June 12, 2023 • 25 mins
Ready to break free from the noise and build a high-ticket business based on trust?
This week I'm flipping the script on conventional online marketing wisdom and revealing how to become an in-demand company without getting lost in the chaos.
The big problem that most high-ticket coaches and consultants face when it comes to their marketing is that they're trying to reach the largest audience possible to drive traffic to their offer.
But there's an alternate route.
Listen up because I'm sharing the three essential steps to create a business that thrives on trust, rather than traffic.
Episode Resources
Making your business different is crucial to your success, but where do you find the steps to actually do it?
Each week the Standout Business Show & Newsletter brings you new insights on how to build a business that gets noticed.
Learn the exact tactics that let you leap tall competitors in a single bound 🦸🏻 to boldly go where no brand has gone before 🚀 and radically stand out.
Join 4,500+ standout business leaders for free.
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.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Brad Powell (00:00):
Welcome to the standout business show.
I'm Brad Powell, and todaywe're talking all about how you
can go from familiar to favorite.
Can you build a business thatis completely in demand, that's
actually overbooked full likeyour calendar is full and do
(00:25):
this without all the noisy, busyway that most people are
marketing themselves?
If you're doing anything onlineand you've been following all
the conventional wisdom and theadvice of how to market yourself
online, there's this thingwhere you basically are being
told that you have to show upeverywhere and you practically
(00:45):
have to live on social media.
What if, instead, you focusedon relationships and
relationship building and didthat with exactly the right
people?
rather than trying to reach thelargest crowd And this is the
thing.
Like we're all being taughtthat the very best way to
(01:07):
succeed is to reach as manypeople as possible and become
known and respected by hugenumbers of people.
And people are chasing thenumbers of views, the number of
likes, the number of comments,the number of responses, of
everything they're doing withall of their content.
(01:29):
There are posts on social media, the emails they send, the
podcasts that they produce, andit's just this ever-increasing,
never-ending gerbil wheel ofeffort.
That is to what end?
to what end?
This is the question, right?
So this is the thing that Iwant to challenge today.
(01:51):
Most small businesses can bebroken into two different
categories.
You have category number one,which is the business that is,
it doesn't matter whether it'sonline or offline, but mainly
what they have in terms of theirproduct or their main offer is
that it's small price, smallticket.
(02:14):
So they could be selling, theycould be selling books, they
could be selling any kind ofdigital product, they could be
selling retail items, but theseitems have a small price range
anything from $10, $29, $199,$299, things like in this range.
And that could be you.
(02:35):
If you are in that world, thenyes, what you need to do in
order to be a profitablebusiness is that you actually do
need to reach out to a veryhigh volume of people and build
some kind of intake funnelsystem that will convert enough
of those people to buy enough ofyour small ticket items to make
(03:00):
your business run and beprofitable.
And this is the engine thatmost online marketers are saying
yeah, this is what you need tobuild.
But if you're a business, let'ssay, you're an agency and you
are serving B2B to othercompanies or you have any kind
of service which is high ticket.
(03:23):
You could be a coach or aconsultant.
If that's you, then yourservice is offering some form of
radical transformation for thepeople who you work with, like
you're really helping them growand change in some very
significant way, and it hasextremely high value and it has
(03:46):
a high price.
You're being compensated reallywell for that service.
Well, if you have that kind ofbusiness, you don't need high
volume.
You don't need to have a hugeamount of traffic to have enough
of the right people the peoplewho are completely fit for the
thing that you offer to come inand meet you and work with you
(04:12):
and still have you can be fullybooked and have an extremely
profitable business without thehigh volume and the high traffic
.
The thing that you do need themost in any of this kind of
thing, if you have this kind ofbusiness and this is the kind of
business that I have and thisis the kind of business that I'm
speaking to primarily with thisshow is people who have this
(04:35):
high ticket, high value servicethat they're offering.
And the thing that you need andyou probably know this, the
thing that you need the most isyou need to establish a deeper
relationship and a high level oftrust with exactly these right
fit people.
So how do you accomplish this?
And especially in ourincreasingly noisy, busy online
(05:00):
world like there's so muchcontent, so much static, so much
stuff How do you reach throughto get to these people that you
would like to serve?
The problem that I see like thebig problem here in this whole
picture, and I'm going to bringit all down to just one thing
(05:20):
High ticket businesses have beenfocused on the wrong thing.
They've been focused on hightraffic rather than high trust
and relationship building, andso what I'm gonna talk about
today is something that I'mgonna refer to as relationship
(05:41):
marketing.
