point in my own lifewhere I flat out tell people I
(17:59):
don't own checks Like if that'show you require, you need to get
paid.
I can't work with you Whetheryou're a lawn service or I don't
do cash and I don't have checksLike if that's how you require,
you need to get paid, I can'twork with you, whether you're a
lawn service or I don't use, Idon't do cash and I don't have
checks.
Like, if you haven't set up anelectronic payment method, I
can't do business with you.
Yeah, because I need thefrictionless experience in my
life, cause I'm likely to payyour bill at two o'clock in the
(18:21):
morning.
It's just the way life is right.
So, and I don't think I'm thatunusual I think that's why we
need to look at how can we makeour businesses frictional, and I
said, one of the things I tellmy clients is comb.
I like to use the word comb.
Comb through your business,every aspect, the frictionless
experience on your websitebooking appointments, changing
(18:41):
appointments, communicating withyou, paying you, receiving the
goods or services Down the line.
We need to figure out how wecan make every bit of it
invisible, because what'sinvisible they can't complain
about.
Brad Powell (18:56):
Yeah, well, I think , interestingly enough, the
pandemic did a lot to evolvepeople into a more frictionless
kind of way of operating.
I mean, in my own experience, Iwas doing in-person events
where I was live streaming.
You know three and four dayconferences.
Or I was doing all of my workin person and you know loading
(19:19):
up the vehicle, bringing allthis equipment, unloading,
getting into the place.
You know doing all this stuff.
That was very full of friction,let's just say.
And now when I work with clients, all that's gone, like all we
do typically.
(19:39):
You know, my main service isthat I work with a client.
We get together just once amonth.
We spend an hour where Iinterview them, just like you
and I are doing now, and I'mrecording in high definition
their side of the conversationand we've done some work to get
them set up so they look andsound great.
But the process is come on withme.
(20:00):
We're going to have anenjoyable conversation and
you're going to talk all aboutyourself and I'm going to go
deeper and pull out your bestinsights and I'm going to take
that and turn it into greatfootage and content for you, for
them.
It's this I get to be thetalent and show up like I'm the
special guest on somebody's show, and this is easy and pretty
(20:23):
light and nothing can go wrongreally, and this is something I
don't think I ever would havecome to this if I hadn't been
forced to.
Jeffrey Shaw (20:31):
You're bringing up such a great point and, again,
as I said earlier, one of thebenefits of having worked with a
luxury client for so manydecades is that, as I said
earlier, everything'sexaggerated.
One of the realities of thebehavior of a luxury buyer is
they're the first to respond.
Right, they just are.
They will tend to be the first.
In fact, often because of theprofessions they're in often
(20:54):
financial services orinvestments they have the inside
scoop.
They tend to see things comingbefore it trickles down to the
awareness of most people.
They tend to be the first torespond to the potential
downturn of economy.
I saw this coming in the fallof what was it?
(21:15):
2008.
The economy, the greaterrecession didn't actually tank
until what was it?
September of 2009,.
I think it was Months earlier.
I saw this coming because ofthe clientele I worked with.
Their behavior shifted in weirdways that I noticed.
I'm like something's coming andI'm going to prepare for this in
a way that made sense, becauseI could tell without having any
(21:35):
indication on the news or inconversations I could tell the
behavior of my clients wasshifting and that let me know as
being the first responders thatsomething, some change in the
world was coming.
They're also the first tobounce back Okay, that's the
good news, right?
So their typical financialstability can make them be truly
(21:56):
cautious on the on the upfrontand the quickest to recover.
So all of that has been I'veobserved this for 40 years being
a little exaggerated.
So when you have a time of acrisis come along, like the
pandemic and many others we'vegone through, we can't ignore
the deep loss, particularly lossof life, right, we never want
(22:16):
to just gloss over that, andcrisis has always sped up what
was going to change anyway, andthe world has been wanting this
type of adaptation and evolutionof businesses.
The crisis forced it to happen.
One example of this I did aninterview on my podcast of a
professor at I think it may havebeen Stanford University or a
(22:40):
big university, and he had saidthat the university had a
five-year plan to add e-learningto their structure, which they
completed in two weeks when theyhad to.
