Learn More Earn More Business Growth Podcast

Brian Webb

The Learn More Earn More Business Growth Podcast is sponsored by Whatbox Digital, a marketing and consulting agency in the Greater Houston Metroplex. This podcast is your premier place to learn the frameworks, secrets, and growth hacks to grow and scale your business and revenue faster. Whether you're an aspiring entrepreneur or a thriving business owner, this podcast is designed and produced JUST for you, so you can learn from the best industry experts in the world. You can listen to exclusive interviews with authors, thought-leaders, and successful business titans who share their stories and business journeys so we can draw insights and learn from their successes and struggles together. As you're working on growing your business and pursuing your dreams, we'll be here to help you make better decisions and avoid costly pitfalls and expensive mistakes along the way. And... we'll have some fun in the process.
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#1: Episode 1 - Trailer
Dec 11 2020
9 mins
#44: 13 Lead Magnets You Can Create In 30 Minutes Or Less To Consistently Generate New Leads For Your Business
In today’s episode, Brian Webb discusses 13 lead magnets you can create in 30 minutes or less to consistently generate new leads for your business.  Brian loves to help businesses make better marketing decisions to grow their revenue smarter & faster! He is the CEO of Whatbox Digital and the host of the 'Learn More Earn More Business Growth' podcast. Learn More Earn More Business Growth Podcast Host: Brian Webb Episode 44: 13 Lead Magnets You Can Create In 30 Minutes Or Less To Consistently Generate New Leads For Your Business __________________________________ SUBSCRIBE Apple  |  Google Play |  Spotify  |  Pandora |  Amazon Music | iHeartRadio | Stitcher  ________________________________ RESOURCES & HELPFUL LINKS Whatbox Digital ________________________________ TRANSCRIPT  Brian Webb: Hey, this is Brian Webb. You're listening to the Learn More, Earn More Business Growth podcast, brought to you by What Box Digital. Hey there everyone, welcome to the show. This podcast is your premier place to learn the frameworks, secrets, and growth hacks to grow and scale your business smarter and faster, whether you're an aspiring entrepreneur or a thriving business owner, this podcast is designed just for you so you can learn from the best industry experts in the world. I'll bring you exclusive interviews with authors, thought leaders, and successful business titans who share their stories and business journeys so we can draw insights and learn from their successes and struggles together. As you're working on growing your business and pursuing your dreams, I'll be here to help you make better decisions and avoid the costly pitfalls and expensive mistakes along the way, and I promise we'll have some fun in the process. So let's go ahead and jump into today's episode. Hey everyone, welcome to the show today. This is Brian Webb, your host. I'm flying solo today, and today I'm going to talk all things lead magnet and I'm going to describe what a lead magnet is, we're going to talk about the important components of a lead magnet, and I'm going to share with you thirteen of my favorite lead magnets that you can use to grow your email list, cultivate leads, and grow your business and increase your revenue. Now I know good and well that my podcast audience is really a blend of entrepreneurs and business leaders, people who probably don't even really know marketing, you're wanting to learn. And I've got people in the audience who quite frankly, are very, very sophisticated marketers, and some of those have actually been on the podcast. So today I'm talking to you, entrepreneur, solopreneur, business owner, the person who wants to learn how to grow your business smarter and faster, but you have no idea what all this marketing stuff is. And today, as I told you, we're going to talk about lead magnets and you might be thinking, first of all, Brian, what is a lead magnet? Lead magnet is really an industry term. It's nomenclature. All it is is an online incentive offered to your prospects in exchange for their email address or their cell phone number. Generally speaking, lead magnets are downloadable digital content, an ebook, a PDF checklist, a white paper, or a training course, or what is called a sideway sales letter, meaning a video series that might drip down over several days or a week or two. But a lead magnet is also known, AKA by the way, as a lead generator can be an opt-in offer, meaning you always are trying to collect their email address and/or their cell phone number, but it could be for a course, it could be for a coupon or a video series. The goal of your lead magnet is basically to attract, to dangle what Dan Sullivan calls that juicy carrot, attract visitors to sign up for whatever your online business is offering and/or your brick and mortar business. And before I share some of my favorite lead magnets, and these are powerful by the way, because remember you can make these in a half-hour or less. So the four elements of a lead magnet are one, you need a form. You need a place where your audience, your prospects, can go and give you their information in exchange for the lead magnet or the lead generator that you want to give back to them. Second, you need a piece of content. This needs to be something as enticing as possible, as irresistible as possible, that you offer to your visitor in exchange for their information. Delivery email, obviously, someone came to the forum. They said yes, they raised their hand, they took a micro-step in your direction. You already have your content, you've