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Legendary Entrepreneur Podcast
29 minutes | Sep 11, 2015
Episode #5: How To Craft A Million Dollar Message
How To Craft A Million Dollar Message From my own struggles and successes as an entrepreneur, I've learned that it was easy to blame business struggles on the product. Or blame it on the sales people, or the sales process. No, wait ... it's the marketing! We need to improve our marketing strategies. Yeah, that's it! Let's dump thousands, hundreds of thousands, into improving our brand. We need billboards, better funnels, sales copy ...Truth is, it's usually not mainly any of that stuff. I mean, yes, some of those things listed above might need some tweaking if business isn't taking off, but more often than not, it's a messaging issue.What do I mean by that?Either you aren't clear about what your message is, or the marketplace isn't clear about what your message is. The common denominator is how you're crafting your message. We're not talking about story here (that's my next blog): there's a difference between story and message. You can have an amazing story and an amazing way to tell that story very powerfully and engagingly, but if your market doesn't understand why it is you're doing what you're doing, they might be inspired by your story, but that doesn't mean that they're now motivated to take any kind of action, i.e. buy something from you.Developing your message is as simple as these three steps:1. What are you doing?2. Why are you doing it?3. How does that help your audience?It doesn't need to be complicated, and you can develop it over time. The most important part is to have a structure, even if it's not exactly in that order.Here's an example:"Hi, I'm Bob. When I was a kid, my dad made some really bad business deals. As a result, we had our homes taken from us not once, not twice, but three times ..."That's just the opening story: compelling, emotional."I don't ever want to see anybody go through what we went through; there's nothing more crushing than watching as your home gets taken away from you. That's why I became an asset protection specialist ..."In this case, it's combining the why (I don't ever want to see anybody go through this) with the what (asset protection specialist)."I'd like to help you make a rock-solid plan to ensure the money you work for, you keep, or that nobody has the opportunity to take that away from you, so you can sleep better at night."This is the specific result they get: practical and emotionally satisfying--protect your shit, sleep well, wake up happier and with less worry so you can focus on the things that are most important to you in life.Don't wait for your message to be perfect to put yourself out there. The truth is the longer you wait, the more as an entrepreneur you suffer by not actually giving yourself a chance to make some profit, and the people that you know you can help suffer because you're not actually out there helping them. Perfectionism is one of the biggest debilitations of entrepreneurs.Every company that I've built, my messages continually need to be tweaked. When your message remains unclear, what you end up with is the burning passion you have inside--the passion you better have if you're going to make this thing work at all--that comes out like a ball of tangled yarn; all over the place and barely recognizable.I know that you have a message, a purpose, a reason, a way to contribute. Yes, we want to have a comfortable amount of money in the bank, toys, the nice house, the whole nine. I've been to the top of that mountain before, and you know what I realized? Being at the top of anything can be lonely, but that doesn't mean that you have to be empty.I had totally lost touch with any concept of what fulfillment meant. I had to remind myself why I was doing what I was doing. What's the meaning? What's the message? And how do I communicate that to people in a way they can connect with?There's not only a message that you have as a human being, but a message for your company, too. Branding is important, no doubt,
27 minutes | Sep 11, 2015
Episode #4: How To Master The Art Of Storytelling
How To Master The Art Of Storytelling Regardless of who you are or what century you were born in, there's nothing more powerful than story.Just a casual look at the great religions, history's great leaders, even the best product salespeople; they've all shared and sold through the power of story.If you're trying to lead in any context, and you lack the ability to tell a compelling story, you're missing that crucial emotional component because at the end of the day, selling is a transference of emotions.Sales is an emotion-based business, regardless of what it is you're selling. Either a sale is going to be made, or you're buying an excuse as to why that sale isn't going down. Emotion is the currency. Stories convey emotion. It's a power I didn't understand when I first started out as an entrepreneur.My story is one that lots of people who may have gone through the same kinds of things would rather bury under the rug. I was abused as a youngster, a 9th-grade dropout, a father at 16, street hustler, and a dope addict. I've been clear for 7 years, but it wasn't until not so long ago that I stopped having shame about who I am, and what my life's journey looked like at one time. I'd get on videos for marketing campaigns and try to portray something that I wasn't. There was a disconnect that I just wasn't aware of then. I did know that my business just wasn't growing the way that I knew it could grow. I wasn't giving my customers that emotional connection, an authentic look into who it is I really am. I was just trying to put on a facade.I don't know if you've ever had this experience, but I believe we have these built-in bullshit detectors that let us know when someone is being real. Well, my lack of sales and momentum was enough to let me know I needed to do something different with my presentation. I was ready to do something; I just didn't know what.I was inspired by watching someone