August 28, 2023 • 36 mins
Picture this: You've unlocked the secret to becoming the go-to person in your market. An authority. The name on everyone's lips. Sounds unreal, right? Well, not anymore. We had the pleasure of inviting Beate Chalet, the Growth Architect, to our show, and let's say she knows a thing or two about making this a reality. Renowned for her unique approach and insights, she shares how to differentiate between an authority strategy and a celebrity or influencer one, guiding us to carve out our unique voice and establish our expertise.
But hold on, there's more! From selling a business to none other than Bill Gates to sparking conversations with her title as 'Growth Architect,' Beate has been there and done that. She emphasizes the need to diversify your services and shares her signature growth system – an amalgamation of her experiences and expertise. The catch? It's not a walk in the park, but what worthwhile thing ever is?
In addition to these nuggets of wisdom, we also delve into the topic of video content and its undeniable power in building a personal brand. Beate shares her perspectives on striking the perfect balance between business-related content and a sneak peek into one's personal life. She leaves us with the idea of an unapologetic value proposition and the importance of fostering safety and trust to build lasting relationships with clients. Beate also generously offers listeners access to her Growth Blocker Quiz to further aid their journey. If there's only one episode you tune in to this year, make it this one. Trust us, you won't regret it.
This episode is NOT sponsored. Some product links are affiliate links, meaning we'll receive a small commission if you buy something.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome to the Elevate Media Podcast with your
host, chris Anderson.
In this show, chris and hisguests will share their
knowledge and experience on howto go from zero to successful
entrepreneur.
They have built theirbusinesses from scratch and are
now ready to give back to thosewho are just starting.
Let's get ready to learn, growand elevate our businesses.
(00:20):
And now your host, chrisAnderson.
Speaker 2 (00:25):
Welcome back to another recording of the Elevate
Media Podcast.
I am Chris Anderson, your host,and you might have wondered how
you can become a betterauthority as you're growing your
business online.
It seems like there's so manypeople out there, there's so
many other individuals doingtheir thing and they might seem
like they have a little bit moreauthority than you, or at least
(00:45):
from your perspective.
And so today we're bringing onan expert in this topic to help
us understand a little bitbetter what it takes to become
an authority in our markets.
We're bringing on Beate today.
She is an expert in becoming anauthority.
Beate, welcome to the ElevateMedia Podcast.
Speaker 3 (01:04):
Thank you so much for having me, Chris.
I'm very excited to be hereTalk about one of my favorite
things.
Speaker 2 (01:08):
Absolutely, and I'm excited to dive into this.
It's something we can alwayswork on and improve, obviously,
as we're growing our businessesand brands.
Start out, a little bit aboutyourself, but what got you into
helping people becomeauthorities?
Speaker 3 (01:20):
Yeah, so my name is Beate Chalet.
I'm the growth architect thatwork with visionaries, thought
leaders, and help them to scaletheir authority and grow their
impact, and so what that meansI'm in the business to help with
.
How do you get noticed?
How do you get in front ofpeople?
How do you really become thisperson that somebody knows is
(01:42):
the logical go-to person forthis particular thing?
And I got into this because Ifelt that.
Number one so many people aresuffering from imposter syndrome
or they are trying to copy whatother internet marketers are
telling them to do, because theysee whatever the homies and the
grand credones and the Gary V'sand they think that's an
(02:06):
authority.
No, I have thoughts about that,because these guys don't have
an authority strategy.
These guys have an influence ora celebrity strategy.
So Gary V is a celebritystrategy, not an authority
strategy, because he's not anauthority real on anything,
because he pimps everything outon every subject that he has.
(02:26):
So I was looking at this, chris, and I'm thinking to myself
there is so much misinformationabout what's the shortcut to get
somewhere.
And that's why I got into this,because I have decades of
entrepreneurship, which, ofcourse, ages me, but at this
point in my career, in my lifeor in my consulting practice.
(02:50):
I don't have time for thenonsense.
I've seen it all.
I've seen them fly high, crashback.
I've seen all the big internetmarketers come and go, the next
level come and go, and the nextlevel come and go.
So what you just have to thinkabout when you go and want to
build your authority is onething and one thing only what is
your subject matter, expertise?
What are you the authority in?
(03:12):
You're not an influencer.
Your cat skiing isn't going tohelp you.
You walking with your dog isn'tgoing to help you.
Are you going to be a celebritythat wants to endorse facial
creams, healthy water?
That's different.
We're talking about business.
Business has only one model andthat is the authority model,
(03:37):
the expert in an industry.
Speaker 2 (03:38):
Just to clarify this right from the get go yeah, and
I think that's great because Ithink people do get that mixed
up.
They see, like you said, grantCardone, gary Vee, alex Tramosi.
So I guess, yeah, what's thereal delineation there?
How do we know we're going downthe authority path versus just
that celebrity influencer path?
So we know, maybe it's theright one for us.
Speaker 3 (04:00):
Yeah, so if you want to go down the celebrity or the
influencer path, it's verysimple.
You need about approximately ateam of 20 and a couple million.
Speaker 2 (04:09):
Exactly.
Speaker 3 (04:10):
That's it.
So, when you really listen,what the message is that
somebody who wants to be aninfluencer celebrity says is I'm
going to take all my content.
I'm creating nothing butcontent.
I'm going to blanket the marketwith content constantly, on
every medium.
I'm going to have a team ofpeople I have 20 VAs that do
(04:31):
nothing other than take my stuffand put it somewhere.
I'm in the studio all day long.
I'm constantly filming.
I'm going to send these clipsout.
They're going to cut them,quotes, whatever they do all
these things Over a period oftime.
And Grant Cardone says thisvery loud and clear exposure
equals income, he says.
As his exposure went up, hisincome went up.
(04:52):
Now, when I listen to them,okay, it's good.
Is it mind breaking?
Is it mind blowing?
Is it why I said, oh my God,I've never heard anything like
this before?
No, but what they do is theysell the dream.
If you're listening to this andyou go, I would like to be
famous, then just know you'regoing to need a couple million
(05:14):
and you need a team of 20 andyou need to blanket and you need
to do nothing but produce.
Then get the market share bybeing the loudest and the one
that gets the most attention.
That works for maybe one.
Most of us who are in businessare what we call on social media
talking heads.
When you scroll through thefeed is three things.
That the one thing, that didyou ever want to?
(05:37):
And then you just scroll,scroll, scroll, scroll, scroll,
scroll.
Because everybody sounds thesame, because they're all trying
to use that model.
You build your authority bybeing very clear.
What is that?
One thing that I'm better thananyone.
You have to give it a spin thatsounds new, that is different.
I'm going to give you anexample on this.
(05:57):
Then you have to be in front ofthe right audience so that you
attract people that listen towhat you're saying and then say,
oh, I need that.
I'm going to give you anexample.
One of my clients is acommunications coach.
Sounds really not very amazingImmediately.
(06:20):
When somebody stands in frontof you and says I'm a
communications coach.
What goes on in your head?
Speaker 2 (06:24):
What is that?
What do you do?
Who do you help?
What is that exactly?
Speaker 3 (06:30):
What does that even?
Speaker 2 (06:30):
mean Exactly Yep.
Speaker 3 (06:33):
Then the second thing that you think to yourselves I
run Elevated Media, I don't needsomebody to teach me how to
communicate DismissedOpportunity gone in your head.
Because that's what our braindoes it eliminates things that
are not relevant for us veryquickly.
When I was working with her, wecame up with a specific term
for her, which describes theintersection between
(06:56):
communications and relationship.
Now she has a term that is herunique term.
I can't tell you because it'snot trademark yet, but once it
is, then I can tell people.
Now she has this unique term.
When people hear this term theygo oh, what's that?
Then you're now in theconversation.
Then we realized as we weredigging deeper that she has
(07:18):
one-in-one program only and thather sweet spot is really
awkward geeky technology expertsthat work at a corporation that
are so good that they gotpromoted into a leadership
position and have zerocommunication skills.
