July 24, 2023 • 28 mins
Are you guilty of commoditizing your brand by drowning your audience in 'how-to' content? It's time to stop playing it safe and holding yourself back from speaking up and standing out.
If you're selling higher ticket 1:1 coaching or consulting, be careful: 'cause there's a problem with "how-to" content.
And depending on how you do it, the clients you love to serve will struggle to connect with you if you make this big mistake.
What is the mistake and how do you avoid it?
Join this week's special guest, Robb Gilbear, as we break down the trap and what you need to do to avoid it.
Robb joined the show this week to shed light on how an overemphasis on information content can disconnect you from your audience.
In our conversation, we unraveled the nuances of crafting a content strategy that does more than just showcase your expertise.
Robb shares his insights on the importance of infusing your unique perspective and personality in your content and fostering meaningful relationships with your audience.
Stay tuned!!
Episode Resources
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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.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:03):
We go on LinkedIn and search for a life coach over a
million hits.
Same thing for mindset coaches.
Same same thing for leadershipcoach.
One is gonna help you stand outand what's gonna help you
connect with people that youactually want to serve that
you're excited spending timewith.
And when you see them in yourcalendar, like, hi, yeah, I
can't wait to chat with thisperson.
Are people who connect withyou, your quirks, your sense of
humor, your perspective on life,your values, and that's how you
(00:25):
end up attracting, connectingand working with people who you
genuinely enjoy spending timewith.
Speaker 2 (00:34):
Welcome to the standout business show.
I'm Brad Powell.
And today, we are talking aboutthe problem with how to content
.
And I know everybody's heardthat if you want to reach more
people, if you want to maybeeven go viral, you're a lot more
likely to do so with how totype of content.
(00:56):
And this is where you're givingthe tips and strategies and
step by step instructions tohelp people get further along
the journey that they want to goon.
And it is true that this kindof stuff will display your
expertise and maybe display yourauthority but and this is the
(01:16):
big butt.
There's a dangerous trap indoing this kind of stuff day
after day.
Especially if you're a coach ora consultant or an agency owner
and your offer is a high ticketkind of service.
The problem with how tocontent, depending on how you do
(01:36):
it, the clients who you're mostlikely to want to be serving
going to have a hard timeconnecting with you if you make
this mistake.
What's that mistake?
Well, you're in luck todaybecause I've brought on Rob
Gilbert.
He's joining to break down thistrap and what you need to avoid
(02:02):
it.
And with that, let's start theshow.
Alright.
Rob, welcome to the show.
Speaker 1 (02:08):
Thanks for having me is what I said, Brad.
I appreciate being here.
Speaker 2 (02:11):
Yeah.
I'm really glad that you arehere.
So let's agitate this a littlebit.
What are the things that yousee that are the big problem
with what is this commonpractice?
Like, everybody is doingcontent.
The first thing they think ofis, well, I'm gonna show people
how to do something.
I'm gonna become a teacher I'mgonna show what I know in my
(02:34):
head and try and download thatinto my audience's brains.
Speaker 1 (02:40):
So, yeah, it's it's a trap and I think especially on
LinkedIn with a place where thisis streaming right now and a
place that you and I spend a lotof time because the algorithm
changed recently to reallyemphasize it.
And there's plenty of peopleout there who have grown a
really great audience based onhow to content.
However, dot dot dot as youalluded in the pre show or
(03:01):
sorry, the intro of the show, itdoesn't allow people to connect
with you and who you are ashuman.
And If you have just a lowticket offer, if you're selling
a hundred and fifty dollarcourse, it's totally fine.
But if you lean too much intoteaching, there's a whole
disconnection with you.
The opposite of that we see allthe time on Instagram where
there's someone who is just likealways all about them but we
(03:24):
have no idea how they can helpus, what they can help us
change, what transformation theycan help us achieve, what
success they can help us unlock.
So we We know what the completeopposite end looks like, but
the danger exists on the otherside too.
If you just do all thisteaching all the time, it's the
quickest path to becoming acommodity.
Speaker 2 (03:43):
Right.
And I think I think that's akey point right there.
You know, in this time whereIt's all too easy to use one of
the myriad of AI tools to comeup with healthy lists of
everything you can imagine.
I mean, it's like sort ofGoogle on steroids now where I
can ask it any question, give itany prompt, and I will get tips
(04:06):
out the ying yang.
Tips galore.
And so if you wanna stand out,like, that's the whole premise
of this like, if you wannadistinguish yourself from all of
the other people who are doingthe same kind of thing that you
are, Putting out moreinformation is not the way to do
it.
Like, there's so muchinformation and just simply the
(04:27):
information itself.
It's really hard to say, well,Well, my information, my five
tips are really better than yourfive tips.
That's just not really astrategy that's going to connect
or work or anything like that?
Speaker 1 (04:41):
It's it's not what a funny way to say it.
My five tips are better thanyour five tips, and it's
definitely the the flood of AIis here.
It's only gonna continue torise.
And this whole thought thiswhole conversation for me
started with the conversationwith my teenage daughter.
Who is smart and avid andonline and has built accounts
before that have grown quickly.
And she is highly creative sheknows that what she's interested
(05:04):
now is not necessarily whatshe's gonna be interested in
later.
And a lot of my clients are thesame way too highly creative
people, and she was asking mehow do I not get pigeonholed in
because that's the other dangerof it is if let's say you
managed to just put out a wholebunch of tips content and get
known for that and even grow anaudience for it and somehow you
manage to position your tips asbeing seen as somewhat better
than your fingertips.
(05:25):
You're still really paintingyourself into a quarter that in
the future.
Should you decide to evolve?
Should you decide to change?
Should you have some innerevolution?
Should you grow?
Because we all do as humans.
You're kind of screwed.
And then everyone who isfollowing you is only for the
best x tips about whatever thething is.
And then when you're looking tomake that evolution, that
(05:45):
change, or that pivot, theneveryone who is in your orbit
and in your audience aren'tinterested because they don't
know who you are as a person.
Speaker 2 (05:53):
Yeah.
Alright.
So your whole brand is builtaround being more human, helping
people show up as people And,you know, being distinctive is
really an inside job.
People are always looking forwhat tool can I use or what
thing out there can I grab thatwill make me be amazing?
(06:17):
And it's actually not comingfrom those places.
It's all coming from inside.
And so Among the tools in yourkit, like, how do you help
people make better connectionleave the how to stuff for the
times when that's appropriateand be able to come out to the
(06:39):
social media landscape, and andactually do things that are
connecting and engaging.
Speaker 1 (06:47):
So for me, this is constant game, which is like who
are you as a human and who youare online and too many people
focus on trying to create somefake avatar.
Like, I think this is gonnawork.
This is gonna track people, butit's not who they are as a
human.
And this stuff here to get theone alignness up, like, who are
you in your privaterelationships?
