How To Start A SIDE HUSTLE & Make Money From It TODAY! | Rory Vaden & Lewis Howes

you want to really impact lives impact lives there's no barrier it's easier than it has ever been in history to impact lives and you can do it with text you can record and make it a podcast you can do video you're one button away get get busy i think you gotta have a dream the school of greatness really yeah please welcome us we're talking about how to monetize your side hustle how to turn a side hustle into something much greater than a side hustle hopefully and there are a lot of people listening or watching who have the dream or the goal to turn a skill set into something that could be financial success even if it's a few hundred dollars a month and eventually thousands of dollars a month or potentially millions from building their personal brand around their side hustle as well yeah so once you figure out what your side hustle is yeah and you say well i don't have that big of a following i don't have anyone following me on instagram or social media i don't have a lot of money to buy traffic yeah paid media how do i get leads and sales without being this begging sleazy salesy person oh man needy please buy from me how do we start the process of monetizing our side hustle dude this is such a good a good that's such a good question because that's the thing right it's like we want to make money we want to help people we don't want to be the desperate sales person please buy my thing out of pity yeah we don't want to be the the needy guy and and um you know this is something i've spent my whole life doing i went door to door so i worked in retail sales when i was like from my time was like 16 years old and then i spent five years going door to door 14 hours a day six days a week um interrupting people 14 hours a day door-to-door 14 hours a day door-to-door you know interrupting people and like you know pretty intrusive um as i sometimes say that being a door-to-door sales person is like being the human version of email spam right you know like telemarketer yeah our telemarketer yeah it's like telemarketers are you know then us we we love telemarketers when they're eating dinner and then you know we built a sales coaching company to eight figures teaching sales people how to sell how do you generate leads and then brand builders we do more like marketing and digital lead generation but whether you're like a fortune 100 company a personal brand a professional service or just a person with a dream for a side hustle this is the question how do you make that first sale like how do you get money where do you where do you find the people before you answer that okay what was the greatest lesson you learned going door to door for five years about yourself and about selling in general um you know there there was this this thing that we we used to say all the time that the the answers behind the next door never stop there's always another door yeah just keep you'll find the answer in the next place yeah it was always like but that that that part of it i think actually is good because this is this is true about sale i mean a part of the good news for both marketing and sales um is that they are both a numbers game they are a numbers game it it's not like it won't work right like you have the fear like is anyone gonna buy this no somebody will buy no matter how bad you are or how crappy your thing is if you talk to enough people which is not what the goal is uh but that that that people will yeah they really will buy if you keep going the truth about most sales is it's people think of it as like combat like you know i either have to put the mic the magic marketing words on the page or i need to say like the the voodoo mind trick to like convince you to buy something and then it's kind of like this battle and it's more like an easter egg hunt where it's like there is some number of eggs out there in the field that have candy in them and no matter if you did anything or not to deserve candy being in there they're just there you just have to go find them and there's a lot of empty eggs along the way there's a there's a lot that you're going to open and it's empty and and so that's that is one part of it but the biggest problem the the biggest problem that people have in selling is that they're self-centered the reason we don't sell more is because we're focused on how do i make money you know how do i convince people and it's it's it's we approach it wrong and i would say that sales has been taught wrong done wrong promoted wrong i mean you know we're big fans of cleaning this up and changing the way that people think i think we're also self-centered in the fact that we're afraid of people saying no and how to make us feel about ourselves when they say no absolutely yeah when i say self-centered part of that is kind of like the you know i don't necessarily mean selfish like i'm gonna take in and for me instead of you although there's a part of that where it's like you know the sale is convincing people to buy something they don't want right that's not that's not what we're into right um but it's it's also fear is self-centered fear is extremely self-centered you only feel fear when you're thinking about yourself you know we say there is no fear when the mission to serve is clear when you're focused on helping someone else you're not worried about it right i mean it's like if if there's a car accident someone's on the side of the road you run up to them you're not thinking about how does your hair look and you know your clothes or your you know is your outfit cute you're going to help somebody um we're always at our best when we're serving others yes and one of the magic one of the magical powers of service is that being focused on service releases our insecurities it's so true this is something i learned speaking on stages i i said there's by different levels to my speaking life there's the 13 years ago being terrified to speak in front of three people without stuttering and sweating and being nervous and me saying okay i need to go learn how to get some reps speaking in front of people so i'm not nervous yeah so i joined toastmasters which you famously got second in the world for i love you famously bring that up every time we talk about second place in the world second play at the world second place the world championship of public speaking true story no big deal uh and i did that for a year and i gained confidence through the actions of repetition of showing up preparing of reviewing my my speaking film and just improving through reps over time yeah and i remember for about seven eight years i was getting now paid to speak for my credibility for my expertise through linkedin and everything else and i would still get nervous for a week before a big speech then i got better over time and it was like okay it's only two days before i'm nervous then it was a day before and i remember it stayed a day before but it wasn't nerves of excitement it was nerves of insecurity it's like i'm afraid of what people are gonna think about me and i remember asking a coach of mine that i had hired for a while was a good friend of mine and i said i'm about to go on stage in an hour i don't know why i'm still so nervous like i've been doing this for 10 years shouldn't i be over this by now and he said because you're focused on the way you look not on serving other people in the audience yeah and the moment exactly what you said the moment you start focusing on service knowing that you will probably forget something you might make a mistake and not worrying about those things know that something might happen that's not perfect but when your heart's on service it's hard to be nervous as you say ah isn't that one of something you said uh-huh yeah years years ago on our very first interview together but i um yeah that's it and so so you know somebody watching right now it could be like okay well like how to make the money you know like how do i get the lead yeah but this is how you get the lead is you serve first so in a in a in a digital world you provide value for value value value value value give out in it's it's the three e's right you you're putting out content that is either educational encouraging or entertaining and typically some mix of all three educational encouraging or entertaining and your the the digital marketing strategy that we we employ at brand builders group for rory vaden personal brand and for all of the clients that we work with that we teach these personal brands is teach everything you know for free one bite at a time but in all random order right so it's not packaged in the right order as you would have in a book or a course or a workshop or an event right you know we've said this before people don't pay for information they pay for organization and application yes and and we have a thing called the services spectrum which basically says you know information is down here it's free organization is here in the middle you can charge a little bit like in a course or a book or you know like a membership site but applications up here at the top which is like a coaching program or consulting you know like done for your services application information is social media podcasting blogs youtube videos youtube people don't pay for information um but you're just giving them bite-sized chunks of information you're teaching everything you know but not all at once in in the right sequential order people pay for the right order that's that's organization i mean yeah we tell one of the reasons people hire us at brand builders group is because is because we have a a very set curriculum the brand builder journey and we say look one of the biggest problems with personal brands is that people do the right thing but in the wrong order they they're like launching facebook ads the first month and it's like that's step 76 you're like yeah don't have that on a funnel yet so they're launching it to nothing yeah you're driving it back to nothing you're spending all this time on social media driving back to nothing so the first thing is find your uniqueness figure out what you're good at then extrapolate that into a product you know create your service your product offer you may already have that and then after that it's like okay how do i drive traffic if we're and there's two worlds here when i think of marketing and sales i think of the online world and the offline world and we've done both which is rare most of the people have done one or the other um you know and it's like we i've done the door-to-door thing um i worked for a startup i.t company doing inside corporate b2b phone sales then when we started our former company we did um phone sales like b2b for like small businesses and we did free presentations and we sold but the fastest mechanism to generating a lead is to do a free presentation demonstrating your value your expertise it's giving people a sample and then offering them the next step yes here's what it is it is the food court when you go to the food court some orange chicken and the orange chicken on a stick man tastes good i want the whole thing now it's a sample and if you want more i'm right here see's candy gets me every time give you a free piece of candy just going to the store and you're like oh i want the whole box yeah i mean it's and it's a free presentation you could do this through many different mechanisms it used to be free workshops in person speaking and by the way like when i say this is this is what everybody does like this is what jim rohn did and tony robbins and brian tracy and tom hopkins and like everybody in the personal development industry they used to go do which is how we built our formula this is what people in real estate industries do they do they teach at a free seminar free seminar a 90-minute live free training financial advisors do this yes come to your my free dinner presentation on 10 keys to retirement why because it works like you're giving value and you're leveraging the law of reciprocity right as um as i give to you before instead of ask you don't the way you make sales is by giving so much that at some point they like ask you to buy versus showing up and asking all the time in fact we use a rule called we call it the rule of ten and this is a pricing this is more of like a pricing thing but you know people get really weird around price and asking for the money and you know when it comes to collecting a credit card and or or if you're on like a webinar or or a facebook live or if you're it doesn't matter if it's facebook live it's a webinar it's a video funnel or it's standing on stage or talking to one person you got to be convicted in the value you're bringing and the way you do that is by over delivering the number one way to drive your own conviction is over delivering and everyone teaches sales as like you know the voodoo mind tricks on the person you're talking to the real game is the mind is winning the the battle in your own mind and being convinced that what you have is valuable and the rule of ten helps you do that so basically when people are putting together their first offer they tend to like swing for the fences and go i'm gonna charge for two thousand a two thousand dollar video course or something and they say well i saw a video and you know my coach told me charge what you're worth that's terrible advice don't charge what you're worth what should we charge when you're starting out don't charge what you worth charge what