Now when she says I'm acommunications coach, or she
(07:43):
says I developed thisproprietary system with our
policy that helps technologyleaders that have just been
promoted and now need tocommunicate to their teams and
to the outside on a larger scale, to help them be comfortable
and find the right words tocommunicate what the company is
about, the values, and forge thedirection now only got really
(08:08):
specific on who she helps really.
Speaker 2 (08:11):
Obviously the title that's not trademark Probably
sparks that interest because itis probably words that connects
with that target audience.
But that's what it sounds like.
It got real targeted.
Speaker 3 (08:21):
It did.
And now what happens when shesays is to you, you go oh my god
, my friend john jesus christ,that guy is like the worst, he
needs you.
So now you automatically aresearching For a match in your
head and trying to make areferral recommendation, or you
(08:41):
go all I need that, so some.
So that's how you become.
That that's really path toauthority is to Get very clear
on this.
I'm gonna give you anotherexample for sure so when I went
into after sold my business andthen I started figuring out what
the consulting, coachingbusiness are, say five word, say
I'm a business consultant, thefirst thing you think about is
(09:04):
what?
When I say my businessconsultant, Another one, you
hardly the stuff authorityplatforms are made out of, but
when I say I'm the growtharchitect.
Speaker 2 (09:17):
It's a different.
It's different what I'vealready been hearing out there
and it's park, somethingdifferent grows.
Everyone wants to grow,architect, okay, building
something.
So make you start thinkingdeeper into the meaning and
wanna know more.
Speaker 3 (09:28):
So now the next question is what's the growth
architect?
And now we are in theconversation.
So what I've taken is I takepeople that have these vague
ideas of coach, consultant,expert and I help him to figure
out what's the thing that makeshim really unique and special
(09:48):
and often times, contrary towhat people think, it's found in
the stuff that they're tryingto hide.
Me being a single mom,immigrant, having been broke
hundred thirty five thousanddollars, not knowing how to run
a business, what to do until IFigure it out, crack the code,
so my business to build gatesfor millions of dollars, I don't
(10:10):
really want to talk about thestruggle.
I want to talk about thesuccess.
Nobody wants to hear about thesuccess.
Everybody wants to hear aboutthe struggle, the con, the
conversation of the authoritythat I now have is not in
selling the business.
That's the outcome, thebeneficial outcome.
The authority I have Isn'tfiguring it out in adversity,
(10:33):
resilience, overcoming.
Speaker 2 (10:35):
So with that, with so , if these individuals, these
coaches, these agency owners,they're trying to build that
authority in there, they haven'twent through all the struggles,
they haven't been able to sellcompany thing that, but they're
in the midst of when, in thepositions themselves as that
authority in their market.
Besides really getting specificon who they help and having
that kind of Intriguing title orservice offering that makes
(10:59):
people ask more.
To get the conversation going,are there any common traits that
help people actually become asuccessful authority, that Maybe
if you don't have it, you'regonna have to learn it, or have
you noticed anything like that?
Speaker 3 (11:12):
Yeah, so I.
The secret is very simple.
It's called the signaturegrowth system.
When I started with thebusiness consulting and people
reacted exactly like it on, gothere's another one.
So I have a differentiationfactor, because I sold a
business to Bill Gates, soeverybody spoke obviously people
go, she must know something,otherwise that wouldn't have
(11:32):
happened.
But then what do I do?
Strategy people go.
I create systems, people go, ohgod, system, workflows,
processes now I really losteverybody right because they say
this is like all the stuff wereally don't want to do.
Can we just go and take a planeto 30,000 feet and just keep
flying?
If you don't land somewhereyou're gonna crash eventually.
(11:53):
So Now what I want people tounderstand is that when you take
a plane to 30,000 feet, youhave multiple airports you can
land.
So if your plane flies above acountry, you can say my
territory is the United States,but the territory includes New
(12:14):
York, los Angeles, arizona,whatever.
That might be.
Okay, it's like that inbusiness.
So I'm a business consultant.
I know how to do the leadershipdevelopment because it has to
match the business objectives.
I know how to help them to settheir goals.
I help them figure out wherethey want to go, redesign,
reverse engineer the strategy toget there, figure out what
(12:37):
systems they already have, plugin all the existing things, help
them create the clienttransformation in the different
phases, with phase one, two,three, four, five, five.
What the offer on all of thisis?
As long as you have an umbrellaover it, you can have that
diversification because theumbrella makes it specific.
(12:59):
So people think when they hearniche or specificity sorry, I
have always had a hard time withthat word.
They always think that it meansthat you have to let go of
things and you just have to dothis one thing.
You really don't.
I'm the growth architect.
I can identify what hinders youfrom growing and that's what
I'm fixing.
But that could be a strategy.
(13:20):
That could be a growth plan.
That could be team building.
That could be you as a leader.
That could be building the team.
That could be helping youfigure out what actually the
scaling plan is for the business, could be building your
signature growth system.
I don't know that yet, but I doknow that I have every element
(13:41):
that's required to build growtharchitecture for our business.
Now the pitch is different.
The authority that I have isthe experience in many different
things.
As the growth architect, I cangive you the shortcut that then
becomes the authority I'm in.
That's what I want you tolisten to, to really think about
, Chris, and it's difficult whenyou're in the beginning,
(14:04):
because you're still learningand you're still taking courses
and coaches and you're hiringpeople to help you get there.
I have a big warning foreverybody, though.
This is the thing that I haveMost people that are starting
out in business or that aretrying to figure out how to grow
.
What they do is they go out tothe market, they subscribe to
the Russell Brunson's and theJeff Walker's and the Homo C's
(14:27):
and the V's and the whatever.
Then what happens?
You get bombarded with a veryclear conversation and the
conversation goes you need tolearn how to speak from stage,
because if you only knew how tolearn to speak from stage, you'd
be rich.
Then you do that.
Then they have an affiliateoffer and that affiliate offer
(14:47):
is what's the offer that you'remaking when you speak from stage
?
Oh, that's right, I need anoffer.
Now.
You sign up for that.
Now, after you have the offer,jeff Walker walks in the door
and an affiliate program sayshey, have you ever thought about
the product launch?
Because if you have an offer,you need to do a product launch.
That makes sense.
Now you buy the product launch.
Now you've done the productlaunch.
Now another offer comes in andit says actually, did you know
(15:08):
that you can sell directly fromstage?
And you go oh, that's reallycool, I'm going to need to learn
that.
Now somebody says what about theleads?
Ryan Dice comes in and says youneed leads, and you say of
course I need lead.
Now you buy that.
Then Russell Brunson comes inand says, hey, without click
funnels, none of this works.
Next thing you know it's fouryears later, you're $100,000 in
(15:32):
and you still can't figure itout.
And I tell you why.
The whole thing is designedlike a carrot, where you think
this one last thing is going tobe the domino, the final domino
that makes everything go.
But it doesn't exist.
The system's not set up likethat.
That's why these guys make somuch money.
It's brilliant.
(15:54):
It's internet marketing.
Speaker 2 (15:56):
So how can we do that ?
How can we like learn but focusto expedite that process so we
don't keep getting led by allthese carrots out there?
Speaker 3 (16:05):
There you go.
That is exactly the question.
So that is worth this interviewfor anybody listening by itself
, because that is, I think, atthe average $150,000 question.
Right, you need to figure outwhat the business model is first
.
So what is the goal of thebusiness?
The goal of the business is youwant to provide for yourself,
(16:26):
you want to provide for yourfamily?
You want to create it withpassive income streams.
You want to employ people ornot?
You want to have a nomadlifestyle or not?
Whatever that is, you got toget very clear about that.
With that and with that in mind, that determines the business
strategy.