I have three steps that I'mgoing to cover on how you do
this.
So buckle up, stay tuned.
We're really gonna take a deepdive on how you build a business
that's based on building trustrather than traffic.
Here's the three steps (05:56):
Step number one, How do you become
the familiar face?
The first basic step inestablishing a trust
relationship is just simplybecoming familiar.
(06:19):
The reason that this is soimportant is that most people in
the online world and theoffline world they're drawn to
people and things and placeswhere they hang out that are
familiar.
If people are searching aroundonline and they land on a place
that is unfamiliar, mostly whatthey do there is they just click
(06:41):
right off, they go oh, i don'tknow this, i'm gone.
The thing is that most peoplethink that becoming a familiar
face is very difficult and ittakes a long time, and I just
wanna bust that belief systemwide open, because it doesn't
necessarily have to take a longtime and it's not very hard to
(07:02):
become a familiar face toexactly the people who you would
like to be familiar to, and Iwanna illustrate this with a
story that happened to me nottoo long ago.
I was traveling to a conference,a three day event, and so I was
taking a flight from Bostondown to North Carolina.
(07:23):
When I got on the plane, i satdown and next to me on the plane
was this young woman, and shewas typical young person.
She had earbuds in and she hadan iPad out in front of her and
she was, like the whole flight,focused, completely engrossed in
her iPad.
And this is kind of this is theworld we live in these days
(07:46):
Like you're gonna bump intopeople who pay no attention to
you and for this whole flight,like we didn't talk, we didn't
say hello, she completelyignored me.
And this is what happens to allof us, like especially both in
the real world and in the onlineworld.
We go places and we have aninteraction or sort of almost
(08:07):
interaction, like we bump intopeople and they completely
ignore us.
You're doing something onlineand people are just not paying
attention.
They're doing their own thingand they could care less about
you and your conversation andyour offer.
They don't even wanna talk toyou.
Okay, fine, this happened.
Well, the funny thing is thatthree days later, when I was
(08:30):
returning from North Carolinaand I was coming back to Boston,
was that I got on my plane,went to my seat, sat down and
there next to me, was the sameyoung woman.
Only this time, somethinghappened.
This time, when I got to myseat, she looked up briefly, our
(08:51):
eyes met and we both startedlaughing because, guess what,
she recognized me.
And then we started talking AndI found out that she was a
student going to university inBoston and she was studying
accounting and she'd been inNorth Carolina visiting her
sister and I said hey, you'renever gonna have to worry about
(09:12):
a job, because everybody needsan accountant.
So we had this conversation.
The point is that I was allowed, i was given permission to have
a conversation with her becauseI had become a familiar face
And it only took two times Andin fact, in the context of being
(09:32):
on a plane and in the crowd ofpeople who were on this plane, i
was the only familiar face onthe plane that was full of
strangers.
So it's not hard to be comefamiliar.
If you just show up more thanonce, if you're just seen more
(09:56):
than once, all of a sudden youbecome familiar.
I get up every morning and Igo for a bike ride on the bike
trail that I live right next toand I go back and forth around
the same time and I see a numberof people who are kind of on
the same schedule as me and inno time at all we have become
familiar to one another, towhere it's relatively easy to to
(10:20):
not only say hello, but youknow if I bump into them
anywhere else.
Now we have permission to havea conversation and to develop
our relationship betweenourselves that is deeper and
more meaningful for both of us,because these are, these are my
neighbors, these are the peoplewho live nearby, and now I'm
getting to know them in this way, mainly because they see me.
(10:42):
I'm the guy who is always outthere on the bike trail riding
my bike.
So this is a kind of thing thatyou can do, and you can do it
relatively easy.
And my biggest method forbecoming the familiar face
online is to create video and,in particular, to create short
form video.
People go oh no, short formvideo, I can't do that.
(11:05):
That means I have to make a newvideo every day and post it and
it's going to take a lot ofwork and I just can't deal with
all of that.
And so to you, i say, okay,fine, if you're totally fine
with getting on camera, well,you don't have to do all the
(11:25):
other stuff.
L et me help you.
I have this program that I callMic Drop Moments.
You just spend an hour with meand you do that just once a
month and in an hour I'm goingto interview you, ask you
questions and you give me youranswers and I'll take those
answers and I'll edit it downinto short form video content
for you, so that after just onehour you'll get a whole month
(11:48):
worth of content.
And that's my Mic Drop Momentsthing.
If you're interested in that,just go to mymicdropmomentscom
and you can find out all aboutit.