you can get charge what you're convicted on charge what you can massively over deliver upon yeah yeah if i'm charging what i'm worth there's going to be a bit of reluctance when i deliver the price they're going to feel it and it's going to massively reduce the percentage conversion yeah someone once told me charge what um 10x the value yeah that's the rule of 10. right it's like if it's uh charge one tenth of what it's worth exactly if it's a thousand if it's ten thousand dollars worth of value then charge a thousand right that's right and if it's a thousand dollars worth of value you charge up 100. it's 100 charge 10. so you always you always have you know if it were a bank account you always have this like credit this balance with people and and you go and it starts for free it starts on social media which is amazing like the the power that social media gives us it's not that you have to reach millions of people it gives us a mechanism to push a button and deliver value yes because it's like people go is it it's like a chicken of the egg how do i build an audience you know i want to provide value but i don't have an audience no you provide value first if if nobody is watching you record and you teach value you deliver it and people will engage with that um now we have a process uh which i'm happy to talk about of converting comments into customers um so you know i don't know if you want to take this more like online or if you want to do like more offline online is cool okay so let's talk about that so you know it starts it starts with the mind okay self-centeredness is the problem service centeredness is the solution yes um you never feel fear when the mission to serve is clear you get your mind right then you go okay i'm gonna go out and provide value so you start put pumping out value um we have a thing called the content diamond which i know i've talked about on other episodes we can touch on that but anyways you're putting out value and now what happens is people like and comment and what most of us do is we go six views right and it's just like i mean and we get self-centered again and we go i only have six views j shetty gets like 6 billion and i'm like and it just makes me feel awful because i'm thinking about myself and you know there's like a comment and then and you're like you're like i don't have a i don't and then and then what we do are like i don't have time to deal with these comments you know someone sends you a dm and you're like i don't have time to deal with these dms and you're missing it comments and dms are where the sale happened on social media right like the dollars are in the dms the dollars are in the dms because when somebody leaves a comment they're saying hey i'm interested i'm interested i want to know more i like you whether they're not saying i want to know more or not they're they want to connect they want to connect they're coming to your door they're knocking on your door you got to open it bingo yeah that's a great way of thinking it you're not going to their door they've come to you they have come to yours and it's like if you're too busy to interact with those people don't be on social period right i mean unless you're just doing the thing where you're going to do it for years and years and years and one day you'll have you'll have more audience but even it's like you if you want to really impact lives impact lives like that's what pisses me off is people like i want to impact lives and it's like great okay let's put you know put a video out there i don't have any followers well i don't care like i'm not getting paid to do it focus on one at a time one person you said you want to impact lives impact lives there's no barrier to impacting lives there's no barrier it's easier than it has ever been in history to impact lives you can you can you can do it with text you can record and make it a podcast you could do video but you are a button from impacting i want to change the world great you're one button away get get busy right the truth is we want to have millions of followers we want to feel important we want other people to respect us and you go let all that crap go just focus on what you originally said impact lives and then uh so anyways so we use a little formula here when someone comments um usually we will try to move the conversation from comments into dms if it's a sales conversation if it's just chatter we'll do it in comments but when you go i want to convert comments into customers you do that in the dms so you move them over to your dm send me a dm or you message them you message them and then you comment you say hey i just you know thanks for this i just sent you a dm now you might comment back on their comment related to what their comment was and then you say by the way i sent you a you know check your dm they sent you a message okay and then here's uh we call this the the four f's super super simple yep okay so here's the four f's the first step is how did you find me and that's it i just say oh louis yeah man thanks for leaving a comment how'd you find me and they're going to say something right they're going to say whatever i saw your i don't know i stumbled across that organically or a hashtag i was following or or whatever right and it's like cool right then the second half the school of greatness yeah school i mean yeah a lot of people find you if you get on the school greatness that's for sure um and i'll say what was your favorite part right so like what was your favorite part of that video so wherever they found you i read your book i saw this video i i read your blog i saw you in an interview i saw you speak somewhere i saw your ad i mean if it's an ad that's it's probably not the favorite part thing doesn't work but usually well we said you're not running ads yet because you're just starting out yeah so you just what was your what was your favorite part um you know or was your favorite thing you've seen me teach or what's your favorite thing to talk about or or even if you don't have that you could say what's your what's your favorite thing to learn about which leads to the third f which is tell me about your future tell me about your future so in other words what are your goals what are you working on like before you try to sell somebody something figure out what they care about yes spend time learning about them ask them and and this is what's so cool and if there's if there's one defining point about our sales philosophy and i would say specifically aj so my wife she's our ceo at brand builders group her and i were business partners in our former venture and she is the greatest sales person that i've ever seen and and i mean she outperformed three to one record-breaking sales people and hundred-year companies um and her and i have a departing philoso a defining philosophy about sales that has caused us to separate from other people and constructs because we believe that you should always win the relationship even if you lose the sale hmm that's good you should always win the relationship even if you lose the sale and if if you focus on making sales you're going to feel pressure if you focus on building relationships man it's going to be great here's the other thing if you focus on making sales there's wins and losses if you focus on building relationships there's only wins yeah the interesting point that the longer you've been adding value whether it be online or offline or whatever just in the world without needing to win the sale the longer you'll have the ability to have someone buy that something from you later in your life yeah i've had multiple yeah i've had multiple people on webinars when i'll say you know how long have you known me for i'll just ask people how long have you known me for when did your first find out about me and people will say i've watched your webinars back in 2009 10 11 12. whatever it is awesome and you'll always get a comment if sam is saying i've never bought anything until now like i've always just been a fan i've always gotten a great value i've always learned and applied it but i've never bought anything until now until it was the right time for me it was the right season until i was ready for this or until something you said clicked with me and i finally was like okay yeah now i'll buy but if i was just like leave my life if you're not going to buy something now as opposed to saying here i'm here to add value i want you to succeed whether you buy or not but we can support you in this process from our application from our service whatever it might be from our program we can support you if you're ready for it and if not then hey we've got other great free content here for you as well i think when you have that mindset you win long term you you you win i mean you're you're such a great example of that and and you have to be that and people don't they it's just a win-lose it's a it's a combative you know most people do combative sailing selling and it should be collaborative it should be you're discovering them and this question tell me about your future what what like your future goals your future plans your future dreams what's so cool about that question is almost nobody ever asks you that question very few even when you meet a stranger we always ask them where are you from what are you doing in your past what do you do we ask them about their past and their present almost nobody ever asks us what's your hopes for your future yeah what are you working on what's your dream yeah that's so inspiring exciting uplifting and by the way it's a great way to create a context for a sale to happen absolutely because if they say something gosh i really want a blank if if their answer to that question is something that you have done or you have a service for or you know something about right like when somebody tells me i want to be a speaker i want to be an author i want you know i'm like oh my gosh can i change your life i mean i spent my life learning exactly a road map that you can follow like a step by step for that dream to come true and one of the things to add to that is if you can't sell them something if they can't buy something from you or become a customer of yours through your products and services you want to i always try to ask people this question like what's your what's your goal what's your dream for this next 12 months or the next year or whatever and if i can't help them in any way through my business i always want to become the champion of an introduction to them who could help them amen whether and that could be an affiliate partner or not it could be well i don't do this but rory's team does this extremely well let me connect you and he can accelerate this goal for you but i've had that champion introduction mindset of like let me just introduce to the person who i know can help you and that always pays dividends in the future as well you may not get the sale you may not sell them something but you help them accomplish their goal and they'll always be grateful and they trust you and yeah and you know more and more this is interesting even if you don't have a product to sell you can earn referral fees absolutely i mean any of us can go to amazon and sign up for a link to like have affiliate links for everything and lots of people have our whole business runs on referrals we actually pay our clients to if they introduce us to somebody and they sign up we pay them right um and that's that's becoming really really common that's actually a great tool referral partner marketing if it's not slimy like you don't want it to be slimy again another thing that's kind of similar in this vein is never compromise long-term reputation for short-term revenue don't compromise long-term reputation for short-term revenue yes just because i can increase my conversion rates by adding a widget that makes it look like there's a million people commenting even though there's not actually anybody there you know i'm not saying that's right or wrong i'm saying you should think about that you should make a decision consciously to go play the long game yes just play the long game like you're saying even if you don't i mean we refer people to stuff that we don't have referral partner for all the time right how can i help and and and this is you know this is the problem is is is people go how can i make money don't ask how can i make money ask how can i help yes i'm telling you if you if you ask how can i help you'll make a lot more money if you ask how can i make money you may end up doing some things that are compromised it's not that money's bad i mean we love money like money is good we're fans of money we want lots of money we're good at making money we're good at making other people lots of money we enjoy money but money is not the goal the mission is the goal service is the goal helping the person is the goal and you make money as a byproduct of of that it's solving a problem in the world yes and and that's the the third after about your future goals okay great yes and then fourth fourth half is where the the the close happens the conversion the sale um is a free call to action so free free call to action which is like what's your what's your your your your next free step the next free step is request a call yeah the next free step is check out this this full-length training i did the next free strap is step is subscribe to my blog what is the the next free step we always want to give them a free step a free download a free training a free call and uh