What are the things that yourpartner loves about you?
(07:08):
When you're in a conversationwith a client, then they're
like, wow.
That's really helpful.
What do you like in thoseconversations?
What are things that are uniqueabout you?
Are you great at takingpictures?
Do you have an ability to takecomplex ideas and make them more
simple?
Do you can you dance?
Can you sing?
Is there any like, what are allthose things that truly make
you uniquely you?
And I saw a recently, and Iwish I could attribute it to the
(07:30):
right person, but it was like acartoon image, and it was so
good, and it was two peopletalking.
And one person said, I'm afraidto show up as I am online
because I don't wanna be judgedby others.
And then the response that wasbeing said in the cartoons, If
you're doing that, then you'rethe one who's judging yourself.
If you're hiding who youactually are, you're the one
left to judge yourself.
So it's getting clear on whothe heck you are, what's unique
(07:53):
about you, and then getting inline between those two things so
that you do, like, you do lookat your stuff and feel like
you're proud of what you you'rewriting in line here.
Proud of what you're putting invideos.
You're, you know, you'reexcited by what you're sharing
because you know it's actuallyyou.
You're not faking anything.
Speaker 2 (08:08):
Yeah.
It's sort of the inversion offake it until you make it.
It's like be real and then justkeep doing that.
Speaker 1 (08:17):
There's, like, hundreds of millions of people
online.
On LinkedIn, I think we crossedthe nine hundred million
threshold.
And, you know, the people Ihelped tend to be a lot of of
coaches or some consultants aredoing purpose driven work.
We go on LinkedIn and searchfor life coach over a million
hits.
Same thing for mindset coach.
Same same thing for leadershipcoach.
So what is gonna help you standout and what's gonna help you
(08:39):
connect with people that youactually want to serve that
you're excited spending timewith.
And when you see them in yourcalendar, like, yeah, I can't
wait to chat with this person.
Are people who connect withyou, your quirks, your sense of
humor, your perspective on life,your values, AK, all the things
that do make you unique as ahuman.
So it's It's how you stand out.
You know, I love the name ofyour show.
It's truly how you stand out.
And that's how you end upattracting, connecting, and
(09:01):
working with people who yougenuinely enjoy spending time
with.
And they like spending timewith you, and it it makes all
the other aspects of yourbusiness easier.
Speaker 2 (09:09):
Yeah.
And another thing that strikesme in terms of people holding
themselves back.
People tend to put on a kind ofvanilla version of where they
you know, what their beliefsare, what their values are.
And I I think that the way tobe is to be the complete
opposite of that.
(09:29):
Like, we all care aboutsomething.
There's nothing more attractive.
I mean, as social beings, ashumans want to gather in little
tribes of like, well, peoplethat way, Seth Godin talks about
people do the things that wedo, think like us.
This is what we're for.
And if you can express thatkind of thing, through your
content, here's what I believe,here's what I stand for, here's
(09:53):
my take on this particular thing.
This isn't five tips.
This is just simply, hey, thisis me, and I have a strong
feeling about this particularthing.
And it's naturally going tolike, when it comes to client
attraction, you're gonna wannabe working with people who are
(10:15):
in the same lane, like, valuesystem, belief system that you
are.
Because of all of a sudden,you're dealing with a client
who's, like, polar opposite ofyou, the two of you are gonna
have a hard time workingtogether over an extended
period, and and they're probablybest suited to someone else in
the first place.
What are the kinds of thingsthat you see in your world where
(10:37):
people are are actually able torelease themselves from this
inhibition of, oh, no.
If I really tell people what Ithink, I'll get pillar read or
I'll get a bunch of trolls orI'll get some kind of something
that'll be negative and I I'llhave to go hide.
Speaker 1 (10:54):
I'll have to go hide.
Is it the we have the big fear.
Right?
I'll be ostracized from thegroup from the tribe.
Speaker 2 (10:59):
Right?
Speaker 1 (11:00):
It's the you you alluded to it earlier, which is
that it becomes an inside job.
And it becomes how do you startto create promises and key
promises with yourself.
How do you you know, when yousay you're gonna do something
you're gonna fall through, howdo you do things and they're all
little things, and they'regenerally, like, yes, in your
business, but also in yourpersonal life.
So that when you're looking inthe mirror, you can say, I like
(11:21):
who I see.
I'm proud of this person.
And when you have that innerconfidence, that inner strength,
that inner love, anywhere ofthose words you wanna use, then
it's okay if someone disagrees,that it's okay if someone's
like, trolls you online.
It's okay because you know whoyou are, you love who you are,
you accept who you are, and Andit really means, like, even if
(11:41):
your hair isn't quite like itused to be or even if you don't
put into your old jeans andforgiving yourself for mistakes
that you made instead of pilingup on yourself.
And then the other piece yousaid, which I really love too,
is knowing that when you dialthat in and start showing up
that way, not only you're gonnaattract people you love working
with and you know, repel theopposing people.
(12:01):
But if you play this game oftrying to be Vanilla, trying not
upset anyone, trying not sayanything that no one could
possibly ever disagree with andyou attract those clients that
are not necessarily a great fit.
It's not that they're bad orgood or you're bad or good.
It's like you're not meant foreach other.
And you said something reallygreat too is that that person
would actually be better servedby someone else because not
(12:23):
only, you know, for me, it's ifyou're gonna work with people,
that you don't like for money?
How about just get a job?
You just stay in the job.
Like, honestly, that's probablythe better approach for you.
It's always better for you, butit's it's also better for the
other people.
So they can work with peoplewho they have a deeper
connection with, have analignment with, and they'll get
more out of the work, and you'lllove your work more.
Speaker 2 (12:44):
Another thing that that occurs to me is it's all
like, it's an inside game forus, but it's also an inside game
for the people who were wantingto work with and or engage with
.
And one of the things that Ireally like to employ as an
alternative and as reallydistinctive from how to kind of
(13:06):
information's kind of content isthings I I generally call this
under the umbrella of mythbusting.
But the idea is that you'vegot, you know, your this
audience out there and you knowthat they are looking for a
particular kind solution,whatever that is.
And and your work, and yourlife has all evolved around
(13:26):
helping people go towards thatsolution.
And the reason that theyhaven't gotten there is mostly
because of their own innerbelief system.
Like limiting belief about onething or another And one of the
best things that you can docontent wise is to challenge
that limiting belief.
(13:46):
Whatever it is, there's somekind of conventional wisdom,
whether there's some kind of waythat they always did or there's
something like, I tried a bunchof stuff.
I did a bunch of online courses.
I hired a video in a Facebookad agency.
I I I did whatever they did,and it was junk.
And I just you know, like, Idon't wanna do that anymore.
And I just think I have tosettle for what I am at.
Like, I was trying to losefifty pounds and I got on
(14:09):
eighteen different diets andnone of it worked.