If I know that you want to runa nomad lifestyle, I'm going to
(16:48):
help you build that businesscompletely different than if you
say to me this is a high touch,1% of kind of business.
We need people that areactually talking to people on
the phone or it's a brick andmore is a completely different
business needs to be set up,completely different.
Only when you know the end goal, at least in some vague outline
(17:09):
, can you determine the strategythat you need to do to get
there.
Because with the end goal andthe beginning point, where you
are to where you want to go.
That's the map, that's theblueprint.
That's what you need to designwith this blueprint.
Now you look at this and you saydoes speaking fit into this
(17:29):
blueprint?
Yes, is it guesting on podcastsor is the speaking life on
stages?
It's speaking, it's both.
Okay, great.
Do you have a family?
Yes, how old are your kids?
Two and four, you do know.
If you take a gig from LosAngeles and New York or New York
and Los Angeles, you fly for afull day.
(17:49):
Then you have a day where youspeak and then you may fly back
at the end of the day.
But why do that?
If you could be at theconference and do networking?
So you lose anywhere betweentwo to three days for one hour
speaking engagement.
Do that a hundred times a year.
That's it.
You're on the road all the time.
So that's then maybe not themodel, because your wife will
(18:09):
divorce you or a partner willwalk away and your kids will
hate you because you're neverthere.
So fine.
So now you say I'm going tolimit that to maybe 20 speaking
gigs and I'm only going to dothis if I'm in Los Angeles in
the vicinity that I can.
It's like a one hour flightmaximum.
So it's San Francisco, siliconValley, las Vegas, arizona,
(18:30):
within that I'll speak.
Okay, so that's how you reallyfine tune the model to say it's
not a one size fits all, it'swhat fits you.
And now, with that, now you cango and you can look at whatever
Pete Vargas is speaking stuffand you can say can I use that
for that?
Or you then go and say we dowant to launch a mastermind or
(18:51):
group coaching program.
That's where now the productlaunch formula fits in and I can
apply it to that.
But don't buy the stuff unlessyou need it, because you buy it
first and then you try to wreckyour brain how to fit it in the
model that doesn't even exist.
(19:12):
That's why it's not working.
I'm under total tangent here,chris.
Speaker 2 (19:16):
I apologize but no, it's great, it's like so
important.
Yeah, no, I think that's areally good thing to remember is
without a vision, people pay orsuch type of thing, and so
knowing where you want to end upor what you want it to look
like, and in reverse engineeringthat put the pieces that
actually fit in there instead oftrying to show things that
don't fit that picture.
I think a lot of people when Istarted I was in that boat oh,
(19:37):
that'll help me in or I needthat, and so you learn through
that.
But so I think it's that's areally good, valuable lesson
right there is to understandthat, like you said, do you have
kids or do you want to digitalnomad life?
So what does that look like?
So what can fit in?
A lot of people just try to pushit all together and so touching
on that is, I think, a reallycritical point.
But with that, so once they'vestructured, we're understood or
(20:01):
got that idea of this is what Iwant life to look like, or this
is what my life is like now,what can fit or what will get me
to that?
How do they position themselveson social media Exactly To come
off as that authority, even ifthey're still beginning?
How can they?
Is it the content they put out.
Does it have to be consistent?
(20:23):
Is it a talking head?
Are there ways to look and showyourself as the authority in a
better way on social media?
Speaker 3 (20:29):
Yes.
So now, with that in place,with a clear positioning, we
call it the unapologetic valueproposition in growth
architecture.
When you're veryunapologetically, you and in the
beginning we'll give you someslack it's a little fuzzy around
the edges and as you go furtherdown it gets clearer.
The two questions, or the onequestion that you ask yourself
(20:50):
on everything is helping orhurting this?
Is this going to take me away?
Is it going to bring me closerto my goal?
Because the distraction iseverywhere.
Steve Jobs famously said he'smost proud of the things he
didn't do, and we have to.
We just went through a purgingand we took down over 450 pages
on our website Because it wascontent that was no longer
relevant.
We got traffic for it and ithelped us in SEO and in Google
(21:13):
rankings, but we had a highbounce rate on the website and
then, when we really look, I'mlike that's not helping that
business today.
So I need to get rid of it,even though the ego part of me
my one is about traffic and if Itake those pages down, I'm not
going to get that traffic.
No, I don't.
But then Google knows that it'sneeding to send me the right
traffic.
So once you have thisunapologetic value proposition
(21:36):
and, in some sort of format, whoyou really are.
Then you go out and you do youravatar, and the avatar is who
is your client?
The most important thing toremember right now, chris, is
that people have gone through awhiplash of emotions and a lot
of trauma over the last coupleof years.
So safety and trust isthreatened and continues to be
(21:59):
threatened.
Now we have the electionpost-traumatic stress on what
was true, what was not true,covid.
It's been so much that peoplereally have lost trust and when
you lose trust, you have a lackof safety.
When people don't feel safe,they do all kinds of crazy
things.
So I have this exercise where Itell people, chris, you need to
(22:21):
crawl into the mind of yourclient and it goes something
like this If you close your eyesand don't close your eyes if
you're driving and listening tothis.
But imagine a mother of two, 36years old.
She works at the corporation orat the company that you want
the contract with.
She wakes up in the morning sixo'clock, finds out her kid is
(22:43):
fever, just thrown up, needs tofigure out how to get a
babysitter for a sick child Verydifficult.
Her husband's on a trip.
The other kid needs to go toschool.
By the time it's eight o'clock,the kids in school.
Her mother was woken up andcame over in her pajamas.
She's so stressed out.
She shows up at the office.
She's still got a little bit ofthrow up on her blouse Didn't
(23:03):
even notice.
First thing that happens is theboss calls her in and that jerk
John, that absolute moron, overthe weekend when these guys
were golfing, made up somethingabout her.
That's not even true and shewasn't even there, because she
had a kid's birthday party andshe doesn't golf.
So now she has to go in theoffice and defend herself from
something that she didn't knowshe didn't do.
(23:25):
That's just something thatsomebody put on her to take her
out of a high potentialopportunity.
She goes back to her office Nowshe spills her coffee, she's
upset and the phone rings.
It's you.
What do you have to say tosomebody like that so that she
doesn't go?
An internet marketer, thank you.
Thank you for calling so shecan lay all her frustration on
you.
(23:45):
What would you have to say toher that she says Chris, oh, my
God, I'm so glad I hear yourvoice.
You won't believe what happenedto me today.
Speaker 2 (23:54):
Yeah, definitely want to be able to connect and build
that kind of bridge, that gapof understanding and emotional
kind of connection there.
You got to feel for her and lether know that you get where
she's coming from.
I've got two kids.
I've been there, I've had thekids throw up on me or come
barging in the door and peoplemake up stories, so that whole
(24:15):
roller coaster you've got toconnect in that level for sure
to get her to take a deep breath.
Speaker 3 (24:21):
Exactly.
And so now you need to reallythink about this, because people
mistake is like why aren't theynot calling me back?
Or they're so rude, they werereally super interested.
Something obviously happenedand you cannot take these things
personal.
So you have to adjust yourapproach and when you get clear
(24:42):
about who your avatar is, nowyou can use the language that is
resonating with them.
I'm going to give you anotherexample.
This is something that justliterally, we as a company went
through.
So I'm sitting here for the lasttwo, three weeks and I have
this feeling I'm missingsomething that's happening in
the market.
Like I had this palpablefeeling.
(25:03):
I work on a lot of intuition.
I'm like man, what is it thatI'm what I know?
You know what I'm talking about?
Right, it's like right thereand you can.
And then finally, finallydawned on me and I'm looking at
the numbers and we did someresearch and we find out that
there's a huge trend for peoplethat you're serving to look for
(25:25):
certifications because they wantto go out, they want to start
with something, so they go well,could I even get certified in?
So we looked at the searchresults and we see that the term
certification outranks Trump,who knew by a far margin.
Now you know how big this is.
