21 minutes | Sep 28th 2016

Chris Brogan On Business Growth Through Authentic Relationships

In this episode, we chat with Chris Brogan. Chris is a LEGEND in the industry. He shows businesses how to grow their revenue and the loyalty of their customers & clients by infusing authenticity into everything they do. In this interview we talk about ways to do that, stories from his past and how to do this in your business to create an authentic culture that creates loyal, raving fans! Resources Mentioned stevegarfield.com chrisbrogan.com owner.media Transcript Jeremy Reeves: Hey what is going on guys and girls. Jeremy Reeves here with another episode of The Sales Funnel Mastery Podcast. And on the line today and on video as you can see, we have Chris Brogan. Chris is basically (inaudible 0:27.9) in one word, he is a rockstar. When it comes to you know, growing businesses and especially kind of focusing on using the social aspect of doing that, he is a total bad ass. Really quick kind of couple bullet points of him. He is a sought after speaker. He has spoken for, I mean, all kinds of different you know, all kinds of different people which of course he can talk about in a minute. He is a New York Times best-selling author with 8 books and is coming out this night -- Chris I want to talk you about that one because I am actually a big gamer myself, so I am going to be interested in that one. He has spoken -- consulted with everywhere from you know, small brands all the way to big companies, Disney, Coke, Google, GM, Microsoft, and about a thousand other big names like that. He has appeared on the Dr. Phil Show. He has interviewed Richard Branson for a cover story for Success Magazine and we can go and on like this for the next like half hour. But Chris, how are you buddy? Chris Brogan: Jeremy, glad to be here. Thanks for having me on your show. Jeremy Reeves: Yeah, yeah. It is my pleasure. I have known about you for years now. I have followed your work for a long time and so it is kind of cool to you know, to get you on video and you know, see and kind of dig into your mind a little bit and see how you work. Chris Brogan: Thrilled to be part of it and it is kind of fun because you know I have been doing my research about you and making sure that you are the Jeremy that I thought you were because that name is really familiar and I go ahead to dig a little bit, I am like, oh yeah, okay. It is interesting because a lot of what you have done with copy but also then with the mechanics underneath it. I am always the higher end of the sales funnel not the lower end so (inaudible 2:09.9) how people convert you know. A lot of my shenanigans are nonsense. So I think that is really cool. Jeremy Reeves: Nice. Chris Brogan: It is a complimentary pairing one might say (inaudible 2:18.2). Jeremy Reeves: Yeah. So you know, tell everybody like what, you know, what it is you do basically you know. If someone were to say, Hey Chris, you wake up in the morning and you are going to help us solve you know, grow -- basically grow a business you know, what is the approach that you take. What is your philosophy on helping people grow? Chris Brogan: Sure. I mean a lot of it really boils down to is helping people connect with what they already have and who they already are and then really leveraging that to find the people that they most want to serve and then helping them find out how to grow the capabilities and connections to do that. I find that a lot of times where we go a little (inaudible 2:52.7) in business is we kind of try to be someone who we are not. We try to go after people that we do not really know or do not understand and we try to you know, spend a lot of our calories and our time in fields where we do not normally spend our time in general. So it comes off in authentic. It comes off as a struggle. It comes off as -- there is some kind of a disconnect and there is a little lack of integrity there. If people use integrity in the wrong way, they tend to use it to (inaudible 3:18.6) something very noble, but it just means integratedness. Hitler had a lot of integrity. He just you know, put in the direction we did not want it. When I say that people are lacking in integrity, I really mean the integratedness of what they are saying they are into and where they spend it real time. And so a lot of times you know, when I speak to a company for instance, if I go into a healthcare company one time right around the time President Obama just got elected, they said to me we want what he had. How do we get more people to talk to (inaudible 3:50.3) he had people talking to him via social channel and stuff and I say, well, first off, you have to find ways to invite people that want to have that conversation. You have to talk to them about what they really want to talk about which is likely (inaudible 4:03.2) know what you want to talk about. You have to kind of get him there. And so it become a messy business. What I do with the companies and/or you know with individuals because a lot of times I am calling them