Ep 95: The Vision Driven Leader with Michael Hyatt | Recap Episode
AJ: (00:06) [Inaudible] RV: (00:06) Hey, welcome to the recap edition of the influential personal brand podcast, breaking down the interview with our friend Michael Hyatt, who got real and totally transparent with us about his personal brand journey and his business. And just awesome. So I’m going to turn it over to my wife and our CEO. AIJ and give us your thoughts. What was your, what were your three big takeaways or your first, AJ: (00:33) Well, one, I love Michael Hyatt and I enjoy all interviews with Michael Hyatt. He is such, he has such a depth of knowledge and a real life expertise and experience that he is just, he is one worth learning from so always really excited to listen to anything that Michael does. But I’ll start with my, I’ve got my three points here. So I’ve been really good about taking notes. I’m doing them. Okay. Number one, this is the, this was important for me, cause I felt like you just don’t hear enough about it these days is that nothing is more important than your email list. Nothing. And I feel like so many times in today’s social media driven world all we hear about is how many followers do you have or how many fans do you have and how many likes and what’s your social engagement. AJ: (01:26) And not that that’s not important, but we talk about this a lot at brand builders group is that social media is rented real estate. And the only really way to own your virtual landscape is through an email list. And if you don’t have an email list, if the algorithm changes or the platform changes or the platform goes away, or the government says you can use the platform or they get consolidated or merged, all of that means that all of this work, that you’ve done all of your content, all of your, your audience just poof vanishes into thin air. And I just, I love it. It was, it was clean, was simple, straightforward, but does not get enough credibility anymore. People think that email art marketing is old school. No, it’s not. No, it’s not. So nothing is more important than your email list. That’s my number one. Yeah, RV: (02:22) Those big. And I, you know, for me the biggest thing, it’s interesting because he was promoting, you know, vision-driven leader. So that’s his new book that’s out. And then we were kind of, I thought my biggest takeaway was just seeing that applied to the personal brand business and hearing him tell his journey of how he started with just like basically himself. And then they’ve grown that into a huge team doing major revenue. And if you’re curious, he shares on the interview, he shares like you got to go listen to it, but he shares his revenue numbers. Yeah. AJ: (02:57) How many staff they have the total staff RV: (03:00) And the size of their email list. He’s he shares it. And you know, he didn’t talk about this in the interview, but we were with Michael at Blackberry farm a few years ago. And I, gosh, I wish I could remember this, but you, what you said made me think about it is that basically he was making the case that the amount of revenue that you do every year is directly tied to your email list. And I want to say it’s something to the effect of a dollar per month per email. So if you have a hundred, I think this is it. If you have a hundred thousand people on your email list, then you typically that company is going to generate about a hundred thousand in revenue a month. Okay. So that’d be a $1.2 million a year. So for every hundred thousand people on your email list, you grow that by a million dollars a year in revenue. And you know, so I was thinking about the relationship he was sharing between their numbers and where they’re at now and, and that, and just kinda what you were talking about. But that was powerful for me is just to go like, this is how you do it. And, and, and you can build and build and build by just starting small. And, and just knowing though that if you follow these principles, there’s a huge business available to you and right in front of you. So that was my first big takeaway. AJ: (04:25) Yeah, no was so good. And that’s like, if you look at all of Michael’s social following, cause they have good followings, but their email list is so much bigger than their social followings. And then the revenue of their company is very reflective of their email list, not per se their social platforms. So I just think that’s really important for all of you who sometimes get hung up in the outwardly appearances of social and be like them. Then though you need to be focused on the inwardly. Who’s on my email list. And I just think that’s a great reminder. We’ll have that. Okay. My second thing was that the vision should change in the midst of chaos or the vision should not change in the midst of chaos, but the strategy has to, yeah, the vision should not change, but how you get there. The strategy is something that needs to be flexible that needs to be able to bend and mold to the times. AJ: (05:21) And he gave this great example as we are we’re we’re in the midst of a pandemic, things have changed, right? Things have changed. And that doesn’t mean the vision has to though the strategy changes, but the vision doesn’t have to. And I think that’s a really big deal in terms of just paying attention to where do you want to end up and how you get there may look a little different, but the, the longterm vision, the longterm goal doesn’t have to change in order for the path in which you take to get there. And he used this great example and I’m not going to go through all of it right now. It’s you should go listen it. But he gave the great example of Slack. And I thought, what a great example of what’s, how Slack started as a company and how it started as a company. And then actually what you know it today as is Slack, right? It’s this communication tool that is not what it started as, that was not its original intended use, but that’s what it is today with a billion dollar valuation. I think that’s a really big deal to pay attention to, or the, the vision didn’t change. But the strategy changed in order to meet that vision in the midst of chaos. I think that’s very relative to what RV: (06:35) Well, and I would say brand builders group has been interesting. You know, we, we, we had a vision for our events this year and we had to immediately go to all virtual events. And that was a, I thought a real life example of, of how it affected us internally was how many events did we do in this year, 21, 21? We had no plans to do a virtual event and then all of a sudden they’re all, they’re all virtual and we may never do a live when again, it’s been awesome. I mean, everybody has loved it. And that leads to kind of my second takeaway, which was along the same line of vision. And I really liked the distinction that he was talking about between vision and mission and values. Yeah. So, you know, the vision is where, like, where are we going? The mission is, is Y and then the values are sort of like who we are and who we’re becoming. And I liked, I liked that. I think of you know, I just think that the idea of where we’re going is, is a really good illustration. And yeah, I mean that, I don’t know what else to say other than that was really clear for me AJ: (07:42) And clarity around what is vision, what is mission? What are core values and how do they all connect? I think that was, that was very good, RV: (07:48) Complicated. I mean, I remember being in grad school and being like, why is this so complicated? What the difference is? And that was just, that was super simple. And, and Hey, by the way, you personal brand, like if it’s you one person solo preneur, you need to have these things. Like, you need to have vision, you need to have a mission and you need to have core values. Even if it’s just you brand builders, we’ve got seven core values. And you know, we’ve, we’ve had to do these, these things that like, it’s a big, big, hairy deal. AJ: (08:18) Yeah. I think that’s important too. Cause he talks a lot about how vision is, what guides you it’s like your North star. And if you don’t have vision, then how do you know where you’re going? And he said, the challenge is, is most people don’t. So they get sidetracked and pulled in all these different directions and they’re plagued by distraction without ever making real progress towards this one, you know, uniform vision. And I think that’s a lot of, to what you’re saying and not getting that confused with mission and core values. It was, it was a, it was a great conversation. Okay. I could digress. This is a good topic, but this is my last one. Right? So I’m going to read this exactly. This is how I wrote it. When I listened to the interview that it’s never too late to reinvision your company or your brand, you don’t have to give up on the vision, you just have to change the strategy. AJ: (09:04) Right. And I think that was the part, I think that’s kind of connected to my point too, but it’s like, it’s never too late to reimagine reinvision and reinvent your company or your personal brand. In fact, I think the whole concept of reinvisioning reimagining reinventing speaks to the point of like, now that happens all the time, it can happen all the time. It’s never too late. It’s always the right opportunity to do that. And I know that for us, we hear it. We hear so many people say, it’s like, well, I’ve just been doing this so long. Right? I’ve been at this for this many years, or I’ve already invested this much time or money or resources. And I say to you lovingly, so what, so what, right. Those were great experiences and great learning. And you have taken from that to create what is next, right? You would not be able to create what is next, if you hadn’t been through what you have been through, but it’s never too late. And I just, I really love this concept of living forward, not living in the past, RV: (10:06) Which is another book title of Michael Hyatt living forward. There’s another book. Yup. AJ: (10:12) But I think all of those are just very not synonymous with the time that we’re living in of like, if you’re, if you are not reinventing today, you’re in trouble. Like that is not an option re-imagining and reinventing yourself. And your business is not an option today. It must happen for you to evolve and change with the changing landscape that we are living in. Right. That’s just fact, and I just think it’s never too late, which means that it doesn’t matter if you’re five months behind or 50 years behind, you can still do it. RV: (10:42) Yup. Well, you touched on the vision and distractions there. And that was my third, my third takeaway, which I thought applies both to your personal brand and just to life in general, is that the difference between opportunities and distractions can be very deceiving and that a lot of times opportunities or distractions show up on your doorstep disguised as opportunities. And so like when you were saying, you gotta have that vision and be super clear on what you’re going for and go after it. I mean, gosh, the more we do this and the more we’re working with personal brands, the more I become convicted that the reason people don’t succeed is not because they’re not smart enough or they’re not good enough. It’s because they’re freaking distracted. They get pulled by some ad that they saw that, Oh, they should be launching a membership site now. RV: (11:38) Or their buddy says, well, I made a million dollars doing a challenge. And so now I gotta launch a challenge or, you know, the path of glory is a coaching program or like they just get pulled. And it’s like, yeah, the reality is you can, you can be successful in any model, as long as you drive that one model to success. But if you’re trying all these different models, like you, you can’t work when you have diluted focus, you get diluted results. And to hear Michael come out and just say that so clearly it’s like, gosh, that’s it. And preach it. And just lock in on a model, lock in on a message lock in on an audience and go serve them and make it successful. Quit dancing around looking for things that you’re dipping your toe in. Hoping you find something that works out and, and make it find one thing and make it successful. That’s the way to get there with focus. Focus is power. So yeah, (12:41) Rory got excited. (12:42) I got excited about that one. I got excited. I always get excited. And like you said, any time Michael Hyatt speaks and we have a chance to listen. We’re like always, AJ: (12:52) Why’s so such depth to his experience. And that’s what I love. And it’s like, if you guys don’t know Michael, or you haven’t listened to the interview, like this is just scratching the surface. He is someone who has been on both sides of the coin. He has done it. He is living it. He’s got a team he’s gone from personal brand to full blown a company. And it’s like, again, it’s he is one to follow. Like if you were really wanting to turn your personal brand into an eight figure business, he is one to follow to say, how did it start? And then what, and then what, and I just, again, if you haven’t listened to the interview, go listen to it. So much depth, so much wisdom. RV: (13:33) And I want to do a plug on that note because we’ve interviewed him twice. We interviewed him. If you go to influential personal brand summit.com, you can watch a video interview that we did with him. Like not so much just about vision in the business, but how he built his whole personal brand from scratch. And you can go listen to that influential personal brand summit.com, check it out, tune in and follow Michael. And thanks for, we’ll see you next time. Speaker 3: (14:05) [Inaudible].
Ep 94: The Vision Driven Leader with Michael Hyatt
RV: (00:06) Hey, brand builder, Rory Vaden here. Thank you so much for tuning in to listen to this interview, we are so excited to bring you this information and wanted to let you know that, Hey, there’s no sales pitch coming from anything that we do with this is all our value add to you and the community. However, if you are somebody who is looking for specific strategies on how to build and monetize your personal brand, we would love to talk to you and we offer a free call to everyone that’s interested in getting to know us and is willing to give us a chance to get to know them and share a little bit about what we do. So if you’re interested in taking us up on a free strategy call, you can do that at brand builders, group.com/summit. Call brand builders, group.com/summit. Call. Hope to talk to you soon on with the show, such an honor, always to introduce you to my friend, Michael Hyatt, if you don’t know him already you probably do. RV: (01:11) He’s the former CEO of Thomas Nelson. He is a number one wall street journal, bestselling author, New York times bestselling author of several books, multiple books. His new book is called the vision driven leader. And I’m so excited about the timing of how the timing worked out with this topic at this particular moment in history. And I mean, one of the things that you should know about Michael, that I just really admire is like he’s actually led large companies as a corporate, you know, CEO and also built a very large business as an entrepreneur. It’s rare to meet that type of a person. And so I, I really admire, and I’m an excited ticket sort of his instincts on leading right now. So Michael welcome. Welcome to the show. Thanks for having me back on. I appreciate it very much on the topic of personal brands. RV: (02:07) Okay. Just since that’s a, that’s a big part of our audience. Can you give us an idea of some of the magnitude of what Michael Hyatt and team has become? How many people are there? Like how many people do you reach or like, what are some of the metrics Cosco and you started as a solopreneur and, you know, cause I think of you as being one of the premier models in terms of scaling, turning a personal brand into a very real business, something that is scalable. And there’s not that there’s not that many personal brands that people can model to go like, Hey, actually there’s a big opportunity here of a big place that I can take my personal brand in terms of jobs I provide and people I reach. So like what are, what are, give us an idea of just like the magnitude or the scope of like what your team, what your team does? We have 40 people, so it MH: (03:00) Just started off with me that I got an executive assistant that I hired a copywriter and then it kind of grew from there. So today we have 40 full time teammates. We’ve got a lot of contractors that work for us as well. We’ll do about $16 million in revenue this year. Wow. That’s awesome. Yeah. And so we’ve been growing at about 60% a year, so, you know, we’ll probably hit 20 million this next year. And yeah, I’m trying to think of impact. We, we probably get a million unique visitors to our websites every month, RV: (03:33) A month, MH: (03:34) Probably 50,000 a week, you know, 200 to 250,000 a month. We have a big coaching program. We have 450 business coaching program or clients that are in our business coaching program. We have eight coaches that work with us. So I’m not the only one delivering the content by the way, this interesting thing, I think for people to know about a personal brand, at some point you have to say, okay, how can I expand this beyond myself? And as you’re successful, you get the opportunity to do that. Name is still on the company. My name is still on the company, but I’ve been able to replicate myself and have other people that are also delivering content. RV: (04:12) I love that. That is so cool. I mean, think about that. Y’all a million visitors a month, 50,000 down podcast downloads a week you know, like a quarter of another quarter million people versus that, not to count all your social media, right? And like whatever your social media is, your email list. Like you’re reaching millions of people. You know, every single, every single month that’s MH: (04:35) Our email list is about 800,000 people. And so we keep that pretty pruned, you know, people that don’t respond, you know, we take them off of it, but, but I, I will say to people that are building a personal brand, nothing is more important than your email list. RV: (04:50) There you go. There’s another, if you want a more, a more in depth interview of Michael and I talking about that we have that on the influential personal brand summit.com. You can listen to our conversation there. Of course, it’s also back in one of our earlier podcast episodes on influential personal brand. So what you know, vision-driven leader, like, how did you, I mean, it’s kind of perfect timing for that with like everything in the world. Of course you, this was had to be way in the works before everything that COVID was going down and quarantine and all that. But what, why did you decide to write this, you know, specifically right now, at this time in your career, MH: (05:31) Just a funny story. So the book came out on March the 31st. And so when the president gave his speech on March the 11th, the next day I called my publisher and I said, this has gotta be the worst time to launch a book. Is there any way that we could delay it? And they said, Nope, the toothpaste is out of the tube and all the, all the orders we’ll cancel it, Amazon in particular, but all the other retailers too, it’ll just create chaos. So I just dug deep and I said, okay, why is vision more relevant now than ever before? And I think that’s what every business owner has to figure out in the middle of the pandemic is how was their service? How was their product more relevant than ever before? And one of the things I realized is that vision is crucial, especially in a crisis because you don’t, if you don’t have a North star, if you don’t have something that is guiding you, that you’re working toward, you’re just going to be lost and drifting on the sea. And one of the things I’ve noticed with my coaching clients is those that have a written vision script, which is what the book advocates are doing pretty well because vision doesn’t change, even in a pandemic strategy will change because there’s a major difference between strategy and vision, but the vision should remain the same and people need to hear it. Now your team needs to hear it now more than ever before. Yeah. RV: (06:50) I love that idea that that strategy will change in a pandemic, but vision will not. That’s a, that’s a really huge idea. You mentioned the vision script and I want to, I want to talk about that towards the end. I want to hear about the tool that y’all created, but so you, you, you lay out these kinds of different questions of, of, of what should be a great vision and what does it make a great vision? Can you just kinda like talk, talk us through some of the ones that you think are maybe the, not so obvious characteristics of what makes a great