And so we have said, as acompany, we primarily work with
(25:46):
authority and visionaries andthought leaders, which means
that they're further down thegame.
And then my team and I talkedabout is what if we take the
shortcuts that we know and weactually teach people how to be
a business consultant, how to bea growth architect?
What if we do our owncertification to help people
(26:08):
that want to enter the market,so at least they get the right
information and we give them thetemplates and all the because
everything I do German,everything has a process,
everything is outlined,everything has forms and methods
and whiteboards.
What if, instead of saying westart here, we add another
(26:30):
component and give this trendright now of this entire
generation that wants to enterthis market and at least figure
out is there an opportunity forme?
What if we build acertification?
And then when now we go out andretesting this idea because the
avatar has changed again.
(26:50):
So if people that are at thatlevel don't want to pay for high
ticket items because they paidfor high ticket items during
COVID and afterward and nowthey're sitting on these 5000
hours of content that haven'teven opened, then that's not the
opportunity.
The opportunity then is donefor you help them figure it out
(27:13):
or certify people in somethingso that they at least can get
started with it.
So the authority that you have,but you.
But going back to this now justto demonstrate this, under the
growth architect everything fits, because it is designed to be
an umbrella that, whatever I dowithin that space, however I
(27:33):
reframe it, it still falls undergrowth architecture.
It just follows now a trend.
So authority you get when youhave this umbrella makes you
clearly as somebody who knowsabout the subject matter, and
within that, then you can, andthen the message gets very clear
, based up on the avatar, themarket trend, because then what
(27:58):
you need to say to whom?
Speaker 2 (28:00):
Yeah, understanding who you're trying to help and
how their pains, those things,yeah, make it clear on what to
put out there and then itresonates with those people and
that's again going back to thattrust that you talked about is
oh, he or she, they get me,they're speaking my language,
you're speaking what I've beenthrough or what I'm dealing with
right now.
(28:20):
So again, I think that's agreat point is understanding who
you're trying to help and whatthey've been through so you can
connect to them on that level.
Are there things that when wedo that, when we understand who
they are, that bridges that gapbetter?
Because, lvme, we're all abouthelping agencies and coaches
(28:42):
scale their businesses withvideo content.
Now, do you find that anythingdifferent?
Do you find like actually beingable to see someone, that at
least what we've found?
Do you find someone seeing avideo of someone that builds a
trust better, versus just asocial media page that's just
static text or things of thatnature?
Is video from your perspective?
Speaker 3 (29:01):
I'm really glad that you are Elevate Media and that
we're having this conversation,because that's a natural segue.
Now in the second part, how doyou get the message out?
I find that the going back towhat's trending so trending are
a short content.
It's not just trending, butit's also vastly preferred by
the algorithms.
You can still do your longcontent as long as you have an
(29:25):
opportunity to pull the shortsout.
I find that video is the fastestway to build trust because they
keep seeing you.
And when I give you an example,I did an online course for
Creative Life many years ago.
We've had over 18,000 peopletake this class and I'm in
(29:45):
Boston at an event and thiswoman keeps looking at me and
I'm going like, do I know her?
What is it?
And then suddenly she runsacross the room, she flings
herself around my neck and shekisses me on the cheek.
She says it's you, beate.
Do I know you?
You don't know me, but I spendthree days with you because I
took your course.
So there was such a familiarityfor her with me, because she
(30:10):
spent literally three days withme, that she felt we had this
intimate connection where shecould throw herself around my
neck and kiss me on the cheekand thank me, but I didn't know
the woman.
So that just demonstrates thepower of good media, especially
video.
If you put enough video contentout regularly over a period of
(30:33):
time, people will feel like theyknow you, like your favorite
character on TV, like you thinkthat the show that you watch,
that character, that you knowthem.
Now it's a show and that's arole.
That's not that person, but youstill think you do because you
have the familiarity.
(30:53):
We do more video today thanwe've ever done before.
We do a podcast on video whichwe post.
We pull out shorts.
We do shorts itself.
We do two to three minutecontent.
We pull out shorts.
So we are now really startingto take a look at, we're trying
every different platform.
(31:13):
So if you don't do a video,call Chris now.
Okay, right after you gave hima five star review for the
podcast, left a review andshared it with one other person,
and then you'll contact him andsay can we talk video?
Because you absolutely should.
We do maybe 20, 30 pieces ofvideo content a month.
Speaker 2 (31:35):
Yeah, and it's such a .
It is growing and I think that,with where we are in society
and so much social media andonline, and Now with AI coming
in and like avatars, I thinkhaving that actual human is
going to just again make you andyour brand, your business, be
able to make that connection alot better, because people are
(31:55):
now going to start seeingavatars and fake people and so
they're gonna be leery and so ifyou can build that trust
through having an actual humanon screen, again it's just gonna
build that connection and sowith that, as we're building
authority, one of the finalquestions as we're posting on
social media, there's two campsshare only business, what you
can do, how you can help peoplethat camp or Do that, but also
(32:19):
let them see a glimpse into whoyou are as a person and into
your life, your family.
Is there a wrong or what rightway to go about that type of
those different camps of posting?
Does one build a story morethan the other?
Speaker 3 (32:31):
I think that the authority, when it comes to To
the business content, is muchmore effective because it
doesn't confuse your customer.
When your customer suddenlysees a cat and you playing with
a dog, that could be veryconfusing.
Speaker 2 (32:47):
Can you try those two business and make it still?
Speaker 3 (32:50):
fit if you can say best part about being an
entrepreneur is bringing Susieto work right now we got.
Now we got a tie into we got atie into that.
But a lot of people mistakethis for Because then you want
to be personal friends with themand you forget that they're
running a business.
You want to have a businessmessage in front of them all the
(33:11):
time.
So my daughter just had a babyand I the only time I posted
about it is when the baby wasborn.
But I'm not planning on makingthat part of my Social media,
except in the case when there isan Vacation where we go
(33:32):
together and then I can say bestpart about Right, being a
business consultant and beingsuccessful.
So you can take the people youlove to the places you love,
right.
So so now we have aVisualization which ties back
into the result that we helpachieve our clients success.
But you need to be verydeliberate about that.
(33:52):
Please do not take any photosof your spaghetti, which most of
the time looks like vomit anyanyway.
And nobody really cares onwhether or not you go drinking
and have a margarita or whatever, if it's a business event and
it's entrepreneurs mingling at aconference talking how to raise
money or how do so?
Speaker 2 (34:11):
business problems or an innovation Conference, yes,
but this personal stuff yourbreakfast, lunch and dinner,
please don't yeah, I think on apersonal brand maybe, but maybe
just in even in the storieswhere it's like a one-and-done
gone thing.
Yeah, I think it's a smallplace for it, but no, I love
that clarity and I appreciateyou.
(34:32):
Sharing all that just beengreat.
A lot of great valuabledirection people can take now as
they're starting to gain sometraction or they're just getting
started what to think about asthey're building their authority
position in their markets.
So again, thank you so much forbeing on today sharing all this
.
Where can people go before weclose out?
Where can people go to find youand have more about you and
(34:54):
what you do and get connected?
Speaker 3 (34:56):
Yes, so number one.
If you heard about the airtightavatar, now and go, I need to
do that.
Go to airtightovercom, checkout if that's right for you.
We have also a free offer foryou, which is our growth blocker
quiz.
If you want to find out why thebusiness is not growing or
where may be stuck, go togrowthblockerquizcom and in
(35:16):
literally two minutes, the quizwill show you where your number
one business growth blocker is.
Otherwise, just check us out onsocial media, either under my
name, be out to Shaled or thegrowth architect, and Always
mention this show so we can giveyou priority treatment wherever
you say hello.
Speaker 2 (35:33):
Awesome, I appreciate that.
Yeah, everyone, make sure yougo, get get connected, learn
more about what they're doingthere, become a growth architect
, whatever it is.