got to deliver that to them. You're going to do that via a delivery email, so this email gets sent to your visitor, who fills out that form, which includes a link or a file to the content that you're giving to them. And ultimately, you need a thank you page. This is the page that your visitor will see after they download the content or fill out your form. Right? So while this fourth element is really an option, it's a great way to kickstart the relationship with you and your new lead, your prospect. And you might be asking yourself, do lead magnets actually work? And the answer is an emphatic yes. There's all kinds of benefits associated with using a lead magnet. For example, if you're an online business, your offer is an excellent list-building opportunity to help you develop customer relationships and ultimately increase sales, right? Additionally, lead magnets really work to help you create an audience for your business that's going to be super, super receptive to your marketing efforts, ads, email campaigns, sales calls, everything. Because people in this audience have already demonstrated an interest in your business, your products, your services, and that you have generously given them something that alleviates pain, a problem, you solve a problem. So if you're going to be making a lead magnet, no matter what type it's going to be, and remember, I'm going to share 13 of them with you today, right? Here are the guiding principles that you need for every lead magnet that you ever make. Hopefully, the first one is the most obvious, be valuable. Be ridiculously valuable. Nothing in life is free, including building an email list of prospects, growing your leads. But in order for them to give up that information, future customers want something valuable. Again, solve a problem, deliver them from pain, or propel them towards pleasure. An example of delivering them from paying, for example, might be eight tips to save $100,000 on your income taxes this year, right? That's painful. Propelling them towards pleasure might become to our resort for a free night's stay. That's giving them something that would bring pleasure into their life. Second, offer instant gratification. Anyone who gives you their email address, or even better their cell phone number, they're looking for a solution now. So your lead magnet or your lead generator should be easy to sign up for, and it should quickly deliver on, its promise, whatever that value proposition is. The longer it takes for your prospect to apply or receive your offer, the more likely it is that they will lose interest or just become distracted. Third, it should be well designed. If your lead magnet is just unappealing, unprofessional, undesirable, if it's sloppy, your audience won't have much faith in your brand or company or what you do. Your lead magnet design is a core part of creating an asset that builds trust with your audience. So make sure whatever you create, it looks professional and it's easy on the eyes. And you might say, Brian, I'm not a designer. Hint, hint, Canva.com, C-A-N-V-A.com. You don't have to be a great anymore, there's all kinds of templates out there in the world that you can literally go drag and drop and move right into without having any graphic design experience whatsoever. And fourth, it should align with your business, your products, and your services. Your lead magnet should build consumer trust in your company, so the content that you provide should align with what your business does. For example, if you're a CPA, your lead magnet should probably not be a coupon for 50% off a gallon of paint. If you're a personal chef, your lead magnet probably shouldn't be thirteen of your favorite lead magnets. I think you're getting the point, right? So now that you understand what a lead magnet, also known as a lead generator, is I want to share with you thirteen of my favorite lead magnets that are super easy to create. First, if you have a blog, create a PDF file for your highest performing blog posts. So in other words, if you already have a blog, all you have to do is do a quick copy and paste, again, into a well designed document, convert that into a PDF, super easy, and then let that be the deliverable. So maybe log into your Google analytics account, see which blog posts are performing the best. The ones that get the most traffic or the most engagement, convert those into a PDF, make that the deliverable lead magnet. And it simply would not be hard at all to jazz them up, add some images, add a graph, add a chart. Second, consider giving away transcripts. Are you a podcaster? Are you creating video content for a YouTube channel or TikTok? Then consider making transcripts for each one of those videos. While most people do love videos, some people do prefer to consume content in different ways. For example, some would rather read a book than listen to the audio book. If you have made video content, you've already done the hard work, you've spent hours and hours and hours of creating editing and post-production, so why not go ahead and turn that into a transcript and let that be used as a lead magnet. There are all kinds of services that you can use to get audio or video transcribed into text like Rev.com, Trint, T-R-I-N-T, or Data List. These services are well worth the small cost of you using them to get a transcript from your video content. My third option or idea is think about creating a quick checklist. They are easy to make and people love checklists. Here are some examples, X number of steps to follow to create a how to blog post or a podcast, right? Or X materials needed for a do it yourself project. Or steps to follow while thinking through a particular project