and then eventually you'll after that you make an offer but whatever that free step is typically it's going to be a free call or it's going to be a free training so you know a webinar a training a webinar yeah or just an online yeah demo like we do a lot of evergreen type stuff where it's just like there's just this video out here check it out it's a hidden video here's a link to it and they watch an hour ish it could be more could be less but let's call it an hour and what do we do on that hour we drop massive value bombs on them we're delivering value we're teaching teach as much as you can for free in the time you have and then they're going to want to take the next step if you do a good job right now the timing matters too some people say no because of timing we actually had an event recently there was a woman that was there we actually this this came up as a topic of conversation and we asked him we said okay who's been following me for a really long time and this is the first time you bought and it was like a woman it was five and a half years and then we asked okay who is here in this event that just found out about brand builders group like recently and there was a woman that was like i heard you five days ago on a podcast requested a call i'm here and now i'm here wow and it was such a great testimony of that when we don't make sales again a lot of times we are self-centered we process it as i did something wrong a huge part of whether or not they buy is the timing for them it's not about you screwing up like your job is give value teach and then make an offer which we can talk about the mechanics of this all the way down to collecting the credit card like i'm i'm i'm very comfortable talking about the nitty-gritty of the sale and you you should be able to do that without pressure we call it pressure-free persuasion the pressure-free persuasion method is but but just look how you're setting this up if you're delivering value you're teaching you're helping you're solving problems there's so much less pressure when the time comes to ask for money because it's like i'm just here to help i'm here to serve and i've got this this great balance built up with this person of trust because they're like wow you're awesome like you know i've watched a thousand episodes of the school greatness podcast and never had to buy anything right and what if someone's not selling something that requires a call or a demo what if it's a physical product or a a lower price point of a course where maybe they wouldn't do a call yeah okay so great so these are where you get in the different mechanics of sellies selling which is like there's a one-on-one sales conversation we spend a lot of time with that then there is one-to-many sales presentations selling on a webinar or in a video funnel or on a live stage we've done a lot of that and then there is a zero to one selling which is you're not even there and they're on a sales page so usually if it's if you're trying to sell a widget and it's fairly low priced usually um you're not doing a one-on-one call you're doing a one-on-one call you're trying to sell merchandise or a house yeah yeah i mean that a lot of times you know merchandise stuff artwork or something you know yeah i mean a lot of that is creativity and how cool it is but but selling through the written word is a skill to learn uh yeah we've got a whole formula for this we call it the 15 ps which is um it's basically in a in a you you have to understand the psychology of the decision-making process that in the absence of a dialogue through a conversation i have to guide people through some steps a process yeah and the biggest thing to know it's basically copywriting is would be the word for this when you are doing copywriting the number there's there's two there's a few main things to focus on okay what most people do is they focus on the features of their thing it is this size there are this many units it's they're telling them about the thing sales is never about the thing sales is about what the thing does for the person what the thing allows the person to achieve what we call the promise and the payoffs um you think about it like this there is if if we're going on a trip there is the vehicle that we are in and then there is the destination we are going to copyrighting specifically and sales but in specifically copywriting the words that we use should be more about describing the destination than the vehicle interesting okay so the vehicle is how i get there you know brand builders we have a we've got a a a curriculum that is a four phase process and there's 12 courses that we move people through right and it's like nobody really cares about that if we're working with them it's because they want to grow their brand they want to get more speaking gigs they want to get book deals they want to grow their social media following they want to build their email list they want to make passive income right those are destinations so the more you talk about the destinations and the less about the vehicles the more likely there is to sales to to to um they are to buy so you want to talk about the what we call the promise and the payoffs which are the destination the other thing that you want to talk about in your writing if you're selling through the written word i.e copywriting um whenever you're writing a feature for the for the purpose of persuasion in addition to promise and payoff you also want to describe the problems and the pain which is basically like if you have the vehicle and the destination the problems and the pain are staying stuck where they're at now which again is not about the vehicle the your the vehicle is your widget the vehicle is your thing your service your program your you know the way that you do taxes or the way that you do health or like whatever your company everyone talks about their thing sales isn't talking about your thing it's talking about their their payoffs and then their problem in pain and and people really struggle when it comes to writing problem and pain and it's super simple here's how you write great pain language describe their life as it exists a day in their life as it exists now in the absence of your solution all right so let's use personal brands since that's like what we do right i would say um you know payoffs promise and payoffs you want to get um you want to a book dude you're following book deal you know online you know passive income stage but um every day you're frustrated because you're consumed spending hours on social media and no one is listening you are frustrated trying to uh write email copy and to find the words to describe what you do so that people will buy you are overwhelmed at all the different technology pieces you have to integrate together you are concerned that your brand isn't unique from other people's brands in the marketplace and that no one's gonna notice your stuff um you don't understand how to drive traffic to your website in a predictable way right like and and it's called pain because to the person that you are built to serve when they hear it they go oh oh gosh yes oh that's mitt you get it you get it you get me like this is that is what i want this is what i'm struggling with and the the more you can do that it was yours it's amazing the more accurately and viscerally you are in your ability to articulate the problem in pain the more naturally and likely they are to trust you that you have the solution not because you have the perfect widget but because you proved that you understand their pain and if you understand their pain so well we automatically assume you must also understand the way out right which many cases is true yes the more adept someone is at empathizing and understanding and articulating and expressing the frustrations that you are dealing with it is likely because they have been there themselves they've worked with a lot of people who've been there and they have absolute clarity about what it takes to get out of that situation to get over here but all of marketing sales getting people to buy is actually pretty simple where do you want to go where are you now that gap is the sale yes if if i can get them to tell me where they want to go and the frustration they're experiencing now and trying to get there they sell themselves and in the 4f process you're getting them to already share where they want to go they're already getting some of the data the information and then in the free call you can start to ask them questions i'm assuming of what's keeping you from being there what's the biggest challenge you're faced with from getting there right now yeah see the beauty about sales in a human conversation sales people have this all screwed up sales is not about being a smooth talker it's about being a master listener yeah in a sales conversation i don't even have to tell you what your problems and pain are i can ask you and you'll tell me i say louis what are you struggling with right now what's the most frustrating thing you're experiencing where are you losing time uh where do you feel like you're underperforming where is your team not executing right literally i don't have to say a thing you say it but but if if you're talking you're also buying right the more you're talking the more likely you are to buy wow and i don't do anything i ask questions now in copywriting it's a little bit different because there's not a dialogue so i have to create the dialogue on the page as if we were talking which means i have to understand what's going on in their mind without being able to ask so sales is way easier um marketing you actually have to like your copywriting you have to get really good and you have to really dial this in but it's still not that hard describe their life describe a day in their life as it exists in the absence of your solution yes those that's the pain and then by the way when you get to the payoffs all you do is the inverse of that so pain and payoffs are inverse so pain pain is uh i'm spending countless hours you know posting stuff on social media and nobody's watching payoff is um my content creation process is streamlined and my audience grows effortlessly sounds good it's the same thing just turning it in inside out yes but in sales again all i have to i just ask i just go louis where do you want to be what are you struggling with how does that make you feel if i could show you a way to go from where you're at to where you want to be is that something you'd be interested in what are they going to say yes of course they just spent however much time telling you i want this i have this and you say if i could show you how to get there would you be interested in that yes the answer is yes i already told you this that their conversation so it's not and once they say that i haven't even said anything about my widget my widget is insignificant it's just a vehicle to get them from here to there now please don't hear what i'm not saying don't build a crappy widget build a freaking awesome widget right find your uniqueness you know you're most powerfully positioned to serve the person you once were build something amazing do good work i'm just saying that's not why people buy right so do both you should create a great product and create great marketing and create great selling and most of all it's about being service centered on what's really going to help them server centered in your side hustle and in sales the challenge is when someone might hear this they might be saying this sounds like a lot to do learning marketing learning personal branding all i want to do is do my thing and i just hope people like it and buy it it's just hard to scale and grow your side hustle into a business into a profitable seven eight figure business without doing marketing and sales you can't just be the make a product it's like the starving musician who wishes that someone would just recognize them at home playing the guitar in their basement that they're the greatest in the world no one's going to come find you unless you're putting yourself out into the world consistently marketing promoting and selling yourself whether that's your talent your skill your product your solution you've got to be willing to put yourself out there if you want to grow absolutely i mean it sounds like a lot yeah it is a lot like yeah welcome like welcome to the club like success is not easy that's why not everybody does it like greatness is not easy that's why most people never get there like anything worth achieving is worth working for yes but if this is your art okay if your craft is your art very much at brand builders group i think aj and i would consider this our craft we have spent our life understanding the psychology of influence and helping people become more influential and helping them build their own influence personal you know call it personal brand so this is our art it's our craft when we create the four f's and the content diamond and the brand dna helix and all these things that we the 15 ps all these frameworks it's our art it is our craft and and and here's what people don't here's what artists don't understand marketing is art marketing is part of your art like there is the creation part which is art but marketing is art marketing is an art form sales when done right is an art form beautiful it's beautiful it is beautiful to sit down and have a conversation with somebody where you go man i feel like i just talked to a therapist and i'm signing up for your thing right