Growing up with very little money. I’ve spent a decent part of my professional career studying money and learning about money. And one of the principles that I’ve heard consistently from different places about how do you make money and who makes a lot of money, is this principle. There’s, there’s a principle about making money that says money loves speed. Money loves speed, money follows speed. And, and I have really found that to be true, right? I mean, people are paying, they’re willing to pay for results faster. That’s what people are, are, are willing to pay for. And you know, this interview with Jay Baer blew my mind as it always does. And I, you know, Jay’s one of my best buddies and mentor and a friend, and like we’ve, we’ve helped him through the years. He’s helped us a ton. And every time this guy writes a book, it’s a paradigm shifting book.
It’s one of the things I love about Jay Baer books. And, and you know, he’s written on some different subjects over the years, but it’s like every time it’s like a new big idea every single time. And this I think is brilliant, right? His whole premise is speed as a competitive advantage. Speed as a competitive advantage going, I am not, what if you focus just on being faster? And I think that this is one of the most powerful questions that you can ask for, to make more money and to get more referrals and to break through Sheehan’s Wall and become more well known. It’s to say, how can I help my customers succeed faster? How can I help my customers succeed faster? That is like the whole mission of Brand Builders group that we’re on right now, right? Like when we first started the company, it was sort of like survival mode, getting it off the ground.
Then it was sort of like, you know, scaling up our, our operations and infrastructure. Then it was streamlining and, and really clarifying and, and distilling down what it is that we do. And, and you know, we had a one year that was basically like creating all the curriculum. And now we’re, we’re entering this era where all we’re doing everything that we’re focused on is how do we help our clients succeed faster? And I didn’t really think of that as a competitive advantage ’cause we don’t really compete with people. Like, we don’t make strategic decisions based on like, what other people in the market are doing, but just as an advantage, right? Or just, just, just as a, you know, as a, as a differentiator, right? Speed as a differentiator, or speed as a reason for people to choose you. And that the, the, the stat that blew my mind was when Jay said, two
Thirds of people say that speed is as important as price, right? So this is from Jay’s book, the Time to Win, which is obviously what we were talking about. Get it, it’s a great little book. I mean, it’s super quick read. And two thirds of people say that speed is as important as price. Like we live in this era. You know, this is where, what he said, where people interpret speed as caring and responsiveness as respect. That’s so good. And that that is so true. Like that aj you know, there’s the, there’s the five love languages, whatever it is, like gifts of the heart and acts of service and all that. AJ’s love language is responsiveness.
What’s the delay? When’s it gonna be finished? What, you know, what’s the deadline? What do you need? Who’s the bottleneck? Da dah, dah, dah, dah. Like, what’s the, what’s the plan? And when she sends a message, it’s like she wants an answer immediately. And, you know, for, for A-C-E-O-I think she’s, she’s insanely responsive. Like most CEOs are not all that responsive. You know, they’re pulled in all these directions, but she just values it so much. And she interprets responsiveness as respect. If you’re, if you don’t respond to her quickly, it’s a sign of disrespect. And I, I’m, I’m starting to see this, right? This whole conversation with Jay opened up my eyes because I go, this is me. I care more about, as a consumer, I care more about speed than price. I go, yeah, I’m, I’m willing to pay more, to move faster.
And, and that’s part of what, you know, the era we’re in at Brand Builders Group is like, we’ve always, you know, we’ve been a, we are a strategy firm. Like at our core, we’re a strategy firm. We’re not an agency. But we, we are creating more tools and templates to help clients succeed faster and to always create better strategies, more customized strategies to help them access what they need so that they can get results faster and faster and faster to get things deployed. And here’s a, here’s another line that I love from Jay. When he said this, he said, it’s okay to be a little bit wrong if you’re a lot, a bit fast, it’s okay to be a little bit wrong if you’re a lot, a bit fast. And, and many times, you know, you think of like search engine optimization, like demand driven marketing.