Again, be out to thank you somuch for being on the LV media
podcast today.
Speaker 3 (35:45):
Thank you so much for having me, chris.
It's been a blast.
Speaker 2 (35:47):
Absolutely.
And if you are building yourbusiness, if you're out there,
know someone who's trying toShare this with them, help them
learn to become authority intheir marketplace so they can
grow and expand and and make adifference and together, if we
can do that, we can reach morepeople.
We can make a bigger impacttogether.
But until then, go out there,continue to elevate your life
over your brand and talk to youlater.
Speaker 1 (36:10):
Thank you for listening to the elevate media
podcast.
Don't forget to subscribe andleave a review.
See you in the next episode.
Welcome to the Elevate Media Podcast with your
host, chris Anderson.
In this show, chris and hisguests will share their
knowledge and experience on howto go from zero to successful
entrepreneur.
They have built theirbusinesses from scratch and are
now ready to give back to thosewho are just starting.
Let's get ready to learn, growand elevate our businesses.
(00:20):
And now your host, chrisAnderson.
Speaker 2 (00:25):
Welcome back to another recording of the Elevate
Media Podcast.
I am Chris Anderson, your host,and you might have wondered how
you can become a betterauthority as you're growing your
business online.
It seems like there's so manypeople out there, there's so
many other individuals doingtheir thing and they might seem
like they have a little bit moreauthority than you, or at least
(00:45):
from your perspective.
And so today we're bringing onan expert in this topic to help
us understand a little bitbetter what it takes to become
an authority in our markets.
We're bringing on Beate today.
She is an expert in becoming anauthority.
Beate, welcome to the ElevateMedia Podcast.
Speaker 3 (01:04):
Thank you so much for having me, Chris.
I'm very excited to be hereTalk about one of my favorite
things.
Speaker 2 (01:08):
Absolutely, and I'm excited to dive into this.
It's something we can alwayswork on and improve, obviously,
as we're growing our businessesand brands.
Start out, a little bit aboutyourself, but what got you into
helping people becomeauthorities?
Speaker 3 (01:20):
Yeah, so my name is Beate Chalet.
I'm the growth architect thatwork with visionaries, thought
leaders, and help them to scaletheir authority and grow their
impact, and so what that meansI'm in the business to help with
.
How do you get noticed?
How do you get in front ofpeople?
How do you really become thisperson that somebody knows is
(01:42):
the logical go-to person forthis particular thing?
And I got into this because Ifelt that.
Number one so many people aresuffering from imposter syndrome
or they are trying to copy whatother internet marketers are
telling them to do, because theysee whatever the homies and the
grand credones and the Gary V'sand they think that's an
(02:06):
authority.
No, I have thoughts about that,because these guys don't have
an authority strategy.
These guys have an influence ora celebrity strategy.
So Gary V is a celebritystrategy, not an authority
strategy, because he's not anauthority real on anything,
because he pimps everything outon every subject that he has.
(02:26):
So I was looking at this, chris, and I'm thinking to myself
there is so much misinformationabout what's the shortcut to get
somewhere.
And that's why I got into this,because I have decades of
entrepreneurship, which, ofcourse, ages me, but at this
point in my career, in my lifeor in my consulting practice.
(02:50):
I don't have time for thenonsense.
I've seen it all.
I've seen them fly high, crashback.
I've seen all the big internetmarketers come and go, the next
level come and go, and the nextlevel come and go.
So what you just have to thinkabout when you go and want to
build your authority is onething and one thing only what is
your subject matter, expertise?
What are you the authority in?
(03:12):
You're not an influencer.
Your cat skiing isn't going tohelp you.
You walking with your dog isn'tgoing to help you.
Are you going to be a celebritythat wants to endorse facial
creams, healthy water?
That's different.
We're talking about business.
Business has only one model andthat is the authority model,
(03:37):
the expert in an industry.
Speaker 2 (03:38):
Just to clarify this right from the get go yeah, and
I think that's great because Ithink people do get that mixed
up.
They see, like you said, grantCardone, gary Vee, alex Tramosi.
So I guess, yeah, what's thereal delineation there?
How do we know we're going downthe authority path versus just
that celebrity influencer path?
So we know, maybe it's theright one for us.
Speaker 3 (04:00):
Yeah, so if you want to go down the celebrity or the
influencer path, it's verysimple.
You need about approximately ateam of 20 and a couple million.
Speaker 2 (04:09):
Exactly.
Speaker 3 (04:10):
That's it.
So, when you really listen,what the message is that
somebody who wants to be aninfluencer celebrity says is I'm
going to take all my content.
I'm creating nothing butcontent.
I'm going to blanket the marketwith content constantly, on
every medium.
I'm going to have a team ofpeople I have 20 VAs that do
(04:31):
nothing other than take my stuffand put it somewhere.
I'm in the studio all day long.
I'm constantly filming.
I'm going to send these clipsout.
They're going to cut them,quotes, whatever they do all
these things Over a period oftime.
And Grant Cardone says thisvery loud and clear exposure
equals income, he says.
As his exposure went up, hisincome went up.
(04:52):
Now, when I listen to them,okay, it's good.
Is it mind breaking?
Is it mind blowing?
Is it why I said, oh my God,I've never heard anything like
this before?
No, but what they do is theysell the dream.
If you're listening to this andyou go, I would like to be
famous, then just know you'regoing to need a couple million
(05:14):
and you need a team of 20 andyou need to blanket and you need
to do nothing but produce.
Then get the market share bybeing the loudest and the one
that gets the most attention.
That works for maybe one.
Most of us who are in businessare what we call on social media
talking heads.
When you scroll through thefeed is three things.
That the one thing, that didyou ever want to?
(05:37):
And then you just scroll,scroll, scroll, scroll, scroll,
scroll.
Because everybody sounds thesame, because they're all trying
to use that model.
You build your authority bybeing very clear.
What is that?
One thing that I'm better thananyone.
You have to give it a spin thatsounds new, that is different.
I'm going to give you anexample on this.
(05:57):
Then you have to be in front ofthe right audience so that you
attract people that listen towhat you're saying and then say,
oh, I need that.
I'm going to give you anexample.
One of my clients is acommunications coach.
Sounds really not very amazingImmediately.
(06:20):
When somebody stands in frontof you and says I'm a
communications coach.
What goes on in your head?
Speaker 2 (06:24):
What is that?
What do you do?
Who do you help?
What is that exactly?
Speaker 3 (06:30):
What does that even?
Speaker 2 (06:30):
mean Exactly Yep.
Speaker 3 (06:33):
Then the second thing that you think to yourselves I
run Elevated Media, I don't needsomebody to teach me how to
communicate DismissedOpportunity gone in your head.
Because that's what our braindoes it eliminates things that
are not relevant for us veryquickly.
When I was working with her, wecame up with a specific term
for her, which describes theintersection between
(06:56):
communications and relationship.
Now she has a term that is herunique term.
I can't tell you because it'snot trademark yet, but once it
is, then I can tell people.
Now she has this unique term.
When people hear this term theygo oh, what's that?
Then you're now in theconversation.
Then we realized as we weredigging deeper that she has
(07:18):
one-in-one program only and thather sweet spot is really
awkward geeky technology expertsthat work at a corporation that
are so good that they gotpromoted into a leadership
position and have zerocommunication skills.
Now when she says I'm acommunications coach, or she
(07:43):
says I developed thisproprietary system with our
policy that helps technologyleaders that have just been
promoted and now need tocommunicate to their teams and
to the outside on a larger scale, to help them be comfortable
and find the right words tocommunicate what the company is
about, the values, and forge thedirection now only got really
(08:08):
specific on who she helps really.
Speaker 2 (08:11):
Obviously the title that's not trademark Probably
sparks that interest because itis probably words that connects
with that target audience.
But that's what it sounds like.
It got real targeted.
Speaker 3 (08:21):
It did.