And I think it's just genetic.
You know, like I'm just mymother was fat and my uncle is
heavy and and my children areall gaining weight and like
that's just who we are, you know.
And so they're stuck in thisplace of thinking that this is
their lot in life.
And if you can come in and bustthat open, like, challenge it
(14:30):
in some way where they go, oh,that's interesting.
That's, you know, it's it'sit's thought provoking.
It's really attention gettingand it leads them to this unique
thing that you have that isyour way of dealing with stuff
it becomes very very attractiveand way more attractive than the
five ways to get rid of yourproblem.
Speaker 1 (14:52):
Way more attractive in people who are obsessed with
trying to, you know, look likean expert and seen as credible
and seen as an authority that'sthe difference maker.
That is when you can helppeople see things a different
way and change their thoughtsand their perspectives on
things, that's what makes you athought leader.
And then any kind of how tosteps you have are way more
likely to be listened to,followed, and pursued if you've
(15:15):
helped them make that switch inthe way they see things and bust
that myth first.
So it actually makes you theauthority and the credibility
and the expert that you want tobe.
By putting out that how tostuff that doesn't work.
And then they're way morelikely to actually do the how to
stuff if you've helped them seethe different perspective on it
.
Speaker 2 (15:32):
Yeah.
And I I want to bring up acouple of things that I've seen
you do, and have you talk moreabout other stuff that you do,
which I think falls into all ofthis that we're talking about.
For example, the last time wetalked, you were talking about
how you create a kind ofscarcity by, like, on your
website, if people wanna comeand hire you, there's no place
(15:56):
to, like, click a button and anda schedule with Rob.
Like, it's just not there, youknow, which is, like, completely
opposite to what everyone elsedoes.
And that's really interesting.
It's like, that's like, whywould anybody ever do that?
That seems so counterintuitive.
And at the same time, a lot ofyour content, you know, is is
(16:16):
showing off stuff like, oh, bythe way, I am currently standing
under the Eiffel Tower.
And I've just taken three weeksoff of posting on LinkedIn and,
you know, awesome.
And everybody's looking at thatgoing on.
So, well, this is not thenormal way of of doing the Gary
Vaynerchuk thing of beingeverywhere all at once and
(16:38):
constantly having people followyou around and doing, you know,
tons and tons of contentcreation.
So that's not happening.
And and on and on, like, youknow, and or you will just
simply have a video of youdancing and say, yeah, I haven't
this is you know, this used tobe my life, and now I hardly
ever do it, but here we go.
And and this is Lundin LinkedIn.
You know, it's not TikTok.
(16:59):
And so, like, who does this?
On the one hand, it gives,like, LinkedIn is still kind of
this more, you know, straightlaced, uptight kind of social
media place.
So many people are coming,thinking, oh, you know, I have
to button up my shirt and put ondo my hair and I need to be
(17:20):
just so.
And and not in the Instagram,you know, influencer way, but
just like, I wanna look likewhat I would look like if I
showed up for a job interview.
This is where I this is where Ineed to be all the time on
LinkedIn.
And yet, your whole method ofoperating is, like, so off that
path that it's just refreshing.
(17:41):
The response is usually, like,I don't know who this guy is,
but he seems kind of likable.
And so, yeah, when his thinggoes by, I'm gonna probably take
a look at it.
Speaker 1 (17:51):
Thank you.
There's a a lot of really nicecompliments in there that means
a whole lot.
I'm happy to unpack therationale and the strategy
behind some of those pieces.
So The first thing is about theavailability of calls.
And there's a few reasons forthat.
One is just I'm creating mylife by design.
I've done this so that not onlyI can do work that I enjoy
(18:12):
doing, but that I can make goodmoney while doing it, but also
have the freedom and the otherbuckets of my life.
So not only can I spend timebeing creative, but that so that
I can spend time with my familyand the people that I love and
I'm a bit of a workaholicsometimes and even that
intention, like, I can fall offit?
So it's structurally by designthat way, but also if I wanna
(18:34):
chat with someone, if I'm in aDM conversation with someone and
I was like, hey, I think Imight be helping you.
Do you wanna hop on a call?
The likelihood to someone says,yes, it's through the roof
because Again, you can't book acall with me.
It's not something that's outthere.
And then there's two otherintentionalities around it.
One is It's terrible.
It's a waste of time for me andfor someone else for us to get
on the call if they haven't beenin my orbit for a while.
(18:55):
If they haven't read three ofmy newsletters, if they haven't
watched, the my latest workshopreplay.
If they haven't, like, youknow, been through some of that,
it just it's tough for them toknow if I'm for them and kind of
vice versa.
And I I don't want them towaste their time, and I also
don't waste my time.
And the other thing with that,for me, it's a mistake because
we could open up LinkedIn eitherof us right now and scroll and
(19:17):
we could find every other personwhere the step they're inviting
someone to is to book a call.
To me, that is the equivalentof walking up someone at a bar
and being like, do you wannamake up?
Like, who are you?
I need to admit.
Do we align what's going on?
Like, it Where is the lead up?
Where is the foreplay?
Where is the getting to knoweach other?
(19:38):
First, it's an intimidating askto make to someone And
especially sometimes I seepeople, it's not even just like
a a thirty minute call.
Some people, it's like the theonly option I have, if I come
across some of these people, I'mlike, oh, cool.
This person's interesting.
I'll look at a bit of thecontent.
I'm like, I'm curious.
And the only option is to bookan hour call or a forty five
minute call.
Are you kidding me?
So it's you're actually doingyourself a huge disservice.
(20:00):
So those are the reasons behindmy it's hard to get on a phone
call with me.
Speaker 2 (20:05):
Yeah.
Right?
Alright.
So if we were to look at thisin a strategic way and this is,
like, going out to all thecoaches and consultants of the
world who do this, Like, this isthe common practice.
It's the best practice that isout there is, well, make a
landing page where people can ontheir own, go there and
schedule a time to talk with you.
(20:25):
And then all of a sudden likemagic, you're gonna get a bunch
of leads on your calendar andall these people will be lining
up to talk with you and you canclose them.
You can close them all day longand all week long and then all
of a sudden your practice willbe fallen and you'll be busy
with happy people and it'll allbe going great.
(20:45):
Like, you'll be happy camper,successful consultant.
Well, okay.
So not so much because justlike you said, people are like,
well, listen.
If I'm too shy to show up witha t shirt, when I when I bake a
piece of content, I am notgetting on a call with somebody
(21:07):
who I hardly know.
So what are the things thatyou're doing in the way of
getting people to know you,getting people to connect with
you, getting people to feelcomfortable enough to where they
go, oh, now I know that I am aperfect fit for working with a
guy like Rob.
Speaker 1 (21:27):
So it's fun.
This is full circle.