or an action. Or ten must have items that you need, things, whatever those are, that you can't live without. Next think about showcasing your "best in show" content with a swipe file. For copywriters, this might be a compilation of your best copy, your sales letters, emails, blog posts, or other projects that you're literally allowing people just to swipe it and use it. Regardless of what industry space or vertical that you're in, you can create a swipe file, I promise you, particularly of your best work to give away as a lead magnet. This might be past sales materials, client work, properties you've sold, quotes, blog posts, whatever. To create a swipe file, just be sure to compile documents you already have so that you can put it together quickly, follow the same processes we talked about with the checklist. Once you have all of that, make it into a PDF, protect that golden content with a lead form, there you go, 30 minutes or less. Here's an idea for those engineers out there. Those left brainers, think about delivering some analytics. Even as I'm recording this podcast. I can think of my engineer friends and colleagues and clients, and they love numbers, so sharing real world results or numerical based data can give number loving prospects the value that they love. This could be an Excel spreadsheet, it could be a graph, marketing results, a white paper, split test numbers, experiments, schedules, whatever. Just be sure to steer clear of anything that's confidential or proprietary, but this is a great one for your left brainers out there. We'll get back to the podcast in just a moment, but first a quick message from our sponsor, What Box Digital. So you want to grow your business smarter and faster, but to grow your business you need a consistent flow of sales leads through your website, but to get those leads, you need traffic, and to get quality organic traffic, your website needs to show up front of line and top of page in the search engines above your competitors. Do you even know how well your website is performing online? Do you know if your competitors are dominating you when searching for the products and services that you provide? Do you even know how Google sees your online presence in comparison to your competition? I bet you don't, but we're here to help. We have a robust online tool for you to get an accurate snapshot overview of your online business and how you compare to your competitors, and it's absolutely free. All you have to do is go to WhatBoxDigital.com and click on the free report button. You'll be immediately taken to a form where you can provide some basic information about your business, and within just 24 hours, you'll have a robust, completely personalized, diagnostic analysis of your business's online presence and how you compare with your competitors. This free snapshot report is like getting an online marketing MRI for your business. And again, it's absolutely free, so stop being lost in the fray online search and stop letting your competitors dominate you and your ability to get more leads and grow your business smarter and faster. Again, simply go to WhatBoxDigital.com and click on the get free report button. You'll get your free snapshot report for your business within 24 hours. Do it today, you'll be glad you did. Here's another one, give away pieces or parts of your products or service. At the end a day, whenever you're offering someone a lead magnet, your ultimate goal is what? To eventually sell your products or services. So ideally in a best case scenario, your lead magnet should help to pre-sell, to demonstrate value, thought leadership and generosity, but to pre-sell whatever product or service that you eventually want to ask them to buy anyway. Grocery stores do this, perhaps the best. I go to my local HEB here in the Houston, Texas metroplex. There's a chef, they're cooking, they're letting you sample their products, recipes, they're being generous. I can't tell you the number of times that I tried something at the grocery store, and then I bought the soup. I bought the ingredients for specific recipe. Well Brian, I don't have a grocery store. Well, maybe you're an author, give away a free chapter of your book. Maybe you're a graphic designer, maybe give away a website template. Maybe you're a consultant, give away the first module in your online course. Or if you're a realtor, how about that one? It might be a quick list of properties. Bottom line is that by giving away a piece of your product, you're giving your audience a taste of what full access or premium service that you offer might be for them as an experience. Now just a few moments ago, I told you about checklists. A checklist is in essence a to do list. It's a step by step how to, but a list all by itself is another phenomenal, phenomenal, phenomenal lead magnet. People love lists. Here are just a few, 25 email subject lines that get people to convert. My 24 favorite fill in the blank restaurants in Houston, Texas. Thirteen inspirational quotes. Twenty-nine pro tips for the manufacturing industry. Sixteen strategies to reform better as an athlete. The options that you have for creating lists are infinite and easy, so think of a list that you can create to educate your audience about your products or services or to inspire them to again, move away from some form of pain or move towards some form of pleasure. Here's an idea, give away how-tos, give away recipes. If you're a chef, if you're a trainer, if you're an instructor, a gym owner, a blog, or whatever, consider giving away a how-to document or a recipe for what you do. And if you're thinking well Brian, I'm not a cook, a recipe does not have to be for just food. Regardless