So that's step number one beingthe familiar face.
(12:16):
How do you connect with theright crowd?
Well, the big thing here is youcome up with a strong point of
view.
What do you believe in?
What do you stand for?
What is the hill that you'regoing to die on?
What are the things that youcare most about?
(12:37):
And who are the people outthere who believe the same
things that you do, who careabout the same things that you
do?
These are the things that youwant to be looking for.
Now, a lot of people, when theythink about picking, like who
do I want to talk to?
And they're thinking abouttheir niche.
Well, they're thinking aboutindustry, and that's fine.
(13:01):
Well, you can pick.
You know, i just only want totalk to realtors, or I want to
talk to consultants, or I wantto talk to lawyers.
You know, that's fine.
But even within those narrowranges, like all the lawyers of
the world, they don't all thinkthe same, you know.
They don't have the same beliefsystem.
They don't all necessarily havea worldview that fits with your
(13:27):
worldview, which will make themideal clients for the services
and the things that you offer.
And so, in order to connectwith the exact right fit people,
the people who will be eagerand excited to work with you,
you have to express your ownpoint of view, and in the world
(13:49):
of artificial intelligence, thisis even increasingly more
important.
Like everyone needs to standfor something, everyone needs to
come forward and say look,these are the things that I
believe in, this is the stuffthat I care about, and other
people will be attracted to thatbecause they share those same
(14:12):
things.
And the more emotional contentthat is wrapped up with this
things that you care about, themore people will feel something
when they're hearing you talkabout this kind of stuff, and
that will be attractive to themAnd that's what's gonna bring
them to you.
(15:19):
And what he found, much to hissurprise, was that all these
people were coming to his showas listeners who had nothing to
do with startups.
They're all kinds of people Andbut what they all had in common
was they were all sick andtired of all the marketing BS
that's out there.
(15:39):
And so his message, whichreally resonated, was that a lot
of the marketing that you seeis just nonsense.
It's just full of it.
And he was saying, look, wedon't have to be this way as
people who are marketing ourbusiness.
There's this other way.
And by planting his flag veryfirmly in the ground of like,
(16:03):
this is how you can stand outAnd this is how you can do
something really different Andyou don't have to like stand for
all the marketing BS that's inthe world.
That resonated with a wholebunch of people who it didn't
matter whether they were startupfounders or not.
They were into his point ofview, and so they were attracted
(16:27):
to his work, and his podcasthas become one of the most
popular business marketingpodcasts that there is.
So there you go.
Step one is familiar.
Step two is have a strong pointof view.
Now step three this is thethird and final one is claim
(16:49):
your own stage.
Now, a lot of people recommend,when it comes to relationship
building, that one of the waysto do this is to reach out to
people who are, say, podcasters,or reach out to people who are
the organizers of an event andwork with them and collaborate
(17:12):
with them so that you can speakto their audiences.
And so now you're attractingother people's audiences, and
this is a really good strategy.
There's nothing, i won't,there's zero wrong with this,
but there's a couple of thingswhere you know this is can be
more difficult than what I'mgoing to describe, which is that
(17:34):
one is that when you do speakthis way, you're still speaking
one to many, and so theaudiences that you're speaking
to you may become familiar tothem, but you're not able to
necessarily build that deeperrelationship with them, and so
you're speaking one to many.
And then, of course, you'realso dependent on other people's
(17:57):
stages, but you can build yourown stage and you can start
hosting your own event.
And this could be anything likea local meetup, you know, in the
community where you live.
That's in real life, likepeople actually gather in person
.
You could do that.
(18:17):
Or you could do like what I'mdoing, where you host a live
event like this.
This is a live show And I'mdoing this every week.
So every Thursday I go live Andmost of these episodes I'm
talking with a guest.
And now here's the strategy.
Here's how you buildrelationships.
You can reach out to your top50 most ideal people who you
(18:46):
would like as a client or youwould like to work with as a
partner and do some kind ofcollaboration.
And so you know, in this realmyou can create a small list of
here's who I would love to workwith the most.
And now you have something todo with them.
That is a really easy ask Andit's also a really easy thing
(19:09):
for them to say yes to.
You say, hey, i love the thingthat you did last week on your
LinkedIn profile.
That was all about you know,whatever it was they talked
about, or I love the episodethat you had where you were a
guest on somebody else's podcastor whatever it is that you
notice that they've done And youand you you know flatter them
(19:32):
and you say here's what you said.
That I thought was really cool.