The five-year plan was for thefuture and suddenly, within two
weeks, they accomplished this.
So a crisis has always sped upwhat was coming, and often what
(23:04):
it has sped up is a change insocial values and what people
value and what they appreciate.
So the challenge becomes notonly do we have to respond to it
in the crisis moment, but wealso have to deal with the
aftermath after that change.
Like well, as a speaker myself,it's like well, once many events
got the taste of virtual eventsand how much money that can
(23:28):
save them in catering halls andin flying in speakers.
It can be challenging toconvince them to go back to live
events where speakers canreceive their top dollars.
Of course, most have, most havereally leaned into the benefit
is the camaraderie and thereconnection people wanted.
(23:50):
But I think a lot of times it'smore of a hybrid model now,
because, yes, people want theconnection, but here's the other
way in which it's changed, andthis is true of all everyday
businesses.
In order to convince someone tolay down money to attend an
event, which is more than themoney, I think the biggest
challenge that is faced is thetime commitment that it takes to
(24:15):
attend an event and you have toadd to it now the potential
health hazard of traveling.
So you have more obstacles toconvince people to show up at
your event, which is why manyevents have struggled to get
regrounded.
These are the obstacles that arepresented because people's
values shifted Suddenly thetaking the time away from your
(24:37):
family, risking your health.
It better be a damn good eventif I'm going to invest in doing
that.
So this is the constant raisingof the bar that I refer to as
kind of your call to greatness.
It's a constant call togreatness of raising the bar
because the world around us ischanging.
Again, my glimpse into theluxury world for so many years
(25:01):
I'm able to pass that message onto everyday businesses because
it's exaggerated in the luxuryworld.
This has always been the case.
In the luxury world, how do youstand out as exceptional when
there's plenty of people in yourindustry that are ordinary?
So it's that kind of insidersecrets that I'm trying to that
I feel very much everydaybusinesses can embrace, which is
(25:23):
why I wrote this book makingsure that everyday businesses
also feel spoken to, becausewhile you're learning the
strategies of luxury businesses,you can imagine how can I
incorporate this and integratethis into my everyday business
and truly give myself theopportunity to stand out.
Brad Powell (25:44):
Yeah Well, let's talk about that from perspective
of standing out when so manyother businesses are, in fact,
mediocre and ordinary, andwhat's happening with the
ordinary businesses is thatthey're all going for the same
ordinary customers and thatcompetition is super fierce,
(26:05):
whereas the luxury world, thepremium world, there's not as
many people who are working inthat realm.
So talk about that space interms of the encouraging words
for people, like if you jump upthere or into that realm all of
a sudden, you aren't competingwith a lot of the people that
(26:29):
you were.
Jeffrey Shaw (26:30):
You know, last month a lot of the people that
you were, you know, last month.
Yeah, Yep, yeah, and, and andactually there's a chapter in
the book on on discouragement,because I speak to the fact that
if, when that's your goal, it'sgoing to take longer, right,
you can't there's.
You can't rush to build thebusiness that's looked upon as
being exceptional, right?
(26:50):
You can't rush the building ofa luxury business.
You can't start it as HomeDepot and then suddenly try to
become a luxury boutique.
You have to have chosen tostart out as a luxury boutique
in the first place.
Now, that's not to say that abusiness like your own, or any
of your listeners, if they'vegot a good, solid reputation,
(27:13):
it's not to say you can't levelup.
In fact, you should.
But what you want to do, whichis really the focus of my first
book, Lingo, because it's aboutspeaking the lingo of your ideal
customers, and I refer to it asa secret language.
Like you, want to call forwardpeople that deeply feel like
(27:33):
they get you and you get them.
So I'll give you a inside scoopon one of the tools I use when
I'm working with a client who'slooking to do just that.
Let's say, they're looking torebrand, focus more on
attracting their ideal customers, which, by the way, when I
pre-survey an audience even inthe luxury, my luxury events
when I pre-survey an audienceeven in the luxury, my luxury
events when I pre-survey anaudience as to what people most
(27:55):
want to gain from the experienceof being together, the number
one answer is always more idealclients.