of what industry you're in, you can produce a recipe for basically any result that your audience is interested in. That could be a quick list of how to do something well, a recipe or a how-to for how to carve a wooden canoe, a recipe for learning how to export Facebook data, or for how to create a custom audience in Facebook. Basically just keep in mind, you can turn your own experiences into a case study or a step by step recipe so that other people who want to replicate your results can do it. This next one can be a lot of fun. Think about giving away your personal routines. We all have them. If you have a routine that your potential audience would find valuable, put it into a PDF and give it away. This could be your habits. This could be what your perfect week Monday through Friday looks like. Maybe it's fifteen productivity hacks that you have just learned over the years. Maybe it's something from your business playbook, your calendar, other shortcuts, whatever. If you're a mechanic, your personal shortcut might be the fastest way to change your own oil or the fastest way to check your own engine. You might be thinking well Brian, I'm a life coach. How about the three things I do every morning to make sure I have a great day? Here's another one. Think about giving away your presentations. If you've created presentations, the odds are favorable that you have a couple of slide decks or PowerPoint presentations or a keynote presentation that's lurking somewhere in your hard drive that you could be sharing with your audience. A little bonus idea. If you're giving a presentation, you could set up a text message campaign that you show during your presentation that allows those in your audience to go and give you their information so that you can send them the slide deck. So you're actually creating a lead magnet that can be offered in real time. Don't forget we live in a microwave culture, people want a lot of information or ideas. They want it fast, they want it brief, and slide decks are a super digestible piece of content that can successfully be shared as a downloadable. Super, super easy. Here's one. What about your top frequently asked questions? You're a business owner, you're an entrepreneur, it's likely that you already know what questions your customers want to ask. You've been doing this for a long time. Pull together a list of your top ten, top five, top fifteen most frequently asked questions, turn it into a PDF with the answers. The best FAQs handle all of the objections that your clients may have when they're considering buying your particular products or services, so make sure you address those. This is a super, super cool opportunity to address those objections and you can provide targeted responses to their concerns. I'd be shocked if this particular lead magnet took you more than 20 minutes to create. Here's one. Give away a valuable video clip. You've created videos, probably. If so, giving away your best of video content as a lead magnet is a great idea for you to consider. Maybe it's a 15-minute clip from your past webinar that you did, or a video clip from a conference presentation that you did, or even a video of your blog content. And a bonus hack on this one. Let's just say that you end up with eight or nine video clips, don't put them all into a single folder and let them go get them, deliver them one at a time. Maybe if you have eight, deliver them one every day for the next eight days. Not only have you provided value, not only have you delivered what you said that you would, but you're getting a piece of real estate in their brain. Even if it's just for a second, even if they don't open the email for the next eight days, you're showing up. They're catching your personality, your tone of voice, your body language. It just gives you an opportunity to over an extended period of time deliver that value, drip that value to them. So that makes twelve, so the last one that I'm going to share with you, number thirteen, think about sharing your top resources or your tools. Consider making a resource guide. This type of a guide is simply a list of your favorite tools. It could be the apps that you use, it's resources that you'd like to recommend to your audience. Maybe this is a list of your top websites. Maybe it's the tools that you use or the apps that you run your business on. By the way, if you do this, include links to all of those websites. And it probably can go without being said, but I'm going to say it anyway, your list of resources should probably entice your audience to want your products or services. On that list, your final recommendation should always include your business website or your business's app or your business's software for that matter. So there you have it, thirteen of my favorite lead magnets, the four guiding principles for what a lead magnet basically is, how they work. Every client I work with, everyone, we all need a sales funnel, we all need a stack of sales funnels. And the way that you do that is growing your email list, growing your SMS phone number list, so that you can nurture your audience over time. Deliver value first, get value later. You're just going to win whenever you are generous and whenever you give value, and when you demonstrate your competence and your thought leadership. That's the underlying foundation for success. If you want to effectively and consistently use marketing, marketing done right, to grow your business. That's it for today, guys. I hope this was valuable. And don't forget, if you need help creating lead magnets, creating sales funnels, creating systems that help you to effectively grow your business, just go to WhatBoxDigital.com, raise your hand, and