This is why it resonated withme I would love to have you as a
guest at my event And youinvite them on And most people
will say yes to this.
This is not very cold outreach.
I mean it is cold outreach, butit's a very warm way to do this
(19:54):
, and so people say yes and thenyou can invite them on and then
you get a chance to sit downand talk with them And this, you
know, and if you do a reallygood job, like if you give them
a really great experience ofwhat it's like to be a guest at
your event and you help them andsupport them, this is a very
supportive role where you areshowcasing them and their talent
(20:18):
and making them look good andreally catering to their
expertise Great, terrific Andyou get to spend this time with
them.
You get to spend a time beforethe show, afterwards and sit
there and chat, and part of thisis that in the relationship
building.
You're learning all about themand what they do and what
(20:41):
they're about, and even likewhat their challenges are, and
vice versa, like they'relearning about you and, in
particular, what you do and whatyou have to offer, and to
follow up.
It's really easy.
It's a really easy thing for thesender to say yes to in terms
of asking them about ways thatyou can work together and or
(21:01):
collaborate, and thecollaboration could be as simple
as who else do you know whowould be a great guest?
come to my event?
And they'll open up theirRolodex and say, oh, i know two
or three people and here's them.
And so what's happening here isthat you're able to grow your
network and real deepen therelationships that you have with
(21:22):
your network, and this isprobably one of the most
powerful things that you can dofor your business, and I've got
clients who I've helpedestablish this kind of series,
interview series And what it'sdone for them is that it's built
their authority.
(21:42):
Now they're known by some ofthe top thought leaders in their
industry And many of thosepeople have turned right around
and become their clients or theyhave introduced them to other
folks who have become theirclients.
And I'll be completelytransparent.
(22:02):
This is what I do with my ownshow, in that I invite people on
, i get to know them, i servethem really well, i show them
what I do by literally doing itfor them.
I mean, every guest gets a micdrop moment, thank you, and then
bonus.
This is the big bonus of this,with all this long form content
(22:23):
that you create.
Now, in my case, i do this livevideo, so all I do is I hit
record, we go live together andit's done.
But then I can take that samelong form footage and I can edit
it down into short form contentSo I can get the guests talking
for a minute or I can getmyself talking for a minute, and
(22:45):
so now, just with going liveonce a week, i have tons of
content that I can also put outthere which is helping me
continue to become the familiarface.
So it's these two thingscombined.
I'm building deep personalrelationships and I'm building
trust with the exact right fitcrowd that I am personally
(23:11):
choosing and inviting into mylive event.
And then I'm taking thatexperience that I create and I'm
sharing that out there in theworld, and I'm doing this.
You have to build a system here.
You build a system ofscheduling and distributing all
this content, and this ishappening week after week after
(23:35):
week And it works.
It works really well, and I'vebeen doing this now for a couple
of years and my business isgrowing and enriching and
becoming really healthy andsustainable as a result, and one
(23:55):
of the best parts is that I'mno longer worried about reaching
this giant audience.
If you looked at any of mysocial media accounts, you'll
see that I have a very modestfollowing on social media And I
am not spending all my days onsocial media.
I just don't do it and I don'tneed to.
(24:16):
And even though I'm not thereevery day, all time it looks
like I'm there and I am showingup and I am becoming familiar.
So this is a really good wayfor you to build yourself this
relationship with the exactcrowd that you would like to be
(24:37):
hanging out with, that you'refamiliar to them and now they're
starting to trust you and nowthey're starting to support you.
In this way, that will keepyour business going.
So that's it.
I'll just go over those threesteps once again.
Step one is become the familiarface.
It's easier than you think.
(24:58):
Number two in order to get withthe right crowd.
You have to have a reallystrong point of view so that the
things that you care about, thepeople who care about those
same things, they're the oneswho will come knocking on your
door.
And then, number three claimyour own stage.
Don't wait to be dependent onother people's stages.
(25:23):
You can take your own stage Andin this world right now, it's
probably one of the mostpronounced things that you can
do if you really wanna stand outand build a truly standout
business.
So next week I'm gonna doanother solo episode and I'm
gonna go deeper on this.
(25:43):
I'm gonna break down exactlythe steps of how you create just
what I'm talking about.
People go okay, well, that'scool, but what are the systems,
what are the processes for doingthis?
So I'm gonna break it down ingreat detail And, if you're
interested in that tune, in NextThursday, 11 am Eastern time,
(26:03):
we'll take a deep dive intorelationship marketing and what
I'm calling the relationshipmarketing flywheel.