This comes back to some stuffwe talked about earlier.
Like, whether it's me showingup in dancing or me sharing
kinda who I am or where when Iam sharing how to stuff that it
always includes my personality,my unique takes on things so
that And do you only like, oncein a while, I'll make offers on
(21:47):
my people on my newsletter list,like, maybe a couple times a
year while I'll offer calls.
I think I'm going to thisweekend, actually.
So if anyone is listening tothis and you're on my newsletter
and you'd like to maybe chat.
Get on my newsletter because Ithink this Saturday we're coming
up on a year of the newsletterbeing in existence and I'm
probably gonna offer some calls.
But otherwise, it's you know, Idid a workshop last week for
ninety eight people signed up.
(22:08):
There was a whole bunch ofpeople there.
Normally, on the back end ofthat, I would offer a phone call
.
I didn't even this time.
This time now it was I put anextra barrier.
This is so funny.
Now I put a you have to fillout an application.
And so it's just even that'sthe way I've been operating
before.
What there is on my websiteright now is the way to work
with me before, which is onlybeen one on one for the last
(22:30):
while is you fill out anapplication.
If I like what you have to say,and I think we might click
after I check you online, thenwe maybe after an exchange, I'll
offer you an invite.
So it's it's just having thebarriers.
It's one showing who I amopenly, online, all those things
we've been talking about.
And having barriers and gatesso that someone has to be in
conversation with me or haveapplied or have been my world
(22:53):
for a while first.
You know, have you know,because through the end of my
email list, you have to haveconsume my content, decided to
go on my page being like, yes, Iwant more of Rob's noise, and
thoughts and ideas and energy,my inbox, and opted in.
So those are the ways that I'mdoing it.
Speaker 2 (23:08):
Yeah.
I mean, just just last week, Iwas talking with Michelle Warner
who's her world is all aboutrelationship marketing.
And that was the conversation.
It's like, okay.
So instead of looking attraffic, in any form of traffic
marketing, look at therelationships that you can build
that are genuine and have thatbe the goal?
(23:31):
Like, have the goal be that,well, what I want is a network
of people who I'm familiar withand I feel comfortable with and
who I feel like I can beembraced by in the sense that
this is a real community ofpeople who I'd be happy to do
any number of things with.
And if that's the way that wecan be operating even in the
(23:54):
just the simple stuff that we doonline in terms of any little
piece of content that we put outthere, if that's the intention
rather than, well, I gotta getthis person on the call or
whatever.
Like, whatever you know, callto action, you're thinking, I've
got to close.
I've got to move this personover here so I can close that or
close them.
You know, this is a much betterway of thinking about just
(24:21):
relating to people human tohuman, going back to what we
started talking about right atthe very start.
Speaker 1 (24:25):
Big time.
And there's you've emphasizedon the closed end piece a couple
times, and there definitely wassome humor in the way that
you're emphasizing it.
And that's what happens if youhaven't done the pre work, if
you haven't put out messagingout there, if you're not sharing
your message in a way thatallows people to get to know you
know what you're about, knowhow you can help them, know what
unique about you is that if youget on a call too early, not
(24:47):
only is it kind of aggressive,but the only way for them to
turn into a client requirerequire some aggressive tactics
where you have to try and closethem.
So not only then are youspending a whole bunch of time
chatting with people who mightnot be a good fit or the timing
is not right, the only chancefor you to get them become a
client is I've been coming moreforceful.
And Naval has a really greattweet around this and I
(25:07):
absolutely love and it's I'mgonna butcher it, but
essentially it is you're onlydoing marketing because you
haven't figured out product.
You're only doing sales becauseyou haven't figured out
actually, it's still around.
You're only doing sales.
You haven't figured outmarketing.
In marketing because you'veever figured out product.
AKA meeting, if you havesomething that is truly
incredible and awesome thatpeople love and they're earning
great outcomes from and theyjust can't believe the
(25:29):
transformations and the resultsyou've helped them achieve,
they're gonna tell people.
They're gonna tell others.
They're gonna work wanna workwith you when you have the thing
to help them get to the nextthey're gonna tell their
friends, their families, theircoworkers, their whatever.
So they will do the spreadingof the word for you.
And if you have really greatmarketing and messaging, you're
really good at sharing thestuff, putting it out there,
(25:50):
allowing people to get impact,get results, get to know, you
see how you can help them, seewhat's possible.
When you get to the salesstage, you don't need to do
selling.
So it's everything we'retalking about, I'm very much
intentionally working with thatin mind that I never wanna be in
a conversation where I feelthat I have to close someone.
Speaker 2 (26:09):
That actually might be a really good note for us to
close on.
It's phrase that you just said.
Again, it reminds me of thekind of stuff that Seth Godin
talks about in terms of beremarkable.
And don't think about reachinglarge numbers of people or
trying to go viral.
If you find one person or fivepeople and you make a
(26:30):
significant change happen intheir lives, they're gonna bring
they're gonna tell all theirfriends.
They're gonna say, oh my god.
This is amazing.
This is so great.
And if you wanna do it too,then you know where to go.
Those guys this first rightover here.
Go talk to Rob.
Yet get you dancing under theEiffel Tower in no time
Speaker 1 (26:49):
or not.
But I don't want you to bedancing under the Eiffel Tower.
I wanna help you figure outwhat the equivalent of
Speaker 2 (26:55):
Right.
Your version.
Your version.
Your own version of whateverthat looks like.
Speaker 1 (26:58):
Yeah.
Roger that.
Speaker 2 (27:00):
Right.
Okay, Rob.
Well, if people, even thoughthey're they now they know that
it's gonna be really hard to geton a call with you, if they
wanna reach out to you in anyother way or if they just wanna
follow you, somewhere.
What's the best way for themovie that?
Speaker 1 (27:14):
LinkedIn is my main online platform.
That's where I spend the mostof my time and where I have the
most amount of friendsconnections and community and
where I'm most active.
That's the best place.
And then secondarily, if you goto my website, growth habit dot
org, you can see that there's afree workshop there.
I have my newsletters.
Not only do I have somethingthat I publish every week where
(27:36):
I really try to be helpful andprovide thought provoking ideas
and strategies to deploy, Butthen I just published them on my
website too.
Like, all the back issues areall there and timeliness.
Because if you are, you know,seeing this around the time that
we record it, this weekend, Iam gonna be offering free calls
to people on my newsletter,which is something that I
haven't done probably in eightor ten months.
(27:57):
So if you did want to sign upfor newsletter, you'll get that
option in your inbox.
Speaker 2 (28:01):
Alright.
Well, I'll make sure that linksto your LinkedIn and links to
growth habit dot org.
Will be in the show notes.
And, Rob, thank you so much forcoming on today.
This has been really great.
Speaker 1 (28:14):
Thank you so much for having me.
It's always a pleasure to chatwith you, Brad.