vision or even like some of your favorite characteristics? Cause you know, this, this is something that you’ve been around a long time. MH: (07:30) Well, let me, let me go ahead and define it, what I’m talking about. Cause I think that in a way kind of encapsulates the whole thing and then we can unpack it if you’d like. So when I talk about a vision script, I’m not talking about a vision statement. So I’m using that language very intentionally, but when people talk about a vision statement, they usually mean a short, pithy, almost a slogan that you could put on a coffee mug or slap on a tee shirt. The problem with that is it’s incredibly intimidating to come up with you think I’m not that clever. You know, I’m not that, that bright to reduce everything I want about the future in terms of a slogan. And I think most people aren’t, but even if you could do it, it wouldn’t be robust enough to really guide your organization into the future. MH: (08:13) So when I talk about a vision script, what I’m specifically talking about is a written document. That’s three to five pages in length. It outlines a clear, inspiring, practical and attractive picture of your organization’s future. This is key. It describes reality three to five years from now, as you see it and written in the present tense as though it’s already beginning to happen, that’s a vision script. And I find that when people get this on paper, you don’t have to be Hemingway. You don’t have to be a good writer, but when you start to disentangle your thoughts from just floating around in your brain, you start to achieve clarity about where you want to end up three to five years from now. And that’s kind of the key to leadership. If you don’t know where you’re going, if you don’t know where you’re taking people, you probably shouldn’t be leading them. So vision and leadership go hand in hand. RV: (09:11) Huh. And then, so, you know, if it’s three to five years out then like how often do you have to be updating it kind of every year? Is that the idea is like, you’re kind of always three to five ahead. MH: (09:22) Definitely not a one and done kind of thing. It’s definitely easier to do much easier to do after the first time you do it. It’s that, you know, initial draft, like you’re a writer, you know, write a book. It in that initial draft is tough. Same thing for a vision script. The hardest work you do is at the beginning, I’ve tried to make it as easy as possible, almost paint by number with the book division driven leader, but thereafter you’re going to revisit it every year. Now I’ll tell you that the way that I recommend organizations do that is as the first part of their strategic planning process. So every year at Michael Hyden company, and I did this when I was at Thomas Nelson publishers, is that we would do a strategic planning week where we would look at things like our vision, look at a sort of a SWOT analysis. MH: (10:08) You know, our strengths, weaknesses, opportunities, and threats out of that came our strategic priorities. And then we began to set goals and then we began to chunk that down into, you know, sort of what our quarterly objectives were and then even down to, you know, our weekly outcomes and daily tasks, but it all begins with that vision. And so every year you’ve got a chance to look at it and go, okay, we’ve got a little bit more clarity where you’re closer to where we thought we were going to be three to five years out where you’re closer. Do we see anything differently with more clarity, with more precision? And if you do that, you’ve got a chance to tweak it. And like you said, it is a moving target. Cause it always needs to be something that’s always three to five years out. RV: (10:49) Yeah. I mean that concept in and of itself is I think powerful, like the classic business school vision statement is like, Hey, we like put a paragraph down and everyone threw it in their drawer and never looked at it again. Nobody knows what it is, but you’re, this is a, this is more like a constitution or something, you know, something that’s being updated or it’s I guess constitution is not a great example. It’s not updated very often, but you know, it can be it’s amended and, and it’s, it’s a, it’s a, it’s an ongoing development part of the process here. So what do you think that people do wrong with the vision and, and leaders? And it’s like what do you think are some of the common mistakes or the things that aren’t going that are, are, you know, like an entrepreneur or even a corporate level leader kind of person they’re not doing, or they don’t either in the way the vision is written or in how they reference it or refer to it as part of their normal operation. MH: (11:49) I would say that the first mistake that entrepreneurs or business leaders is they don’t have a written vision. Like in our survey, we less than 1% of the business owners that we surveyed had a written vision statement or script of any kind. Wow. So they may have had something rattling around in their head, but they didn’t have anything on paper. And when you don’t have it on paper, first of all, you’re probably not clear because when it’s in your brain, it’s ambiguous, it’s kind of, you know, just vague. It’s not specific, it’s not concrete. You’d probably don’t have the clarity that you need, but you also have a difficult time communicating that vision. And certainly you’re going to have a difficult time ensuring quality control so that the people who are under you are the people that are working with, you can also continue to, you know, express that vision should their teammates as well. MH: (12:38) So not having a vision script is the biggest single biggest mistake that people make. I couldn’t find a single course in any college curriculum or university curriculum that taught on vision. I could only find a few books that were written about vision and actually too, as a matter of fact, and one of them kind of confused vision and mission and strategy, and they just didn’t take time to define the terms. And I’m very clear on all those terms and that I find many of them in the book, but a vision is a very specific thing about the future. RV: (13:08) Yeah. Can we talk about vision and mission? Cause I feel like those, that’s where the cloud is. Like, what’s the real difference here. Yeah. And I remember going, I remember going through MBA school, coming out more confused about which each one was then going in. MH: (13:26) Yeah. So here’s what, here’s what I would say. Vision answers the question where, where are we going? And mission answers the question, what do we do and why do we do it? So vision is about the future mission is about now I’m working on my vision every day in the hopes that as I do that, I’m going to come closer and closer to that vision for the, for the future. Now strategy is an interesting question too, because that answers the question. How, how do I get from where I am to where I want to be, how am I going to get from our current situation to this envisioned situation that’s expressed in the vision script and just to round it out, then we have core values and values are really about who we are. And more importantly, who are becoming on this journey toward this vision. That makes sense. RV: (14:19) Yeah. So you got where vision is where mission is, why strategy is how and then values are just kind of like, are the who, okay, so who we are, who we’re becoming. Huh. Yeah. So I, I, I get that. And I think, you know, the whole, the concept of having it written down, I mean, clearly it, it makes it difficult to propagate something if it’s not documented somewhere, just that in and of itself. MH: (14:47) And I didn’t say before, but the vision script to Rory is into four parts because it’s not just like you’re thinking about the future is, you know, kind of this under differentiated hole, but I have it broken down into four sections. So if you use the vision script kind of format, it’s really about what’s the future of your team team is everything, the culture you’re building, the people that you’re recruiting, the people that you’re retaining, how you’re developing your team, because the team is the primary means by which you’re going to bring this vision into existence. So team is number one, product is number two. What is it that you produce and bring forth into the world? You know, maybe it’s a product, maybe it’s a service. Maybe it’s a combination of both, but the future of your product, then the future of your marketing and your sales. So how do you reach the market? How do you take your products or your service to market, and then finally the future of your impact that could be expressed in terms of, you know, what is your revenue size three to five years from now? What’s your profitability? What are your podcast downloads or your website visits or whatever metric you want to want to use. It are important to your particular business, but the, that vision script is expressed at each of those four sections. RV: (15:58) Yeah. So you mentioned the podcast downloads, can you apply this to me for personal brands specifically? Right. So like, you know, I think everyone goes, Oh, I’m a corporate leader. We should have a vision or even entrepreneurs like that. But if you’re a personal brand and you know, it’s like mostly built around you, do you still think you need to have one of these? MH: (16:17) Absolutely. I am a personal brand and RV: (16:22) That’s a big one. MH: (16:24) Well, and, and you know, so, so yeah, I started out as, as a solo.
Ep 93: The Three Components of Becoming a Highly Booked Speaker and Thought Leader with Josh Linkner | Recap Episode
RV: (00:00) Hey, welcome to this special recap edition of the influential personal brand. We’re breaking down the interview today with our longtime friend, Dan Miller, who I absolutely just love. I just love his energy, him and Joanne are awesome. And we met them on a cruise a few years ago and I’ve just been, been friends. So we got your top three takeaways from AJ and from me. So, get us going. AJV: (00:32) Yeah, I think the first thing he said this like really close to the beginning of the interview and I loved it. And he said if somebody or three different people ask me the same question more than three times, I’ll just make a product for it. I think the whole concept of what should I make a product about or where do I find content is really simply answered when you just figure out what do people already come to you for? And so instead of repeating the exact same thing over and over and over again, why not turn it into a product, a course or a video series or a book or a coaching program or certification or all the things that he has done and is doing really, he said most of that comes from just, you know, if I get asked the same question more than three times, then I really consider turning that into a product. RV: (01:24) Yep. I love that. I was one of my takeaways too, is just, you know, the power of listening to your audience. And I think one of the, one of the techniques or strategies that you can use is to ask your audience. So in his case, he’s just listening. But the other thing you can do, like if you need content ideas or you need product ideas, or if you need copy for like your sales page, send a survey to your audience, ask them some questions about what they want and what they’re struggling with, and then take their words that they write back to you and use some of their language in CRE in actually marketing what you’re doing and create a product for them. So that was one of my takeaways too. I just love that. It’s such a simple, a simple, practical, actionable thing that any of us can do, you know, right away. So that was good. So what was your second one AJV: (02:17) Second one was this concept of not doing the new and trendy thing that everyone is doing. And he said, I’ll try to recap it here. He said, but I, I resist the temptation to do every single new and trendy thing that is out there. And he talked about, he said, could I be missing out on lots of money? Maybe do I care? Not really. And I think that’s really just really powerful. It’s like, if what you’re doing is working, why would you derail? What’s working to do just what everyone else is doing. That’s new and trendy. And one of the things that I thought was really insightful and something that you don’t hear a lot about, he said, now I’m not saying anything is wrong with funnels or webinars or with anything he said, but you hear all these people all over social media promoting, I made six figures, seven figures in this launch. AJV: (03:10) He said, what you don’t hear about is how much money they had to give back and refunds. And I thought that was really interesting because you hear a ton of people. You see a ton of ads. It’s like how I made six figures in this funnel, or there’s this one out. And I don’t, I won’t say what it’s called, but it’s how do you have a seven figure funnel? And then he talks about how he came up with this whole thing. And yeah, probably you could do that. I’m sure people are doing that all the time every day. And Dan said, but what you don’t hear about is how much of that they’re actually giving back in refunds because a buyer’s remorse or they didn’t get what they thought it was, or it was a little bit misleading or a little bit of a bait and switch. And I’m not saying everyone is but I do think there’s some accuracy in the fact that you hear a lot of the revenue promoted and that a lot of the backend of what was it even profitable and how much did you actually give back and refunds? And I thought that was just very insightful. RV: (04:09) Yeah. I mean, you got the refunds, you also have affiliate fees and, you know, Facebook ads and paying your graphic designer. And, you know, at the end of the day, it’s like, how, how much do you really keep in? Which is but I think his thing into your point is more about the reputation and like the, AJV: (04:26) Oh yeah, no, I love when he said, he said it, he said, I’m way more about building a consistent audience than having huge infusions of cash said, I’m way more about the consistency time, over time, over time, that will last me 20 years than I am about this one time, big infusion of of cash. And everyone is different. Perhaps you are someone who’s looking for that big infusion of cash and like go for it, do it. But I loved what he said. It’s about playing the long game and making this a, a true, a true business versus this one time push. RV: (05:00) Yeah. So for me, the other thing that I thought was fascinating you know, we teach something to our brand new members that we call the fast cash formula, which is how do you, if you need to make money quickly. And we talk about how coaching a lot of times is the fastest way. If you need to replace an income is to offer coaching. And when he was telling his story, that was how he started. And still to this day, he does one day a month of one-on-one coaching work. And I love that because he was a real life example of what we talk about that, you know, coaching is the fastest path to cash in terms of replacing a large you know, income need, but it’s the least scalable longterm. And, and yet, so he sort of toward the story about how he started with that. RV: (05:51) And then after he had done enough coaching, he created a course for the people who couldn’t afford coaching. And, and so he was teaching this course and then people invited him to come speak because there were people seeing him teach the course. And that, you know, basically out of that coaching work came his content which became also his business model. And I just think that’s a really great way to do it is to do the work, to kind of get your hands in there. And obviously we love coaching. We, we believe in coaching in the power of one-on-one and I just, I just thought that was really encouraging. And, and, you know, he, he does have multiple streams of income, but it’s been developed over years and it’s, it really started from one great body of work, you know, that he flushed out with coaching and real life scenarios then applied it to a course, you know, then applied it to live events and speaking. So I thought that was just a great, a great example. AJV: (06:51) Yeah. There’s a great evolution of evolution. That’s a great one. And I think that’s somewhat similar to my third and final point, which is which I thought is very indicative of what you hear a lot. But yet there’s this mystery around it. He said, but I don’t count on any income from my books. And, you know, in his book is super successful and has been out there, just did a 20 year edition, right? 20Th year, RV: (07:18) 20Th or 25th. AJV: (07:20) Yeah. But a long time, right on. He said, but here’s what I have found. He said, it’s not the book itself that makes all the income, it’s the actual content within the book. So the book is the calling card. It’s the credibility source. Then not to say that you won’t make income. He just doesn’t count on that in his forecast or his budget. But it’s the content of that book that he then takes that and turns it into all these different curriculums. It’s a coaching curriculum. It’s a certification curriculum. It’s a course, it’s a video series, it’s a live event. It’s all these different things that are all circulated around the content of the book. And the book is at the center, but probably isn’t, what’s bringing in the most income for him. However, from that, there is just this entire huge circle of all these things that are moving to make this very successful, a very healthy business, even though most of the income is not from the center of it, which is the book it’s from all these other ancillary income streams that have become his primary revenue. RV: (08:27) Yeah. That’s good, good perspective on the book. For me, my third takeaway, which he talked a little bit about, but it’s more of, of what we know about him and Joanne behind the scenes. And I don’t know that he said this directly, but every time I’m with Dan and Joanne, it always occurs to me how they build their life or, or they build work around their life. They don’t build their life around their work. And so it’s, it’s one of the great possibilities of a personal brand is to be able to like fit work in and around your life. And it’s hard to do cause when you’re an entrepreneur, especially early on, it’s like a lot of times, you know, we’re kind of his life, but you, you want to get out of that and you can get out of that. And AJV: (09:14) I think that goes to a lot of what he talked about, where he resists the temptation to do all of the new and trendy things. Because, well, for what reason, it’s like, are you living to work? Are you working to live? And he talked a lot about his time and his schedule, but I think that is a part of it is resisting the temptation to do. RV: (09:34) Yeah. And I, and I hope for you, like, w w I wonder, I would bet if we could take all the podcast listeners and ask if you’ve heard of Dan Miller, I bet less than half of you have actually heard of him. You’ve probably heard of some of our other guests yet. He has one of the biggest businesses of everyone we’ve ever had on the podcast. And, and his example speaks to the power of steady consistency and just trust and playing the long game and plodding along. He’s the tortoise man. That’s a, that’s such a great that’s a great metaphor. And, and, and we mean that AJV: (10:14) It was his, he said, he said, I’m the tortoise. RV: (10:18) Yeah. That’s. And, and that is, you know, and we say that in the most honoring way, AJV: (10:23) He said it so we can say it. RV: (10:26) But even to that extent, it doesn’t mean you have to be slow. It’s just, it’s the idea of consistency. You don’t have to be the person with a million followers. And, and you know, this, these huge extravagant launches and given away cars, and like, you can do those things like, but, but you don’t have to be that person in order to be successful. Like you can just do the right thing for a really long time, and it will work out like you can’t fail if you just pour back into people’s lives. So I’m as encouraged by that. AJV: (11:01) Yeah. Well, I think it just, in general, there are a million different ways to build your personal brand. And Dan gives a one, one really great perspective of how to do it. And there are many other different perspectives that you will hear from other guests, but to what Roy is saying, it’s like, it’s, it’s all about. And what we talk about a lot, it’s playing the long game and Dan is a great example of the long game. RV: (11:26) Yeah. So there you have it. So hopefully you’re playing the long game and you’ll keep coming back here. We’re going to keep working to provide amazing guests for you and hopefully useful insights. We’re so glad that you’re here. We’ll catch you next time on the influential personal brand.