it's it's not it's not oh my gosh what you don't want people to feel like is oh my god i just got beat down by a car used car salesman type you don't all use car salesmen are this way they just get the bad rap but you don't want buyer's remorse yeah you you don't want to win the sale and lose the relationship yes when the relationship always even if you have to lose the sale yeah it's good but if you win the relationship you serve the person you you deprive provide value teach they will buy from you you don't even have to sell they will buy yes and for those who don't know rory is my like secret weapon when it comes to scaling my personal brand and really around the strategy of influence personal brand and messaging with with everything for the last few years i've worked with rory and his team on how do we really scale school of greatness scale my personal brand scale the team scale the messaging scale the content the courses the programs how do we scale it and monetize it all better and so i've done many two day sessions with you i think three or four now two day intensive workshop sessions on a lot of these things that you teach your clients at brand builders group and so if anyone's interested in launching a new york times bestseller a viral ted talk launching a course and just getting their ideas out of their head with some clarity and focus and a process on how to scale their personal brand over time along with many other things that you guys do if you're thinking of doing that and you want to build following you want to create content then make sure you check out what rory is up to your team is offering a free call for anyone that wants to go there if you go to lewishaus.com brand call uh people will get on a free call and they're going to ask you these things what are your goals what are your challenges what are you you're going to see this you're going to see this in action by them trying to see like how can they help you how can they support you maybe there's something they can support you with maybe not but they want to support you and making sure that even just getting on this free call will support you in getting clarity on what you want whether you work with them or not so if you are interested in having greater impact in the world greater influence you want to earn more around your skill set your uniqueness and you want it to become more effortless in the act of consistently showing up on a daily basis with your business or brand or side hustle go to lewishouse.com brand call you'll see a little video with us it'll be a free call you can sign up for check it out uh rory anything else you want to add here to bring this to a close for people who are on the mat the mission and the path of building a side hustle potentially turning it into a bigger personal brand and business for themselves yeah well just on the thing of the free call number one i would say um we do have several clients at this very moment on the new york times bestseller list which is cool yeah but that most of the clients we work with are not at that level yes 97 of the clients we work with are not lewis house they're getting started they are just getting started they are in the beginning stages intermediate stages like you're you know more that that that intermediate exploration um uh we do have a client also that has a viral ted talk that's going viral right now so but it's most of the people are just i'm trying to build my side hustle i'm trying to make impact i'm trying to like help grow my business yeah i think we can help you and we won't we won't i want to say to them the same thing i would end this on don't sell someone something they don't need and we won't like if you do the call and we we don't think we can help you we will be the first to tell you because this is what we believe we're playing the long game right and i know that your sales managers some of your sales managers probably never say that and i i may never get hired to do a corporate sales training again but but this is what we believe don't sell someone something they don't need yeah put their need first and we've done that and it's worked out really freaking well for us and we're very young and you know we're not the richest people in the world but man we we feel so lucky and to get to work with people like i mean for you to even say that you know we get to be on the inner workings of your strategy and stuff it's it's just an honor so serve people serve people you should always win the relationship even if you lose the sale something that you talk about there is no fear when the mission to serve is clear it's hard to be nervous when your heart's on service all these things of rory says always rings true to me so rory appreciate you make sure you guys check out lewishouse.com brand call even just get on a call maybe it's not for you but see what the process is like for you to implement this for yourself but if you're looking to build your personal brand i guarantee uh he's got a lot of great stuff for you so check it out the reason i keep coming back to you every year for some strategy and how can we continue to grow and scale and have more clarity around the next stages of our personal brand so make sure you check out the call losehouse.com brand club roy appreciate you man let me know some of your biggest takeaways in the comments below and make sure to share this with someone you think needs to hear it and stick around for more inspiring content coming up right now why is personal branding still such an important thing that everyone should be thinking about whether you're entrepreneur freelancer employee why is this important for everyone or is it not important for people to build their personal brand i mean it's huge it's it's the it's the future right i mean that's one of the reasons why we we got in this space is just look at how your life has changed you know as the school of greatness has grown and i think here's something that's fascinating about to the the world today is that i think in many ways people are aspiring more for influence than they are for income why is that it's because you can't buy influence right like you you can in some ways you can you can you can fake buy it likes and followers yeah but not real true influence is by how you create something in the world or the way people perceive you or that people really want to hear what you have to say yeah it is and it's the difference between like you know a dictator can can can you know force things to happen but somebody who has influence makes things happen you know oprah has influence she says something and people respond that's different than i forced the law to pass or i'm your boss and you must do this and i think you know there's so many ways to make money and i just think there's a big movement in the world where it's like we don't need more money what we need is less stress we need less complexity we need more freedom we need more peace we need we need to feel more aligned with our purpose doesn't mean we don't want money but you know like at brand builders it's interesting because we say that our audience is mission driven messengers it's people like you i mean i think it is no accident that we started working with you so closely because it's not that money isn't important it's just that money isn't the most important thing so we want to make money we we are the mission it takes money to finance the mission but at the end of the day the message is more important than the money i wonder if you asked people a question if they could have all the income in the world and no influence and they couldn't use the money to get any attention or influence or all the influence in the world but no money and they couldn't use the influence to gain money which would you choose which would you choose i mean that'd be a good question to put on instagram or something as a as a survey maybe because people can leave a comment on the on down on the blog for this do that send me a dm also of your reply what you would do we'll share that out there but i would say this you know a lot of our clients so so our clients typically fit into two different categories it's people who are sometimes and i say this you know politely they're twitter rich and dollar broke as we say you know they have a big following and they don't have any money they don't know how to monetize it so we're we're helping those people then there's people who have all the money in the world but no one knows who they are nobody knows who they are and they're trying to build a following and that's so hard for them right and it's different building a following is different than building a business there and there's there's some commonalities but again it's like i think people with money what they really are aspiring for is influence why because i don't i think it's just because you make they want to make a difference in the world and you you you keep score at some point in your life like by how much money you have right but then over time you realize that it's not fulfilling it's not fulfilling it's it's not like once you get past a certain threshold it's 10 million in the bank or a million dollars i mean it depends on who you are but it can be i mean for some people it can be a hundred thousand dollars a year and it's just like there's nothing more i aspire to have but there is always more that i aspire to be there is there is there is more that i aspire to impact and and to influence and to create in the world and that is what is available through a personal brand and people go you know i don't care to be the richest person in the world but man i would love to have the kind of impact that mother teresa has and and gandhi and martin luther king and even you know you see the modern business moguls you mentioned tim ferriss and and gary vaynerchuk and tony robbins like those guys all make plenty of money but they're not the richest people in the world but but they've made a tremendous impact and i think that that is the currency of the day that influence and impact has become more in pursuit than just income by itself because a lot of people are able to make the money but after that they need something else then what you got to do something else with your life a purpose and impacting people is usually the way to have that purpose and so many people you know the generation before us our you know our parents and things like so many people that worked hard to give us the things they never had which was which was noble in many ways and and wonderful but it also taught us that many of us looked ahead and we saw people who were not happy and they were trading happiness for prosperity per se yeah and and and you know the younger generation has said screw that i don't i don't care i don't need to i don't need to own a home i don't need to even have a permanent residence like i'll go travel the world and couch surf and airbnb and and i don't need to have a car like you know i'll share a car with somebody but the thing that everybody across every generation has in common is i want my life to count for something i matter i want to matter and i think you know if you look at maslow's hierarchy of needs i was just having this conversation with a client yesterday as a matter of fact um and we were talking about how self-actualization is like the highest the highest thing right it's like i have become all you know all that i can be but i think there's a higher level than that and it's it's not self-actualization it's others actualization is that even when you become your your highest self which i think is a very valuable pursuit there's still an emptiness in self-achievement we we quickly realized i mean and and just to use myself as an example in some realm right as like i had the dream to become a world champion public speak a public speaker and i basically did that i came in second uh i'm gonna be a new york times bestseller yeah best-selling author wanted to do another eight-figure business for your company like the next thing the next thing and it started when i was young it was my first thing was i wanted to be a black belt and then i wanted to be valedictorian i wanted to get a full ride scholarship and my life was this sequential thing and and you realize even being a new york times bestselling author as wonderful as that is and it's a worthwhile pursuit the deep satisfaction that comes from that lasts for about 10 minutes because what you really realize is it's like i don't want to be on a best-seller list i want people to read my book and have it change their life for years and years and years and years and have many many people do that yeah and so it's it's really others actualization and the vehicle personal branding and then the tools of digital media have made that more available and accessible than ever before so why are there so many people twitter rich but money poor then why have why have people who have started building a following been unable to monetize their personal brand and what are the five ways to start monetizing your brand yeah so that's a good question so at the other end of the spectrum right is is the twitter rich and dollar broke so to speak um and these are people who have developed influence and now it's like gosh i would love for it to become my full-time job like i would love to to i would love to have the thing i love become my full-time job and that is something that is available now but it's like well how do you do that and how and there's a big