I love your perspective of theworld.
Speaker 2 (28:21):
And for those of you who are listening here right at
the end, I just wanna remind youthat if you wanna go and get
all of the archive of this show,just go to standout business
dot show, and it's all there.
All the audio, all the video,the show notes, the
descriptions, the links to coolstuff, and you can binge to your
(28:42):
heart's content.
We go live every Thursday,eleven AM eastern time, and
until the next time, so on.
We go on LinkedIn and search for a life coach over a
million hits.
Same thing for mindset coaches.
Same same thing for leadershipcoach.
One is gonna help you stand outand what's gonna help you
connect with people that youactually want to serve that
you're excited spending timewith.
And when you see them in yourcalendar, like, hi, yeah, I
can't wait to chat with thisperson.
Are people who connect withyou, your quirks, your sense of
humor, your perspective on life,your values, and that's how you
(00:25):
end up attracting, connectingand working with people who you
genuinely enjoy spending timewith.
Speaker 2 (00:34):
Welcome to the standout business show.
I'm Brad Powell.
And today, we are talking aboutthe problem with how to content
.
And I know everybody's heardthat if you want to reach more
people, if you want to maybeeven go viral, you're a lot more
likely to do so with how totype of content.
(00:56):
And this is where you're givingthe tips and strategies and
step by step instructions tohelp people get further along
the journey that they want to goon.
And it is true that this kindof stuff will display your
expertise and maybe display yourauthority but and this is the
(01:16):
big butt.
There's a dangerous trap indoing this kind of stuff day
after day.
Especially if you're a coach ora consultant or an agency owner
and your offer is a high ticketkind of service.
The problem with how tocontent, depending on how you do
(01:36):
it, the clients who you're mostlikely to want to be serving
going to have a hard timeconnecting with you if you make
this mistake.
What's that mistake?
Well, you're in luck todaybecause I've brought on Rob
Gilbert.
He's joining to break down thistrap and what you need to avoid
(02:02):
it.
And with that, let's start theshow.
Alright.
Rob, welcome to the show.
Speaker 1 (02:08):
Thanks for having me is what I said, Brad.
I appreciate being here.
Speaker 2 (02:11):
Yeah.
I'm really glad that you arehere.
So let's agitate this a littlebit.
What are the things that yousee that are the big problem
with what is this commonpractice?
Like, everybody is doingcontent.
The first thing they think ofis, well, I'm gonna show people
how to do something.
I'm gonna become a teacher I'mgonna show what I know in my
(02:34):
head and try and download thatinto my audience's brains.
Speaker 1 (02:40):
So, yeah, it's it's a trap and I think especially on
LinkedIn with a place where thisis streaming right now and a
place that you and I spend a lotof time because the algorithm
changed recently to reallyemphasize it.
And there's plenty of peopleout there who have grown a
really great audience based onhow to content.
However, dot dot dot as youalluded in the pre show or
(03:01):
sorry, the intro of the show, itdoesn't allow people to connect
with you and who you are ashuman.
And If you have just a lowticket offer, if you're selling
a hundred and fifty dollarcourse, it's totally fine.
But if you lean too much intoteaching, there's a whole
disconnection with you.
The opposite of that we see allthe time on Instagram where
there's someone who is just likealways all about them but we
(03:24):
have no idea how they can helpus, what they can help us
change, what transformation theycan help us achieve, what
success they can help us unlock.
So we We know what the completeopposite end looks like, but
the danger exists on the otherside too.
If you just do all thisteaching all the time, it's the
quickest path to becoming acommodity.
Speaker 2 (03:43):
Right.
And I think I think that's akey point right there.
You know, in this time whereIt's all too easy to use one of
the myriad of AI tools to comeup with healthy lists of
everything you can imagine.
I mean, it's like sort ofGoogle on steroids now where I
can ask it any question, give itany prompt, and I will get tips
(04:06):
out the ying yang.
Tips galore.
And so if you wanna stand out,like, that's the whole premise
of this like, if you wannadistinguish yourself from all of
the other people who are doingthe same kind of thing that you
are, Putting out moreinformation is not the way to do
it.
Like, there's so muchinformation and just simply the
(04:27):
information itself.
It's really hard to say, well,Well, my information, my five
tips are really better than yourfive tips.
That's just not really astrategy that's going to connect
or work or anything like that?
Speaker 1 (04:41):
It's it's not what a funny way to say it.
My five tips are better thanyour five tips, and it's
definitely the the flood of AIis here.
It's only gonna continue torise.
And this whole thought thiswhole conversation for me
started with the conversationwith my teenage daughter.
Who is smart and avid andonline and has built accounts
before that have grown quickly.
And she is highly creative sheknows that what she's interested
(05:04):
now is not necessarily whatshe's gonna be interested in
later.
And a lot of my clients are thesame way too highly creative
people, and she was asking mehow do I not get pigeonholed in
because that's the other dangerof it is if let's say you
managed to just put out a wholebunch of tips content and get
known for that and even grow anaudience for it and somehow you
manage to position your tips asbeing seen as somewhat better
than your fingertips.
(05:25):
You're still really paintingyourself into a quarter that in
the future.
Should you decide to evolve?
Should you decide to change?
Should you have some innerevolution?
Should you grow?
Because we all do as humans.
You're kind of screwed.
And then everyone who isfollowing you is only for the
best x tips about whatever thething is.
And then when you're looking tomake that evolution, that
(05:45):
change, or that pivot, theneveryone who is in your orbit
and in your audience aren'tinterested because they don't
know who you are as a person.
Speaker 2 (05:53):
Yeah.
Alright.
So your whole brand is builtaround being more human, helping
people show up as people And,you know, being distinctive is
really an inside job.
People are always looking forwhat tool can I use or what
thing out there can I grab thatwill make me be amazing?
(06:17):
And it's actually not comingfrom those places.
It's all coming from inside.
And so Among the tools in yourkit, like, how do you help
people make better connectionleave the how to stuff for the
times when that's appropriateand be able to come out to the
(06:39):
social media landscape, and andactually do things that are
connecting and engaging.
Speaker 1 (06:47):
So for me, this is constant game, which is like who
are you as a human and who youare online and too many people
focus on trying to create somefake avatar.
Like, I think this is gonnawork.
This is gonna track people, butit's not who they are as a
human.
And this stuff here to get theone alignness up, like, who are
you in your privaterelationships?
What are the things that yourpartner loves about you?
(07:08):
When you're in a conversationwith a client, then they're
like, wow.
That's really helpful.
What do you like in thoseconversations?
What are things that are uniqueabout you?
Are you great at takingpictures?
Do you have an ability to takecomplex ideas and make them more
simple?
Do you can you dance?
Can you sing?
Is there any like, what are allthose things that truly make
you uniquely you?