So you can build a system towhere you get this flywheel
turning and it just keepsturning.
You build all this momentum foryourself and for your business
and for building these deeper,richer relationships between you
(26:25):
and your right fit crowd.
All right, that's what I havefor you today.
Thanks so much for joining andwe will see you next time.
So long.
Welcome to the standout business show.
I'm Brad Powell, and todaywe're talking all about how you
can go from familiar to favorite.
Can you build a business thatis completely in demand, that's
actually overbooked full likeyour calendar is full and do
(00:25):
this without all the noisy, busyway that most people are
marketing themselves?
If you're doing anything onlineand you've been following all
the conventional wisdom and theadvice of how to market yourself
online, there's this thingwhere you basically are being
told that you have to show upeverywhere and you practically
(00:45):
have to live on social media.
What if, instead, you focusedon relationships and
relationship building and didthat with exactly the right
people?
rather than trying to reach thelargest crowd And this is the
thing.
Like we're all being taughtthat the very best way to
(01:07):
succeed is to reach as manypeople as possible and become
known and respected by hugenumbers of people.
And people are chasing thenumbers of views, the number of
likes, the number of comments,the number of responses, of
everything they're doing withall of their content.
(01:29):
There are posts on social media, the emails they send, the
podcasts that they produce, andit's just this ever-increasing,
never-ending gerbil wheel ofeffort.
That is to what end?
to what end?
This is the question, right?
So this is the thing that Iwant to challenge today.
(01:51):
Most small businesses can bebroken into two different
categories.
You have category number one,which is the business that is,
it doesn't matter whether it'sonline or offline, but mainly
what they have in terms of theirproduct or their main offer is
that it's small price, smallticket.
(02:14):
So they could be selling, theycould be selling books, they
could be selling any kind ofdigital product, they could be
selling retail items, but theseitems have a small price range
anything from $10, $29, $199,$299, things like in this range.
And that could be you.
(02:35):
If you are in that world, thenyes, what you need to do in
order to be a profitablebusiness is that you actually do
need to reach out to a veryhigh volume of people and build
some kind of intake funnelsystem that will convert enough
of those people to buy enough ofyour small ticket items to make
(03:00):
your business run and beprofitable.
And this is the engine thatmost online marketers are saying
yeah, this is what you need tobuild.
But if you're a business, let'ssay, you're an agency and you
are serving B2B to othercompanies or you have any kind
of service which is high ticket.
(03:23):
You could be a coach or aconsultant.
If that's you, then yourservice is offering some form of
radical transformation for thepeople who you work with, like
you're really helping them growand change in some very
significant way, and it hasextremely high value and it has
(03:46):
a high price.
You're being compensated reallywell for that service.
Well, if you have that kind ofbusiness, you don't need high
volume.
You don't need to have a hugeamount of traffic to have enough
of the right people the peoplewho are completely fit for the
thing that you offer to come inand meet you and work with you
(04:12):
and still have you can be fullybooked and have an extremely
profitable business without thehigh volume and the high traffic
.
The thing that you do need themost in any of this kind of
thing, if you have this kind ofbusiness and this is the kind of
business that I have and thisis the kind of business that I'm
speaking to primarily with thisshow is people who have this
(04:35):
high ticket, high value servicethat they're offering.
And the thing that you need andyou probably know this, the
thing that you need the most isyou need to establish a deeper
relationship and a high level oftrust with exactly these right
fit people.
So how do you accomplish this?
And especially in ourincreasingly noisy, busy online
(05:00):
world like there's so muchcontent, so much static, so much
stuff How do you reach throughto get to these people that you
would like to serve?
The problem that I see like thebig problem here in this whole
picture, and I'm going to bringit all down to just one thing
(05:20):
High ticket businesses have beenfocused on the wrong thing.
They've been focused on hightraffic rather than high trust
and relationship building, andso what I'm gonna talk about
today is something that I'mgonna refer to as relationship
(05:41):
marketing.
I have three steps that I'mgoing to cover on how you do
this.
So buckle up, stay tuned.
We're really gonna take a deepdive on how you build a business
that's based on building trustrather than traffic.
Here's the three steps (05:56):
Step number one, How do you become
the familiar face?
The first basic step inestablishing a trust
relationship is just simplybecoming familiar.
(06:19):
The reason that this is soimportant is that most people in
the online world and theoffline world they're drawn to
people and things and placeswhere they hang out that are
familiar.
If people are searching aroundonline and they land on a place
that is unfamiliar, mostly whatthey do there is they just click
(06:41):
right off, they go oh, i don'tknow this, i'm gone.