difference again between growing a falling and growing an income so you still need to learn the skills of making money it it is a it's a skill it's a it's a talent it is and you know to answer your question directly there are five ways that we talk about um about how to make money and so when we're working with a client we basically gonna we're gonna lay out these five ways the five primary ways we call them the paids five ways to get paid basically to to take a pile of followers or a pile of influence let's give you money and have them have that turn into money in your bank account yeah okay so here's here's what page is an acronym right p-a-i-d-s so the p stands for product product so you can take a bunch of people and you can sell them a product a physical good like a book like a book yeah yeah so a book would be a product but i would say this personal branding is not limited to just people who do information marketing and i think that's what's fascinating about half of the clients we're working with at brand builders group are now executives entrepreneurs ceos who never care to sell a video course or get paid to do a speech they're just trying to bring awareness like garyvee garyvee doesn't actually sell video courses and stuff he brings awareness to the different ventures he's involved in um so yeah anyways you know your company might you might have water dave asprey is a good example of this right like the bulletproof coffee so it could be a food item sarah blakely would be a good example of this with spanx right like her primary business model is still a physical product she's got a personal brand that draws attention to that so physical product is your products and by the way there's no one of these five that are better than the other they all have advantages and they all have disadvantages okay so number two is ads and affiliates yeah ads and affiliates this is really fascinating which is that you can monetize your audience without ever selling anything to your audience i'm going to create a product a physical good deal with shipping deal with customer support return content creation product managers yeah never having to deal with any of that yes and what are some examples of businesses that do that really well based off of a personal brand yes so well i think the school of greatness is is one i don't know how much you feel comfortable sharing your personal journey maybe we can talk about that for sure about you know the work that we've done together over the last 18 months when you came to us originally you had lots of these yeah all of them yeah you had like all of these and and one of the one of the problems is that when you have diluted focus you get diluted results yeah and so we help people figure out what is what we call their primary business model um and then we go it is that which everything else should be in support of that thing and in your case we realize that actually your long-term primary business model is ads and affiliates it's the podcast itself it's the thing that you once thought of as a just a traffic source that has actually become the main business model right so it's the it's the it's the the ads right it's it's the sponsors of the show who make the show possible that we'll we'll we'll tell the rest of that story after we've done the other okay yeah so we'll come back so but podcast would be a good example of that and affiliates right like you have a following you can sell other people's products and they're paying you you know some percentage the difference between ads and affiliates by the way is an ad is is not a pay for performance it's just to pay for for impression right like for so many impressions you're going to be in front of this many people i give you this much money if you post this on your social media this many people have so much money if you share it on your podcast whatever it may be exactly right based on the impressions based on a calculation that you come up with or that's industry standard for that thing yeah and it could it could be your whole platform it could include your newsletter and your social in your podcast whatever affiliates is a pay for result yeah you get a sale i give you a commission yep a lot of people do this with amazon on books you can do that with youtube with books you get a commission from amazon audible you see that all the time from people all the time okay so products ads and affiliates what's the third one so the eye is information yeah this is the one that i think historically people have associated personal branding with because there's some elements of personal branding that sort of spun out of information marketing or or even digital marketing so this is the classic video course membership site assessments um certifications these are information-based products basically it's intellectual property delivered in a digital medium on on ebooks could would be a great example of this and in the last uh in episode was it 670 670 670 where we actually talked about dares we look for things that are digital automated recurring evergreen and scalable yeah the information line lends itself well to some of those to some of those dares um so yeah video courses and and things like that information but also assessments and certifications are less common but like you know we have some friends that do assessments really well and it's like that is is their their main thing got it okay and the d d is for deals deals like being an agent so it's a third party deal that somebody is paying you and it typically includes both a a an element that is not for performance in advance and it usually includes a long tail royalty feature okay so a book deal a brand deal a movie deal a tv deal some of the clients that we work with at brand builders group are musicians and we're actually helping them create other ancillary revenue streams but their primary business model is their their music deal like their publishing deal so there's a third party that's usually like a distributor who's paying you a guarantee regardless of performance plus a royalty got it why this is why licensing deals would also fall into this which is one of the most underutilized forms of ip which is people spend all this time creating their ip and they sell it to their audience and they never think about going cooperation what corporation would just license this content from me and you know so so those are those are brand deals but yeah traditional book publishing so like darren prance would he be an example as deals because he's an agent for all these athletes and hollywood yeah so darren prince so you met him when you had rodman on the show yeah right right i just had lunch with him yesterday oh that's so great yeah so i love i love darren yeah so he's a mutual friend he's a client of ours yeah right so so yeah so darren does deals he's he's on the agent side of it so when you do a deal there's usually like three parties there's usually like the publisher the agent and the talent yeah the brand or the company that's giving you money to the talent the publisher the publisher right yeah it could be a brand yeah or a distributor yeah yeah yeah then you have the agent which would be like a literary agent or a speaking agent you know darren is is kind of like an all-encompassing agent like a manager and then the talent you know like dennis rodman and um hulk hogan he works with several magic johnson he works with several celebrities that he he manages but he is also an author now yeah right so he is off also yeah so he's also selling a physical product and and the difference by the way um a book that you self-publish would be product but a book that you traditionally publish would be a deal interesting and they're different and they have a different set of uh considerations right so when you get a new york publishing deal as you well know there's a different set of expectations and things that come with it but also also great benefits exactly okay so deals and the last one the s okay last but not least is services services so would that be coaching yes basically speaking coaching consulting training okay now for anyone that's listening that is going i hate my job i want to quit and i want to pursue my personal brand usually when those people come work with us we point them towards services in the short term because services are the typically the fastest path to cash it's easy to sell go on instagram and say hey i'm doing coaching or i'm offering consulting send me an email let's jump on a call if you're interested literally like a thousand dollar client a five thousand dollar client whatever today i mean you could say hey you know put out some piece of content you know dm me for a free call you do the call this afternoon venmo me some money and we do our you know we do our first consulting or whatever you know like whatever it is it's just a but but any service um the the problem with services is that it's a time for money exchange so it's the most monetizable in the short term with the least amount of barriers to entry and the least resistance but it's the least scalable long term it has the least number of the dares digital automated recurring evergreen and scalable right it's not digital it's not automated it's not it can't sometimes be recurring yeah it's not evergreen and it's not scalable at all your calendar is your inventory unless you're now hiring and training other consultants to do the coaching consulting for you there's a scalability effect but true you can't scale yourself true which is what brand builders group does right so so our team we have certified personal brand strategists who basically take our frameworks yeah and they run people they run process they run people through the process and if they want you they pay a premium they do yeah or they come to a group like an event exactly like one of our little in intensive boost this would be speed uh services would be speaking coaching consulting training masterminds uh yep masterminds would be group coaching yep i would call a master a mastermind is still a time for money exchange there's some limit to the scalability would it be workshops too same thing yeah like a public seminar would still fit into this now to some extent you can scale them quite far right like you know when i first started speaking my first speaking engagement i got 50 bucks right right my feet today is much higher there's people yet even still with speaking fees that are much higher than mine so you can get a hundred thousand dollars to go stand on stage for an hour that's fairly scalable yeah i mean but you you still only have so many days a year so many days so many yeah so many hours that you can get paid so many hours yeah and now you know seminars are a little more scalable i mean someone like john gordon is a guy who he's making millions every year uh just by speaking yeah john jordan jason dorsey um you know uh jay baer yeah that carrie lorenz sally hogshead these are people that are making multi-seven figures or close to yeah just in keynote fees then they have their books then you've got books and then they may have some of these other things consulting or coaching but this is where the problem also comes diluted diluted focus gets diluted results and so this is when i came to you uh so for people listening on episode 670 which was really powerful i came to rory about a was a year and a half ago 18 yeah it was it was yeah it was about 18 months ago 18 months ago i came to rory because i was doing all these i think i wasn't doing software what would software be under here uh yeah so software would probably set either under information or maybe product depending on something i guess i didn't have software what i had membership site courses books audiobooks self-published books self-published books live events ebooks ebooks masterminds um one-on-one coaching and one-on-one coaching podcasts sponsorships affiliates speaking i was doing it all video courses deals i was doing everything and we were doing great but i remember feeling like i started looking out into the future and i was like i don't know how to get the financial numbers i want to get to by doing all this unless i build a department and a team under each thing that we were doing so we could scale it all bigger because i was realizing my time and energy was limited by trying to do everything at the best level so we were doing everything at an 80 level right and that was frustrating me i was like ah but i'm not like the as best as i could be i'm not living at the highest quality because my energy was diluted like you mentioned so i reached out to you and i said i just feel like rory will be able to help me i don't know why you weren't doing any of this before well no no and we hadn't talked in like at least a year i don't know why i thought so i remember calling you and i was just like hey i want to come to nashville and meet because i think you could help me gain clarity in fact we were just in the process of exiting our former business yeah which did sales coaching like we were coaching sales people one-on-one this wasn't even on the radar and then all of a sudden lewis house calls me and says hey you know can i spend some time with you yeah and we came down was a day day and a half two days or something yeah it was like two days well you've been you've been for three separate two-day sessions plus other stuff the first time was like a two-day thing and we just mapped out the vision the brand identity the vision