else speak, in front of a small crowd, about their life struggles. Something clicked in me. My emotional center was activated. Soon after I produced a webinar for my business and told the truth about who I am as part of my pitch; how I went from broke and broken, homeless and hopeless, to having an entrepreneurial vision. I was honest and authentic.When the webinar was over, it was the biggest exhale of my life. I was terrified. I thought people would judge me, disengage, unsubscribe.The complete opposite happened. In fact, I made more sales in that one webinar than I had made in the entirety of my business up until that point--we're talking maybe over the course of a year.I was blown away that me opening up and being vulnerable made people actually want to buy. I was only just beginning to understand the power of story in generating business. Over the next two or three years, I focused on learning how to tell my story in a powerful way:To be clear, this is not a suggestion to just throw all your dirty laundry out into the open with no regard. You could end up causing more harm than good. Approach this with some common sense. But people connect much more to each other's challenges. In talking about your struggles and pain, it's almost like you're giving people license to connect with their own. Some of the best storytellers in the world are the ones who aren't trying, the ones who are simply speaking from their heart. A vast majority of what you communicate will not be so much about what you say, anyway, but rather how you said it. They'll remember very few of the details, but for our purposes the only ones you want to focus on are:1. What happened?I had issues and obstacles that led me down a path toward addiction and homelessness.2. What was it like? (What it felt like; the emotion)I was scared, resentful, despairing, and ashamed.3. What's it like now? (The resulting emotion)I made a decision to turn y life around an bless every obstacle that in fact became my greatest opportunities to be better, be successful, be fulfilled,
16 minutes | Sep 11, 2015
Episode #3: How To Find Your Perfect Customer
How To Find Your Perfect Customer You know that in order to persuade people to take action with you, you've got to create a message effective enough to get their attention and move them in such a way that it's a no-brainer for them to go with you. How do you do that? Well, I'm going to ask you to forget about the "how" for a second and go deeper, so that not only are you reaching people effectively, but you're getting fulfilled at a level deeper than the success of a sale, where you're truly creating a win-win situation for everyone involved. Instead of first asking how to reach people, ask: who do you want to reach? Who do you want your customers to be? You get to choose this!! Remember, are we building a business that's going to serve somebody or something else, or one that's going to serve you? Who do you want to attract? Who do you not want to attract?To put this in a way you might be able to relate to, think of Louis Vuitton versus Wal-Mart.A lot of people come into business and use the Wal-Mart model: winning the customer over by being the cheapest in town. Find a better price, we'll match it or beat it. If you're positioning your business on price, you're attracting a ceratin kind of customer.What kind? Have you ever been to Wal-Mart? Shit strewn all over the place; drab monotone everything everywhere you look. People stuffing their faces in McDonald's, which every Wal-Mart seems to have. Customer service is like a running soap opera: wait around long enough and you'll hear someone screaming about how they were cheated out of million-dollar value for something they spent 30 bucks on.When I go into a Louis Vuitton, however, it's a whole different experience. Everyone from customers to employees are pleasant. It's aesthetically better to look around. It feels better. Everything permeates quality.I don't see myself as elitist; my intention isn't to put anybody down or put Wal-Mart down. It's clearly a very successful business, so in that sense it's clearly serving something. Clearly I've been in Wal-Mart enough to know what it's like. I'm guessing you know too.It's not about putting down people. It's about getting real with what it is you want out of your business so you can be successful and fulfilled. If your goal is to create a Wal-Mart kind of business model, go for it! Just know what comes with a customer who wants to pay as little as possible.Would you rather talk to, let alone do business with, a customer who doesn't appreciate value, who will nickel and dime you about price, or would you rather talk to someone who is willing to pay the best for the best?You must be intentional in how you design your business in a way that executes and creates the specific results you want. Knowing what you want out of your business, and out of your customer, now helps you structure your marketing, your programs, your products and services in such a way that you get those specific results.Here's a blueprint for you to attract the right client, with the right message, for the right experience--the Customer Clarity Process:What personal qualities and characteristics do you want your ideal customer to have? Do you want leaders? High-achievers? Those who are health conscious? Spiritual seekers?What personal qualities and characteristics do you NOT want your ideal customer to have? Complainers? Poor-me victims? Refunders??What kind of income does your customers make?How do they perceive you? The cheapest in town? Middle-of-the-Road? Top-of-the-line?What are the top 3 most painful things in their lives or business that you want to solve?What are they doing right now that’s not working?What are the top 3 things your customers are afraid of?What are their top 3 unvoiced skepticisms and objections to buying from you?What are the alternatives to investing in your product or service? What will they most likely continue to do?What do they need to know about your product or service right now in order to buy?