The thing is that most peoplethink that becoming a familiar
face is very difficult and ittakes a long time, and I just
wanna bust that belief systemwide open, because it doesn't
necessarily have to take a longtime and it's not very hard to
(07:02):
become a familiar face toexactly the people who you would
like to be familiar to, and Iwanna illustrate this with a
story that happened to me nottoo long ago.
I was traveling to a conference,a three day event, and so I was
taking a flight from Bostondown to North Carolina.
(07:23):
When I got on the plane, i satdown and next to me on the plane
was this young woman, and shewas typical young person.
She had earbuds in and she hadan iPad out in front of her and
she was, like the whole flight,focused, completely engrossed in
her iPad.
And this is kind of this is theworld we live in these days
(07:46):
Like you're gonna bump intopeople who pay no attention to
you and for this whole flight,like we didn't talk, we didn't
say hello, she completelyignored me.
And this is what happens to allof us, like especially both in
the real world and in the onlineworld.
We go places and we have aninteraction or sort of almost
(08:07):
interaction, like we bump intopeople and they completely
ignore us.
You're doing something onlineand people are just not paying
attention.
They're doing their own thingand they could care less about
you and your conversation andyour offer.
They don't even wanna talk toyou.
Okay, fine, this happened.
Well, the funny thing is thatthree days later, when I was
(08:30):
returning from North Carolinaand I was coming back to Boston,
was that I got on my plane,went to my seat, sat down and
there next to me, was the sameyoung woman.
Only this time, somethinghappened.
This time, when I got to myseat, she looked up briefly, our
(08:51):
eyes met and we both startedlaughing because, guess what,
she recognized me.
And then we started talking AndI found out that she was a
student going to university inBoston and she was studying
accounting and she'd been inNorth Carolina visiting her
sister and I said hey, you'renever gonna have to worry about
(09:12):
a job, because everybody needsan accountant.
So we had this conversation.
The point is that I was allowed, i was given permission to have
a conversation with her becauseI had become a familiar face
And it only took two times Andin fact, in the context of being
(09:32):
on a plane and in the crowd ofpeople who were on this plane, i
was the only familiar face onthe plane that was full of
strangers.
So it's not hard to be comefamiliar.
If you just show up more thanonce, if you're just seen more
(09:56):
than once, all of a sudden youbecome familiar.
I get up every morning and Igo for a bike ride on the bike
trail that I live right next toand I go back and forth around
the same time and I see a numberof people who are kind of on
the same schedule as me and inno time at all we have become
familiar to one another, towhere it's relatively easy to to
(10:20):
not only say hello, but youknow if I bump into them
anywhere else.
Now we have permission to havea conversation and to develop
our relationship betweenourselves that is deeper and
more meaningful for both of us,because these are, these are my
neighbors, these are the peoplewho live nearby, and now I'm
getting to know them in this way, mainly because they see me.
(10:42):
I'm the guy who is always outthere on the bike trail riding
my bike.
So this is a kind of thing thatyou can do, and you can do it
relatively easy.
And my biggest method forbecoming the familiar face
online is to create video and,in particular, to create short
form video.
People go oh no, short formvideo, I can't do that.
(11:05):
That means I have to make a newvideo every day and post it and
it's going to take a lot ofwork and I just can't deal with
all of that.
And so to you, i say, okay,fine, if you're totally fine
with getting on camera, well,you don't have to do all the
(11:25):
other stuff.
L et me help you.
I have this program that I callMic Drop Moments.
You just spend an hour with meand you do that just once a
month and in an hour I'm goingto interview you, ask you
questions and you give me youranswers and I'll take those
answers and I'll edit it downinto short form video content
for you, so that after just onehour you'll get a whole month
(11:48):
worth of content.
And that's my Mic Drop Momentsthing.
If you're interested in that,just go to mymicdropmomentscom
and you can find out all aboutit.
So that's step number one beingthe familiar face.
(12:16):
How do you connect with theright crowd?
Well, the big thing here is youcome up with a strong point of
view.
What do you believe in?
What do you stand for?
What is the hill that you'regoing to die on?
What are the things that youcare most about?
(12:37):
And who are the people outthere who believe the same
things that you do, who careabout the same things that you
do?
These are the things that youwant to be looking for.
Now, a lot of people, when theythink about picking, like who
do I want to talk to?
And they're thinking abouttheir niche.
Well, they're thinking aboutindustry, and that's fine.
(13:01):
Well, you can pick.