Ep 92: The Three Components of Becoming a Highly Booked Speaker and Thought Leader with Josh Linkner
RV: (00:06) Hey brand builder, Rory Vaden here. Thank you so much for tuning in to listen to this interview. We are so excited to bring you this information and wanted to let you know that, Hey, there’s no sales pitch coming from anything that we do with this is all our value add to you and the community. However, if you are somebody who is looking for specific strategies on how to build and monetize your personal brand, we would love to talk to you and we offer a free call to everyone that’s interested in getting to know us and is willing to give us a chance to get to know them and share a little bit about what we do. So if you’re interested in taking us up on a free strategy call, you can do that at brand builders, group.com/summit call brand builders, group.com/summit. Call to talk to you soon on with the show. RV: (01:03) So you are about to learn how to book over a hundred keynotes a year in the next 20 minutes. So Josh Linkner, uh, is I think the epitome of just a thought leader and an expert. He’s really the world’s foremost expert on innovation, both in academic from an academic standpoint, but also from an experiential standpoint. So you know, that we’re all about practitioners. So first of all, he has had five he’s, a five-time tech entrepreneur. There’s a combined exit value of over $200 million. And he also won the Ernst and young entrepreneur of the year twice, which is insane. That’s like winning two Nobel prizes in the world of entrepreneurship. And then on the thought leader side, he speaks over a hundred, uh, for over a hundred paid engagements. Every single year he is doing, he’s got three books, he’s a New York times bestselling author of three books. RV: (02:03) He writes for Forbes and inc. And just like, literally, if someone is booking an innovation speaker, they will eventually book Josh. Like it’s just a matter of time. So he’s here to share all of his secrets for us and tell us how that works and how in the heck he pulls that off. So buddy, thank you for being here. Truly a pleasure and an honor to join. Thank you. So how do you book a hundred keynotes here? Like what is it, is it, do you think in all seriousness, do you think it is a, is it a combination of a thousand little things or is it a few big things? Yeah. Well, first of all, not everybody wants to do that and I think you are pursuing speaking, you know, there’s no right or wrong. My record, I would think we were chatting earlier as 163, but someone might not want to do that. So please don’t feel obligated anybody, but I’m happy to show what we do. You know, Roy, I think it’s a lot of little things we spent over a decade dissecting JL: (03:00) The speaking industry and understanding how do people set fee? How do you create demand? How do you interact with bureaus? And I wish I could say there was one silver bullet thing, but it’s, it’s the intersection of being a strong thought leader being good on stage, certainly, but also really developing your brand. And I know you guys are the world’s expert at that in a way that the market understands and is willing to buy. And one thing is funny, you know, in my previous business I had about 500 people and 100 of them were in sales. So we had a massive sales organization. We don’t, we’re not, there was a hunting business with hunting down clients and we were able to win 74 of the top 100 brands. The speaking industry, in my opinion, is a fishing business. So it’s more it’s I don’t think you’re going to get a lot of success getting on the phone and cold calling meeting planners. But if you have the right SEO strategy, your website’s gorgeous, your marketing is cohesive and understandable. Your value proposition is clear. It’s about casting, tons of lines in the water and making them irresistible. And ultimately you’re going to get, you know, plenty of activity, RV: (03:59) Man. I love that. That’s such a good distinction between kind of the two and that’s the world that we came from. Also, we used to our old business was training salespeople, how to sell, like training them, how to hunt and then brand builders is basically, you know, how to fish. It’s like how to, how to make people come to you. So, um, you know, and I like to, I like the way you’re talking and thinking about that between like being a thought leader, um, and being great on stage and then really developing your brand. So let’s tackle those. Uh, so let’s talk about the thought leader part first. One of the jokes that I have around brand builders group is I tell people, I say, hopefully at least half of what we teach you is real substance because I, you know, I really think, you know, there is a, it really should be thought. Leader has a lot of depth and it should be about experience and education, but fortunately, or unfortunately it does seem like marketing and perception matters a lot. So how do you think you really become a true thought leader and what is the balance between the like, you know, I actually am an expert and I’m marketing as an expert and I’m doing things to, to position myself as an expert. JL: (05:19) The way I think about it is I think that if you’re a speaker specifically, you’re really running three interchange, interconnected businesses at one time, and let’s think about them separately for a second. One is a thought leadership business where you are truly an expert in your field. The second is a brand marketing distribution business on how do you actually sell yourself as a speaker and a thought leader? And the third one is that of a performing artist, being a great storyteller, being terrific on stage, et cetera, you really need all three of those firing on all cylinders to be successful. You can only get so far if you only have a little bit in each of those categories. So the first thing I would do, Rory is dissect separate those two, marketing yourself as a thought leader is different than being a thought leader. So going deeper on being a thought leader world, as you likely know, craves deep expertise. JL: (06:08) In one thing, you know, I’ve had the chance I’ve hired 10,000 people over the last 30 years, I could, I’ve raised hundreds of millions of dollars of capital. So I could probably talk about hiring practices. I could probably talk about deployment of capital and financial rigor and a bunch of other stuff, but I don’t. I talk about one thing, which is my core passion for 40 plus years, which is the deployment of human creativity to drive productive outcomes, AK innovation. So if I tried to speak on a lot of things where even if I’m semi qualified in many of those, uh, my entire business would collapse. So the first thing I would recommend people do is get super, super deep in one thing and be known for it. If your one thing is customer service being the most profoundly expert world beater in that particular thing. JL: (06:53) So instead of being, you know, really wide and an inch deep go go seven miles deep and a, you know, a millimeter wide. And to do that, I think it’s all about, you know, constantly learning, constantly reading. You should know everything there is to know in your field, read every book there is on the topic, study the masters, watch every podcast, watch every Ted talk, follow every other thought leader, you know, really go deep as an expert in your field. And that again, when you think about these three concentric businesses that enter intersect, um, the first thing you gotta do is get really smart in your area of expertise. But beyond that, I think that, so that would be to be an extra. RV: (07:28) Okay. So hold on. Okay, go ahead. Go ahead. Go ahead. JL: (07:30) One last point, first thing to do is be, be an expert, but to be a thought leader, then you have to have a point of view. You have to ideally reveal something surprising and different and show leadership in the field. Not only expertise, RV: (07:42) Love that. Okay. So almost everyone we talked to has that same advice. I mean our entire phase one event is all about helping people figure out what is their one thing like that entire experience is really just taking them through a series of exercises to help them figure that out. And I liked the, I liked the term that you used, that you are a semi qualified to teach a lot of things. Cause I think most of us are semi qualified to teach a lot of things. How do you, what is your advice to someone who is struggling between the, you know, four or five, uh, you know, different things? JL: (08:23) Well, ideally it’s the one that you feel you’re most passionate about that you have the deepest level of expertise in. And, um, the other thing that you want to look at is, is marketability. So if I was really, really passionate, which I am by the way about jazz guitar, that was a good example. Good example. I could talk about out of play jazz guitar, but there’s not a big market for that on main stage keynotes. Um, on the other hand, my, my core topic innovation is a much more marketable thing. So the first person you want to look at, you know, where where’s your passion, where’s your deep expertise today. And then where does that intersect with market opportunity? And, and once you identify a broader lane of market opportunity like leadership or innovation customer service, then you also have to say, what, where can I add my own unique twist or unique flavor? So instead of being the, you know, one of a thousand leadership speakers or 10,000 leadership speakers, why are you one of a kind and in your particular flavor of, of that broader topic? RV: (09:16) Got it. Yeah, I like that. So JL: (09:19) One, one person that we work with it, you know, he was a really smart guy, wrote a book. He spoke on leadership and his principles were awesome, but they were really generic. And as you know, generic doesn’t really sell. So we started working with them and learn that he also was really into comedy. He actually performed comedy at second city years ago. So we said, well, what’s the intersection of comedy and leadership. And we went through a lot of work. We teased out Saturday night live. So he then said, wow, what if I became the guy that showed leadership lessons from Saturday night live because it’s this awesome organization that reinvents itself every week and has got talent that it keeps developing a lot of really cool metaphors. So then he went super deep on the research on SNL. He interviewed cast members and studied and read everything there was about it. He became expert at the intersection of leadership and comedy Saturday night live. So in that case now we’ve found something deeply compelling and unique and can’t be ignored and doesn’t blend into everything else. RV: (10:13) Yeah. I mean, that’s, uh, almost like thinking about a painter, right? Where you like a painter pallet where you have like, okay leadership, but leadership with what else and mixing it together. It’s like the same color, but a new shade. Um, it’s kind of like, I think that’s really, really cool. And we talk about color and shade a lot, but we usually think about it more from a message perspective more than a topical area, but you’re kind of saying the same thing, which I’m really, really, I love that. I think that is that’s awesome. So, JL: (10:45) Um, can you talk about that? RV: (10:46) So the, the point of view part, I mean, that is kind of what you’re talking about here, but like how do you identify that, that unique point of view as you’re saying, or that unique perspective or that unique slant? So I guess in order to become an expert, I almost hear you saying, go read everything in my space, follow the stuff in my space, know it, and then it’s almost like I have to kind of add something on top of it. I need to add a layer to it. Or a uniqueness is the word that we would use from Larry Winget is a uniqueness, um, or this, you know, how do you identify the uniqueness? JL: (11:25) Well, eventually just like, so again, I should have said I’ve been playing jazz guitar for 40 years. I’m deeply passionate about the art form. And if you personally, you have to do, if you want to be a musician is you have to learn the craft, AKA build some expertise. So I have to have, what are the chords, what are the skills? How do you, how do you play a note, right? That’s the equivalent of basically being a, you know, an expert in your field, but then if all you do is play other people’s music, you’re a house band at the holiday Inn, you know, you’re, you’re not, you don’t have your own original voice or content. It’s those that take the expertise and then build upon it and develop their own message, their own voice. Those are the ones that, that, that, that become superstars. JL: (12:03) And so in our speaking world, if all you do is study other people and have no perspective of your own, that that’s going to be a limiting factor. Once you develop expertise, then the next step of saying, how do I interpret that in a unique and compelling way? What’s my individual point of view. Um, what I learned is that speakers who only recite cliches are gonna cap out at a certain level. But if you, if you’re the opposite, if you’re revealing surprising truths, if you’re sharing, uh, something to different than, or helping people see the world in a different and fresh way, that’s where the opportunity really lies. RV: (12:35) Um, I love that. Um, I think that that’s a great parallel of the it’s basically, are you playing cover tunes at the holiday Inn or are you packing out arenas? Like no one goes to a Garth Brooks concert to watch him play the Eagles. Like they go to watch him play his stuff. Um, that’s a really practical, practical parallel. So I love that. So that first business is the expertise. The second business is, um, the brand distribution. And so is that kind of like content distribution, like a media company? Is that it kind of the right vibe or what do you do? You know, explain what you mean by that second? JL: (13:15) Yeah. So the first business is thought leadership first, you know, part a building your expertise and then part B, having that in a unique point of view, second business that you’re running concurrently as is not immediate business. At least the way I would look at it. That’s, that’s sort of the business of being a speaker. It’s all the things that you do off stage such that you get onstage at higher volume and higher fee. So that’s your overall brand, which you guys help with. It’s your positioning. It’s how you interact with bureaus. It’s how you set your price point. It’s, it’s not the content, it’s not the delivery. It’s the business side of your teaching practice. RV: (13:49) So the, so the, the media component of that, like pushing out your content could, could maybe be part of, it’s kind of like a part of business. A speaking part thought leadership is like putting your, like you write for Ian. Can you write for Forbes and things like that, that you would, you would classify that as more of the thought leadership piece of your business. JL: (14:10) I would, you know, the lines start to blur, obviously, because when you put a piece out of content, which is thought leadership that obviously can drive activity, which is marketing, but I would look at the second component here of a speaking business. The business side of it is everything that you do to get on stage. So that’s, it could be paid marketing, it could be SEO, it could be Bureau relationships. It could be, um, content that’s driving activity. It could be social media marketing. So all the business side of your speaking practice, not the delivery, not the original content development, but the business side. And, uh, and that’s, that’s, um, I know you, you really help people with dramatically. Um, one thing, I don’t know if you’d like a tactic or not today, but we’ve developed a really simple formula of how to communicate your value to bureaus and planners. That seems to be working beautifully. Yeah. RV: (14:54) Uh, no, we, we don’t, we’re not interested in that. Let’s just skip past that. Cause we don’t want any tactic. No, of course he has share. We want to know. We want to know. JL: (15:03) Awesome. And so this has done through tons of mistakes, by the way, through ton. And then once we kind of figured this out, we field tested and on and on. So this is just, I know it’s a bit formulated, but if I were you as a, if someone wants to build their speaking business, communicate your, your elevator speech kind of like this, here’s the old way. What do you speak about answer? I speak about cybersecurity instead of just answering that question in terms of the, the, the general topic that you speak on. Here’s what we like. We like this, this three column approach. The first column is the burning problem that you solved. The second column is why you, why you’re the right person to solve it. And the third column is the transformation that you create. How is that audience different once they’ve embraced your teachings? JL: (15:47) So again, burning problem, why you, your credibility essentially, and then the transformation that you create. So instead of Roy saying, Hey, I speak on cybersecurity. I would say something like this. Now I help organizations that are deeply concerned and overwhelmed with the threats of security, both internal and external, and they’re deeply, uh, uh, frustrated. They’re unable to devote enough resources to serve in clients and building their company because they’re constantly playing defense. I’m going to go to the second column as somebody who’s written five books on cybersecurity and work with 49 of the top 50 big brands around the world and has a proven methodology to protect and insulate against cyber threats. That was my second column. Third column is now the transformation that I create, I would continue and say, I work with organizations to give them the confidence and creative freedom that they know that they are, their security threats have been mitigated, such that they can get on with the hard work of growing their business. And that was sloppy. I’m not a cybersecurity expert, but the notion is say what you do in that format, the problem that you solve, why you and the transformation you create. RV: (16:51) I love it. I love it. So on the business side of speaking, JL: (16:56) You know, you’ve, you’ve, you’ve built these successful companies in lots of different industries. That’s one of the RV: (17:01) Things I think is a big problem. Speakers have is they don’t treat their business like a business. They don’t invest into it. They don’t run it like a business. They don’t keep financial statements. They don’t do marketing, they don’t do sales like JL: (17:11) They don’t. So would you say that a lot of the principles of running a, any great business apply to running a great speaking business? Or do you say no? No. The speaking business is totally different. There are some unique elements to the speaking business, but I would lean on the first one that you got to run it like a business. Imagine if you ran a law firm, you’re like, yeah, I don’t really know. I just, people show up and maybe I send them a bill. Maybe not. I mean, the sloppiness that some speakers embraces is troubling. I think you’re exactly right. You don’t be really deliberate. What percentage of your revenue do you reinvest in marketing? How do you track leads and inbound opportunities? We have detailed dashboards and analytical models. We have throughput. I mean, we, we at it with the rigor of a software company and that’s been very, very helpful. JL: (17:52) Uh, and I, I would recommend people know, take that same approach, treat it seriously. Cause cause there really is a, is a wonderful opportunity. One thing real quickly to just say is that our research has indicated that the industry itself is really big, bigger than most people think there’s actually $4 billion of speeches bought and sold every year in North America alone. So the reason I’m happy sharing what we do is I don’t think it’s going to hurt my business. There’s a massive opportunity out there now. It doesn’t mean you can be half ass about it. You have to be good. You have to treat your business seriously. But if people who really pursue this with vigor, I believe there’s profound opportunity. RV: (18:26) I love that. Yeah. Well we very much appreciate the abundance mentality. I mean, this has been super duper powerful. And on that note, uh, you know, there’s this whole third section you talk about was kind of like the performing artist. Um, we’re not going to have time to get into that today, but, uh, one of the things that you do is you offer events specifically for speakers and building their speaking business, right? So where do you want people to go if they want to learn more about that? JL: (18:53) Yeah, a few years back when I switched you over a decade ago, when I started speaking, there was no real solid high quality training programs to help you build a speaking business. And so as we gained some success, we wanted to give back to the industry that we love. So we created a company with a playful name called three ring circus, and we help either newer speakers that have substance and also existing speakers that want to take their game to the next level in terms of both fee and volume, really build and scale and launch their speaking practice. And we help people develop all three of those components. And if you want to learn more, the website is the number three ring R I N G circus.com because Hey, after all it’s a circus out there, RV: (19:30) [inaudible], there it is. There’s the elevator pitch for the three ring circus. I know several of you listening are our clients and prospects. Obviously speaking it speaking is a huge part of building a personal brand. And, uh, you know, I will say this while we share and teach a lot on it. I consistently hear amazing things about Josh’s team and what you guys are teaching and, and, um, just really, really good stuff. As you can tell here, clearly from a few minutes with this guy, he knows what he’s doing. He’s super intelligent. And I think, you know, I just really appreciate Josh, you being willing to share such a methodical approach. And so many of these insights just abundantly and with open arms, because there’s, there’s a lot of people listening right now that I know want to be out speaking and be speaking more speaking at higher fees. And, um, so any last thoughts for somebody who is sitting there right now with the dream, you know, maybe where you were all those years ago going, Hey, one day I want to be out on stage and, uh, you know, I, I share that same sentiment of it can feel hopeless. Like there’s not a plan or a path, cause it’s not like a common industry or a common trade. So what would you say to that, that person right now, JL: (20:45) First of all, as I mentioned earlier, a massive industry, it’s not going away. There’s plenty of room for us all. If you have something to say, um, second of all, it’s not all about raw talent. It’s not that you were either born really great as a speaker or not. I mean, these are skills that can be developed and learn. Uh, and there’s no question. Now there is a specific thoughtful game plan to, to build a speaking business. The only word of caution I would have is treat it seriously. You, you said this earlier, Rory, but like, you know, if you’re going to open a restaurant and you don’t just like paint your windows and you know, go get a picnic table, you know, you invest in your restaurant and you make sure it’s great and you really build your craft and same thing. There, there’s plenty of opportunity for those that treat it seriously, but you have to be willing to do what it takes to build all three of those concurrent businesses be a really thoughtful thought leader, be a really strong business person in the middle. And then, and then number three, be great onstage. And if you’re willing to do the work, the opportunity is there. I love it. Josh Linkner ladies and gentlemen, check him out and go take a peek at three ring circus. See what they’re up to. And uh, we’ll we’ll I’m sure we’ll hear from Josh again more. Hey Josh. Thank you for being here, buddy. We wish you the best. Thank you. And thanks for your leadership in this field too. I think you’re giving a great gift to your listeners. So I just really appreciate, thank you.