And now what happens when shesays is to you, you go oh my god
, my friend john jesus christ,that guy is like the worst, he
needs you.
So now you automatically aresearching For a match in your
head and trying to make areferral recommendation, or you
(08:41):
go all I need that, so some.
So that's how you become.
That that's really path toauthority is to Get very clear
on this.
I'm gonna give you anotherexample for sure so when I went
into after sold my business andthen I started figuring out what
the consulting, coachingbusiness are, say five word, say
I'm a business consultant, thefirst thing you think about is
(09:04):
what?
When I say my businessconsultant, Another one, you
hardly the stuff authorityplatforms are made out of, but
when I say I'm the growtharchitect.
Speaker 2 (09:17):
It's a different.
It's different what I'vealready been hearing out there
and it's park, somethingdifferent grows.
Everyone wants to grow,architect, okay, building
something.
So make you start thinkingdeeper into the meaning and
wanna know more.
Speaker 3 (09:28):
So now the next question is what's the growth
architect?
And now we are in theconversation.
So what I've taken is I takepeople that have these vague
ideas of coach, consultant,expert and I help him to figure
out what's the thing that makeshim really unique and special
(09:48):
and often times, contrary towhat people think, it's found in
the stuff that they're tryingto hide.
Me being a single mom,immigrant, having been broke
hundred thirty five thousanddollars, not knowing how to run
a business, what to do until IFigure it out, crack the code,
so my business to build gatesfor millions of dollars, I don't
(10:10):
really want to talk about thestruggle.
I want to talk about thesuccess.
Nobody wants to hear about thesuccess.
Everybody wants to hear aboutthe struggle, the con, the
conversation of the authoritythat I now have is not in
selling the business.
That's the outcome, thebeneficial outcome.
The authority I have Isn'tfiguring it out in adversity,
(10:33):
resilience, overcoming.
Speaker 2 (10:35):
So with that, with so , if these individuals, these
coaches, these agency owners,they're trying to build that
authority in there, they haven'twent through all the struggles,
they haven't been able to sellcompany thing that, but they're
in the midst of when, in thepositions themselves as that
authority in their market.
Besides really getting specificon who they help and having
that kind of Intriguing title orservice offering that makes
(10:59):
people ask more.
To get the conversation going,are there any common traits that
help people actually become asuccessful authority, that Maybe
if you don't have it, you'regonna have to learn it, or have
you noticed anything like that?
Speaker 3 (11:12):
Yeah, so I.
The secret is very simple.
It's called the signaturegrowth system.
When I started with thebusiness consulting and people
reacted exactly like it on, gothere's another one.
So I have a differentiationfactor, because I sold a
business to Bill Gates, soeverybody spoke obviously people
go, she must know something,otherwise that wouldn't have
(11:32):
happened.
But then what do I do?
Strategy people go.
I create systems, people go, ohgod, system, workflows,
processes now I really losteverybody right because they say
this is like all the stuff wereally don't want to do.
Can we just go and take a planeto 30,000 feet and just keep
flying?
If you don't land somewhereyou're gonna crash eventually.
(11:53):
So Now what I want people tounderstand is that when you take
a plane to 30,000 feet, youhave multiple airports you can
land.
So if your plane flies above acountry, you can say my
territory is the United States,but the territory includes New
(12:14):
York, los Angeles, arizona,whatever.
That might be.
Okay, it's like that inbusiness.
So I'm a business consultant.
I know how to do the leadershipdevelopment because it has to
match the business objectives.
I know how to help them to settheir goals.
I help them figure out wherethey want to go, redesign,
reverse engineer the strategy toget there, figure out what
(12:37):
systems they already have, plugin all the existing things, help
them create the clienttransformation in the different
phases, with phase one, two,three, four, five, five.
What the offer on all of thisis?
As long as you have an umbrellaover it, you can have that
diversification because theumbrella makes it specific.
(12:59):
So people think when they hearniche or specificity sorry, I
have always had a hard time withthat word.
They always think that it meansthat you have to let go of
things and you just have to dothis one thing.
You really don't.
I'm the growth architect.
I can identify what hinders youfrom growing and that's what
I'm fixing.
But that could be a strategy.
(13:20):
That could be a growth plan.
That could be team building.
That could be you as a leader.
That could be building the team.
That could be helping youfigure out what actually the
scaling plan is for the business, could be building your
signature growth system.
I don't know that yet, but I doknow that I have every element
(13:41):
that's required to build growtharchitecture for our business.
Now the pitch is different.
The authority that I have isthe experience in many different
things.
As the growth architect, I cangive you the shortcut that then
becomes the authority I'm in.
That's what I want you tolisten to, to really think about
, Chris, and it's difficult whenyou're in the beginning,
(14:04):
because you're still learningand you're still taking courses
and coaches and you're hiringpeople to help you get there.
I have a big warning foreverybody, though.
This is the thing that I haveMost people that are starting
out in business or that aretrying to figure out how to grow
.
What they do is they go out tothe market, they subscribe to
the Russell Brunson's and theJeff Walker's and the Homo C's
(14:27):
and the V's and the whatever.
Then what happens?
You get bombarded with a veryclear conversation and the
conversation goes you need tolearn how to speak from stage,
because if you only knew how tolearn to speak from stage, you'd
be rich.
Then you do that.
Then they have an affiliateoffer and that affiliate offer
(14:47):
is what's the offer that you'remaking when you speak from stage
?
Oh, that's right, I need anoffer.
Now.
You sign up for that.
Now, after you have the offer,jeff Walker walks in the door
and an affiliate program sayshey, have you ever thought about
the product launch?
Because if you have an offer,you need to do a product launch.
That makes sense.
Now you buy the product launch.
Now you've done the productlaunch.
Now another offer comes in andit says actually, did you know
(15:08):
that you can sell directly fromstage?
And you go oh, that's reallycool, I'm going to need to learn
that.
Now somebody says what about theleads?
Ryan Dice comes in and says youneed leads, and you say of
course I need lead.
Now you buy that.
Then Russell Brunson comes inand says, hey, without click
funnels, none of this works.
Next thing you know it's fouryears later, you're $100,000 in
(15:32):
and you still can't figure itout.
And I tell you why.
The whole thing is designedlike a carrot, where you think
this one last thing is going tobe the domino, the final domino
that makes everything go.
But it doesn't exist.
The system's not set up likethat.
That's why these guys make somuch money.
It's brilliant.
(15:54):
It's internet marketing.
Speaker 2 (15:56):
So how can we do that ?
How can we like learn but focusto expedite that process so we
don't keep getting led by allthese carrots out there?
Speaker 3 (16:05):
There you go.
That is exactly the question.
So that is worth this interviewfor anybody listening by itself
, because that is, I think, atthe average $150,000 question.
Right, you need to figure outwhat the business model is first
.
So what is the goal of thebusiness?
The goal of the business is youwant to provide for yourself,
(16:26):
you want to provide for yourfamily?
You want to create it withpassive income streams.
You want to employ people ornot?
You want to have a nomadlifestyle or not?
Whatever that is, you got toget very clear about that.
With that and with that in mind, that determines the business
strategy.
If I know that you want to runa nomad lifestyle, I'm going to
(16:48):
help you build that businesscompletely different than if you
say to me this is a high touch,1% of kind of business.
We need people that areactually talking to people on
the phone or it's a brick andmore is a completely different
business needs to be set up,completely different.
Only when you know the end goal, at least in some vague outline
(17:09):
, can you determine the strategythat you need to do to get
there.
Because with the end goal andthe beginning point, where you
are to where you want to go.
That's the map, that's theblueprint.
That's what you need to designwith this blueprint.
Now you look at this and you saydoes speaking fit into this
(17:29):
blueprint?
Yes, is it guesting on podcastsor is the speaking life on
stages?
It's speaking, it's both.
Okay, great.
Do you have a family?