You know, i just only want totalk to realtors, or I want to
talk to consultants, or I wantto talk to lawyers.
You know, that's fine.
But even within those narrowranges, like all the lawyers of
the world, they don't all thinkthe same, you know.
They don't have the same beliefsystem.
They don't all necessarily havea worldview that fits with your
(13:27):
worldview, which will make themideal clients for the services
and the things that you offer.
And so, in order to connectwith the exact right fit people,
the people who will be eagerand excited to work with you,
you have to express your ownpoint of view, and in the world
(13:49):
of artificial intelligence, thisis even increasingly more
important.
Like everyone needs to standfor something, everyone needs to
come forward and say look,these are the things that I
believe in, this is the stuffthat I care about, and other
people will be attracted to thatbecause they share those same
(14:12):
things.
And the more emotional contentthat is wrapped up with this
things that you care about, themore people will feel something
when they're hearing you talkabout this kind of stuff, and
that will be attractive to themAnd that's what's gonna bring
them to you.
(15:19):
And what he found, much to hissurprise, was that all these
people were coming to his showas listeners who had nothing to
do with startups.
They're all kinds of people Andbut what they all had in common
was they were all sick andtired of all the marketing BS
that's out there.
(15:39):
And so his message, whichreally resonated, was that a lot
of the marketing that you seeis just nonsense.
It's just full of it.
And he was saying, look, wedon't have to be this way as
people who are marketing ourbusiness.
There's this other way.
And by planting his flag veryfirmly in the ground of like,
(16:03):
this is how you can stand outAnd this is how you can do
something really different Andyou don't have to like stand for
all the marketing BS that's inthe world.
That resonated with a wholebunch of people who it didn't
matter whether they were startupfounders or not.
They were into his point ofview, and so they were attracted
(16:27):
to his work, and his podcasthas become one of the most
popular business marketingpodcasts that there is.
So there you go.
Step one is familiar.
Step two is have a strong pointof view.
Now step three this is thethird and final one is claim
(16:49):
your own stage.
Now, a lot of people recommend,when it comes to relationship
building, that one of the waysto do this is to reach out to
people who are, say, podcasters,or reach out to people who are
the organizers of an event andwork with them and collaborate
(17:12):
with them so that you can speakto their audiences.
And so now you're attractingother people's audiences, and
this is a really good strategy.
There's nothing, i won't,there's zero wrong with this,
but there's a couple of thingswhere you know this is can be
more difficult than what I'mgoing to describe, which is that
(17:34):
one is that when you do speakthis way, you're still speaking
one to many, and so theaudiences that you're speaking
to you may become familiar tothem, but you're not able to
necessarily build that deeperrelationship with them, and so
you're speaking one to many.
And then, of course, you'realso dependent on other people's
(17:57):
stages, but you can build yourown stage and you can start
hosting your own event.
And this could be anything likea local meetup, you know, in the
community where you live.
That's in real life, likepeople actually gather in person
.
You could do that.
(18:17):
Or you could do like what I'mdoing, where you host a live
event like this.
This is a live show And I'mdoing this every week.
So every Thursday I go live Andmost of these episodes I'm
talking with a guest.
And now here's the strategy.
Here's how you buildrelationships.
You can reach out to your top50 most ideal people who you
(18:46):
would like as a client or youwould like to work with as a
partner and do some kind ofcollaboration.
And so you know, in this realmyou can create a small list of
here's who I would love to workwith the most.
And now you have something todo with them.
That is a really easy ask Andit's also a really easy thing
(19:09):
for them to say yes to.
You say, hey, i love the thingthat you did last week on your
LinkedIn profile.
That was all about you know,whatever it was they talked
about, or I love the episodethat you had where you were a
guest on somebody else's podcastor whatever it is that you
notice that they've done And youand you you know flatter them
(19:32):
and you say here's what you said.
That I thought was really cool.
This is why it resonated withme I would love to have you as a
guest at my event And youinvite them on And most people
will say yes to this.
This is not very cold outreach.
I mean it is cold outreach, butit's a very warm way to do this
(19:54):
, and so people say yes and thenyou can invite them on and then
you get a chance to sit downand talk with them And this, you
know, and if you do a reallygood job, like if you give them
a really great experience ofwhat it's like to be a guest at
your event and you help them andsupport them, this is a very
supportive role where you areshowcasing them and their talent
(20:18):
and making them look good andreally catering to their
expertise Great, terrific Andyou get to spend this time with
them.
You get to spend a time beforethe show, afterwards and sit
there and chat, and part of thisis that in the relationship
building.