Ep 89: Building A Sustainable Speaking Business with David Avrin | Recap Episode
AJV: (00:00) [inaudible] RV: (00:06) Hey, welcome to the special recap edition of the influential personal brand podcast. I’m so excited that you got to meet like my mentor, one of my, my real, real early mentors and best friends, you can see how much love I got for Dave. And yeah. You know, I hope if you haven’t listened to the interview that you go listen to it. If you want to know anything about where I started and you know, how it began for me began with Eric gesture and Dave Everyn that’s right. AJV: (00:36) The whole episode is basically just a bunch of bro love from beginning to end. It’s just both of them telling each other how much they love admire and respect and how much they’ve learned from each other, the whole episode. And there’s some takeaways, but there’s also a lot of love. RV: (00:55) Yeah. Well, you know, he’s made a big, yeah, I know. Well, and so I’ll share, I’ll start with my, you know, we’re going to do our top three takeaways. Um, and, uh, AJ came in with her glasses today, which I’m excited about talk nerdy talk nerdy too. Yeah. AJV: (01:12) Screen time, too much screen time. RV: (01:14) Um, so, so one of the things that was a big kind of moment, just a reinforcement, even for me to hear it again, was it just this idea of like, do you love the delivery of speaking and teaching enough that you’re willing to endure the prospecting part of it? Like, do you, do you want it bad enough to figure out a way to do whatever you have to do to generate the business? Now that may be that that might mean you’re the one that has to make the phone calls and send the emails. It might mean that you have to hire someone and pay them to do it. That, you know, there’s lots of things it could mean, but it means you got to figure out that part. And I’ve never met a speaker who was like, Oh my gosh. My favorite thing in the world is to just spend my time getting gigs. Like the reason you become a speaker is you want to be on stage or you want to be live on the webinar. Like you want to be in front of thousands of people, but there’s this part that you have to do. And it’s just the truth. The perspective of going look, what you see on stage is not what the life of a speaker is. It’s all the things. It’s the people and the team and the processes behind the scenes. AJV: (02:25) Uh, mine is kind of similar to that in a much more succinct version, but it’s speaking is not the business. Getting the speaking Gig is the business. That is a much better way of, I say AJV: (02:43) We had the same point. I’m not sure, but at brand builders group, if you’re a client of ours or if you’re just a listener or follow us on social or whatever it is, we kind of have this 13 phase in our 13 event process in four different phases. And we teach you how to craft a keynote, right? That’s a part of what we do in our business. We also teach you the business of speaking, right? So there’s two different topics that we cover. And I thought it was really interesting the way he said that, because there is so much of what we do. It’s called full Key, or it’s called CA what is it called? RV: (03:21) Keynote craft is she doesn’t teach world-class keynote craft is the event that I teach the art of speaking, which is what so many people are drawn to. Right? AJV: (03:32) And I loved what Dave said in the interview where he goes, I love how so many people tell you that you should be a speaker that have no idea what it’s like to be a speaker. You should go share your message. And it’s like, I have no idea what they’re talking about. That’s actually what we teach and what we do. And full keynote calendar, which is the business of speaking. And that is so much of what I loved about this comment is that speaking is not the business. That is the art, right. It is not the business. It is getting the gig is the business. And that is like any other business out there. You have to have marketing, you have to have a team. You have to have staff, you have to have technology. I mean, it’s not like anything else. I mean, it’s the same. So I just thought that was really a nice, succinct way of saying RV: (04:18) A better way of saying it. Yeah, absolutely. But that’s the, that, so two different versions of the same, big takeaway, AJV: (04:25) Second point. So I’ll go and then I’ll leave. I have no doubt. They’re probably similar. This was a very, very good interview for any of you who were like, okay, I want to start building up my speaking business. What are the, you know, behind the scenes behind the curtain? So my second takeaway was this concept of you need to be systematic, methodical in your processes, but very personal in your outreach, because we know so many people in the business of speaking where it’s all about, just put it out on social and do email blast and just do mass mailings and do it all as efficiently as it, but trying to be as effective as possible, but they have no staff. It’s just them or it’s just one person. So they’re really trying to do it as general and as masses as they can. Um, and he’s was saying, it’s like, no, be systematic and methodical in your processes, but be highly personalized in your outreach. And I thought that was a really good way. RV: (05:26) Interesting juxtaposition AJV: (05:27) Sum up. It’s like you can do things that are templative that still feel personal with a little bit of research, with a little bit of effort, with a little bit of like, let me pull this up, let me see. And my third point kind of goes into some of the things that I took away, but it’s not going to share those now, but that was my second. It’s like, you got to have a system and you need to be methodical with it. Right. There needs to be clear, checkpoints of do this, do this, do this, but then also take the time and effort to be personal in your outreach. So it doesn’t feel like another speaker that we’re getting marketed to. Right. I think that was really, that was really, RV: (06:03) Yeah. Yeah. I think that that really is a good, that’s a good dichotomy to understand and, and to be clear on, um, my second takeaway actually was, was different than that. It was a reminder of something that I struggled for so long in my career, and I still struggle with today. And I think it’s in a word it’s being self centered, not being selfish, right? It’s not about taking advantage of other people. It’s just, it’s just that you, as a speaker, it’s so easy to approach the world through what you think and what you do and who you are. And, you know, like what he said was, it’s not about what you do, it’s about what they get. And if you don’t tell people about who you are, tell them about what you can do for them. And that applies both to your marketing and to when you’re on stage, is that, you know, there’s, I think there’s, it’s probably safe to say that any speaker has some level of ego, some, you know, fair level of ego involved in, you know, just the idea of saying, Hey, I should be on that stage in front of all these people. RV: (07:08) Like they should be paying attention to me, which is good. You need, you need some, you need some real confidence to do this right. And pull it off. But at the same time, getting your mind switched to where it’s like, it’s not about you. It’s not about even what you’re passionate about. It’s about connecting your passion to their problem. It’s about connecting your expertise to what they’re struggling with every day. And your marketing has to communicate that your sales person, whoever, if it’s you, or it’s an agent or somebody, they need to be able to connect your expertise to the problems. And then when you’re on that stage in front of the audience, you need to be able to connect what you know, and what you studied and to how people can apply it into their lives. And David told me this exercise, I think when I was 20 something years old and it still to this day has stuck with me. RV: (07:56) When you write, copy on your website, go through and highlight in one color, everything that’s about you and then go through and highlight and another cover, color, everything that is written about your customer and your, you know, your prospect. And you’ll find that almost in every case, it’s a speaker is talking all about themselves and who they are and how great they are and what they’ve done. And very little about the problem they solve and how they help organizations and who is a right fit for them to serve. And so that was just another great reminder of something I’d heard over and over that you just can’t hear enough of. AJV: (08:33) You always know when Rory really likes something because he talks so loud. So she’s always kidding. RV: (08:42) she’s always kidding I’m gonna have me for like yelling and stuff, which is part of it. AJV: (08:45) I got in this tiny little room, right? Like one foot away. RV: (08:50) I got banished to the basement, by the way, I used to be upstairs. And I’ve been at one AGA tried to banish me to the wilderness. When we were building our house, she was like, what do you think about putting your office out in the forest? Which is we live in like a little wooded area. And I was like, you’re banishing me to the woods. We’re not even moved daily upset. Yeah, it was bad. So anyways, I’ve been banished to the basement. So this is my you’re in my yelling zone. Yes. I’m excited. AJV: (09:18) Dave actually talked about something in their interview that I thought was really good. He said, if you think that you’re going to get paid to get on stage and have some sort of cathartic experience, you’re severely mistaken, right. When people say, gosh, you’ve got to share your message, or you gotta, you gotta tell your story to some degree. It’s like, no, you don’t. It’s it’s how do they perceive your story? That would benefit them? What can they learn from your message that would solve their problem? And so many people, and I think you’ve said this, or you took it some somewhere, but it’s like this concept of an, an I focus story. You focus message. And I think that’s really important because you can tell your story, but it still has to resonate with the audience. Um, that was really good. That’s not my third point. My third, RV: (10:06) Well, that was a bonus tag onto my point. That was really similar. But yeah, that’s Craig Valentine. Y’all 1999 world champion of public speaking. Tell an eye focus story with a youth focused message. AJV: (10:16) Okay. My last point, um, and I just, it’s a combination of something that Rory said and something that Dave said, and I just kind of put it together. And I thought it was really good. Is that speaking, being a keynote speaker, right? Being a professional speaker is one of the best jobs on the planet. However, it is not a good business model because it’s not automated. It’s not evergreen. It’s not digital. It’s not recurring and it’s not scalable. It’s very limited. And it’s you on an airplane a lot, it’s you away from your family a lot. However speaking is one of the best ways of marketing your business. So let me say that all again. I thought this was really good. It’s like being a speaker is one of the best jobs on the planet for you for finite amount of time. But it’s one of the worst business models in terms of growing and scaling something. But it’s one of the best ways of marketing, a bit RV: (11:17) Paid marketing. You get paid to market. AJV: (11:19) That’s really good. And I think for all of you out there who were like, I want to be a speaker and I want to scale my speaking business. You also have to be asking yourself, what’s my backend. RV: (11:31) Yeah. If you want to build a business, otherwise you just, you have a job and you’ll go play in the plane, the plane, right. AJV: (11:36) Needs, age, 70, 80, whatever. You’re not going to want to do that. Or your wife isn’t or your kids. Aren’t like, at some point you don’t want to be gone 200 days a year, right. Unless you’re living the single live live in Lavita loca. Totally fine. But I would bet for most of you out there where this seems like a, uh, a passion and I loved, and this is last thing I’ll say, he said, just remember, like speaking is my job. It is not my passion. And he said, my passion is my family. That I’m not saying that it has to be yours, but speaking is my job. It’s not my passion. So it’s speaking a job for you or is it your passion and what does that look like in terms of growth and scale and money and how does that? RV: (12:22) Yeah, I would totally agree with that. It’s a job. It’s a great job, not a great business. Now you can like, like any job, you can work a job for your whole career and make enough money. And then, and then retire. And AJV: (12:35) We know plenty of seven figure speakers. You can make tons of money. RV: (12:39) Yeah. Just know that on the front end, like you’re saying, it’s like, that’s not going to be the way that you scale a huge business. Um, so my last one is actually, it’s an ageism, honestly, it’s from you. And there was something that Dave said that, you know, a lot of things he said that really reminded me of, I think, a philosophy that you carry, that I’ve always admired, that I have also found to be true, that I think you believe, and you practice really well, which is that everyone becomes a customer eventually. Like if you stay in touch, like they may not book you this year. They may not look us next year, but they’re gonna, if you treat them well and you care about them and you stay in front of them and you just follow up with them, everyone buys eventually. And I think that that is something that, you know, he was saying that just really reminded me of just like, yeah, you’ve got to have a process here, you know, the system and stay in touch. RV: (13:36) And just, especially in the speaking world, I feel like if you get really good, like if you’re following the brand builder journey stuff, and like, you’re doing the things we’re telling you to do in terms of crafting your positioning and building your marketing and all that sort of stuff, at some point, you’re going to be really good. And once you become really, really good, you know, if you’re not already, well, yeah. Some of you already are already. I mean, we can all get better. We can all get better. But when you’re really, really good, these meeting planners and companies, they need to hire you. They have to book somebody. And at some point, if you’re really good, they’re gonna go with you. If you’ve stayed in touch with them for five, six, seven, eight, 10 years, like at some point it’s just timing, AJV: (14:22) But that’s with any good business model, right? You provide enough value and have a good longterm followup strategy longterm. You know, I have this concept, which I guess I’m what you’re referring to is it’s not, no, it’s just not right now. That is my philosophic. Belief with all customers, with all prospects who don’t buy, it’s not, no, it’s just not right now. Um, and so, um, again, consent, she’s concise defying. RV: (14:52) She’s concise defying me. AJV: (14:55) Yeah, it’s true. It’s like you got to have a strategic and methodical plan when Dave talked a lot about that and gave lots of tips. Like if you want to build a speaking business, you need to go and listen to the interview of somebody who truly is at doing it for the long haul. He’s had a very consistent and sustainable speaking business for 20 years. Um, and he gives a lot of tips away. So you really do need to go check out the interview. We’re pulling out some of the things that we took away, but there’s so much that we did not cover. RV: (15:23) Yep. Very methodical process. And I would also say, you know, in a world of virtual keynotes, all of this still applies if not even more. And, um, yeah. So go check out the interview, get to meet one of my best buddies, Dave Afrin. Uh, thanks for listening to AIG and I banter and hopefully share some highlights that are useful for you. We love you. We’ll catch you next time. Bye. Bye. AJV: (15:45) [inaudible].
Ep 88: Building A Sustainable Speaking Business with David Avrin
RV: (00:06) Hey, brand builder, Rory Vaden here. Thank you so much for tuning in to listen to this interview, we are so excited to bring you this information and wanted to let you know that, Hey, there’s no sales pitch coming from anything that we do with this is all our value add to you and the community. However, if you are somebody who is looking for specific strategies on how to build and monetize your personal brand, we would love to talk to you and we offer a free call to everyone that’s interested in getting to know us and is willing to give us a chance to get to know them and share a little bit about what we do. So if you’re interested in taking us up on a free strategy call, you can do that at brand builders, group.com/summit. Call brand builders, group.com/summit. Call, hope to talk to you soon on with the show. RV: (01:02) So you have an opportunity. You’re about to learn from one of the first people and one of the most important mentors in my life. And certainly in the trajectory of my career, David Avrin has become one of my closest friends and he was one of the first people I met on my journey when I was just a young kid with a dream. And so technically, so here’s what David does today. He’s gonna talk, we’re gonna, I’m going to interview him to share with you his process. He has a very systematic process for acquiring keynotes and growing a keynote business. And we’ll talk about why that’s important, but as a speaker, he is one of the most in demand customer experience and marketing speakers in the world today. And he speaks all over the world, Singapore, Bangkok and tour bueno Situs, Srilanka Brisbane, Johannesburg, I mean, London, Barcelona, Dubai on and on and on. RV: (02:04) And he’s speaking for companies like Harley Davidson, Remax, PPG ups, and he’s the author of a couple of books. Okay. so it’s not who, you know, it’s who knows you visibility marketing and then his latest book, why customers leave and how to win them back, which was named by Forbes as one of the seven business books that entrepreneurs need to read. So he has done it and he has spent a lot of time teaching people like myself. And it, those of you that are members of ours, you know, when you go through our phase one experience and we talk about the brand DNA helix, and I talk about questions, like what have you earned the right to talk about? You’ll hear me quote, that that is directly from David Avrin. What problem do you solve? What do you do better than anyone else in the world? These are, these are things that I learned from this man. So brother, thank you for making some time to come on the show. DA: (03:01) Well, I am humbled. I am honored and, and isn’t it ironic over the years that when we look back to that was decades ago, when we all started our friendship, our relationship and how much we’ve learned from each other over the years, I, I loved the idea when the master becomes the student and the student becomes the master and you were a kid and you no longer now you have kids of your own. And and I love seeing where you are. I love being able to have these conversations and then letting other people listen into what it is that we talk about, but we continue to learn from each other because the world is changing. And so how we do what we do has to change as well. RV: (03:40) Yeah. Well, amen to that. And I think one of the things in recent years, and this is, this is where I kind of, you know, I definitely want to step into the student’s seat here again, because I’ve been so impressed. I mean, you, you kind of like, we’re a marketing consultant. And so you were advising companies on that, and then you were advising speakers on that, and then you kind of stepped into becoming a speaker and then you built this really fast speaking career. And one of the things that I love about how, how you’ve done it is, is, you know, too many people teach the business of speaking like, well, Hey, you throw up a website or you, you do a demo video and people just come or Hey, you write a book and people just come, but it’s not that way. It’s never been that way. And most people don’t have such a systematic process that they follow and, and watching you develop that I think has been inspiring for me because I think it’s something that is teachable and it’s scalable versus, Hey, you know, you gotta become famous. And then you’re a speaker. DA: (04:47) I think it’s the only thing that’s scalable. I mean, that’s, that’s the whole point of it. I think it’s, it’s, I think the tragedy of our profession, whether you are a professional speaker or you just speak as part of what you do to share your message and build your audience, whether it’s consulting or otherwise as well. I think the big tragedy of our profession is all of the false information of what it takes to be successful in doing this. And we have, and I think you’ll agree with this one. It always makes me smile a little bit that I think we’re the only profession for those of us who actually do this for a living where most people become speakers, because they’re encouraged to become speakers by people who have no idea what it’s like to be a speaker, right? It’s like, you have to tell that story. DA: (05:29) You got to go and inspire people. And all of those people say, listen, I just want to touch people’s lives. I want to, I want to share when to help inspire people and sheer joy, you know, it’s like, yeah, don’t quit your day job. I mean, it doesn’t mean that we can’t do that. It doesn’t mean we can’t inspire people, but the reality is this is a business and meeting planners. Aren’t going to pay you $10,000 for you to have a cathartic experience on stage. They’re going to pay you $8,500 for you to live your life’s dream, touching people’s lives. However, they will pay you to solve a problem of theirs now in doing so you can live your dream. You can, you can, you know, indulge your passion, but this is a business and speaking, isn’t speaking, isn’t a business. Getting the gig is the business. DA: (06:14) And that’s the key that most people don’t realize you and I both know that most people will enter and leave this profession within two years, because they’re literally starving because they took it. I took a class on storytelling or hand gestures, and why won’t my phone raise like pick up the freaking phone. And so what, what you talked about sort of very quickly, I don’t know that it was quickly. I’ve been doing this for over 20 years now. And I am a 20 year overnight success in that we spend a lot of time myself and my staff in learning what works and what doesn’t, and what doesn’t work is, is promoting your passion. And here’s what I, it it’s solving somebody’s problem. Now, if you can connect what you’re really good at and what you really love to do with a problem, somebody willing to pay to solve, you have magic. You have Nirvana, you have the chance of being