figuring out what is my uniqueness we talked about this in the last podcast and it's like really getting clarity on what your uniqueness is as a personal brand that's step one yeah and your vision for your business and your mission and everything moving forward yeah because i felt like we were doing a lot really well but i didn't know where how i was gonna take it all to the next level so i needed so i was working hard for 10 years and it was growing and everything was great and we were creating new products and opportunities and revenue streams but it didn't seem clear for the future i didn't see the clear path and for me i'm really good at helping others with a clear vision and i've always been good with myself of having a clear vision it was the first time i wasn't clear and that was a wake-up call where i was like i need someone else to help see it from a different perspective so we came we came to you matt was there too right matt was there yeah i was there and we mapped out that was there the first time the third time yeah he bailed the second time it was a keynote one right yeah on the keynote one yeah and so we came to you when we mapped out all of the paids then we do that we mapped out all the pages we looked at them on our we took you through something we call the revenue assessment we graded them all out figure out what your business model is based on revenue based on actual data right and so based on the data of like we mapped out all of our revenue streams and i think courses at that time video courses was your number one revenue stream so we were a video course company yet based on revenue it was the probably the furthest disconnected from your personal uniqueness and your long-term vision and your mission like and so that's why i think it was like gaining that clarity was so powerful it was so eye-opening and we had um so we had products we had deals we had information we had services we had mastermind and the least revenue generating source was the podcast was affiliates and ads right sponsorships and we had this kind of aha moment where i was like wow really the podcast is aligned to your mission of impacting 100 million people a week it's aligned to what you want to do of helping transform the world and yet it's a thing you're kind of spending the least amount of time focused on so we need to figure out how we're going to transition and switch it to being number one as opposed to the bottom right and that was 18 months ago right and it's been like this transition and you said to me what'd you say then you're like this doesn't have to change right now or you let go of all these revenue streams now but in the future sometime this will need to switch yeah this is the the analogy that we use it's like launching a rocket ship right so when you when you launch a rocket ship you have like it takes everything like to launch a personal brand and just like make enough money to pay the bills it's just like in some ways it's you're just you're doing whatever you can do to get the thing off the ground but then over the course of time you should be getting clearer and clearer about where you're going and those those side rockets they have to fall off and this is the tough decision that you've been willing to make that most people are not which is the hard part is not going from bad to good the hard part is leaving behind good to go chase greatness so hard and and you were you were literally hitting sheehan's wall so if y'all didn't you go back and listen to the episode 670 where we talk about sheehan's wall you were hitting sheehan's wall not from a messaging perspective as much but you were from a revenue perspective your team was was fragmented and fractionalized and spread thin and when we created that focus i mean focus is power right like i talked about this in the take the stairs book that you if you put a magnifying glass between the sun and a piece of paper the piece of paper catches on fire because focus like literally scientifically focus is power if you take the magnifying glass away nothing happens that is very very much the description of how most most people's um you know revenue streams are is there they're it's not like you weren't making money you were making more money you'd ever made in your life right but but i wasn't breaking through the wall i wasn't it wasn't all aligned to my vision 100 and i felt like i couldn't see a clear path to the future and that was a challenge so it wasn't like life wasn't bad or hard it was just like but if i want to continue to grow and make the biggest contribution for my life and have more mission and purpose i needed clarity yeah and you it and it was it was it was it's first being clear on your your dream yeah and then it is having the courage to chase it and let go of really good things that are already really successful helping people making money supporting my team paying for a lifestyle all that and it's interesting you know so you know chris in christianity this is kind of a random parallel but you know i'm a jesus freak there's a there's a concept that is called sanctification and that it's like you know when you when you become a christ follower that's not the end that's the beginning even though that that day is when you go to heaven so that's done like heaven is a done deal but then you go through it begins a process of sanctification which is a gradual cleansing a like a a steady improvement not to earn your way to to heaven so it's not the perfect parallel but because you're grateful for what you have similarly here when it's like when you're clear on this vision the clearer you are on your vision your long-term vision the more obvious it becomes what short-term sacrifices need to be made and inversely the amount of our endurance is directly proportionate to the clarity of our vision so if i can see something clearly something that i want something that matters to me something that i believe in something something that i feel called to like in your case it's it's a calling as you see that more clearly then there is a a strong connection to the decisions and the choices and the sacrifices that must be made today to forward you towards that vision so it creates a context for action and discipline to take place and your discipline engages automatically as a byproduct of the vision but if you have a cloudy vision or if you have too much stuff going on or or you have a clear vision but you don't spend any time thinking about it then there is at best a convoluted connection to how the sacrifices and the choices and and and the decisions that need to be made today forward you towards something you care about and so you get stuck and it's it's not because you're lazy it's not because you struggle from a lack of discipline most people think this is really like take the stuff because you don't work hard it's not because you're not working hard um and this is really like right out of take the stairs is is that most people think they struggle with a lack of discipline they're not struggling as much from a lack of discipline as they're struggling from a lack of vision and so you have to get clear on that vision first and then you have to have the courage to chase it and that is freaking hard especially when you're doing great especially when you're already like in your case you are already a multi-seven-figure business so for most people it's like why would i you know why not just play it safe and play it cool and and the answer is because that's not what you're called to oh that's good you're speaking some jesus talk over here um it's it's just it's not what you're called to and that's why you know so brand builders one of the things that's i think also interesting and sort of unique about us one of the reasons we got into the space beyond just that you called us randomly at this time in our life where we had this wide open space and then and you said you're the one who told us this is your next best next that's the next business um but everybody there's a lot of people there's a lot of skills needed to build a personal brand you know it's it's creating content it is social media it's building funnels it's copywriting there's facebook ads there's there's uh running webinars there's marketing automation there's seo there's graphic design there's video editing right those are all things that are you know probably skills um but most of the people who teach them they teach it they teach it and it's a singular tool in the tool belt and it's like when you're when you're a hammer all you see is nails right so what we realized is we said there's nobody in the space sitting on top of all that going how do we coordinate all this crap in a focused direction to serve the person's mission not just how do i get more clicks on my ads or get more downloads on my podcast but how does this all forward to the mission i am called to live so how does someone know which things they should be focusing on how do they is it step one get clear on your mission your vision well yeah and then i mean my first thought was come work with us for two days we'll take you through a process but we can go through it now a little bit yeah so so how do i know if i've got if i'm twitter rich and money poor cash poor like so you would say yes so let me run you through a few of them yeah okay so each of these has has you know advantages and disadvantages for example products become extremely high margin after breakeven so like once you've sold your breakeven point of spanx everything beyond that becomes extremely profitable yeah but the brand development it takes to get there the time and the logistical process of manufacturing and distribution and getting it you know in the proper places is is not an easy feat okay so there's you go one of the things we look at is what are my strengths right so it's like okay if i'm good at logistics i'm good at building a brand and i'm good at coming up with product ideas and i'm good at sourcing inventors and people you know manufacturers maybe products is good right but if i'm not good at that then maybe i should look at something else the ads and affiliates here's who's this is great for if you are great at throwing a party which is you yeah yeah right like getting people together getting people together rounding behind something community like let's all like support each other and like if you create community and and this is you know if you're good at creating a bunch of followers and fans and it's like this could be really great for you because you know how to build an audience you know how to throw a party this is one that i realized that i'm not that good at yeah right like i'm much better at creating content and structure and stuff i'm not one of the cool kids per se so i think you and i work well together because you know how to throw a party and and we know we we do a lot of execution like on the back end but so if you're not you know if social media drives you nuts ads and affiliates is probably not the right model for you yeah right because you're not good naturally at building audience you should go find partners who are good at building an audience and they're going to love you because all the stuff you do gives them a freaking headache and stress and and inversely information so information is is an interesting one there's a low barrier of entry which is why there's a lot of people getting into it but but one of the challenges is is uh there's a lot of very mediocre information yeah yeah and what we are going to encourage people to do uh you know is to create true thought leadership which means intellectual property ip for yourself for your own ideas yes except the challenge that we want to hold people to is to advance the thinking of what's already been done not to regurgitate what is already out there in the space for example uh maslow's hierarchy of needs not just saying here's maslow's hierarchy of needs but here's actually what's missing yeah like here's from self-actualization to other sexualization like furthering the conversation it's already out correct and and some people may disagree with you know could disagree with that or whatever but that's fine that's thought leadership it literally means you're spending the time to advance the thinking that has been done not repackaging and regurgitating although you can get really far with doing that as well so in information generally are you tech savvy like if you're not tech savvy you're either going to have to hire or get a great tech team or people or let it go deals is kind of a special one that's usually like once you have a huge platform or you have to be extraordinarily talented yeah extremely talented services is kind of a good one it's it's low barrier entry but again it's not going to probably scale scalable so but it can it can get you to a point right like it can certainly get you free of your the job you hate or you know create more flexibility in your life or or whatever and some people i mean this is how i came up right my dream was to be a speaker like originally i never knew what entrepreneurship was personal branding didn't even exist i wanted to stand on stage and inspire thousands of people and so i dedicated like my life to that for a decade and get paid to do it and get paid to do it right and you know i still do that some a few times a month but you know mostly we're helping our our clients now become speakers and i got two two little little kids and so i'm not wanting to be on the road as much that