And I saw a recently, and Iwish I could attribute it to the
(07:30):
right person, but it was like acartoon image, and it was so
good, and it was two peopletalking.
And one person said, I'm afraidto show up as I am online
because I don't wanna be judgedby others.
And then the response that wasbeing said in the cartoons, If
you're doing that, then you'rethe one who's judging yourself.
If you're hiding who youactually are, you're the one
left to judge yourself.
So it's getting clear on whothe heck you are, what's unique
(07:53):
about you, and then getting inline between those two things so
that you do, like, you do lookat your stuff and feel like
you're proud of what you you'rewriting in line here.
Proud of what you're putting invideos.
You're, you know, you'reexcited by what you're sharing
because you know it's actuallyyou.
You're not faking anything.
Speaker 2 (08:08):
Yeah.
It's sort of the inversion offake it until you make it.
It's like be real and then justkeep doing that.
Speaker 1 (08:17):
There's, like, hundreds of millions of people
online.
On LinkedIn, I think we crossedthe nine hundred million
threshold.
And, you know, the people Ihelped tend to be a lot of of
coaches or some consultants aredoing purpose driven work.
We go on LinkedIn and searchfor life coach over a million
hits.
Same thing for mindset coach.
Same same thing for leadershipcoach.
So what is gonna help you standout and what's gonna help you
(08:39):
connect with people that youactually want to serve that
you're excited spending timewith.
And when you see them in yourcalendar, like, yeah, I can't
wait to chat with this person.
Are people who connect withyou, your quirks, your sense of
humor, your perspective on life,your values, AK, all the things
that do make you unique as ahuman.
So it's It's how you stand out.
You know, I love the name ofyour show.
It's truly how you stand out.
And that's how you end upattracting, connecting, and
(09:01):
working with people who yougenuinely enjoy spending time
with.
And they like spending timewith you, and it it makes all
the other aspects of yourbusiness easier.
Speaker 2 (09:09):
Yeah.
And another thing that strikesme in terms of people holding
themselves back.
People tend to put on a kind ofvanilla version of where they
you know, what their beliefsare, what their values are.
And I I think that the way tobe is to be the complete
opposite of that.
(09:29):
Like, we all care aboutsomething.
There's nothing more attractive.
I mean, as social beings, ashumans want to gather in little
tribes of like, well, peoplethat way, Seth Godin talks about
people do the things that wedo, think like us.
This is what we're for.
And if you can express thatkind of thing, through your
content, here's what I believe,here's what I stand for, here's
(09:53):
my take on this particular thing.
This isn't five tips.
This is just simply, hey, thisis me, and I have a strong
feeling about this particularthing.
And it's naturally going tolike, when it comes to client
attraction, you're gonna wannabe working with people who are
(10:15):
in the same lane, like, valuesystem, belief system that you
are.
Because of all of a sudden,you're dealing with a client
who's, like, polar opposite ofyou, the two of you are gonna
have a hard time workingtogether over an extended
period, and and they're probablybest suited to someone else in
the first place.
What are the kinds of thingsthat you see in your world where
(10:37):
people are are actually able torelease themselves from this
inhibition of, oh, no.
If I really tell people what Ithink, I'll get pillar read or
I'll get a bunch of trolls orI'll get some kind of something
that'll be negative and I I'llhave to go hide.
Speaker 1 (10:54):
I'll have to go hide.
Is it the we have the big fear.
Right?
I'll be ostracized from thegroup from the tribe.
Speaker 2 (10:59):
Right?
Speaker 1 (11:00):
It's the you you alluded to it earlier, which is
that it becomes an inside job.
And it becomes how do you startto create promises and key
promises with yourself.
How do you you know, when yousay you're gonna do something
you're gonna fall through, howdo you do things and they're all
little things, and they'regenerally, like, yes, in your
business, but also in yourpersonal life.
So that when you're looking inthe mirror, you can say, I like
(11:21):
who I see.
I'm proud of this person.
And when you have that innerconfidence, that inner strength,
that inner love, anywhere ofthose words you wanna use, then
it's okay if someone disagrees,that it's okay if someone's
like, trolls you online.
It's okay because you know whoyou are, you love who you are,
you accept who you are, and Andit really means, like, even if
(11:41):
your hair isn't quite like itused to be or even if you don't
put into your old jeans andforgiving yourself for mistakes
that you made instead of pilingup on yourself.
And then the other piece yousaid, which I really love too,
is knowing that when you dialthat in and start showing up
that way, not only you're gonnaattract people you love working
with and you know, repel theopposing people.
(12:01):
But if you play this game oftrying to be Vanilla, trying not
upset anyone, trying not sayanything that no one could
possibly ever disagree with andyou attract those clients that
are not necessarily a great fit.
It's not that they're bad orgood or you're bad or good.
It's like you're not meant foreach other.
And you said something reallygreat too is that that person
would actually be better servedby someone else because not
(12:23):
only, you know, for me, it's ifyou're gonna work with people,
that you don't like for money?
How about just get a job?
You just stay in the job.
Like, honestly, that's probablythe better approach for you.
It's always better for you, butit's it's also better for the
other people.
So they can work with peoplewho they have a deeper
connection with, have analignment with, and they'll get
more out of the work, and you'lllove your work more.
Speaker 2 (12:44):
Another thing that that occurs to me is it's all
like, it's an inside game forus, but it's also an inside game
for the people who were wantingto work with and or engage with
.
And one of the things that Ireally like to employ as an
alternative and as reallydistinctive from how to kind of
(13:06):
information's kind of content isthings I I generally call this
under the umbrella of mythbusting.
But the idea is that you'vegot, you know, your this
audience out there and you knowthat they are looking for a
particular kind solution,whatever that is.
And and your work, and yourlife has all evolved around
(13:26):
helping people go towards thatsolution.
And the reason that theyhaven't gotten there is mostly
because of their own innerbelief system.
Like limiting belief about onething or another And one of the
best things that you can docontent wise is to challenge
that limiting belief.
(13:46):
Whatever it is, there's somekind of conventional wisdom,
whether there's some kind of waythat they always did or there's
something like, I tried a bunchof stuff.
I did a bunch of online courses.
I hired a video in a Facebookad agency.
I I I did whatever they did,and it was junk.
And I just you know, like, Idon't wanna do that anymore.
And I just think I have tosettle for what I am at.
Like, I was trying to losefifty pounds and I got on
(14:09):
eighteen different diets andnone of it worked.
And I think it's just genetic.
You know, like I'm just mymother was fat and my uncle is
heavy and and my children areall gaining weight and like
that's just who we are, you know.
And so they're stuck in thisplace of thinking that this is
their lot in life.
And if you can come in and bustthat open, like, challenge it
(14:30):
in some way where they go, oh,that's interesting.
That's, you know, it's it'sit's thought provoking.