When people are searching a term, it’s like they want something, they want it. Now, a huge part of whether or not you make that sale is like, who can get to that person first? Who can return their phone call first? And so I just, I thought this was really, really cool. One of the tactical things that I just wanted to come back and underscore and highlight to the, you know, for everybody is, is the idea of a fast pass, right? The idea of a fast pass is that people will pay to be able to skip the line to people will pay, people will pay, people will always pay to be able to go to the front of the queue, right? I mean, this is like the VIP line. This is any anything VIP or, or you know, Disney has the, the fast pass or all the amusement parks, right?
If, if you go to Universal Studios or whatever. And that’s one of the things that we have started offering, right? Is, is we have created opportunities for people to coach with me directly. And it’s, it’s a higher investment because I can help people get to results faster. Just ’cause I got the most experience doing this personally and the most experienced coaching other people to do it, right? So historically, I’ve, I’ve never been available like formally to do private coaching with our clients, right? I, I mean, I, and, and I coach everybody. I’m at, I’m at our events and I do two group coaching calls a month. So like, we have different tiers in our membership, right? And so there’s, depending on what tier you’re in you know, you get to come to our live events. Well, we do, I think we’re doing 32 live events next year.
And so four of ’em that are two days, I’m, I’m at and AJ’s at personally, those are, so in-person event not all of our events are in person. And then twice a month for all of our members, I lead group coaching where people can ask me questions and, you know, we do like rapid fire, but doing private one-on-one coaching is, is not something that historically that we have offered until recently. We, we have created something called Brand mastery, which is when people can work with me directly in a, in a very small group, right? It’s still a small, a small group, but they can work with me directly as their strategist. And there’s a higher level of investment. And that’s ’cause we go really fast, right? And we have an, we have an annual pass of that where people are able to spend up to 10 days with me a year and we can crank.
I mean, if I get 10 days in a room with someone, I can, we typically, like we can transform their personal brand quickly. So that’s an example of a fast pass. We’re also working on a for years we’ve been developing something that we’re just, just now rolling out called Instant Automation Toolkit. Instant Automation Toolkit is something that’s only available for brand builders members, right? So you have to be one of our strategy clients. ’cause You have to have the education, you have to understand how it all works together. You have to know what a brand positioning statement and, and the 15 Ps and the content diamond and webinar funnels. And like you, you know how all of these, the, the, the modular content method, like how it all fits together. But then we, we took all of our six core campaigns for our, our web, our, our high converting webinar funnels, selling high dollar offers, booking keynotes, doing book launches, building websites, the six most important core campaigns.
And we templatized all of them. And now we make it available to members. They can either buy ’em and own ’em out outright, or they can just rent them for like a much lower fee so that we can get them live quickly. That’s why instant automation toolkit is everything about going, okay, now you’ve learned the strategy. The next era of Brand Builders group is going, how can we help you execute faster and, and cheaper? Because if you have to go source and hire all these people, whether they’re employees or vendors, it’s slow, it’s painstaking, it’s expensive, and you’re likely to make mistakes that cost you money because you don’t really know how to coach them. Well, instant automation toolkit is going, what if we just give you ours? And so we’ve been developing this for years and it’s, it’s amazing. We’re, we’re just about to roll it out.
We just, we’ve already rolled out our copywriting templates. So half of it is copywriting templates. The other half is the actual technology where we build the, we build the funnels and build the websites for you using our, using our actual one. So we take our exact funnels and then we swap out our stuff, put your stuff in there. So the copywriting templates have been available and it’s like we’ve got people cranking out entire pipelines in a few hours or a few days. Like it’s, it’s amazing. And going, yeah, people will pay for that because there’s, there’s value to that. ’cause, ’cause Money loves speed. You know, the other thing is, is when you think about money in relation to time, time multiplies money, right? Compounding interest. If I, if I take money and I invest it today, you know, it, it money invested over time is it grows and grows and grows.