would be a good example of a downside right it's like uh you know it's ironic i just got inducted into the professional speakers hall of fame and more than ever i'm i'm not i'm doing fewer gigs because i have i got a toddler and a baby at home so i don't want to be on the road 70 dates a year like you know have been in the past right so there's there's there's strengths and advantages and it's like what is your team and your asses like what do you love doing what do you not love doing but part of your uniqueness we believe you know in that last episode we were talking about your uniqueness finding your uniqueness as a message yeah so so that's what that episode is like your unique message but this is we believe that uniqueness also informs your monetization strategy like to use you as a great example you're great at throwing a party look at how the podcast took off even though it was sort of like an ancillary thing like it gained all this traction imagine what would happen if you went all in but the reason why people don't usually go all in actually is because of money because they get they're making good money maybe better than they've ever done and so it's a it's a risk it's a real risk to go all in and there's no guarantee that even when you go all in you'll make more money right but uh one of the things i love this is a guy named craig valentine he was one of my mentors and and friends a world champion of public speaking who mentored me early on uh craig shared this story one time with me and and he the point of the story was that you have to decide that your dream is not for sale [Music] you have to come to the conclusion that there is no amount of money that someone can pay me to forego the pursuit of what i am called to and that takes tremendous courage and discipline and courage and everything and discipline and commitment and execution because it's it's freaking scary scary to let go of certain things and it's not guaranteed that it'll work but but here's here's what i do believe firmly is that if you go all in on a goal and i've actually i can think of i can think of two great examples where i have done this i went all in and it didn't work out how i thought it did not work out it did not work out quite how i thought yeah one of them was winning the world the world championship of public speaking as as everyone knows you always give me a hard time about i came in second in the world um in the toastmasters world championship of public speaking but that was not my goal my goal was to come in first but if that would have happened right so you wouldn't be here i may not be here so so here's the payoff when you go all in on something if it doesn't work out you have the clarity and the blessing to know that it's because there must be some higher plan for you yeah but and you went all in and you went all in you had nothing left the reason why i didn't go back to do the world championship was because i had nothing left to bring to it like i laid it all on the line i honestly could not look back and say gosh i could have done this better and i could have done this better in fact not everyone knows the story i went to the world championship twice so i made it to the top ten the first year and and uh lost and then i but i knew i had more to give i went back to second year and a whole year to play a whole another year did it again the speech nailed do you have the stories everything there's nothing i would change about the speech the speech could have won i believe it was good enough to have could have won but but here's the thing it didn't work out so i go you know what at least i know that's probably because i am there's something better waiting for me but if you don't go all in if you don't lay it all on the line and then your dream doesn't come true you don't know if it's because it wasn't meant to be or because of a much more likely truth that you didn't show up and and take the chance you never took the swing you never you never went after it you never went all in and so you will never know whether or not you were meant to do it and sometimes you're not meant to do it like the world championship is a good example i um thinking about it physically it'd be like walking down your your hallway here by the way i love your new place so it's like if i if i'm walking down the hallway i have a clear vision of this door at the end of the hallway and i get there and that door is locked but then there is a door to my left that is open that i could not see when i was down here until i went all in and so you know again this is my spiritual belief right as i believe god is leading me in a direction and and sometimes you know like if you think about prayers sometimes when you pray the answer is yes sometimes the answer is weight and sometimes the answer is no but i've got something better and that is faith right like that is it not not even spiritual faith that's just faith in this the trust sense of the word is to say i trust my calling i trust my heart i'm willing to take a shot yeah and i'm gonna go all in and if it doesn't work out i firmly trust that it will lead to something better something greater something greater and it put me on a different path that i was meant to go on yeah this has happened to me in many areas of my life i remember i wanted to be uh i wanted to go to ohio state to play football yep didn't get an offer they they said i could walk on but i was like i don't want to sit the bench for four years or five years and so i decided to go to a different school and i transferred to three different schools and i was a two-sport all-american and broke a world record that would have never happened at ohio state i got to have all these different experiences and meet people in total world and develop myself as an athlete all these different things i wanted to go to the nfl i went to the arena league and i got injured and it didn't work out yeah you're so that's a perfect everything you're up you're a perfect living example of this and then i was like and it wasn't like you weren't all in on football you were always playing on football and everything you had no other plan zero backup plan no other skills i didn't have any other options it wasn't like oh i have just all these talents and there's because there's a lot of people say i want to do all these things i have 10 great ideas i have one idea one dream and so it was hard for me to to not achieve it and be like well now what do i do because i have no skills right and that was like a self-discovery period a transition a reinvention that was sister's identity yeah what's my identity now it's discovering my it's going on that journey of life let me go out and develop some new skills and do speaking and salsa dancing and all these different things which led me to the next thing which then led me to the podcast which lets you hear just let me hear and you have a hundred million people 150 million downloads 150 million yeah 150 fast man 150 million downloads that's not people but that's 150 million well you know my podcast has tens of downloads that's great um it's it is it's amazing right like you would not be here if it weren't for that exactly and you had to go all in had to go all in if you weren't playing all in maybe you never get injured and then maybe you never end up here right the blessing the blessing is not getting what you want the blessing is going all in for what you what you think you want and being open to the idea that it may not be for you it may not there may be something better for you greater for your purpose for your life and that so by the way that in the take the stairs book that's the the perspective principle of faith it's the seventh of the the decisions that the most disciplined people in the world make it's choosing to believe that what is happening now is somehow for a greater glory later on um you know an example of this we use this illustration as is a flat tire right so if i was driving along and i got a flat tire you know i would i'd probably be you know most of us would freak out and be like oh my gosh i had this flat tire and if somebody asked you um you know inside of today like what happened today you'd probably tell them about the flat tire like that would be a big deal but you could choose if you knew that getting a flat tire saved you from being in a car accident down the road you would completely think about that differently i'm so grateful for the floor i'm so grateful for the flat tire exactly and that is how it is i miss my flight and then the flight goes down i'm so grateful i miss my flight yeah if you we don't and the thing is is absent the ability to see the entire future we aren't entitled to evaluate the reasons why dreams do or do not work out the only choice that we have is to trust that if i'm called to it i'm going to chase after it i'm going to go after with everything i can and if it doesn't work out something better something more extraordinary will show up in its place and that's why for me over the last 18 months when we talked about okay you're switching the uh the paids and the opportunities to make money you're gonna be switching them eventually where the podcast is the focus sponsorships ads affiliates will be the primary business model i was like but how am i gonna get there i was like how am i gonna let go of these things it's been one thing at a time letting go of first it was courses and then we just started we just last week we paused the mastermind we're like okay have you shared that on the podcast yeah i shared it yet but it's like people have been applying for months to join someone who's makes it got a nine-figure business emailed me like the day afterwards and was like i want to join right people that the there's two billionaires that have applied it's like there's hundreds of applications where people won't even part of this thing that now i'm going to say you know what i'm going to put a pause for a year and see how see how it feels and go all in on the podcast and go all in on this mission and see what happens and it's yeah yeah yeah hold on a second because we need to back up a little bit because like that's a that's a pretty big drop on people about stopping the mastermind and i i think it's important for people to know a little bit about why that happened and what happened behind the scenes because you know for those of you that are listening lewis and matt and i we we actually been talking for months about how we could help support the mastermind partnering on partnering on it so that i could help you know you and and aj aj's my wife and and she's the ceo of brand builders but like our team how we could come and help carry some of the weight to free you up we had this whole plan to be like okay how can we support this because you love the mastermind i love it you love the impact the growth everything and then we started doing it so i at the summit i was there led that one and then a couple weeks ago we let another one and it's so funny we made this the decision and it was great he was eating it it was amazing it was like so fun everything which just keeps making me feel like second chance maybe we should do it and then even even the night before you were going to announce it to the mastermind you pulled me into the lobby we're sitting there at midnight um and you were like maybe we shouldn't maybe we shouldn't maybe we should keep it going keep it going because the people were like this is changing my life this is amazing the money is great like it was amazing it is it was it was it was amazing but it's not your calling yeah your calling is to reach a hundred million of people a week on the podcast and impact lives and transform and to impact lives and and for whatever reason that's what your calling is and our job isn't to judge it our job is to support it and one of the things that's super powerful is the clearer you are about your calling the easier it is for people to support you in achieving it yeah and you have a shot like this podcast has a shot to become a monster mainstream even like more than it is to to to grow exponentially beyond where it is and that is the thing that you're saying and have been saying ever since i've talked to you ever since you called me and aj and we sat down with you and matt in our home back then it was in our house it was like the podcast is the thing and ever since that moment it's been like a gradual sanctification of going what do we have to eliminate not because we don't like it not because we don't love the impact but because i'm called to this one thing and look for any of you that are listening if you've ever gotten anything out of this podcast if you've ever gotten anything from this show from any episode lewis doesn't need you to buy something from him right he needs you to share the episode with everyone he needs you to email blast it to your 50 friends and friends like your christmas list he needs you to share it on social media yeah yeah he needs you to text a friend like we have to get this podcast to a million downloads an episode that's the next real target and if we can get this podcast to break through that wall it it puts you in a position to to literally change the world uh and to and to be a voice for our generation like of of you know influence and and interviewing people and and that is what we need and that that that's what you need right because that's what your calling is not because anyone told you that it's because that's what you feel and that's