Yes, how old are your kids?
Two and four, you do know.
If you take a gig from LosAngeles and New York or New York
and Los Angeles, you fly for afull day.
(17:49):
Then you have a day where youspeak and then you may fly back
at the end of the day.
But why do that?
If you could be at theconference and do networking?
So you lose anywhere betweentwo to three days for one hour
speaking engagement.
Do that a hundred times a year.
That's it.
You're on the road all the time.
So that's then maybe not themodel, because your wife will
(18:09):
divorce you or a partner willwalk away and your kids will
hate you because you're neverthere.
So fine.
So now you say I'm going tolimit that to maybe 20 speaking
gigs and I'm only going to dothis if I'm in Los Angeles in
the vicinity that I can.
It's like a one hour flightmaximum.
So it's San Francisco, siliconValley, las Vegas, arizona,
(18:30):
within that I'll speak.
Okay, so that's how you reallyfine tune the model to say it's
not a one size fits all, it'swhat fits you.
And now, with that, now you cango and you can look at whatever
Pete Vargas is speaking stuffand you can say can I use that
for that?
Or you then go and say we dowant to launch a mastermind or
(18:51):
group coaching program.
That's where now the productlaunch formula fits in and I can
apply it to that.
But don't buy the stuff unlessyou need it, because you buy it
first and then you try to wreckyour brain how to fit it in the
model that doesn't even exist.
(19:12):
That's why it's not working.
I'm under total tangent here,chris.
Speaker 2 (19:16):
I apologize but no, it's great, it's like so
important.
Yeah, no, I think that's areally good thing to remember is
without a vision, people pay orsuch type of thing, and so
knowing where you want to end upor what you want it to look
like, and in reverse engineeringthat put the pieces that
actually fit in there instead oftrying to show things that
don't fit that picture.
I think a lot of people when Istarted I was in that boat oh,
(19:37):
that'll help me in or I needthat, and so you learn through
that.
But so I think it's that's areally good, valuable lesson
right there is to understandthat, like you said, do you have
kids or do you want to digitalnomad life?
So what does that look like?
So what can fit in?
A lot of people just try to pushit all together and so touching
on that is, I think, a reallycritical point.
But with that, so once they'vestructured, we're understood or
(20:01):
got that idea of this is what Iwant life to look like, or this
is what my life is like now,what can fit or what will get me
to that?
How do they position themselveson social media Exactly To come
off as that authority, even ifthey're still beginning?
How can they?
Is it the content they put out.
Does it have to be consistent?
(20:23):
Is it a talking head?
Are there ways to look and showyourself as the authority in a
better way on social media?
Speaker 3 (20:29):
Yes.
So now, with that in place,with a clear positioning, we
call it the unapologetic valueproposition in growth
architecture.
When you're veryunapologetically, you and in the
beginning we'll give you someslack it's a little fuzzy around
the edges and as you go furtherdown it gets clearer.
The two questions, or the onequestion that you ask yourself
(20:50):
on everything is helping orhurting this?
Is this going to take me away?
Is it going to bring me closerto my goal?
Because the distraction iseverywhere.
Steve Jobs famously said he'smost proud of the things he
didn't do, and we have to.
We just went through a purgingand we took down over 450 pages
on our website Because it wascontent that was no longer
relevant.
We got traffic for it and ithelped us in SEO and in Google
(21:13):
rankings, but we had a highbounce rate on the website and
then, when we really look, I'mlike that's not helping that
business today.
So I need to get rid of it,even though the ego part of me
my one is about traffic and if Itake those pages down, I'm not
going to get that traffic.
No, I don't.
But then Google knows that it'sneeding to send me the right
traffic.
So once you have thisunapologetic value proposition
(21:36):
and, in some sort of format, whoyou really are.
Then you go out and you do youravatar, and the avatar is who
is your client?
The most important thing toremember right now, chris, is
that people have gone through awhiplash of emotions and a lot
of trauma over the last coupleof years.
So safety and trust isthreatened and continues to be
(21:59):
threatened.
Now we have the electionpost-traumatic stress on what
was true, what was not true,covid.
It's been so much that peoplereally have lost trust and when
you lose trust, you have a lackof safety.
When people don't feel safe,they do all kinds of crazy
things.
So I have this exercise where Itell people, chris, you need to
(22:21):
crawl into the mind of yourclient and it goes something
like this If you close your eyesand don't close your eyes if
you're driving and listening tothis.
But imagine a mother of two, 36years old.
She works at the corporation orat the company that you want
the contract with.
She wakes up in the morning sixo'clock, finds out her kid is
(22:43):
fever, just thrown up, needs tofigure out how to get a
babysitter for a sick child Verydifficult.
Her husband's on a trip.
The other kid needs to go toschool.
By the time it's eight o'clock,the kids in school.
Her mother was woken up andcame over in her pajamas.
She's so stressed out.
She shows up at the office.
She's still got a little bit ofthrow up on her blouse Didn't
(23:03):
even notice.
First thing that happens is theboss calls her in and that jerk
John, that absolute moron, overthe weekend when these guys
were golfing, made up somethingabout her.
That's not even true and shewasn't even there, because she
had a kid's birthday party andshe doesn't golf.
So now she has to go in theoffice and defend herself from
something that she didn't knowshe didn't do.
(23:25):
That's just something thatsomebody put on her to take her
out of a high potentialopportunity.
She goes back to her office Nowshe spills her coffee, she's
upset and the phone rings.
It's you.
What do you have to say tosomebody like that so that she
doesn't go?
An internet marketer, thank you.
Thank you for calling so shecan lay all her frustration on
you.
(23:45):
What would you have to say toher that she says Chris, oh, my
God, I'm so glad I hear yourvoice.
You won't believe what happenedto me today.
Speaker 2 (23:54):
Yeah, definitely want to be able to connect and build
that kind of bridge, that gapof understanding and emotional
kind of connection there.
You got to feel for her and lether know that you get where
she's coming from.
I've got two kids.
I've been there, I've had thekids throw up on me or come
barging in the door and peoplemake up stories, so that whole
(24:15):
roller coaster you've got toconnect in that level for sure
to get her to take a deep breath.
Speaker 3 (24:21):
Exactly.
And so now you need to reallythink about this, because people
mistake is like why aren't theynot calling me back?
Or they're so rude, they werereally super interested.
Something obviously happenedand you cannot take these things
personal.
So you have to adjust yourapproach and when you get clear
(24:42):
about who your avatar is, nowyou can use the language that is
resonating with them.
I'm going to give you anotherexample.
This is something that justliterally, we as a company went
through.
So I'm sitting here for the lasttwo, three weeks and I have
this feeling I'm missingsomething that's happening in
the market.
Like I had this palpablefeeling.
(25:03):
I work on a lot of intuition.
I'm like man, what is it thatI'm what I know?
You know what I'm talking about?
Right, it's like right thereand you can.
And then finally, finallydawned on me and I'm looking at
the numbers and we did someresearch and we find out that
there's a huge trend for peoplethat you're serving to look for
(25:25):
certifications because they wantto go out, they want to start
with something, so they go well,could I even get certified in?
So we looked at the searchresults and we see that the term
certification outranks Trump,who knew by a far margin.
Now you know how big this is.
And so we have said, as acompany, we primarily work with
(25:46):
authority and visionaries andthought leaders, which means
that they're further down thegame.
And then my team and I talkedabout is what if we take the
shortcuts that we know and weactually teach people how to be
a business consultant, how to bea growth architect?
What if we do our owncertification to help people
(26:08):
that want to enter the market,so at least they get the right
information and we give them thetemplates and all the because
everything I do German,everything has a process,
everything is outlined,everything has forms and methods
and whiteboards.
What if, instead of saying westart here, we add another
(26:30):
component and give this trendright now of this entire
generation that wants to enterthis market and at least figure
out is there an opportunity forme?
What if we build acertification?