It's really attention gettingand it leads them to this unique
thing that you have that isyour way of dealing with stuff
it becomes very very attractiveand way more attractive than the
five ways to get rid of yourproblem.
Speaker 1 (14:52):
Way more attractive in people who are obsessed with
trying to, you know, look likean expert and seen as credible
and seen as an authority that'sthe difference maker.
That is when you can helppeople see things a different
way and change their thoughtsand their perspectives on
things, that's what makes you athought leader.
And then any kind of how tosteps you have are way more
likely to be listened to,followed, and pursued if you've
(15:15):
helped them make that switch inthe way they see things and bust
that myth first.
So it actually makes you theauthority and the credibility
and the expert that you want tobe.
By putting out that how tostuff that doesn't work.
And then they're way morelikely to actually do the how to
stuff if you've helped them seethe different perspective on it
.
Speaker 2 (15:32):
Yeah.
And I I want to bring up acouple of things that I've seen
you do, and have you talk moreabout other stuff that you do,
which I think falls into all ofthis that we're talking about.
For example, the last time wetalked, you were talking about
how you create a kind ofscarcity by, like, on your
website, if people wanna comeand hire you, there's no place
(15:56):
to, like, click a button and anda schedule with Rob.
Like, it's just not there, youknow, which is, like, completely
opposite to what everyone elsedoes.
And that's really interesting.
It's like, that's like, whywould anybody ever do that?
That seems so counterintuitive.
And at the same time, a lot ofyour content, you know, is is
(16:16):
showing off stuff like, oh, bythe way, I am currently standing
under the Eiffel Tower.
And I've just taken three weeksoff of posting on LinkedIn and,
you know, awesome.
And everybody's looking at thatgoing on.
So, well, this is not thenormal way of of doing the Gary
Vaynerchuk thing of beingeverywhere all at once and
(16:38):
constantly having people followyou around and doing, you know,
tons and tons of contentcreation.
So that's not happening.
And and on and on, like, youknow, and or you will just
simply have a video of youdancing and say, yeah, I haven't
this is you know, this used tobe my life, and now I hardly
ever do it, but here we go.
And and this is Lundin LinkedIn.
You know, it's not TikTok.
(16:59):
And so, like, who does this?
On the one hand, it gives,like, LinkedIn is still kind of
this more, you know, straightlaced, uptight kind of social
media place.
So many people are coming,thinking, oh, you know, I have
to button up my shirt and put ondo my hair and I need to be
(17:20):
just so.
And and not in the Instagram,you know, influencer way, but
just like, I wanna look likewhat I would look like if I
showed up for a job interview.
This is where I this is where Ineed to be all the time on
LinkedIn.
And yet, your whole method ofoperating is, like, so off that
path that it's just refreshing.
(17:41):
The response is usually, like,I don't know who this guy is,
but he seems kind of likable.
And so, yeah, when his thinggoes by, I'm gonna probably take
a look at it.
Speaker 1 (17:51):
Thank you.
There's a a lot of really nicecompliments in there that means
a whole lot.
I'm happy to unpack therationale and the strategy
behind some of those pieces.
So The first thing is about theavailability of calls.
And there's a few reasons forthat.
One is just I'm creating mylife by design.
I've done this so that not onlyI can do work that I enjoy
(18:12):
doing, but that I can make goodmoney while doing it, but also
have the freedom and the otherbuckets of my life.
So not only can I spend timebeing creative, but that so that
I can spend time with my familyand the people that I love and
I'm a bit of a workaholicsometimes and even that
intention, like, I can fall offit?
So it's structurally by designthat way, but also if I wanna
(18:34):
chat with someone, if I'm in aDM conversation with someone and
I was like, hey, I think Imight be helping you.
Do you wanna hop on a call?
The likelihood to someone says,yes, it's through the roof
because Again, you can't book acall with me.
It's not something that's outthere.
And then there's two otherintentionalities around it.
One is It's terrible.
It's a waste of time for me andfor someone else for us to get
on the call if they haven't beenin my orbit for a while.
(18:55):
If they haven't read three ofmy newsletters, if they haven't
watched, the my latest workshopreplay.
If they haven't, like, youknow, been through some of that,
it just it's tough for them toknow if I'm for them and kind of
vice versa.
And I I don't want them towaste their time, and I also
don't waste my time.
And the other thing with that,for me, it's a mistake because
we could open up LinkedIn eitherof us right now and scroll and
(19:17):
we could find every other personwhere the step they're inviting
someone to is to book a call.
To me, that is the equivalentof walking up someone at a bar
and being like, do you wannamake up?
Like, who are you?
I need to admit.
Do we align what's going on?
Like, it Where is the lead up?
Where is the foreplay?
Where is the getting to knoweach other?
(19:38):
First, it's an intimidating askto make to someone And
especially sometimes I seepeople, it's not even just like
a a thirty minute call.
Some people, it's like the theonly option I have, if I come
across some of these people, I'mlike, oh, cool.
This person's interesting.
I'll look at a bit of thecontent.
I'm like, I'm curious.
And the only option is to bookan hour call or a forty five
minute call.
Are you kidding me?
So it's you're actually doingyourself a huge disservice.
(20:00):
So those are the reasons behindmy it's hard to get on a phone
call with me.
Speaker 2 (20:05):
Yeah.
Right?
Alright.
So if we were to look at thisin a strategic way and this is,
like, going out to all thecoaches and consultants of the
world who do this, Like, this isthe common practice.
It's the best practice that isout there is, well, make a
landing page where people can ontheir own, go there and
schedule a time to talk with you.
(20:25):
And then all of a sudden likemagic, you're gonna get a bunch
of leads on your calendar andall these people will be lining
up to talk with you and you canclose them.
You can close them all day longand all week long and then all
of a sudden your practice willbe fallen and you'll be busy
with happy people and it'll allbe going great.
(20:45):
Like, you'll be happy camper,successful consultant.
Well, okay.
So not so much because justlike you said, people are like,
well, listen.
If I'm too shy to show up witha t shirt, when I when I bake a
piece of content, I am notgetting on a call with somebody
(21:07):
who I hardly know.
So what are the things thatyou're doing in the way of
getting people to know you,getting people to connect with
you, getting people to feelcomfortable enough to where they
go, oh, now I know that I am aperfect fit for working with a
guy like Rob.
Speaker 1 (21:27):
So it's fun.
This is full circle.
This comes back to some stuffwe talked about earlier.
Like, whether it's me showingup in dancing or me sharing
kinda who I am or where when Iam sharing how to stuff that it
always includes my personality,my unique takes on things so
that And do you only like, oncein a while, I'll make offers on
(21:47):
my people on my newsletter list,like, maybe a couple times a
year while I'll offer calls.
I think I'm going to thisweekend, actually.
So if anyone is listening tothis and you're on my newsletter
and you'd like to maybe chat.