successful in this business. RV: (07:08) I love that. I love that. What you said there about speaking, isn’t the business, getting the speaking gig is the business. And that’s like that one insight alone, I think, is just people overlooked DA: (07:25) Dramatically. We, we love inspiring people. We love teaching. We are by definition. I think all of your brand builders, of course, I’m part of your brand builders group as well. We’re all teachers, to an extent, aren’t we, we have something that we want to share with somebody. We believe something, we know something we’ve learned, and we want to impart that to others. And we can do it through consulting and online courses and books and everything else, but it’s not about us. And this is where this is where I will differ from some very big names who talk about it’s important that people buy your why. And I don’t think they buy your why. I think they buy their why. I think you have to be very clear on your why you have to know why you’re doing what you’re doing, but you have to connect it to their why, why are they buying? DA: (08:10) What is their problem? What is their challenge? What are they looking for? And not everybody has a problem. I mean, sometimes their problem. My problem is I just need a bigger flat screen TV than Phil does down the street. That’s an, that’s a, that’s a that’s my, my problem is I need a bigger snowblower than my, in my neighbors. But but speaking in general for no matter what you do, if speaking as a part of it, there is a process and the system. And, but don’t confuse that with automation. Cause I’m not an automation guy. I am everything for us. It’s very highly personalized. And I think part of our success in finding and converting paid speaking gigs is that we are very systematic in our approach, but very personalized in our outreach. Does that make sense? Say that again. You’re very say that again. DA: (08:57) We’re very, we’re very systematized in our approach. We have a process in this system that helps us be efficient with our time. It helps us to make sure that the activities that we’re engaged in are effective activities. They are strategic. We know why we’re doing what we’re doing and when we’re doing it, but how we’re doing it is not about how many can we do as quickly as we can. It’s very easy to get a list of associations, craft a general email and send it out to everybody in 45 seconds. And it’s the worst possible approach ever because you’re just going to be thrown in the bucket with everybody else who spams them with that information. So that’s super efficient, but it’s not effective. Part of what makes us very effective. And we are, is that we take the time to look up every prospect. DA: (09:52) That would be a good fit for what I do right now. I talk about customer experience as a meaningful, competitive advantage. I speak to corporate audiences and association audiences about how to achieve advantage over their competitors by being remarkably easy to do business with. And so as we call that list and go through and see which one would be an appropriate audience for me, like if somebody is in business and they’re in a competitive marketplace, it’s a great audience. So the national for the international glove manufacturers, which is a big deal, of course, during the Corona virus, it’s a thing I’ve spoken for them before. That’s a great audience for me, but the national society of operating room nurses, not a good audience for me. They’re not in business. They’re not competing against other amazing people, but not an approach for me. So strategically we would never pitch them because it’s wasting time. Cause they would never hire me. So we’re very selective in terms of we will buy lists or on the, on the association side, on the, on the government side, on the corporate side. RV: (10:58) So can we, can we, can we tell about that? I wanna, I wanna cause I wanna, I want to hit that part first. Cause I do think a lot of people miss that step and, and I think even that as a first step, there’s a lot of people that go, Oh my gosh, I didn’t know. You could do that. And then the ones that do it, they buy a list. They send a broadcast email to everybody, nobody buys and they say this to them. DA: (11:21) It didn’t work. Right. RV: (11:24) How do you get the list though? Let’s like, sure, do you, where do you go together? DA: (11:28) Let me back up. First of all, not only does it not work, but you’ve actually just poisoned the well for future outreach that you’re gonna do. So there’s listen. A lot of places. I will be honest. My staff does a lot of this. So I’ve got you know, Tiffany’s met with me for almost nine years. So there’s association list. You can look them online. A lot of them are free. The Hoover’s list, which is the Dunn and Bradstreet for of us who grew up in business dun and Bradstreet is probably the most current UpToDate corporate database of major associates or not association, corporate executives, personnel it’s updated constantly. And so the mailing list sort of part of that is called Hoovers. So if you look at Hoovers, it is not inexpensive. You know, it might be, I think as much as $3,000 or so for a year. DA: (12:21) But, but for many of us, that’s 15 minutes on stage with one gig, the advantage elite to sort of go through both of these. Cause I think this is really meaningful for those who are, who are listening the association side, they tend to pay a little bit less, but every association, every industry has an annual meeting or multiple meetings look around the room wherever you are right now, listening to this or watching this, everything you see in that room. Somebody makes that, and they have an annual meeting. So the lights and the switches and the, and the fixtures, everything you see there, a there an association and they meet every year, look them up. And here’s what we do. We go to one of the associations that we go through a little matrix. So with everyone we look up, we look up, when is their next meeting? DA: (13:06) We, we market in their, in, in our form. When was their last meeting, who were their speakers? So we’re you and I have been around the business for a long time. We know who’s basically making what, if you don’t know, just go online and look them up. You can get a general idea of what their fee is. So if I see some very big names, if I see a Rory Vaden or a Jay bear or a, or a Sally Hawk said, I have a pretty good idea of what they paid for that person. Last year, we look at when their, when their next meeting is coming up, coming up. So we get all that information phone numbers, everything else. And then that’s in our database and our CRM we’ll use that to craft a personalized pitch letter. Now we’re not writing them all from scratch. DA: (13:48) 95% of is done, but we will tailor their name, the name of their event. We’ll pitch me as a good prospect for it. And it’s about how many of those can we crank out, but they’re very personalized. They’re different one at a time and we’re sending them one at a time. But, but think about it this way. If you were able to do, maybe it takes you 20 minutes or so, and you could do maybe three an hour and you treated this like a job. Cause it’s a job that people sleep until noon. You know, I mean, success is being willing to do the things that other people aren’t willing to do. Where did I learn? Where did I learn that and take the stairs. And so if you treat this like a job and safe it four hours a day of just pitching and you could do three an hour. So that’s three times four that’s 12, a day, times, five days a week. That’s 60 organizations who now know who you are, who wouldn’t have known otherwise multiply that in a month. That’s 240 organizations. You’ve with a personalized, tailored pitch, which makes you stand out from others as well as somebody said to us, how are you converting such a big portion, big percentage of the pitches that you’re, that you’re sending out. I want to hear that quickly. And I, and I say, I don’t think we are, but RV: (15:09) Yeah. So, and I do want to hear about that process, but one of the things I think that stands out to me and what you described is there, isn’t a magic list. It’s not like there’s some secret list that you know about that no one else knows about it’s the same place you’d buy any lists, the business journal, you Google stuff like it’s, there’s not like a magic clean list that has it. And some of those lists are probably inaccurate and you’re sorting through some of that. And when you send the email, you get a bounce back and you got to call them DA: (15:38) While we do do some of the research, we look up something and think, well, that takes some time. Sure. And for what we get paid, we’re not selling widgets. You know, if you’re at, whether you’re at $7,500 or $15,000 for a keynote, we make a really good living for what it is that we do. It is worth that investment. If you’re doing that and you’re doing 12 a day or five a day, it’s more than you’re doing now. And you’ve got a hundred pitches. If you pull out three or four gigs in a month, that’s more than 99% of the people in the world will make, this is a job. You got to treat it like a job. And so, but you also have to be very strategic in how you pitch. When we craft our letters. For example, we give them an easy out at the end of the very first paragraph we say, I think David David ever would be a great fit for your, your event, blah, blah, blah. DA: (16:28) And this coming up on this date so that we know, they know we did some research. If you want to skip the rest of this letter, click on this link to watch his preview video. You’ll know in a few short minutes, why he’s one of the most popular customer experience speakers in the world today? We give them a digital link in an analog letter letter, essentially, right too. I’ll say that again, just because it kind of jumped down in case you want to take this quote, it’s a digital Lincoln, an analog letter that allows them to skip everything else to skip ahead. Cause everything we do is about getting them to watch my preview video. If they, that is our one key factor that is our leading indicator. People will watch my preview video, which is pretty good. It’s got me speaking around the world. DA: (17:13) If they watch that I’ve got a good shot of getting the gig. If they don’t watch it, I have zero chance. So there’s a whole bunch of other things that we don’t have time to go into in terms of what they need to make this successful. But in terms of our process, we will go through. Now, let me talk about the other side. So that’s the association site and it’s just it’s work. It’s being clear on who your audience is. Don’t pitch and waste time on ones that aren’t make sure it’s personalized. And your whole goal is one of two things. Either get them on the phone or get them to watch your video. And if you can get one of those two things, you got a good chance. Knowing the corporate side, they tend to have a bigger budget. The problem is, and this is the Hoover’s list and others is they don’t post anything in terms of their events because they’re not public. DA: (17:57) And so you’re kind of going in a little bit blind in terms of pitching a specific event, but we have a strategy for both of those. So our strategy is it’s timing, it’s followup. And I’m happy to give you some of what that is. I mean, there’s certain days that we pitch in certain days that we don’t write no pitching on Fridays. Cause even if somebody likes you, they’ll forget about you by Monday, it’s all trial and error. Friday is when we’re, we’re filling out RFPs, which is contrary once again to what most speakers will tell you don’t fill out RFPs. They’re just for breakouts. Nobody pays. I made six figures on RFPs last year, six figures, but we have a template. So we just cut and paste. Here’s our takeaways. Here’s the, you know, what are the three takeaways from session, outcomes, outcomes, all stuff. DA: (18:47) And so we just cut and paste and we’ve got it now. Cause we’ve done so many. If it’s a healthcare organization, if it’s retail or restaurant or, or financial services, which we do a lot of, we can cut and paste and get those in. Some of those have turned into keynotes, but what else are you doing on a Friday? Now, granted, there’s a lot in, in, through the brand builders group. Of course you, you teach a lot of great systems and processes, but the best way to get in front of people as you build your audience, as you build your visibility is to treat the speaking part as a business. And we do so, and we’ve had good success because of it. RV: (19:21) Yeah. You know, and I think that’s, it’s really interesting. I say this a lot to people as much as we’re virtual and you know, automated and scalable and all these things that we talk about, the there’s still, nothing does such an effective job as converting someone who is a complete stranger, never heard of you to an absolute lifelong raving fan in one hour as being in the same room, physically with you watching you do a P a well-polished crafted and delivered keynote, which there’s a lot to it, but that is the shortest distance between stranger and raving fan. Now we try to emulate that with a webinar experience online DA: (20:09) And you can to an extent, and I do that as well. We use all the vehicles in venues that we can, yeah, RV: (20:15) It does. It does to some, some, some fraction or percentage of that. But I think that the tricky thing about the speaking business, like what you’re saying that I really love is I go, it is a job. You have to treat it as a job. And the bomber is that it’s not super scalable. Like you have finite inventory. Now you could still make a couple million bucks. DA: (20:37) Maybe I can be a one stage at a time. I can be on one airplane at a time. But that said, the effectiveness during that interaction is, is Speaker 4: (20:48) Infinitely greater than the, you can, you can have 10,000 people on a call or you can have 500 people in an audience, but the impact you’re going to have on those people is going to be that much more so. And nobody knows that better. And I’ll brag for you for a minute. Then Rory Vaden, who at a very young age, as a young kid was top 10 in the world for world championship of public speakers. The next year, he was second in the world in the world, like 25,000 people started, but there’s something about charisma and there’s something about about communication and that, and yet you’re not equals. Here’s the other thing that that is so beneficial for what we do. When you have an opportunity to get that stage, you are not equals, you are not meeting Ida. You are elevated both figuratively. Speaker 4: (21:33) And literally they’re seeing somebody who is a passionate messenger for whatever it is that they’re espousing and you have a captive audience and they’re listening to you and if you are practicing and it doesn’t mean that you’re overly rehearsed, but you know what you’re saying, you’re teaching what you do. There is a power in that. And if you are, as we are generally, pardon the gender specific reference. If we’re the good guys and we’re teaching something that is important, that’s going to help them and benefit their lives. There is a power in that and it’s, and it’s, and it’s using that power for good, as opposed to using those super powers for evil. But in terms of galvanizing them as followers, as somebody who wants to know more, that’s why people line up for us afterwards to get a signed copy of our book and to take a picture with us. Speaker 4: (22:23) It’s surreal, right? It’s not real. Most people don’t have jobs where people clap for them. At the end of the day I come home and my, my beautiful wife is like, Hey, big deal, go take out the trash, like planting trees, my backyard yesterday. But that moment there is something surreal. There’s something powerful. And it certainly energizes us. And I am passionate about what I do, but this isn’t my passion. It’s my job. My passion is my children. I love what I do. I’m doing exactly what I should be doing, but my passion is my family. And so that, that part of, as sort of dovetail of what you were saying of being able to be on stage, it’s a really effective way to deliver your content in a way where everybody is touch. You, you can’t sit back in your office and throwing a tennis ball against the wall during a, you know, during a webinar. That doesn’t happen when we’re on stage. RV: (23:19) Yeah. And, and I, you know, I was processing it too, is like, I think speaking is the greatest job in a world, but it’s not a great business because it doesn’t actually scale beyond you, but it’s the best form of marketing for a business that ever could be it’s. So it’s like you have this great job on the front end and Speaker 4: (23:42) Treat it right. It feeds into whatever the, whatever RV: (23:46) The business is on the backend. That is the scalable, that is the scalable thing. But that front part of it, of just going, it starts, it starts with a list. It starts with figuring out who to reach out to, and then tell us about the followup process a little bit, Dave. So you have that first outreach, your first outreach, there is a, is a, is a tailored email. That’s what I hear you. Right? Speaker 4: (24:10) We actually have a schedule and I don’t mind sharing it with you. We have a video series that we weave to do a, a live bootcamp that we just don’t do any more than we recorded it. But here’s our basic process we pitch on on Tuesday and Wednesday. Sometimes on Thursday, Tuesday, Wednesday, Thursday pitches might go out. It’s the first email. And as soon as we do in our CRM system, as soon as we send that first email, we set a task to follow up in two weeks with another one. If we get no response, we’ll follow up in two weeks, but here’s something different than we do. So on Friday we actually send a hard copy brochure letter, follow up saying, Hey, we sent you an email last week. We send them on Fridays for a reason, because it’s a hard snail mail. Speaker 4: (24:55) It’ll arrive on Tuesday or Wednesday of the next week. So now we’ve gotten two touches one week apart, one virtual, one physical. If we get no response from them in our CRM system, we’ll get a tickler two weeks later, that will say follow up with so and so, so we have a second email and here’s, what’s interesting. Our response for the second email is three times what it is for the first email, to an extent, I think people go, Oh gosh, I was going to get back to her or whatever, because we get, we all get overwhelmed every day. We try and work really hard to make sure it’s not spam, right? So the second one emails are very simple. One, Hey, sent you a pitch, but David ever would be a good fit. Let us know if there if we can find a time to talk and, and we’ll get response, it doesn’t mean they all say yes. Speaker 4: (25:42) Some say, Oh, I’m so sorry. We’re not meeting till whenever or something else. If they don’t respond to that, we do not reach out a fourth time. So it’s two virtual, one physical, and it’s all within a two week period. If we don’t hear back, we don’t reach out again. We just put them back in there and we set a responder for the following year. Now here’s the most important part, and this is our big secret that I’m going to give out to everybody and I’m not selling it. Oh. And, and this is people who paid thousands to come to our boot camp, which we don’t do anymore. It’s the win because our business tends to book eight to 18 months out in the U S overseas. They’ll do a shorter time period. When I’m, I was just in Mumbai India, we launched our book out there. Sometimes they’ll book six weeks out, but here we generally do that. So RV: (26:32) 17 to 18 months, that’s what he’s 18 months Speaker 4: (26:35) Sort of when the window book out. But here’s when they start the process. This is the important part. If we look up an organization and let’s just pretend people are listening to this right now, and it’s may, and their event is coming up in July, they’ve already got their suite. We’re not going to pitch them. Now if their event is in July or August, because don’t forget about us. So what we do is we always give them 60 days from their last event before we pitch this, honestly, for those of you listening, who will do something, this is worth a hundred, $200,000, just this tip of knowing when to pitch them. So if we reach somebody and their events coming up, we just put a tickler in the system for 60 days. From that date, it’ll pop up on our screen. We know into pitch them. Speaker 4: (27:21) If we pitched them too soon, they forget about us because they’re already in the throws of their event, scheduling take a monk off. And then they’ll start thinking about when to form their committee to work on the following year. And so it’s been very successful. We’ve learned it’s taken nine years to, to decipher this part of it. So whenever their event is 60 days from that is the day that we pitch where sometime within the next couple of months after, but never before that. And that alone gets us so many more responses. And everybody’s in the system. Our goal is to get them to click on my video. And then once, if they say within that two week period, if they come back with any kind of interest, this is about taking a contact and turning it into a lead and a lead into a prospect and a prospect into a paid speaking gig. Speaker 4: (28:11) And we know what influences each step of us. Initially, there were contacts or just somebody we have in the system. The minute we email them, they become a lead. And if they respond in any way, other than how did you get my information, please stop emailing me. They become a prospect. And so if they say, yeah, we’re interested, send us some information. We’ll then, then all the rains are offering and we love them up. We send them a signed copy of the book. We set up a I’ll do a virtual, a BombBomb video email message to them. We will send them a try and set up a followup conversation because here’s the reality. I can’t let everything be equal when I know I’m a finalist. I don’t cross my fingers because my competition is guys like Rory Vaden it’s it’s it’s women like Connie Podesta and Sally Hogshead and Peter sheen and just amazing speakers. Speaker 4: (29:07) I can’t let everything be equal because my competitors are phenomenal. So that’s when we really, when we know somebody has an interest, we send them information. I do a video email that tells me where I can talk to them specifically and tell them what I know about their industry. And when I do a BombBomb video email, for those of you understand where bomb bomb, it’s a horrible name for a company, but it’s a great service because we can track the email. We’re over 80% success in landing the gig. But at that point we’ve already know that they have an interest in me. You’re saying if they’re, if start opening your video RV: (29:42) Emails, then you’re like, you’re Speaker 4: (29:44) No, no. I’m saying those who I record a BombBomb video email and send it to a prospect, consort express, some interest, we convert over 80% into paid speaking gigs because I’m granted, they’re already interested. The point is we are methodical about our process. But we’re very personalized in how we do what we do. We just need to be efficient with our time, because most pitches I don’t get. But even when, even when I don’t and they said, we’re going to do you for next year. And my staff will, you know, cause to what extent their part of their compensation is, is a commission and they’re frustrated. It says, okay, I need to pay my mortgage next year too. We play the long game to create a sustainable business in this business is absolutely rare. But to do so and much of what I’ve learned from Marie and AIJ in terms of process, we have to, we treat this like a business and we get, I get up every morning and I look at my beautiful wife and my, my, my absurd house and my high-maintenance children and I get my butt. RV: (30:57) Oh my gosh. That’s so funny. Yeah, I mean, I think that’s probably the, the, the, the, it seems like the big, consistent part here is methodical about the process, but personalized about the pitch. And that is, that is so powerful. And then, like you’re saying playing the long game, I mean, the one thing that AIJ always says that I found to be so true, particularly in the speaking business, not just personal brand at large, but in the speaking business is like, if somebody engages with you, like if you get to that point that they’re engaging with you and you send them a book, if you just stay in touch with that person, they will eventually book you. It may not be this year. It may not be next year, but if they have engaged with you at all, it’s like, eventually that person is going to book you just because at some point it becomes easy for them to do it because they trust you just for the sake of the matter that you have been around forever. Speaker 4: (32:05) Right? Well, and sometimes those people book you and they no longer work for the same place that they worked before. You just rubber organization. And then they book you. RV: (32:16) Yes. When they book you and then they move and then they book you again for the exact same. Speaker 4: (32:21) We had a thing last January, not this January a year ago, January, I did. I had two gigs that Tiffany and my office had been working on for three years. And it was just, it was weird, but literally three years that she’d been working on both of them and two very big organizations, and it’s not like she was bugging them. It’s just, she pitched them. We didn’t get the gig and put them back in the system. We pitched them again the next year, sometimes it was a tweak or it was a new keynote tide or something else. And ultimately it booked and she made the point that she’s not like I’m going crazy. She’s like just, it comes up in my system. We do a crafted pitch and we don’t get it. We pitch them again next year because the organization isn’t going into wasn’t going away. Speaker 4: (33:03) So I get down to Phoenix. I’m, I’m speaking for this organization. I walk in the door and the guy says to me, he goes, your assistant is a pit bull. And I just, she has persistent. And of course it went great. And they booked me a second time since which is, which is wonderful. But I, and to be clear, I love what I do. You love what you do, but the only way I get to do it, as much as I want to do it is by treating it like a business. And so the delivery part of it is the part that we all love. Even when I, when I’m there and they’re asking me like, well, how much more for this? And Tiffany in my office, she tells client. She says, Oh, you’re just paying for him to leave his kids. He loves it. He’ll, he’ll do as much as you want while he’s there. You want him to facilitate your lunchtime panel discussion. You want to break out, even though he loves this, but, but the fee is for him to leave, to leave his family, but he loves doing this. So we very much treat like a business and have been able to grow and scale in terms of the the other offerings as well. RV: (34:08) I absolutely love that. So I got one more question for you before that. Where should people go if they, if they wanna learn about Dave Avar? And if you have a video, I mean, if you have a video course somewhere, we’ll put a link to that. Speaker 4: (34:22) Sure. Here, my speaking and consulting, look, we have a David [inaudible] dot com and it’s a V R I N. David alburn.com and my, my greatest initiative and part of what I learned from Rory Vaden, as well as I, every wonderful subscription model initiative that I’ve launched, I think is the most powerful work I’ve ever done. If you look at customer experience, advantage.com, you can see some samples, great URL, just customer experience, advantage.com take a look and and reach out. I’m not hard to find and look my name up online, and I’ve got videos and, and everything else, but I appreciate the opportunity with my, my little brother, my best buddy, for all these years. I’ve loved watching your success and in holding and squishing your babies. And I couldn’t be more impressed and proud with of what you’ve done and who you are. So there’s me sucking up to you a little bit, but how fun is this when you think about where we were 20 plus years ago? RV: (35:29) I mean, it’s, it’s crazy, Dave, and, and I’m so grateful for you. I mean, I, I literally just in so much of what teaching now is built upon the tenants and the principles and foundations that you shared with me that, you know, I paid you in chips and appetite, Speaker 4: (35:48) Nacho cheese. Yeah. I was to say, RV: (35:52) And that we now sell for thousands of dollars. Speaker 4: (35:58) We’re all helping each other, but isn’t that, isn’t that the best part about the brand builders group and everything else that you do is there is a, there’s a community of people who are learning and sharing best practices. And some of them will ultimately become best practices because they’re new practices. And until we realize what works and what doesn’t, but what a perfect time to get into this business, but what you do and what UNH and your team do is you help people slice 10 years off their learning curve and to be able to, to share their message and their, and their brand and build all of that and do it in a shorter period of time, it gets them to the port where they can do the work that is impactful much, much sooner. And and I applaud you for that. RV: (36:47) Well, thank you. And so here’s, my last little thought is if, if, if there were somebody listening right now, right? Think of me, think of me 20 years ago, or even yourself, you know, 20 years ago, in many ways it was like just stepping into the industry. Now they kind of, they have the dream, right? Like Speaker 4: (37:05) What, you know, what, what is the, RV: (37:08) What is the one thing that you feel like they, you know, they need to know, or they need to, they need to hear in terms of, you know, being able to go, this can become a sustainable way to feed your family and make a difference in the world. Speaker 4: (37:27) You know what I, I, and I, I want you to listen and take this in the right way, because it will make sense. It’s not about you, but it’s not in lieu of you. Does that make sense? So it is about them. It’s what can you do for them? But it’s what is special in you? What you’ve learned, what you can do, your unique gifts and how you can apply that to better somebody else’s life or their business. So I think the biggest mistake people make is they get so caught up in their own story and who they are that they forget. There’s an old exercise that says, take everything you’ve written about yourself and your sales sheets, your brochures, your website, and look at all the content and everything you say about yourself. You highlight in green and everything you say about your customers or clients or prospects and their life and their business. Speaker 4: (38:16) And when you highlight in yellow and they’re supposed to be more yellow than green, but there never is. Cause we do most of our time talking about ourselves. It has to be about them, but it’s not in lieu of you. So it’s not just what is there, what is your unique way of helping them, your unique that you can apply to better their situation or life. So they’re both very important. The challenge that most have is, are so focused on their passion. You, I just want to impact people. I just want to spread joy. People are going to pay for that, but they will. If you can do that in a way that helps them. So the advice I would give is, is, is uni clarity on the front end? What are you really good at? And how does that impact somebody else in a positive way? Speaker 4: (39:04) And that’s the key to the messaging is what do, it’s not what you do. It’s what they get and how you do it is important. And some people will be too, there’ll be too stringent in through this thing. It’s not about you. It’s all about them. It’s not all about them, but it is about them. But, but it’s, it’s what you can do. So don’t focus all on. You. Don’t focus on them, but it’s, it’s be clear on the front end and feel free to, to work with others in online chats, with your social group, your, your mastermind groups and others to try things out. But ultimately it has to be, what’s slipped down to what it is you provided. I love it. Well, thank you brother. We appreciate you. And I appreciate you as well to you and your family and your lovely, amazing kids and yours as well. My friend [inaudible].
Ep 86: Embracing Vulnerability as Your Superpower with Dave Hollis
What if you’d worked hard so hard to create a brand with all the right optics and suddenly, it all came crashing down? Dave Hollis, today’s guest, experienced this when his wife Rachel wrote her renowned book, Girl, Wash Your Face. Rather than having the devastating effects he feared, Dave instead witnessed more authentic connections […]
Ep 85: Using Elevated Realism to Build the Visual Identity of Your Brand with Nick Onken | Recap Episode
Speaker 1: (00:06) RV: (00:06) Welcome to the recap edition of the influential personal brand podcast. We’re breaking down our friend, Nick on kin master celebrity photographer. I don’t know what else to say. Photographer guru photographer, extraordinary, extraordinary. The champion of all or so rent photography. I don’t know. Amazing guy, super powerful interview. And of course joined by my wife, our CEO, AIG Vaden. Why don’t you, why don’t you kick us off? What did you think? AJV: (00:37) Yeah. And I’m actually going to refer to my notes because this is one of those interviews where you kind of just get lost in the conversation. Nick is so conversational, he’s just just kind of a wealth of knowledge. And so I’m going to refer to my notes. I had five main points try to fit, but I’m going to try to fit them and still make them all fit. So my first one is just that great reminder that people connect to you through seeing photos of you and this digital landscape that we live in and the virtual atmosphere and how most of us are interacting today. It’s a, that the pictures of you that you post on social media is how people connect with you. And, you know, I know so many friends and, you know, professional and personal colleagues who say, well, I, you know, social media is just not for me. AJV: (01:23) Or I just do it for personal, or I only do it for professional. And we’re in this really interesting time where well kind of digital is the way, and that is how people connect to you and see you as human. Like this is the human interface and that is that personal dialogue. And you know, it’s interesting. I was at a friend’s house this weekend and she, she had her friend over there who I had never met before. And she said, yeah, I told her to follow you a few months ago. And she said, I know that you post like tons and tons of stuff about personal branding. And I was like, Oh yeah, you probably haven’t seen any of that. All I really post is pictures of my kids. And she said, actually, I really enjoy just getting to know you and your family. She goes, I love the fact that I’m meeting you for the first time. And I actually feel like I already know you. RV: (02:18) I didn’t know this. You didn’t, I didn’t real. I missed this. AJV: (02:20) Yeah. We were in the kitchen and she said, actually, I’ve seen your kids kind of grow up over the last six months. And you know, I have a one-year-old and we have a one year old, I had a role in it. You did. And it was just really interesting to me. I was like, man, I’m behind, I’m behind the game here. I’m behind the eight ball. I, I don’t know you. And I don’t know your three kids. And I felt really behind because she was like, yeah, I’ve been following you. She goes, I love the pictures of your kids. I love seeing your family. She goes, your kids are so cute. And she already knew so much. And it’s like, we all, it was like almost gave us a launching pad for this new friendship, for this new conversation. And I had never really viewed it through that lens before. And I actually felt like I was missing out because I didn’t have that same background knowledge on her. And it was this very weird aha moment. And so when Nick talks about in the interview of, Hey, we connect to people through seeing pictures of them, it was this great aha coming to fruition and this very first encounter of wow, that really, that really connects, that really makes RV: (03:30) It’s almost like it accelerates the relationship and so many ways. And I think it’s funny cause our feeds are probably completely inverse. Mine’s almost entirely business. I share. I do share personal stuff in stories, but not even that often. And yours is almost entire, your feed is entirely personal. So like many things, when you add a Rory in an ADJ, you have a great, you’ve got a great thing, but yeah, well, that’s super powerful. I, you know, Nick said that the camera sometimes adds a few pounds to 10 pounds. I’ve never met a camera that had less than 20 pounds to me, but I wasn’t upset by that. And my biggest takeaway from, from him, which is, I think what his thing is all about is elevated realism. And it reminded me of what Kristen Giza said a few weeks ago about TV. RV: (04:20) I think she called it heightened authenticity, the similar, like it’s like be yourself, but bigger, like you know, and a simple tactic in just that phrase, I think is super powerful, elevated realism. And when you look at his photos of Justin Bieber or of, you know, any of the people that he’s taken, you, you see this like, Oh, that’s what it looks like. I think of Louis behind the hot air balloons, Louis, they did a photo shoot. It really did. I mean, well, and so this was a tactical point that, you know, for someone I’ve never put a lot of stock stock in photography pun intended I have, but as someone learning a lot more about it and placing a much higher value on it, a simple tactic of make sure the background of your photo is a part of telling the story. And I thought that was just a super simple thing that like, you know, it’s, we underestimate, it’s like a very subconscious thing of what’s going on in the background, but particularly when you’re, you’re, you’re doing elevated realism and you’re, you’re producing an energy and an emotion with a photo that sort of faded background, but like whatever it is contributes a lot to that. And I thought it was both a tactical tip tip and also like a very artistic tip for how to do that. So that was a big, big one for me AJV: (05:45) Positions into my second, third, fourth point. I’ll put into one, which is make sure that your pictures and your captions make sense. RV: (05:54) Oh yeah. That’s really simple. Hashtag what was it girls with? Irrelevant captions. AJV: (06:01) Well, how’s it gotta be just girls Nick, come on. But yeah, I just, I think that was really an aha moment. Cause you know, I spent a ton of time looking at pictures and reading captions I’m in social media by trade quite a bit. And I just thought it was really interesting and you know, so I started actually going back through some of our teammates profiles while I was like listening to the podcast and I was like, Oh yeah, make a note. I’ll make a note there. And it was like one of those like aha moments where it’s like, okay, if you’re fully dressed, standing by the edge of an ocean or by the edge of a pool. And it’s like, great, first of all, that makes no sense to me. Why are you in a suit by the ocean? And then too, like reading the captions and I’m like, Oh, okay. AJV: (06:42) Yeah, I totally get what he’s saying. And I already knew that where it’s like, Hey, if you’re in a bikini or if you’re shirtless a shirtless male why are you like, you know, posting about deep thought and you know, soul searching. And it’s like, is that, are you finding your soul easier? Cause you have no shirt on, I’m not sure like what’s happening there, but it’s like, how are you making sure that your captions in your post connect in an authentic and real way? And are you just picking pictures you like, or do they actually help project the contents? And I thought that was a really good way of looking at it. It’s you know, and I think you could start either way. It’s like, what picture do I have that’s representative of this content that I’m trying to post, but then also what pictures do I love and what does that tell me to say, what does that prompt me to say? RV: (07:33) Well, even the story of that. AJV: (07:35) Yeah. Like what feeling does it, you know, kind of create in me. And I think you could go either way, right? You could start with the content and find the picture, start with the picture and create the content. But I just making sure they connect was a big aha. Yeah. Not necessarily a new one, but Oh yeah. Need to make sure we do that. RV: (07:53) Yeah. Just the little conscious, conscious things like this that will make a huge difference. And I think that it seems like it would be easier to find to, to, to find a picture that you love and then tell a story from, from that. But yeah. So anyways the, my big second, my second big takeaway, which I totally understand with physical products, but didn’t necessarily connect so clearly to personal brands is that different packaging results in different pricing, different packaging results in different pricing. We all know that like the way, you know, when you buy a Coke, like Coke or coffee, or you, you can go, what’s the difference between a Starbucks coffee and a seven 11 or a, you know, whatever air Jordans or what I grew up on, which was air Jordash. Like there’s, there’s certain things that you expect in the packaging, right? Apple has real. Yes. Well, it’s called Jordache, but I called it air door dash, but it was from Payless shoes. AJV: (09:01) Oh yeah. [inaudible] RV: (09:03) I call it air Jordash cause I wanted air Jordans. This is the whole story of my life. All of my ambition comes from the fact that I could not afford air Jordans when I was a kid. And so I wore air Jordache and then I was like, one day, I’m going to be able to buy your Jordans and you still don’t have any, I don’t have any, but, but Jasper got some what’s your sweet anyways. Yeah, Nordstrom rack. I’m on discount. But so your pictures, your photography as a personal brand represents a huge part of your packaging. And it’s, it’s, it’s funny because on the one hand you go, how come this photographer will charge me 500 and this photographer will charge me 5,000, but that’s also probably the difference between you charging 500 and you charging 5,000 for whatever the thing is that your doing. Yeah. And at least making a connection in your mind to go, my photography is directly correlated to the price that I can charge an excellent photography allows me to charge more. It enhances the perception of my credibility. And that was just a really important connection for me. AJV: (10:13) Yeah. Well again, great transition to my next one, which was, I’m literally reading my notes because I tried to capture this. You are creating the perception of what you want people to see you as right? Your pictures, your imagery creates the perception of how you want people to view. You see you as you’re creating the lens and which they put all of their thoughts around you. And I think that to your point, it’s a really big deal. It’s the way that you project yourself and your imagery. It is the perception that people have and you actually have influence over that. All right, these are your pictures. And I think that is a big deal and that is really important. And I really love that. It’s like, Hey, if people see you as one way, well, you can change that. Yeah. Post different images, post different pictures, create different content. AJV: (11:07) You have that power use it and you can do it through your images and your story. And then the other thing that I had kind of noted in this area is that people want to see you as human, which is why I post so many personal, personal pictures. I’ve decided Nick’s interview it’s because I have the human element. That’s, that’s what I’m going with. But I think that’s really important. And, and actually it was really interesting because as I was listening to his interview and I was like looking through my own feed of like, okay, okay, I’ll see how that connects. And I see how that connects. And as I asked myself, I was like, how do I really want people to perceive me? And I think for me, it’s like, yes, I’m the CEO and cofounder brand builders group. And I do all this stuff work-wise but more than anything else I want to be seen as Jasper and Liam’s mom like that truly is, it’s like, that is my number one priority. AJV: (11:58) It’s my number one, calling all thing and breweries wife. Right. You know, I’ll take that child of God all the things, but, you know, I think that was really, it was like an aha moment, the personal things in general. Yeah. Like that I would, I would much rather be seen as a human being versus I CEO or this or that. It’s just, just me. And I think that too is very reflective of what you get in my feet. And that was completely unintentional. Now I will put some intention to that, but it also was an aha moment of RV: (12:34) It could be good to put a business call to action in there every once in a while. AJV: (12:37) I do, I tied it in occasionally. But then I just, you know, that it’s a completely different feed than you would have found two years ago. RV: (12:47) Yeah. And it’s funny to me, cause people will comment on my profile or they’ll message me and they’ll say you have a beautiful family and I’m going, Oh, they must follow AJ. Because I don’t post a ton of the pictures, but like, or they’ll see us and they’ll be like, I love keeping up with your family. And I’m like, Oh, you’ve been following AJ. So, AJV: (13:08) But again, I just thought it was like very interesting.