why it's like i felt called to call you 18 months ago to be like i need some clarity because every personal brand is going to get a lot of opportunities i could sell toothbrushes shoes like we can sell anything so anything once you build an audience and you have people that uh follow you or support you in some type of way listening watching you could really start to sell lots of different things but you gotta figure out what your calling is and start going on on that thing whether it's a product or book or ads or whatever whatever it is you got to go all all in on it to the point where you know okay i've maxed it out right then i can add the mastermind yes i could add bring it back i could do these things right but we haven't maxed it out you haven't taken the shot we haven't taken the full swing on the mat on the podcast we haven't i mean we've been consistent for seven years almost yeah we've been showing up well you're not exactly it's not the school of average yeah it's not it's not like we're barely showing up no but we haven't fully dedicated every ounce of energy from everyone on the team on one thing which is crazy like what does that look like going all in yeah so that boggles my mind that you got here without doing that that's also evidence that suggests that this is the thing because it's like who else got their podcast to this size without like going all consuming in on it right so it's like what could it be what could it be what could it be so you got to take a shot so that's yeah that's our mission 2020 is going all in on the podcast on the podcast taking a pause in the mastermind and um everything we do has got to support the podcast right like the goal is to write another book that supports the podcast the goal is to keep doing the summit of greatness because it supports the community of the podcast it's the community of it's the in-person event that supports the podcast so it's like it makes you when you get clarity on these revenue streams and what your business is and what your mission is which is what you teach in all the different workshops at brand builders which i want to talk about in a second because we got to wrap up here in a second when you get clarity on that then it's easy to say yes and no to things it becomes clear clear you don't have to say what about this opportunity yeah it's not necessarily easier but it's clear yeah you still want to say yes to everything maybe but you start to say you start to draw a line in the sand and say i'm no longer doing these things i'm only doing these things and that gives you more attention more focus on the one thing which uh you know papasan and keller talk about is like the book the one thing the one thing yeah how it supports everything else when you do the one thing great guys um so what can someone do right now if they've got a personal brand they want to build a personal brand you've got i think nine different workshops and sessions that help you gain clarity on your brand identity your focus break us down really quick so we so so people can go to you to get this clarity and support like i have and three different workshops i've done with you yeah so okay so brand builders group what do we do we help mission driven messengers build and monetize their personal brand right and i will say this too for some of you listening the best way for you to monetize your personal brand is not to create a course and a book and become a speaker it's to take your personal brand and direct all those people to the thing you're already doing that is making money right to your network marketing business to your tech startup to your financial advisory firm to your accounting services to your real estate like like that's always the the easiest thing is to do whatever right if you if you love the thing you're doing then just use it as an as a multiplier to drive attention to that we're we're big fans of that like we're not gonna we don't think everybody should become a speaker and and that's not it's not like we have one formula but um yeah so we have nine different two-day experiences on all different components of this um and we also do one-on-one coaching as a part of that so we kind of like have events and then we kind of supplement accountability and coaching along the way along the way just where people can have a have us have a strategist they talk to every single month to keep them on track and then we have the events where myself and aj and our strategists are in person and they're smaller they're typically like 20 30 people they're boot camps yeah um so it's intensive trainings boot camps getting clarity on the thing you need to work on yeah and we're going through these frameworks like you know a few of them we've shared here yeah and then we're taking you through exercises it's not it's not an edge it's not like sit and learn it's a it's a work you're you're doing work on the spot um and the idea is that you leave with stuff done but um you've got one on like crafting your your perfect keynote on podcasting on yeah so we have phase one is called brand identification finding your uniqueness which is we talked a lot about that on episode six seven yeah which is what i did first and gave me the clarity to be here now yep the second one phase two is what we call creating your revenue engine so that's like a lot of the monetization components we've touched into that today we have one phase three is called high traffic strategies so that's like okay now now that it's built now that the house is built how do i get more people to hear about it yeah so that's you know where you get into more like the the the deep dive into seo and facebook ads and affiliate launches and book you know book launches and you know big big time stuff but that's that's domino 86 and people often start there and that's why the whole thing explodes because they're working on domino 86 because they saw a webinar for it and it's like you need to go your way you're spending money in the wrong places but then yeah we have world-class keynote craft which you came through that was great so that was working on your keynote you know the psychology of why people laugh and helping you like get your signature stories standing ovations captivate people everything yeah and then we have one called full keynote calendar which is the business of speaking so so keynotecraft is the art of speaking but full keynote calendar is how to get booked as a speaker how to negotiate fees how to set your fees like you know how does that profession work we have one called bestseller launch plan which is specifically for launching a book or a course or a company but like what are the steps to actually execute a launch um and then you went through captivating content was the other one yeah um we sometimes call it bestseller book outline which is creating your body of work right what is going to be the content of the book or of of the course so we've got which you've got like helping where you helped me create my own intellectual property and my own thought leadership exactly coming up with frameworks and diagrams and stuff and you're one of the best people that i've met that teaches strategy at a high level to make it simple for someone like me to go execute on and gain clarity and that's why i love working with you and we have um they can get anyone listening right now can get a free call with someone a brand strategist on your team yeah right and that's that's what we love to do is we'd love to actually talk to you we want to hear your story and we have a team people to to actually that want to hear your vision and get on the phone with you and so uh we have we have a special link for you set up for your audience right yeah lewishaus.com brand call so if you go to that link right now you'll see a little video of me and rory and then a little form to fill out to schedule a time to talk to totally to see how someone on your team can help them you know you may or may not be able to help too you may not be ready for it you may not be ready for it yeah i would say this though that we you know we work with some pretty big name people like you know like yourself uh you know there's there's other celebrities you know semi-celebrity or celebrities um some big musicians and stuff but we also work with the person that's just barely beginning like doesn't have a ton of money and so you know our our program is designed to help you grow you to the next level yeah so you know if you feel called to build a personal brand i feel pretty confident that we can help and we're one of the best in the world and you know let's just talk about it and if we're not we'll tell you exactly yeah so go to the link lewishaus.com brand call schedule a call asap i'm telling you just getting on the phone with uh the people on your team they're gonna they're gonna ask you questions to see where you're at just to give you clarity whether you sign up with something you guys have to offer or not they're going to help you gain more clarity just from the free call totally yeah we walk you through a little framework on the call today where you're on your vision yeah so it's going to be worth it for the call alone schedule to call lewishouse.com brand call and go there right now rory every time i'm with you we we learn a lot we connect a lot i got one more thing i i i got one more thing we have we have we have to share go ahead on the topic of of monetization right again we are all about making money like we don't we don't dislike money like we we're we're good at making money we believe in helping people make money but at the end of the day it's about the the message and it's also about the messenger and my pastor kevin queen shared something a couple weeks ago that really just like blew me away and uh i think it's under it's important to understand that when you talk about making money there's like a business side of it it's processes and systems and structure and clarity and strategy but there's also a personal side of it there's a there's a big heart side of it and here's what here's what kevin said he said make sure your influence doesn't grow wider than your character runs deep yeah i love this make sure your influence doesn't grow wider then your character runs deep what's that mean it means that if you're gonna serve an audience make sure that you're you are you are developing yourself that you are on your own pursuit of of of greatness and getting better and integrity and and living out what you're actually teaching people to do or promoting to do is kind of like um having a life that the more people know you and if they if they could see every private moment or if they could hear every private thought if they could actually hear your thinking that they would be more impressed with who you are that's crazy and it's a high level to but to pursue to but but but the reason it also matters is because if it should happen that your influence grows faster than your character then you run into problems problems you have all sorts of stuff that comes all sorts of issues and ego and personal problems media physical health and so you you have to be developing yourself and i think that's one of the things i love about the school of greatness podcast is just like this is a place that people can come to develop their character to keep growing in in that pursuit and um that's why they need to listen they need to stay here and they need to share it because we need to get to 100 million we need to get to a million episode that's the key well uh if you guys haven't checked out rory's stuff he's got a couple of great books this one is a game changer procrastinate on purpose really about being more productive and multiplying your time take the stairs also a classic new york time best seller but get on the brand call lewishouse.com brand call sign up right now let me know if you signed up take a screenshot after you registered for a call let me know so i can support you and and keep you inspired a lot of people have gone through this from the school of greatness community over the last year yeah a bunch of people did this since episode 670 i think hundreds of people have gone on calls and so many of them i've seen develop their brand over time and really grow in an amazing strategic uh processed way that you guys deliver and execute beautifully so thank you make sure you guys sign up for it you can check out rory on instagram uh social media yes website you can check it all out but we have all the information at lewishouse.com and the show notes for this episode we'll have it all linked up there so rory you're the man love you thank you i love you brother appreciate it go build your brand change the world the human brain is not designed for success the human brain is designed for survival survival is about conserving energy success is the opposite success is about expending energy doing things that are uncomfortable if you do this if you struggle with procrastination if you've made bad choices it doesn't mean you're doomed for failure it actually means you

Channel: Lewis Howes

Views: 80,304

Keywords: Lewis Howes, Lewis Howes interview, school of greatness, self help, self improvement, self development, personal development, success habits, success, wealth, motivation, inspiration, inspirational video, motivational video, success principles, millionaire success habits, how to become successful, success motivation

Id: CJUsOfeDO-Q

Length: 109min 40sec (6580 seconds)

Published: Wed Aug 18 2021