27 minutes | Sep 11, 2015
Episode #2: How To Get Clarity Where You Need It Most
How To Get Clarity Where You Need It Most Whoa Ye Ole’ Blind Entrepreneur. Gain Sight, Better Yet Crystal CLARITY.Welcome to episode #2 of the Legendary Entrepreneur Podcast. Let's jump right in....I have a secret.I'm so tired of people telling entrepreneurs (and hopefuls) to go out and find a niche that's already established and start selling products or services in it.Yes. There's are parts of that philosophy that make sense. The part that doesn't is...What if you have no knowledge or expertise in that niche?What if you're setting yourself up for a miserable life because that business is going to end up sucking the life out of you?Instead, I have some questions for you to ask yourself BEFORE you do anything else to help you identify, wait for it.....What you actually want out of your business!Novel idea, right? Like, what are YOU passionate about? What is YOUR unique gift? What is YOUR most profitable skill set?Because when you know these things you can DESIGN your business. You can be pro-active. Not re-active.Of course, you're going to have to grind, hustle, work your ass off at times. But what if you could eliminate all the things in your business that you hate so you can focus on the ONE (or maybe TWO) things that create the biggest impact.When you DESIGN your business around YOU and your most PROFITABLE SKILLS you might just find yourself rich and happy. Instead of rich and miserable, burnt out and spiritually empty so many people are.Watch the video, listen to the podcast here on the site or subscribe on iTunes and listen there. This should really give you clarity - which is the most valuable asset any entrepreneur can get.To unlocking unlimited spiritual and financial wealth in your life,-David SharpeFollow Me On Facebook Episode #2 Resources:Personal Clarity Process Worksheet The post Episode #2: How To Get Clarity Where You Need It Most appeared first on David Sharpe Live.
24 minutes | Sep 7, 2015
Episode #1: The Three Stages Of Entrepreneur Growth
The Three Stages Of Entrepreneur Growth Entrepreneurship is NOT for everybody.There, I said it.You'll run into challenges and obstacles that will convince you--to the point where you've never been more certain about anything--that you should give this dream up, that maybe indeed you aren't cut out for this.If you do have it in you to press on, to keep charging forward no matter what, you'll be rewarded beyond your wildest dreams.This journey happens in three stages.Stage 1: The Curious StageMaybe you're sick of your job; sick of being broke; sick of having to answer to someone above you. Mingled with that are the material aspects: a nicer house, cars, money, jewelry, traveling, freedom, etc.That means in this stage most people are still working a job, but they daydream about what it would be like to work for themselves. They may have bought some books or even taken some courses, but they have not actually taken consistent action to actually start a business.The qualities "wantrepreneurs" need to go from desire to form is really about deciding these two things:(1) Be realistic about where you are in your life. For example, if you took the risk of just quitting your job to really take entrepreneurship seriously, what kind of impact will that have on your family, if you have one? Your marriage? How many people will you affected with that decision?(2) Also decide that if you commit to this, you are committed. You have to be at the point where going backwards is not an option.Having mentioned being realistic about your life's situation, I had to learn the hard way that it's not all about doing the reasonable, rational thing.The very spirit of an entrepreneur is that he or she just don't fit in; don't want to fit in, can't fit in, with the rest of society. You have to be a little loco. So of course use common sense, but don't be bound by what appears undoable.Stage 2: The Serious StageThings are happening. You've put some skin in the game by investing in a company or product creation. You may perhaps still be working at a job, but at the very least you're taking consistent action daily, and actually seeing some money start to come in. Maybe not profits, but at least revenue. You're having an effect.To get to the next stage, the beginning entrepreneur must be willing to work their asses off.Maybe you'll get a day off per week, maybe not, but this ain't the 9-to-5 grind. It's long hours doing everything from customer support, to sales and marketing, to cleaning toilets. No opportunity to put your name out there is beneath you. It's a humbling stage that separates the contenders from the pretenders.Stage 3: The "Scale and Multiply" StageYou've gone from a leak to a full-scale break in the dam. You're generating signiﬁcant revenue and beginning to make a proﬁt. You're looking for ways to expand your reach, either by speaking at or hosting events, etc. Now the goal is going from 5 and 6-figure profits to 6 and 7-figures, or beyond.To move and grow through this stage, the entrepreneur must realize first they can't do everything or be everywhere. By now you must identify the skill set you have that is the most profitable, and focus on that. Outsource or hire key players to execute other jobs and tasks within the business that need to get done.To close, I want to stress this: the difference between entrepreneurs and those who aren't? We use failures as motivations to keep going.It's a mindset, a way of being. You have to be hell-bent on your mission to see your vision become reality. Obstacles are opportunities.For us there's this blurred line between work and play. The reason why I work so much is that I love what I'm doing.There's a lot of BS out there about what it means to be an entrepreneur. Some go into it only to discover years later that it's not for them. Others go into it with these incredibly unrealistic expectations.I've tried to lay out as simply as possible what it's like to be an entrepreneur,
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