So every business at allsocioeconomic scales is looking
for more ideal clients.
A you have to first define whatideal clients mean to you.
Yes, profitability, the clientsthat pay you the most are
somewhat ideal, but to me, oneof the highest or the highest
(28:16):
criteria is that their clientsthat are easy to work with,
because I'm not willing to workwith a really difficult client,
no matter how much they pay me.
So because that, just becauseit's so life-consuming, it's
taking too much time away fromother places and other clients
that could I, I could put energy.
So you have to decide foryourself what your ideal client,
who that is.
(28:36):
When I'm working with a clientto meet that and that goal of
attracting more ideal clients,one of the first things I asked
him to do is to make a list ofwhat I refer to as self
identifying questions.
What these questions are arequestions that you could imagine
your ideal client.
(28:57):
You've determined who yourideal client is their
demographics, where they live,their socioeconomic scale, their
values, their attitudes,behaviors like the people that
you could just be so happyhanging out with.
That's your ideal client.
What are the questions that arein their mind that they're
thinking but they're not evenverbalizing?
(29:18):
If you can tap into thosequestions, if you can pose, even
on your website, questions thatpeople might be thinking in
their head that they're notverbalizing, that will literally
set them back in their chairand make you then feel like, wow
, it's like this person is in myhead and that's how you call
forward your ideal client.
In the end, it becomes analignment of them feeling like
(29:42):
you totally get them.
And the nice thing, Brad, iswhen people feel that way, they
will almost always put moneyaside, Like it almost doesn't
matter what you're going tocharge them, because that is
such a rare experience in life,let alone in business.
When you feel like someone whocan provide a service that you
(30:02):
need that they get you so much.
They've asked questions thatyou're thinking but you realize
you haven't even verbalized tothem, but they get it.
That's how you attract yourideal clients and level up.
Brad Powell (30:15):
Yeah, that's great, get inside their head.
Jeffrey Shaw (30:18):
Get inside their head.
I said to me that should be thegoal of marketing today.
The goal of marketing shouldnot be just client acquisition.
Like you really know, younailed it.
When somebody says to you myGod, it's like you're in my head
, like they're sold, locked in,don't care about money, that's
the best compliment you couldseek.
Brad Powell (30:35):
Right, exactly, all right.
Well, that's probably a reallygood note for us to start
wrapping up.
Now.
You've got this new book.
It's not quite out of the pressyet, but people can preorder it
, so let's talk about how peoplecan do that.
Jeffrey Shaw (30:49):
Yeah, so, first and foremost, it'll be available
on Amazon.
It can sell to the rich.
My name is Jeffrey Shaw, so youcan search by name of my name.
If you do, you'll find my otherbooks as well.
It will be for pre-salemid-January and it releases
April 25th, so we're giving it anice long runway for pre-sales
(31:09):
because, again, you and I werechatting a little earlier that.
You know I'm always payingattention to buyer behavior and
one of the things that changesbook buyers nowadays are so
happy to pay for somethingmonths in advance, just so they
don't have to think about it,and when it's done and released
it's going to show up on theirKindle or in their mail and this
way it's good content they want, it'll show up when they need
(31:31):
it.
So go to Amazon, sell to therich or Jeffrey Shaw, either way
, you'll find it All right.
Brad Powell (31:37):
Great Well, thank you so much for coming on.
This is a great conversationand it's also just a really
great mission that you're on.
Thank, you.
Jeffrey Shaw (31:45):
I thank you for saying it that way.
Like I said, the book, Ibelieve, encompasses both the
strategies for luxury businessesand it really is a mission to
support everyday businesses todo better.
Brad Powell (32:03):
And for those of you listening at the end, I just
want to remind you that ifyou'd like to go and get the
entire archive of the StandoutBusiness Show, you can go to
standoutbusinessshow and it'sall there, all the audio, all
the video, all the extra stuffthat I put in there only for our
listeners and until next time,thanks again.
So long.
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