You're learning all about themand what they do and what
(20:41):
they're about, and even likewhat their challenges are, and
vice versa, like they'relearning about you and, in
particular, what you do and whatyou have to offer, and to
follow up.
It's really easy.
It's a really easy thing for thesender to say yes to in terms
of asking them about ways thatyou can work together and or
(21:01):
collaborate, and thecollaboration could be as simple
as who else do you know whowould be a great guest?
come to my event?
And they'll open up theirRolodex and say, oh, i know two
or three people and here's them.
And so what's happening here isthat you're able to grow your
network and real deepen therelationships that you have with
(21:22):
your network, and this isprobably one of the most
powerful things that you can dofor your business, and I've got
clients who I've helpedestablish this kind of series,
interview series And what it'sdone for them is that it's built
their authority.
(21:42):
Now they're known by some ofthe top thought leaders in their
industry And many of thosepeople have turned right around
and become their clients or theyhave introduced them to other
folks who have become theirclients.
And I'll be completelytransparent.
(22:02):
This is what I do with my ownshow, in that I invite people on
, i get to know them, i servethem really well, i show them
what I do by literally doing itfor them.
I mean, every guest gets a micdrop moment, thank you, and then
bonus.
This is the big bonus of this,with all this long form content
(22:23):
that you create.
Now, in my case, i do this livevideo, so all I do is I hit
record, we go live together andit's done.
But then I can take that samelong form footage and I can edit
it down into short form contentSo I can get the guests talking
for a minute or I can getmyself talking for a minute, and
(22:45):
so now, just with going liveonce a week, i have tons of
content that I can also put outthere which is helping me
continue to become the familiarface.
So it's these two thingscombined.
I'm building deep personalrelationships and I'm building
trust with the exact right fitcrowd that I am personally
(23:11):
choosing and inviting into mylive event.
And then I'm taking thatexperience that I create and I'm
sharing that out there in theworld, and I'm doing this.
You have to build a system here.
You build a system ofscheduling and distributing all
this content, and this ishappening week after week after
(23:35):
week And it works.
It works really well, and I'vebeen doing this now for a couple
of years and my business isgrowing and enriching and
becoming really healthy andsustainable as a result, and one
(23:55):
of the best parts is that I'mno longer worried about reaching
this giant audience.
If you looked at any of mysocial media accounts, you'll
see that I have a very modestfollowing on social media And I
am not spending all my days onsocial media.
I just don't do it and I don'tneed to.
(24:16):
And even though I'm not thereevery day, all time it looks
like I'm there and I am showingup and I am becoming familiar.
So this is a really good wayfor you to build yourself this
relationship with the exactcrowd that you would like to be
(24:37):
hanging out with, that you'refamiliar to them and now they're
starting to trust you and nowthey're starting to support you.
In this way, that will keepyour business going.
So that's it.
I'll just go over those threesteps once again.
Step one is become the familiarface.
It's easier than you think.
(24:58):
Number two in order to get withthe right crowd.
You have to have a reallystrong point of view so that the
things that you care about, thepeople who care about those
same things, they're the oneswho will come knocking on your
door.
And then, number three claimyour own stage.
Don't wait to be dependent onother people's stages.
(25:23):
You can take your own stage Andin this world right now, it's
probably one of the mostpronounced things that you can
do if you really wanna stand outand build a truly standout
business.
So next week I'm gonna doanother solo episode and I'm
gonna go deeper on this.
(25:43):
I'm gonna break down exactlythe steps of how you create just
what I'm talking about.
People go okay, well, that'scool, but what are the systems,
what are the processes for doingthis?
So I'm gonna break it down ingreat detail And, if you're
interested in that tune, in NextThursday, 11 am Eastern time,
(26:03):
we'll take a deep dive intorelationship marketing and what
I'm calling the relationshipmarketing flywheel.
So you can build a system towhere you get this flywheel
turning and it just keepsturning.
You build all this momentum foryourself and for your business
and for building these deeper,richer relationships between you
(26:25):
and your right fit crowd.
All right, that's what I havefor you today.
Thanks so much for joining andwe will see you next time.
So long.
Popular Podcasts
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.
Therapy Gecko
An unlicensed lizard psychologist travels the universe talking to strangers about absolutely nothing. TO CALL THE GECKO: follow me on https://www.twitch.tv/lyleforever to get a notification for when I am taking calls. I am usually live Mondays, Wednesdays, and Fridays but lately a lot of other times too. I am a gecko.