on the parts that they want to hide or I am calling them on the -- it is like having a weird relative over for a dinner. You know they are going to say something weird. You know they are going to offend somebody, but they actually have some value to them and I guess what I am trying to show everyone is that their weird relative might actually be the winner in their experience and that in all businesses in all sizes the do not lie. If we could be a lot closer to who we really intend to be then we might have a lot better swing of it instead of kind of living underneath. The fear that we have to fake our way through something. Jeremy Reeves: Yeah, yeah. I love that. And you know, there is a lot of -- I know a lot of people that are, that are overweight for example and instead of being ashamed about it and you know, they kind of try to cover it up, they just owned it, you know what I mean. Melissa McCarthy is a good example of that. The actress, you know, she just owns who she is and she is -- I love her movies. She is so funny. I think that is a good example, but take that and use it for business you know. Whoever you are as a person, whatever your personality is, do not try to hide that even it is you know, negative thing you know, I think the more that you can really understand that and bring it to light, that is what makes people attracted to you, you know what I mean. I think especially -- there is a term in copywriting called the damaging admission you know, essentially just taking something that is perceived as a bad thing, but you twist it into a good thing you know, I think that is huge you know. Is that what your you know, when you are working with companies and helping them with their social strategies is that basically what you help them like uncover, is what those pieces are and then how to you know, bring that to the community, to people who are serving? Chris Brogan: I have not done anything social with the company since I think 2010, but a lot of times when I work with companies, it is bend down to sort of their sale strategy, their business strategy, their content mostly. A lot of times, content marking which I guess some people lump into social, but I see it is a sort of blend. I am not a direct sales copywriter. I do not believe in you know, I am never going to have (inaudible 6:22) killer anything (inaudible 6:24) and I agree on a lot of things, but I do not ride his way. So I would say that what I am often doing is trying to just to spill out you know, we rush the tactics or we rush the ways to you know, sort of leverage parts of our business. I am trying to find is there more holistic way sometimes. Is there a way that you know, it is how we love you in spite but we love you because kind of stuff. So with that, I might make that in the content. So I might say here is -- here might be a good editorial calendar to lay this out. I might talk about email marketing strategy, that is one of my favorite tools of all the business tools is email marketing pain because I feel like you know, it was done so poorly for a lot of the less 20 or 30 years. There is nowhere to go, but up and so I help with that. A lot of times also it is you know, how do we harness the word of mouth type stuff that is going on in a much more organic way. How do we do something that is a lot more experiential as opposed to stuff that fits nicely on a spreadsheet. And you know, pretty much if I did not think about it Jeremy, 80% of what I do is make people who like spreadsheets unhappy. (inaudible 7:35.7) because a lot of it does not fit nicely in a column, but then it shows up you know, the revenue does show up. I mean, I only have 2 measures in any kind of business project that work with people. I only have 2 measures, one is dollar signs and one subscribers you know. That is a pretty baseline kind of business to run in a world that still thinks that this is somehow good or useful you know. I check with my bank and they do not care what my klout score is. That is why I do not do a lot of social media stuff such as they were. I just need those tools to make business move forward. Jeremy Reeves: Okay, I got you. So you are going after the you know how to actually turn into sales and not just -- I totally agree you know, a lot of people are, Oh, I got you know, 300 likes or you know, 20,000 likes or whatever it is, like okay, well how many sales did you make you know. How many beliefs did you change you know, that are going to turn into sales, those kind of things. So tell me about your new book. I am kind of excited to hear about that. Chris Brogan: Yeah. One of several -- it is funny, as you were saying that, give me a sec, hmm.. I need to edit my bio. Jeremy Reeves: The video game book. Chris Brogan: So this idea it will probably morph a little bit. I am very (inaudible 8:46.1) in the video games. I play a lot on Xbox for my platform. I have no particular preference that is just (inaudible 8:52.3). I was a Halo guy, (inaudible 8:53.8) who had
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