And then when now we go out andretesting this idea because the
avatar has changed again.
(26:50):
So if people that are at thatlevel don't want to pay for high
ticket items because they paidfor high ticket items during
COVID and afterward and nowthey're sitting on these 5000
hours of content that haven'teven opened, then that's not the
opportunity.
The opportunity then is donefor you help them figure it out
(27:13):
or certify people in somethingso that they at least can get
started with it.
So the authority that you have,but you.
But going back to this now justto demonstrate this, under the
growth architect everything fits, because it is designed to be
an umbrella that, whatever I dowithin that space, however I
(27:33):
reframe it, it still falls undergrowth architecture.
It just follows now a trend.
So authority you get when youhave this umbrella makes you
clearly as somebody who knowsabout the subject matter, and
within that, then you can, andthen the message gets very clear
, based up on the avatar, themarket trend, because then what
(27:58):
you need to say to whom?
Speaker 2 (28:00):
Yeah, understanding who you're trying to help and
how their pains, those things,yeah, make it clear on what to
put out there and then itresonates with those people and
that's again going back to thattrust that you talked about is
oh, he or she, they get me,they're speaking my language,
you're speaking what I've beenthrough or what I'm dealing with
right now.
(28:20):
So again, I think that's agreat point is understanding who
you're trying to help and whatthey've been through so you can
connect to them on that level.
Are there things that when wedo that, when we understand who
they are, that bridges that gapbetter?
Because, lvme, we're all abouthelping agencies and coaches
(28:42):
scale their businesses withvideo content.
Now, do you find that anythingdifferent?
Do you find like actually beingable to see someone, that at
least what we've found?
Do you find someone seeing avideo of someone that builds a
trust better, versus just asocial media page that's just
static text or things of thatnature?
Is video from your perspective?
Speaker 3 (29:01):
I'm really glad that you are Elevate Media and that
we're having this conversation,because that's a natural segue.
Now in the second part, how doyou get the message out?
I find that the going back towhat's trending so trending are
a short content.
It's not just trending, butit's also vastly preferred by
the algorithms.
You can still do your longcontent as long as you have an
(29:25):
opportunity to pull the shortsout.
I find that video is the fastestway to build trust because they
keep seeing you.
And when I give you an example,I did an online course for
Creative Life many years ago.
We've had over 18,000 peopletake this class and I'm in
(29:45):
Boston at an event and thiswoman keeps looking at me and
I'm going like, do I know her?
What is it?
And then suddenly she runsacross the room, she flings
herself around my neck and shekisses me on the cheek.
She says it's you, beate.
Do I know you?
You don't know me, but I spendthree days with you because I
took your course.
So there was such a familiarityfor her with me, because she
(30:10):
spent literally three days withme, that she felt we had this
intimate connection where shecould throw herself around my
neck and kiss me on the cheekand thank me, but I didn't know
the woman.
So that just demonstrates thepower of good media, especially
video.
If you put enough video contentout regularly over a period of
(30:33):
time, people will feel like theyknow you, like your favorite
character on TV, like you thinkthat the show that you watch,
that character, that you knowthem.
Now it's a show and that's arole.
That's not that person, but youstill think you do because you
have the familiarity.
(30:53):
We do more video today thanwe've ever done before.
We do a podcast on video whichwe post.
We pull out shorts.
We do shorts itself.
We do two to three minutecontent.
We pull out shorts.
So we are now really startingto take a look at, we're trying
every different platform.
(31:13):
So if you don't do a video,call Chris now.
Okay, right after you gave hima five star review for the
podcast, left a review andshared it with one other person,
and then you'll contact him andsay can we talk video?
Because you absolutely should.
We do maybe 20, 30 pieces ofvideo content a month.
Speaker 2 (31:35):
Yeah, and it's such a .
It is growing and I think that,with where we are in society
and so much social media andonline, and Now with AI coming
in and like avatars, I thinkhaving that actual human is
going to just again make you andyour brand, your business, be
able to make that connection alot better, because people are
(31:55):
now going to start seeingavatars and fake people and so
they're gonna be leery and so ifyou can build that trust
through having an actual humanon screen, again it's just gonna
build that connection and sowith that, as we're building
authority, one of the finalquestions as we're posting on
social media, there's two campsshare only business, what you
can do, how you can help peoplethat camp or Do that, but also
(32:19):
let them see a glimpse into whoyou are as a person and into
your life, your family.
Is there a wrong or what rightway to go about that type of
those different camps of posting?
Does one build a story morethan the other?
Speaker 3 (32:31):
I think that the authority, when it comes to To
the business content, is muchmore effective because it
doesn't confuse your customer.
When your customer suddenlysees a cat and you playing with
a dog, that could be veryconfusing.
Speaker 2 (32:47):
Can you try those two business and make it still?
Speaker 3 (32:50):
fit if you can say best part about being an
entrepreneur is bringing Susieto work right now we got.
Now we got a tie into we got atie into that.
But a lot of people mistakethis for Because then you want
to be personal friends with themand you forget that they're
running a business.
You want to have a businessmessage in front of them all the
(33:11):
time.
So my daughter just had a babyand I the only time I posted
about it is when the baby wasborn.
But I'm not planning on makingthat part of my Social media,
except in the case when there isan Vacation where we go
(33:32):
together and then I can say bestpart about Right, being a
business consultant and beingsuccessful.
So you can take the people youlove to the places you love,
right.
So so now we have aVisualization which ties back
into the result that we helpachieve our clients success.
But you need to be verydeliberate about that.
(33:52):
Please do not take any photosof your spaghetti, which most of
the time looks like vomit anyanyway.
And nobody really cares onwhether or not you go drinking
and have a margarita or whatever, if it's a business event and
it's entrepreneurs mingling at aconference talking how to raise
money or how do so?
Speaker 2 (34:11):
business problems or an innovation Conference, yes,
but this personal stuff yourbreakfast, lunch and dinner,
please don't yeah, I think on apersonal brand maybe, but maybe
just in even in the storieswhere it's like a one-and-done
gone thing.
Yeah, I think it's a smallplace for it, but no, I love
that clarity and I appreciateyou.
(34:32):
Sharing all that just beengreat.
A lot of great valuabledirection people can take now as
they're starting to gain sometraction or they're just getting
started what to think about asthey're building their authority
position in their markets.
So again, thank you so much forbeing on today sharing all this
.
Where can people go before weclose out?
Where can people go to find youand have more about you and
(34:54):
what you do and get connected?
Speaker 3 (34:56):
Yes, so number one.
If you heard about the airtightavatar, now and go, I need to
do that.
Go to airtightovercom, checkout if that's right for you.
We have also a free offer foryou, which is our growth blocker
quiz.
If you want to find out why thebusiness is not growing or
where may be stuck, go togrowthblockerquizcom and in
(35:16):
literally two minutes, the quizwill show you where your number
one business growth blocker is.
Otherwise, just check us out onsocial media, either under my
name, be out to Shaled or thegrowth architect, and Always
mention this show so we can giveyou priority treatment wherever
you say hello.
Speaker 2 (35:33):
Awesome, I appreciate that.
Yeah, everyone, make sure yougo, get get connected, learn
more about what they're doingthere, become a growth architect
, whatever it is.
Again, be out to thank you somuch for being on the LV media
podcast today.
Speaker 3 (35:45):
Thank you so much for having me, chris.
It's been a blast.
Speaker 2 (35:47):
Absolutely.
And if you are building yourbusiness, if you're out there,
know someone who's trying toShare this with them, help them
learn to become authority intheir marketplace so they can
grow and expand and and make adifference and together, if we
can do that, we can reach morepeople.
We can make a bigger impacttogether.
But until then, go out there,continue to elevate your life
over your brand and talk to youlater.
Speaker 1 (36:10):
Thank you for listening to the elevate media
podcast.
Don't forget to subscribe andleave a review.
See you in the next episode.
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