So the earlier I can, the earlier I can have access to money, the earlier I have access to cashflow, the longer amount of time I get to benefit from interest, right? From compounding interest. So it, there’s value to having money today versus having money in the future. This is another thing that we do. We, we started in Brand Builders group about a year and a half ago we rolled out a pay in full feature. And so what happens is, you know, we have our, our programs are annual memberships, and we’ve got, you know, now, now counting brand mastery, we’ve got three different levels of, of membership. Well, there’s a, there’s a discount for paying in full where we give, we give people two months free if they pay in full today, because even though it costs us money, right? We lose money on that.
And we still have all the costs of delivering those last two months of service. But there’s value to having all the cash in hand now because we can deploy, we can reinvest that cash into growing the business versus having to wait for it and not seeing it for 10 months. There’s also value in the certainty of collecting it, right? And so we, we share in that with our customers to go, Hey, if you’re willing to, if you’re willing to commit for 12 months and pay us now and go, we’re in this together, we’ll give you a discount. And so that’s the first time we’ve, we, we don’t, other than that we don’t discount, we never discount, we don’t change our prices. You know, people can buy a lower thing and get a lesser price, but we don’t sell the same thing to two people for lesser prices.
We, we just, we don’t discount. So, but, but we have offered this fast pass and it’s been massive. C clients love it. They also get to accelerate the deduction on their taxes, right? So like right now, as an example or, or when you get to the end of the year or the end of a fiscal year, you know, they, they can pay us for a year in full and they can accelerate that deduction on like this year’s taxes. So we see a lot of that happen at the, at the end of the people’s calendar year, the end of their fiscal year. So think about how can you incorporate a fast pass concept into your business model? Because this really, I think this really, really is true. My third big idea or takeaway from Jay in this interview was when he said, give your customers a clue of what to expect as it relates to time, absence of any guidance.
They’ll expect it instantly. And I thought, wow, that, that, that really is powerful. And so make a time promise the way he said it was, make a time, pro promise, but make one that you can overdeliver on. And I think that’s really key, right? It’s, it’s, it’s not, you know, if you don’t tell me when I’m gonna get it, my brain defaults to, oh, I want it tomorrow, right? Even if it’s like building a website, right? You go, okay, well I’m hiring you to build me a website. Like why can’t I have it tomorrow? Like, why can’t I have it next week? Like, what’s the big deal? Right? Part of the reason, and and I think that’s a natural default that people have because part of the reason why they’re hiring someone else is they don’t have the wherewithal to do it themselves. So they often aren’t knowledgeable about all of the details and the steps and the processes and the things that go into doing something, and that’s why they’re hiring someone in the first place.
So we tend to, we tend to underestimate how long it takes other people to do things. We tend to underestimate how long it takes other people to do things. And that’s because we don’t know how to do them. And so we’re not aware of all of the steps, and absent that, absent that awareness, we don’t have the ability to calculate the time or really appreciate even sometimes everything that they’re doing. So what happens is, if someone communicates though and they say, oh, no problem, we’ll have your, we’ll have your website done in two months. Well, I don’t love that, but it’s better than them not saying anything. And like, after the end of month one, I’m going, well, I was thinking this would take a week. Like, why is it taking four weeks? Like, what, what’s the deal here? And now I’m annoyed. Versus if you say, oh, it’s gonna take three months and you actually deliver it in eight to 10 weeks.
Now I’m ecstatic. ’cause I go, oh, you know, while I would love for it to be done tomorrow, you set the expectation for me that it wasn’t gonna be done for three months. And then you, and then you over-delivered and you beat that. So now I’m ecstatic. So this is a really important conceptual point to understand that it’s not really how long something takes that annoys people or makes them happy, it’s how long it takes in proportion to their expectation of how long they thought it would take, right? So if it takes six months, that’s neither long or short. It’s only relative. So this is very similar to how we teach we teach our members when they’re selling high dollar offers, there’s no such thing, there’s no such thing as expensive or inexpensive. There’s only such a thing as relative, right? So if somebody’s gonna pay me a hundred thousand dollars to spend two days with me, you go, well, that feels expensive.