Ep 84: Using Elevated Realism to Build the Visual Identity of Your Brand with Nick Onken
RV: (00:01) You are about to meet one of my favorite friends, one of my most creative friends, and in, in in some ways one of my most famous friends, but I think it’s like he’s, he could, he’s like the,, the person that is still in some ways undiscovered outside of his trait, which he is a legend in a Nick Onken. And I just think Nick is the coolest guy, has the coolest brand. He’s a world renowned photographer, so that’s his trait and he is a legend in that space. He has photographed personalities like Justin Bieber and Tom Hanks and little John and Jessica Alba. He’s done shoots for global campaigns for international brands like Nike and Coca Cola and Adidas. His work’s been published in magazines like Conde Nast traveler. Cosmo Marie Claire. Like he’s also the host of NION radio podcast where he’s interviewed people like Usher and Scooter Braun and Donna Karan. RV: (01:06) He’s been featured in Fast Company, Huffington post, MTV, and literally his work has just been featured everywhere. He’s also traveled to over 60 countries, seven continents. He’s an author, he’s the author of the travel photography book called Photo Trekking. He is, you know, probably the primary, I guess I would say primary photographer for Lewis Howes, of course, a close friend of ours. And I think yeah, Nick’s just entire personal brand is devoted to inspiring the world to activate their creativity. And it’s like he’s just amazing and you’re about to, you’re about to meet him. So, Nick, welcome to the show. Thanks for having me. Nice to meet y’all. So buddy this is one of, one of the, one of the many reasons why I love you is I feel like you’re really good at something that I don’t consider myself naturally very good at, which is just the visual identity. RV: (02:03) You know, not even just photography, but the visual expression of a brand. And there’s a concept that you shared with us. Well with me about elevated realism. Can you talk about you know, and you know, we don’t have to just stay in the lane of photography, but I’m kinda thinking about just, you know, the, the people listening their, their personal brands and just like building their, their visual presence, whether it’s online or in print or everywhere. But I think one of your uniquenesses is this concept of elevated realism. Can you just explain what that is? Yeah. So, and this is great because I think this is kind of a concept that we, that I’ve used a lot in advertising for big brands for like Coca-Cola and you know, in that world it’s called lifestyle photography is certain to NO: (03:00) A certain extent where you’re kind of manufacturing this, this aspirational world, but lifestyle, like you’re still kind of doing everyday things. And then you combine that with celebrity portraiture in editorial and, and you kind of get this mix of like elevation. You get this mix of, of, you know, authentic realism. So I kind of translated that over to the personal brand from just from doing all this work and what I learned throughout working with all these people. And so, and these brands. And so elevator realism really is that creating an aspirational look which you’d find in a magazine or an ad but also feels real. It feels authentic because you know, as you know to be, to build your personal brand, you want to be guiding people through a process. You want to be seen as a guide and you know, you want, you don’t want to be too far out of reach, but you also want to be relatable. And so that’s kind of the idea of elevated realism is like you’re creating an aesthetic that’s aspirational but yet relatable at the same time. And you know, for me, I, I like, I create storytelling assets around this. So we build, it’s usually driven around a concept of who you are and your brand. So after they’ve worked with you to develop you know, to develop these, these ideas, these concepts of who this person, you know, who they are authentically, then we kind of, we come and create the the creative from that. So RV: (04:27) Interesting. Yeah. So do they come to you like, like one of the exercises we do with people in phase phase one of course you’ve been to our phase one event that we at the very end of phase one, like post that phase one event, we go through brand characteristics lists and we just kind of come up with like words that sort of capture the essence of a person. Is that kind of what you’re talking about here is like, like how do you capture, or what exercises do you go through or take someone through to kind of like clarify what, what energy or what emotion or what they’re trying to convey. And it sounds like you do that first and then you figure out how to stage the shoot. NO: (05:11) Yeah, absolutely. So I have a story diagnostic sheet that I start with, which is probably about 10 to 15. I think it’s 10 to 15 questions that the client fills out and it’s, it’s everything from around like what’s the, the message, the vision, the mission, the message, how do you help people. And it kind of gets people thinking within that. And a lot of times sometimes they’ll work with your team or you know, if they’re working with other people or they’ll just fill it out themselves. It kind of depends on who. But then some of the other questions that come into it are like, you know, what are your activities? Do you love? Like what what kind of locations, tell your story, what kind of props help tell your story, what kind of, you know, one of them is like, what’s your favorite emoji? Like just cause they get people thinking expression, you know, some things. And then we kind of take that sheet and we’d go over their answers and then we build a week, RV: (06:03) Build the creative of the shoot out of that. So say like, see, like I mean with Louis, with our, our last shoot was in Turkey. Yeah. With all the balloon, the hot air balloons and stuff like, and the HELOC was the helicopter helicopter. I mean y’alls freaking shoots are Epic dude that the Iceland shoot. I mean he still uses pictures from that Iceland shoot from a few years ago. And that the Turkey shoot with the hot air balloons was so NO: (06:30) Just like magnificent. Thank you. Thank you. And the whole idea behind that was like rising to your greatness. And I pitched him that kind of, you know, he was like, we’re going back and forth around it. And I was like, well what about the idea of shooting with you in capita, Nokia with all these hotter balloons in the background? Because the whole concept of rising to your greatness is really up yet obviously you know him. That’s like who he is, helps everyone rise to their greatness. So that’s, that’s the concept that we pulled out of that. And then, you know, we did some other Epic James Bond type of stuff with the helicopter and things like that. But then, you know, I had, you know Bo Easton? RV: (07:04) Yeah. NO: (07:04) So, yeah, he hired me to do a shoot and we did, you know, his whole football thing. But he’s also got as busy, you know, he’s more his business and like his, his thought leadership now. So one of the concepts that we created, cause like family is so big to him. Mmm. And so we were like, okay, well let’s shoot you with your family on a football field. So we’re not like saying, Oh, I’m like fuck totally football, where like hinting at that background, not story element, but we’re focusing on him with his family. And so we kind of, you know, and he was the hero of all the shots and in a certain sense in terms of like what the focus was and how we were, you know, composing the shots and how we were organizing and how I was directing everyone within the shots. And then, you know, so they’ve used a lot of those to kind of like show that family man concept that, that story that we’re telling. With that. So, you know, it really comes down to simple. RV: (07:58) It’s like as simple as that. Like you’re, I mean that, that’s just such a simple idea of just like you’re telling a story of who the person is or like what, like who either who they are, what they’re about, just sort of subtly like with the background or where the location is. And you know, like the kind of props maybe that show up in there. NO: (08:18) Yeah. So the, the location and the props are all kind of just hinted in the space in the background while the focus remains on the person because obviously like the person is the product and the hero. So we, we we focus on that, but we utilize the environment to tell that story. So say for instance, like Chris harder, he’s a super book nerd. He loves books. And so we had, I came up with this idea, it was like, let’s pull all the books off of like all of the shelves and put them in his, in the living room. And we just books all around him. And then we just had him sitting there reading reading books, reading one of his favorite books. But then, you know, I’d have him look up at, so it was like RV: (08:55) We had this like eye contact, but he’s surrounded by books. Right. So it’s still focused on him. And that’s one reason why Chris and I get along, we share that, we share that, that passion for learning and reading. I love, I love Chris. What a cool, that’s so cool. Yeah. So you know, and that’s kind of a big piece of, that’s the elevator realism that I’m talking about. It’s the, you know, the way that I shoot it also comes through in like the lighting that I use, the way that I direct, the way that I, you know, there’s all these little pieces to it that come together in the moment of the actual shoot. So you have the prep and then you have the actual shoot. I mean we’ve worked together so like you’ve been able to experience kind of the of bro and like, and this is crazy. RV: (09:37) Like, I mean, the photos you took of me, we’re so good. I mean, I, I, I don’t know why. Like, I don’t, I don’t have a trained enough eye to go like, Oh this is the difference between my shot with Nick and my shot with other photographers. But it was just like somehow you captured like my energy, my personality. And it was like businessy but, but, but conversational like it just just blew my mind. So talk about directing the shoot a little bit and you know, not everyone’s going to be able to work with you. So, so I mean if some of y’all are listening, if like if you can, if you can do it like just freaking hire Nick, it’s unbelievable. But the concepts here I think are also like you could shoot it with your own, you know, like some people are just starting out, they don’t have a ton of money or whatever. RV: (10:29) Like you have a process here that I think it’s cool about the story part. And then when you get to the direction, talk to us about the direction and, cause here’s one thing and I’ll share this tip with everybody. I mean I’ve done, I’ve probably done at least a few dozen photo shoots in my life. Maybe a hundred, you’re the first person ever that put music on during the photo shoot. And I re that stuck with me as such. A simple like that is such a simple, was such a simple part of directing where I was like, you are such a pro of just going like, what’s the music that captures the energy that you know, you’re, you’re wanting to like give off. So talk to us about direction a little bit. How do we do that for ourselves? Or how do we direct our photographer to do it? RV: (11:15) Or like what are just some of the things you think about? Yeah. Well, I mean that’s, that’s such an interesting question because there, I mean, it takes a long time to become, to understand how to direct and I’m still learning, I’m still getting better at it. But that’s one thing with, you know, hiring the right photographer, you’ve got to kind of see what, like their, you know, see their subjects in their work. I mean, as with anything to see what they’re pulling out of their subjects first. But when it gets into directing, you know, for me, I like energy. I like this, this constant flow of energy. That’s why I bring music into it because it loosens people up, it gets them moving and once they get moving, they start to get out NO: (11:54) Of their head. And then once they’re out of their head, then you know, then you can really kind of move. And the thing is, is everybody’s going to take a bad picture. You just shoot a lot more and then we just delete those. So, you know, I’ll, I’ll, I’ll, I’ll a lot of times just get people moving, get people doing different things, even if it’s not a good shot. Because in, in that respect, if, if you’re moving, once you get people into that flow state of just being, getting used to being in front of the camera it gets, they get, they get, they’re able, they’re more comfortable able to, you know, feeling free enough to move. I also try to use a lot of positive reinforcement as I’m shooting as well. Yeah. And then, and then I also have to keep in mind what I’m trying to like, how to compose the shot, what lighting I’m trying to use and what the lighting’s doing. NO: (12:40) And so I have like a thousand things going on in my head as I’m clicking that camera. As I’m looking through that, the lens and thinking of like, okay, composition, motion, action. You know what, I don’t want this. What action do I want this person to do and do I want to look into the camera? You know? And so it’s like I’m constantly throwing different things out at PM. And that just takes practice. You know, for me it’s taken, I’ve been doing this for 15 years and I’ve worked in, everybody’s different, every subject is different, you know, different people have different energies. Some people just like walk on and they just like bring it and like bring all the energy. And I’m like, not even really doing much, but then there’s other people who are not as experienced. And so can we talk about that? NO: (13:20) I want to talk about that cause that, that fear of being in front of the camera, like that’s a real, that’s a real thing. And I don’t know why, but it’s like, why do we have such a fear of being in front of the camera and what can we do, whether it’s on a photo shoot or if it’s just like, you know, doing a video blog or, or, you know, shooting a selfie that we’re going to post on Instagram or something. Like what are, why do you think, why do we have that fear? And like, do you have any ideas for how to move us past that? Yeah, I mean, I think the biggest thing is the fear of being seen right? And the fear of being like almost in a vulnerable state. And especially because the camera captures who we are, right? And in this state. NO: (14:03) So I would say first thing is just like, you know, take care of yourself and you know, the camera’s going to, I typically add like a, like 10 pounds, a few pounds, I want to say 10 pounds. That’s a lot. But just the way he is. So that’s why you say like no baggy clothes because they look super baggy, you know? That’s what I’m saying. You know, it’s like if people don’t feel comfortable with the way they look, they either got it yet either just rock the way with confidence, the way that you look or do something about it. You know, I, I, you know, I can only do so much of capturing, you know, we can do stuff in posts, but then it gets, starts to get like inauthentic if you’re like heavily retouching things. So, you know, I think it’s just like thinking about what, you know, really getting down to what makes you fearful of being in front of the camera. NO: (14:48) And I think so pick it outfit. Just don’t pick your newest outfit necessarily. It’s like pick an outfit that you feel confident in and like pick an outfit that you like the way you look, like something as simple as that. Yeah, absolutely. And if you really want to go to the next level, hire a stylist to help you revamp your wardrobe. And if, you know, if, especially if you want to take your personal brand to the next level, it’s like you got to think about all these things because all the aesthetics say something about who you are. So if you’re just like schlep, you know, wearing sloppy stuff, you know, what is that going to say about you in the photos? You know, what is that going to say about you? I like the way that you’re, you make decisions the way that you care about yourself, the way that, you know, what are you preaching in comparison to that? NO: (15:31) So talk about that. Like the energy part. Yeah. Anyways, so just to, just to comment on that last thing that you said, I remember this blew my freaking mind when I don’t remember where we were. Somebody asked Louis this question, what is your number one secret to building a huge brand? And I was like, that’s an interesting question. I had never asked him that question. I was like, I wonder what he’s going to say right here. And I’m thinking, you know, like yeah, funnels or webinars or digital marketing or like networking. He said photography, he said photography is my number one secret of how I’ve built up a brand. And you know, it’s, it’s interesting cause I think of photos as like what you’re wearing and how you look. But the way that both you and him talk about it is it’s like, it’s more about the energy that you’re giving off that you’re capturing. NO: (16:32) Like it’s, it’s like it’s more about the energy than it is. I like the look. Yeah. Yeah. Because we all want to connect with somebody. Right. And photography connects you with that person. Like we look at, you look through magazines, right? And you see these celebrities that are, you know, they have like eight page editorials of them and you know, of photos like high, high end imagery of them, and then you feel more connected to them. I mean we see that everyday on Instagram. It’s like we get, we connect to people through photos of them. Right. And I think this is a very subconscious thing. And you know, the psychology of both, like graphic design and photography is, is huge as well. I was a graphic designer before I was a photographer and I went to school for visual branding and things like that. NO: (17:15) And you know, it’s the reason that we buy Coca Cola versus the, the the generic brand, you know, they might even be the same product, but branding different, different packaging. Well allow you, you know, make dif make the difference between the choice that you make. So photography plays a huge part of that. Graphic design plays a huge part of that. And when you project, you know, you’re basically creating the perception that you want people to see you as and you have that choice, right? If you’re not conscious to that creation of the brand and what you want people to perceive you as, then you’re not thinking about that stuff. That’s why photography, that’s why Lewis says photography is such a, one of the biggest key key things within his within his brand is that he’s creating this image that people want him to view him as. And so we create this higher level imagery. But like, he still feels super relatable. Like you would just, you know, it can be friends with them just from seeing them online. And so it’s, it is that elevated realism that really portrays him and like creates the elevation within, you know, and makes people want to follow him, makes people want to do, you know, have him as their guide kind of thing. RV: (18:30) Well, and it’s just like, it’s interesting to me because if somebody would have said like, if it, if it weren’t you and Louis, like if somebody said, I’m going to do a photo shoot with hot air balloons behind me, I’d be like, that’s the cheesiest idea that I have ever heard of. Okay. But the way you do it, it’s not that at all. And, and it’s, it’s almost like what you’re describing to me here, Nick, is like, that’s where the magic is, is it’s, it’s like do somehow tell your story if it’s authentic to you somehow you tell that story. Like how do you balance that? Like, Hey, there’s a place for creative genius here versus, no, that’s stupid. It’s cheesy. NO: (19:14) Yeah. I mean that all comes through the eye of the photographer. Right. So that’s the way that I see when I do photography. So every photographer has a different different point of view. But for me, like I’ve always seen things with this authenticity but also like this kind of cool, elevated edge. And so whenever I, when I’m out shooting, that’s the magic that happens within the moment is that like I can see from the lighting, the composition, the things that are happening within the frame that make it feel real and authentic and not cheesy. You know, that’s just the way that I’m built. That’s the way that I see. That’s the perspective that I take on photography. And that’s where the photographer actually really the vision of the photographer is, is what you’re also looking for. Cause it’s like somebody else could take, take these concepts and like shoot somebody with books and, and, and whatever. NO: (20:04) Totally. It’s in the moment. It comes down to the lighting, the photographer, you know, the, what they see, how they direct, how they envision it and how they pull out of pull, what they need out of the subject out of the the personality and the energy and all that stuff. And then, then it comes to post to like the coloring, the composition, you know, just in the backend, you know, creating an aesthetic look as well. So that’s, that’s kind of like the components, but that’s what it comes down to the photographer at the end of the day. So you want to hire the right photographer by looking at their portfolio and seeing like, Oh, do I see myself in their photos? Do I want the sustetic do I want, you know, am I, do I feel like I would be comfortable with them? RV: (20:48) Yeah, that’s a good question. Do I see myself in their photos like that? That feels somehow easier to me than do I like, cause like to me it’s like I can’t tell like I don’t, I don’t have like when you say how you see, when I see, it’s like I look at, I almost think I look at every photo I go, Ooh, that’s really good. Like that’s good. But then I see one of yours especially of me and me, like gosh that is so different somehow, but I don’t know why, but and do I see myself in their