Get on my newsletter because Ithink this Saturday we're coming
up on a year of the newsletterbeing in existence and I'm
probably gonna offer some calls.
But otherwise, it's you know, Idid a workshop last week for
ninety eight people signed up.
(22:08):
There was a whole bunch ofpeople there.
Normally, on the back end ofthat, I would offer a phone call
.
I didn't even this time.
This time now it was I put anextra barrier.
This is so funny.
Now I put a you have to fillout an application.
And so it's just even that'sthe way I've been operating
before.
What there is on my websiteright now is the way to work
with me before, which is onlybeen one on one for the last
(22:30):
while is you fill out anapplication.
If I like what you have to say,and I think we might click
after I check you online, thenwe maybe after an exchange, I'll
offer you an invite.
So it's it's just having thebarriers.
It's one showing who I amopenly, online, all those things
we've been talking about.
And having barriers and gatesso that someone has to be in
conversation with me or haveapplied or have been my world
(22:53):
for a while first.
You know, have you know,because through the end of my
email list, you have to haveconsume my content, decided to
go on my page being like, yes, Iwant more of Rob's noise, and
thoughts and ideas and energy,my inbox, and opted in.
So those are the ways that I'mdoing it.
Speaker 2 (23:08):
Yeah.
I mean, just just last week, Iwas talking with Michelle Warner
who's her world is all aboutrelationship marketing.
And that was the conversation.
It's like, okay.
So instead of looking attraffic, in any form of traffic
marketing, look at therelationships that you can build
that are genuine and have thatbe the goal?
(23:31):
Like, have the goal be that,well, what I want is a network
of people who I'm familiar withand I feel comfortable with and
who I feel like I can beembraced by in the sense that
this is a real community ofpeople who I'd be happy to do
any number of things with.
And if that's the way that wecan be operating even in the
(23:54):
just the simple stuff that we doonline in terms of any little
piece of content that we put outthere, if that's the intention
rather than, well, I gotta getthis person on the call or
whatever.
Like, whatever you know, callto action, you're thinking, I've
got to close.
I've got to move this personover here so I can close that or
close them.
You know, this is a much betterway of thinking about just
(24:21):
relating to people human tohuman, going back to what we
started talking about right atthe very start.
Speaker 1 (24:25):
Big time.
And there's you've emphasizedon the closed end piece a couple
times, and there definitely wassome humor in the way that
you're emphasizing it.
And that's what happens if youhaven't done the pre work, if
you haven't put out messagingout there, if you're not sharing
your message in a way thatallows people to get to know you
know what you're about, knowhow you can help them, know what
unique about you is that if youget on a call too early, not
(24:47):
only is it kind of aggressive,but the only way for them to
turn into a client requirerequire some aggressive tactics
where you have to try and closethem.
So not only then are youspending a whole bunch of time
chatting with people who mightnot be a good fit or the timing
is not right, the only chancefor you to get them become a
client is I've been coming moreforceful.
And Naval has a really greattweet around this and I
(25:07):
absolutely love and it's I'mgonna butcher it, but
essentially it is you're onlydoing marketing because you
haven't figured out product.
You're only doing sales becauseyou haven't figured out
actually, it's still around.
You're only doing sales.
You haven't figured outmarketing.
In marketing because you'veever figured out product.
AKA meeting, if you havesomething that is truly
incredible and awesome thatpeople love and they're earning
great outcomes from and theyjust can't believe the
(25:29):
transformations and the resultsyou've helped them achieve,
they're gonna tell people.
They're gonna tell others.
They're gonna work wanna workwith you when you have the thing
to help them get to the nextthey're gonna tell their
friends, their families, theircoworkers, their whatever.
So they will do the spreadingof the word for you.
And if you have really greatmarketing and messaging, you're
really good at sharing thestuff, putting it out there,
(25:50):
allowing people to get impact,get results, get to know, you
see how you can help them, seewhat's possible.
When you get to the salesstage, you don't need to do
selling.
So it's everything we'retalking about, I'm very much
intentionally working with thatin mind that I never wanna be in
a conversation where I feelthat I have to close someone.
Speaker 2 (26:09):
That actually might be a really good note for us to
close on.
It's phrase that you just said.
Again, it reminds me of thekind of stuff that Seth Godin
talks about in terms of beremarkable.
And don't think about reachinglarge numbers of people or
trying to go viral.
If you find one person or fivepeople and you make a
(26:30):
significant change happen intheir lives, they're gonna bring
they're gonna tell all theirfriends.
They're gonna say, oh my god.
This is amazing.
This is so great.
And if you wanna do it too,then you know where to go.
Those guys this first rightover here.
Go talk to Rob.
Yet get you dancing under theEiffel Tower in no time
Speaker 1 (26:49):
or not.
But I don't want you to bedancing under the Eiffel Tower.
I wanna help you figure outwhat the equivalent of
Speaker 2 (26:55):
Right.
Your version.
Your version.
Your own version of whateverthat looks like.
Speaker 1 (26:58):
Yeah.
Roger that.
Speaker 2 (27:00):
Right.
Okay, Rob.
Well, if people, even thoughthey're they now they know that
it's gonna be really hard to geton a call with you, if they
wanna reach out to you in anyother way or if they just wanna
follow you, somewhere.
What's the best way for themovie that?
Speaker 1 (27:14):
LinkedIn is my main online platform.
That's where I spend the mostof my time and where I have the
most amount of friendsconnections and community and
where I'm most active.
That's the best place.
And then secondarily, if you goto my website, growth habit dot
org, you can see that there's afree workshop there.
I have my newsletters.
Not only do I have somethingthat I publish every week where
(27:36):
I really try to be helpful andprovide thought provoking ideas
and strategies to deploy, Butthen I just published them on my
website too.
Like, all the back issues areall there and timeliness.
Because if you are, you know,seeing this around the time that
we record it, this weekend, Iam gonna be offering free calls
to people on my newsletter,which is something that I
haven't done probably in eightor ten months.
(27:57):
So if you did want to sign upfor newsletter, you'll get that
option in your inbox.
Speaker 2 (28:01):
Alright.
Well, I'll make sure that linksto your LinkedIn and links to
growth habit dot org.
Will be in the show notes.
And, Rob, thank you so much forcoming on today.
This has been really great.
Speaker 1 (28:14):
Thank you so much for having me.
It's always a pleasure to chatwith you, Brad.
I love your perspective of theworld.
Speaker 2 (28:21):
And for those of you who are listening here right at
the end, I just wanna remind youthat if you wanna go and get
all of the archive of this show,just go to standout business
dot show, and it's all there.
All the audio, all the video,the show notes, the
descriptions, the links to coolstuff, and you can binge to your
(28:42):
heart's content.
We go live every Thursday,eleven AM eastern time, and
until the next time, so on.
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