And it’s not nothing. But I go, well, yeah, but if I can help someone land a half a million dollar book advance, if I can help someone become a New York Times bestseller, if I can help them get speaking engagements where they’re gonna, they’re gonna do, you know, half a million to a million dollars a year in speaking fees for the rest of their career. If I can help them save a hundred thousand dollars on their taxes every year for the rest of their life, if I can teach them, you know, how to build a sales team that will grow millions of dollars. Like, it’s, it’s not, it’s not much relative to that. So, so it’s always relative, right? Well, this is the same thing. Time is never really long or short. It’s always relative. And, and in this case, it’s the, for your customers, it’s relative to their expectation of how long it was gonna take, right?
So give them a time promise and, and make it one that you can overdeliver on. Because if you tell me it’s gonna take four months and it takes six months, now I’m upset. But if you tell me it’s gonna take eight months or 10 months or a year, and you’re done in six months, man, now, now I’m ecstatic. It still took six months, it took the same amount of time, right? Like, it, it, it takes whatever time it takes to do something. So of course, hopefully you can operate more efficiently. But, but I think what you wanna do is you wanna, what people don’t allow for the, and part of the reason why we underestimate how long everything takes is because what people never allow for, they never account for is they never account for unplanned expenses of time or money. They ne they never account for emergencies.
They never account for extraordinary items, unforeseen thing, unforeseen delays. I, I remember early in my career as an entrepreneur, I had a, a financial mentor, you know, and I, and and I, we were looking at financial statements and I was saying, well, gosh, you know, I feel like we’re being punished because there’s this one unusual item that, you know, we didn’t have in the budget. And I go, well, how is that our fault? Like, none of us saw it coming. It’s not like it was poor management of the company. And and his response to me was, he says, well, you have to create a budget that always has margin in it for things like that. Because while it’s unexpected, you can always expect the unexpected. You can always plan for the unplanned. You can always assume that something is gonna happen that you weren’t assuming was gonna happen.
And that is a radical mind shift as it relates to your personal finances, right? And not spending every dollar you have, but saving to go, I can’t spend every dollar because what happens when my, I get a flat tire or when the, you know, the water heater breaks or, or, you know, I have to take a sudden flight somewhere that I wasn’t planning on. You know, like you have to be able to, to do that. You wanna, you wanna have margin, margin, you wanna have margin in your planning margin, in your budgeting, budgeting of money and budgeting of time. And so understanding all of this and, and realizing that time is, I mean, in this case, according to Jay’s research, right, this is empirically validated. Now, two thirds of people say that speed is as important as price. And I’m in that two thirds, right?
I go, man, if one person you know is gonna charge me 10% more, but they can get it to me, you know, 30% faster, I’m in every time, every time. So minding people’s time, treating it as sacred you know, making a time promise overdelivering on it, giving them an opportunity for a fast pass to pay extra to, to, to move things faster. And, and just realizing that, that people interpret this is right from Jay speed as caring and responsiveness, as respect. That is from a man, Jay Bearer, his new book the Time to Win. Go by the book, y’all. It’s not even a full-size book. It’s a little tiny book. Like you could, you can read it in an hour. And it is life changing, paradigm altering, you know this idea of using speed as a competitive advantage. So thanks for tuning in.
Hopefully listening to this podcast is helping you accelerate on your journey. And I hope we get a chance to move you at some point from being you know, a, a free consumer of our content to working with us and watching how we can accelerate your dream, coming true faster and faster, faster, to help you drive more leads to your business, launch a new revenue stream, you know, write books, be a speaker, grow your audience, grow your impact. Whatever your dream is for building your personal brand, hopefully we get a chance to partner with you to make that dream come true faster. That’s a big part of our wish. Until next time, we will you know, we’ll, we’ll, we’ll sign off for now. Have a great one. We’ll catch you here. Next episode, influential Personal Brand podcast. Share this with someone who needs it. See you then.
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.