photos I think is super cool. I want to come back to what you were talking about a minute ago about you said something where you said that we connect to people through photos of them and that the more you see someone, the more you feel connected to them. RV: (21:38) And I’m having a light bulb moment here. I’ve always resisted posting pictures of myself on my social media feeds because not because I’m a F I’m self conscious of how I look because I’m self conscious of coming across as overly promotional or self centered or like arrogant of like, Oh Hey, here’s a giant feed of, you know, here’s a bunch of pictures of me. But the way that you said that was interesting where you’re like, no, it’s like, it helps the audience feel connected to you. It’s not about like promoting you. Have you ever heard anybody have that weird fear that I’m sharing and like what? Like what’s your initial thought on that? Cause that literally, I never realized that until you said that. And I was like, I hate posting photos of myself, but not for why most people do. Which is like, Oh, I think my, you know, I think I look silly. I don’t care. Like I’ve always been like, this is who I am, but NO: (22:41) I don’t want to be overly promotional. Yeah. Necessarily. Got a couple, like a couple things came to mind on that. RV: (22:48) A free coaching session between Rory Vaden and Nick on. Ken, if you’re just joining us, I’m getting free consulting advice here from Nick NO: (22:56) 105 so absolutely. So the first thing is, is this is kind of funny because like, so I was like four or five years ago I was at scooter’s wedding and we were all riding and Justin was there and Justin Bieber for that, for that. My friend Justin was there, so we were driving, we were riding around in the, in whatever his SUV and scooter pulls out as the scooters, like you’ll just need to follow Nick. And I was like, okay. I was like, sweet, awesome. And then Justin Luke pulls up my Instagram and he’s like, dude, why don’t you have any photos of you on there? And I was like, ah. I mean, I don’t know, I just like posting photos that I take. RV: (23:38) He still followed me for a couple of years, NO: (23:40) But that kind of stuck with me after a while. And this is kind of before really personal branding on Instagram was like kind of big, right? Like, this was just, this is kind of the earlier days of, of Instagram. And so I kind of started, you know, a few years ago, I’m just looking through analytics and things like that. I was looking at like the engagement of photos on my always highest on your personal photos. Yeah. People, you know, I get more likes on photos of me than photos that I take on my main account. And especially because it’s more like behind the scenes stuff or it’s conceptual stuff of me. And like they just kinda took me back to that moment of like, and then, you know, I was like, maybe he unfollowed me cause I was posting pictures of me. I don’t know. NO: (24:26) I mean he had followed everyone, but but you know, it’s, it’s, you know, you just got me thinking of like, okay, you know, people are following, like, especially with social media, people want to see what you’re up to. People want to connect with you as a human. I think that’s the biggest thing is they want to connect with you as a human to feel that human touch. And so I think that’s why photos of you putting foot posting photos of you on your feed really help people to connect with you. I think there’s also an element of like what story are you telling with that photo and how does it connect with that photo. So whenever I’m, I’m posting on Instagram a photo of myself, I kind of, I want to make the caption link to, you know, have some sort of context as to what the picture is. NO: (25:09) Hmm. And the story that I’m telling through that picture just to connect everything cause then you get into like the whole there’s, there’s a hashtag called girls without irrelevant captions and it’s like, it’s hilarious cause they’ll put you, it’s like, it’s unreal. They’ll post like a photo of them in a bikini by the pool and then have some sort of like really like esoteric, conscious, loving like quote. And it’s just, it’s just funny. It’s, it doesn’t make sense. It’s not congruent. It’s not. And then that just kind of like pulls away from authenticity of like, what are you talking about? Like you just want to show your, show your assets and get more validation through that versus like actually conceptualizing and telling a story through the photograph and aligning it with the caption. So I think that’s highly important. It’s like congruency and all the stories that you’re telling from your photography. NO: (26:02) Then stuff that you post online to the stuff that you post to the captions that you write. And I think, you know, when it comes to, you know, the imagery that I build with people is like the high level like website banner stuff and you know, stuff for press. Like people use, like Lewis is like put my, use my photos of him in like success magazine and like all these different magazines. So you have like an an arsenal of assets to use as like high level stuff, but you can also put them into your Instagram feed. Well, mixed with other things. Like your Instagram feed doesn’t have to be all photos of you, but I think if you pepper them throughout, you’re kind of still helping build that connection for people to you. RV: (26:45) Yeah. So how often this is, this is going to be like, like if you do like how many shoots a year, if somebody was really like doing this, you know like I get, I get the idea of going, Hey you need to do a shoot for your website. One of the things we’ve gotten clear with our process of helping people build their websites and do their overall brand strategy is we take them through phase one. Okay. Which you’ve been through, right. Finding your uniqueness and then what we realized is pretty much the next thing that needs to happen is photography because you need to be able, you know, photography and copy cause you need to get the pictures before you design the website cause you have to be able to design the website around the pictures. That was something we always screwed up, which I feel like we’ve gotten more clarity on is like go get the pictures. So anyways I realize now and go okay you know the importance of photography. Sure. With your website or a book, you know like a book launch or something. But other than that, if you’re just like looking to like create a connection with your audience and like pepper, your Instagram feed, how often should we be doing this? Like where we’re hiring somebody to [inaudible] photos of us. Yeah. I mean I think NO: (28:00) Couple of times a year. It kind of depends on like the packages that you’re getting, who you’re working with and all that. And like how many different final images that you can get out of a shoot. But probably two, I would say probably two to four a year. Okay. Just to kind of once a quarter fresh. Yeah. Once a quarter. Keep things fresh. You know, you can keep your, your high, your arking over your high level imagery like on your website and stuff consistent for like a year. But like when it comes to like more social media stuff, you can probably do two to like one a quarter, I would say. RV: (28:33) Interesting. Okay. Man, there’s so much, I can’t believe how fast this went by. Like there, there is so much here. And like I’m saying, you know, if you can hire Nick and have him come shoot you, there’s other photographers we have in our community as well that, that, that we liked. But it was, it was really wild to experience a shoot with you. And the, the difference of just, I mean, I, you know, I’m not going to post any of these pictures, but there was a time back when Rory was in his early twenties that I did some commercials than I did. I did some modeling shoots. I might’ve even had some abs that I was showing off back in those days. And you know, so I’ve, I’ve, I’ve worked on sets, I’ve, I’ve had photographers, but you know, the shot with the doing the shoot with you was truly different. So where should people go if they want to just follow your work or just connect with you or like see some of your photos what’s the best way to connect up with you? NO: (29:32) Yeah, I mean Instagram is kind of the, like at Nick honkin on Instagram is kind of the hub for everything. So you can get to my, like my website photography website, my hats, my, I have a photographs by Nick honkin Instagram account. It’s just photography. So everything stems from, from there. RV: (29:54) Huh. And what’s your photographs by Nick on kin? Is it, is it that long handle? NO: (30:00) Yeah, it’s, yeah, it’s photographed by Nick honkin.com at the Instagram handle as well. And that’s just strictly photography, like curated portfolio. RV: (30:10) That’s, it’s incredible. Y’all like go look at this stuff. I’m telling you. It’s really, really, really wonderful. Well Nick, I really appreciate you sharing some of your secrets and just like helping us find the right photographers, ask the right questions, you know, prepare ourselves for the shoe, what to be looking for. And then overall, I just think, you know, a big part of your uniqueness is just this elevated realism is just like bringing, bringing our best to a shoot and drawing the best out of your subjects. And I mean, you’re, you’re, you’re extremely talented, my friend. I used to have like a really rare gift and I just appreciate you sharing it with us. NO: (30:45) Thank you. Oh, and one other thing, I do have a free ebook on how to elevate your personal brand visually. It’s Nick honkin.com/personal brand and it’s a free ebook. Talks about a lot of the stuff that we talked about today and a lot of visual examples and, and all the goods. RV: (31:02) Nick anakin.com/personal brand. I’ve walked through that ebook. It’s awesome. Super tactical and and useful. So we’ll put links to that in the show notes. My brother, we wish you the best until I can get back with you and get a shoot going, NO: (31:19) You know, best. Until then. Let’s do it. Thanks.
Ep 81: What Its Takes to Make It On Television with Kristin Giese | Recap Episode
RV: (00:00) Hey, welcome to the influential personal brand recap edition. It’s your favorite married couple and personal brand strategy, Rory and AJ Vaden. Probably the only, well, I guess there’s not that many married couples that do anyways. So we’re highlighting the interview that just with Kristin Giese, which you know, shared a lot of back story about how we found her through a cold call. And we just want to give you our top three and three, the first one we both shared. So babe, I’ll let you kick off. What was your first big takeaway from Kristin? AJV: (00:34) Yeah, and it was a takeaway and an aha moment and. I’m not sure I’d ever want to be on TV at the same time, but just the importance of it’s kind of almost like entertainment over information. And I think she talked a lot about, so I don’t think RV: (00:52) The topic of the interview was how to get booked on TV if you haven’t listened to the interview. AJV: (00:59) But I think to me that the part that really stood out was it’s not really about the information as much as what do you do with the information to entertain the people who are watching. And that’s where I naturally have a conflict because it’s like, I don’t want to create drama when there doesn’t need to be so much of TV today and not saying it’s good nor bad. I’m just saying it is what it is. RV: (01:27) That’s what I heard. I heard you saying it was bad, but we’ll leave that to you. AJV: (01:32) But I, I just think that, you know, that it’s really interesting. It’s about emotion and the entertainment value of, Oh, the shock. And I can’t believe they said that or, you know, can’t believe this happened. And I’ve heard that and tie what I want in my life. So that was kind of like a really good, clear real. RV: (01:48) Yeah. And you probably don’t know unless you’ve listened to every single episode is Aja doesn’t watch crime movies. She doesn’t watch anything sad, anything with whore, anything with drama, pretty much she watches romantic comedies and animated feature films. AJV: (02:05) And I don’t even watch those are my kids really. It’s just romcoms, that’s it. If it’s not, I’m not into it. I don’t want to be scared, sad, and angry or cry. Yeah. So I think that part was just really interesting is that you’ve got to bring a lot of entertainment value to even media interviews and getting pitched. And you’ve just gotta be an entertainment value to it. So almost more important than the information in of itself. It’s how you’re delivering it. And I think that’s really important. RV: (02:36) Yeah. And, and so that was my first big takeaway. I wrote down entertainment, not enlightenment. I didn’t process it in, in such like a negative way, but more of a, of a, of an insightful going, if you want to be in TV, you gotta realize that you’re in entertainment, not enlightenment, which if you’re building a personal brand, a lot of times it’s like, you know, the essence was information marketing, not, not for everyone. That’s that’s information marketing and personal branding are not the same thing. Information marketing is a subset of some personal brands, but if you’re an author with the video course, it tends to be more about like teaching. And like you’re saying information and TV is, it’s not the goal. Isn’t to be high minded people don’t watch TV, they watch TV for an escape. They watch it to laugh. They watch it to be engaged and entertained, not necessarily to learn. RV: (03:35) And so per se, you know, there’s some, there’s some caveats to it, but yeah, anyways, so that’s that, that’s it. So that was the first one. That was for me, for me too. So that was the big one. All right. So my second one, which is kind of connected, but I actually really loved this concept. She used this phrase a couple times heightened authenticity, and I wrote it down. You should write it down because whether you’re trying to be a reality TV star, or you’re just trying to host an interesting podcast or be an author or have great videos or just, yeah, just be a great writer. It’s heightened authenticity. It’s it’s it’s. And this is an interesting balance between being real, not being fake, but creating kind of that entertainment value in. And, and it’s like in speaking, I was always told that speakers have a license to embellish. RV: (04:33) You don’t have a license to make up, but you have a license to embellish to accentuate the salient emotions of a story or of a bit. And I think that’s really important, especially if you’re on TV, but look, if you’re on YouTube, you’re on TV. You know, if you’re going to have a podcast you’re, you’re on the, you know, you’re on the radio or whatever, it’s, it’s, you’re a host. People are looking for that. And specifically, you know, what do you do with that practically? I think she said, don’t tell me who you are, make me feel who you are, make sure your delivery creates emotions, which we talk a lot about at our world-class keynote craft events, sort of the magic of how to do that. And it was just a great reminder and I had never heard that term heightened authenticity. Yeah. AJV: (05:20) Oh really? That’s really good. My second one is something she said towards the very end. But I thought, wow, that’s probably, probably, we need to like push that up to the front as a good reminder to everyone who is trying to get pitched for a media interview or even a podcast interview TV show, whatever it is, talk, show whatever. But it’s like social media is today’s resume. You don’t need to tell me all the things you talk about. I can go and find them myself and it better match up. And probably this was strike two against me because if you went to my social feeds, AKI would learn about me is I know how to make really cute kids. RV: (05:59) And she’s not hireable for that in case you’re wondering that’s, that’s not an available service, AJV: (06:05) But you know, it’s, again, it’s one of those things where, you know, how many of us have some sort of pitch deck or there’s a media kit, a speaker kit, whatever kit. And it talks about, well, here are my talking points and here’s what you did, the dah dah dah. Then you go to your social media and none of that is represented there. And she’s like, social media is your resume. It’s not about what you’ve done. It’s, you know, what are you doing? And is it current tense and two, how many people are you doing it for? And I thought that was a really good aha reminder. Cause I know so many people who are like putting together pitch decks and writing these long emails and got this kit. And it’s like, really well, they need to do is go to your social. RV: (06:45) I kind of do that. Yeah. AJV: (06:46) So is that representative of who you are, what you talk about, what your brand is about. And I would say for a lot of people, it’s probably not including myself, RV: (06:56) But you’re also clarifying, you’re not trying to sell a TV show and you’re not trying to get booked on media. So that’s okay. AJV: (07:02) No, but maybe my brand shouldn’t be more with my passion and interests, which are children. So that, you know, again, this is all those things I’m like, do you align with actually what you’re passionate about putting out there into the world? Are you putting anything out there? All those things I thought were really an aha moment. She shed something really quick. But if you take a moment to let that sink in, it’s like, Oh, let’s take a look at that. Let’s realign some things and make sure that they all match. RV: (07:32) Yeah, love that. So my third one was a simple, a simple thing. She actually didn’t say this, but it reminded me of something that I have held as a philosophy in my life for a long time that I need to be reminded of, which is that everybody is a somebody somewhere. Hmm. Everybody is a somebody somewhere. And I must’ve had that first. That thought when I was probably, or my early twenties, was that everyone that you sit next to on a plane, there are somebody somewhere. They can get you the hookup somewhere, right. Even if it’s just a place to stay at their house, when you traveled to their city or they work at some type of job where they hire speakers or they know someone who’s a podcast host or they’re friends with a big social media influencer, or they are a TV producer or they’re the assistant to a producer or, you know, they can get you free passes to the waterpark. RV: (08:28) Like every single person you meet, everybody is a somebody somewhere. And to Christine’s point, you know, because she’s not a personality, like she’s not trying to get on shows. She’s not her feed is her career kids. And if you just looked at social media, you might not realize that, Hey, by the way, this woman has booked dozens of people for Oprah. So she might someone you want to know, you want to be nice too. And the truth is everybody has connections and, and, and things that you could benefit from. So if you’re a jerk and can’t be nice to people for the sake of being nice, just remember everybody is a somebody somewhere. So that’s a reason to be nice to everybody also. AJV: (09:15) Yeah. I think that also is indicative too, of people’s like relying too much on their social feeds because you forget to realize like, these people probably do have professional lives and they have this and they have that. And without doing the necessary research, which I, I find that people don’t do today, there’s so much, they’re not sharing it’s, you’re not really sure how to connect with a great example of that. But I think all of those things really do. I think tee up something that she didn’t say so clearly here, but it’s do your research. Mike, you want to get on a certain show. What types of people do they interview? What types of content is really popular? Who is the audience? Who is that do the necessary research instead of copying and pasting the same email. And you’re saying, you know, attachment and send, all right, you’ve got to do the necessary research to see where you fit and how do you fit. And who’s the right person and what have they done. And that all takes time, time and effort. RV: (10:12) Well, and your, your, your third takeaway was started related to that general. Oh, okay. Well allow me to interrupt your transition. AJV: (10:20) So my third takeaway is it’s making it not about you, but what are you doing for the audience, right? It’s not just, Hey, I’ve got this great insight or this great perspective, or I’ve got this great plan or whatever you have. It’s what are you doing for the audience with that? So how are you making this relevant to the people who are listening or watching that they can then take it and apply it to their life, to their business, to their home and do something with it. So what are you doing for the audience? And one of the things that I think is really important for our audience is your audience in this respect are the people who are booking people that is your audience. So what are you doing for them? What did they want? And are you doing it for that audience? In addition to the actual audience that you would be doing an interview for, or podcast for, or TV show for a it’s two fold, and you’ve got kind of a primary audience, which is a person getting you on the show and then the secondary audience, which is the people who would be watching it. And that goes for podcast and all. So that was my last one. RV: (11:28) Yeah. So there you go. I mean, quick takeaways, powerful interview. If you’ve ever thought about pitching your own TV show, or getting just booked on a talk show or being a talk show, host an absolute must listen to Kristin Giese. As always, thanks for being here, we’re breaking it down. We’re trying to make it practical. We want to help you build and monetize your personal brand so that you can make more impact, make more income and just make a big difference in the world. We’ll catch you next time. Bye. Bye.