let us know. We are here to help. That's it for today. I'll see you on the next episode. Thanks for joining me today and listening to this episode of the Learn More, Earn More Business Growth podcast. We can be found on all the major platforms like Apple podcasts, Google Play, Spotify, Pandora, Stitcher, and even Amazon Music. I genuinely hope you enjoyed today's episode, and if you did, I'd be honored if you'd subscribe to the show and leave us a rating and an honest review. I'd love to connect with you on Instagram. You can find me at @BrianWebb, and the show sponsor What Box Digital can be found at, as you might guess, @WhatBoxDigital. You can also find me and What Box Digital on Facebook and LinkedIn with the links in the show notes. This will allow you to stay up to date and never miss out on exciting new announcements, events, special offers, and opportunities, and you'll be in the know when we drop a new episode of the Learn More, Earn More Business Growth podcast. And if you'd like to send me a DM on Instagram to say hello, or share your thoughts on how we can make this podcast even better for you, I'd love to hear from you. Again, thanks for listening. Let's go and grow together. I'll see you on the next episode. ________________________________ FIND & FOLLOW WHATBOX DIGITAL Website | Linkedin | Facebook | Instagram ________________________________ CONNECT WITH BRIAN WEBB Linkedin | Facebook | Instagram Email: brianw@whatboxdigital.com  Clubhouse: @brianwebb
Nov 15 2021
21 mins
#43: How To Identify & Remove The Negative Mindsets That Prevent You From Growing Your Business & Achieving Your Goals
Erin Pheil is a business leader and a coach who built a nationally-ranked digital agency for 16 years. She is an entrepreneur and she knows your struggles well. It was her own pain and stress that led her to research and discover her approach, which drives her 95% success rate and consistent results. Today, Erin will show us how to identify and remove the negative mindsets that prevent you from growing your business and achieving your goals.     Learn More Earn More Business Growth Podcast Host: Brian Webb Guests: Erin Pheil Episode 43: How To Identify & Remove The Negative Mindsets That Prevent You From Growing Your Business & Achieving Your Goals __________________________________ SUBSCRIBE Apple  |  Google Play |  Spotify  |  Pandora |  Amazon Music | iHeartRadio | Stitcher  ________________________________ RESOURCES & HELPFUL LINKS Whatbox Digital The MidFix Group ________________________________ TRANSCRIPT  Brian Webb: Hey, Erin, welcome to the show. You're a busy business leader, a coach, an entrepreneur. You've taken time out of your busy schedule to be here today. So welcome to the show. Erin Pheil: Thank you for having me. It's great to be here. Brian Webb: Yeah, it's a pleasure to have you here. So I want you to let the audience know what it is that you and your company do to have a positive impact in people's lives. Share that with the audience today, if you don't mind. Erin Pheil: Sure. So I am the founder of The MindFix Group and we specialize in providing rapid root problem removal for your mind. So leaders and entrepreneurs and high performers hire us when they want to get out of their own way. And we help them by rapidly and permanently first identifying and then eliminating their biggest mental roadblocks and barriers and the things that are holding them back. So that could look like anything ranging from perfectionism to procrastination, fear of success, fear of failure, fear of being seen, anger issues, difficulty saying no, imposter syndrome, things like that. Because most leaders get stuck or find themselves in their own way at some points along their journey. Bottom line is our work allows leaders and high performers to eliminate their stickiest blind spots and their fears, and their insecurities, self-doubt, and anxieties that are holding them back. Usually in just a couple of hours a week for a short period of time. Brian Webb: Wow. That's interesting. One of the things that you taught me is that the quote-unquote, personal development space is a 14 billion dollar a year revenue industry. I had no idea it was that much. And I know that people, I've seen people and I've even done it, they can spend thousands or tens of thousands of dollars on programs to help them improve their lives. And yet these programs don't seem to always create lasting change for most people. Why do you think that is? Erin Pheil: Yeah. From my experience, what I have seen is that a lot of the programs that are out there focus on addition. And when I say addiction, I mean that they focus on trying to help people cope with their challenges. So people have these issues say, avoidance or procrastination and they'll try to go to coaching or they'll do personal development, or they'll go to a seminar. And what they learn are tools of how to deal with their challenges. You need to meditate longer, you need to write more in your journal, you need to cope with this challenge. We're going to give you some balm and we're going to give you more bandaids to try and make you feel better and cope with the issue. When at the end of the day that doesn't solve the root problem of why the issue is there in the first place. Erin Pheil: So our approach and the way that we have seen so many people truly be able to heal from their challenges is when you can dive in and identify why someone is stuck and why they're experiencing challenges and problems. And then you subtract. So instead of adding more and adding more responsibilities, and adding tools, and adding tactics, and adding techniques to cope with your challenges, if we can subtract the root cause of why you're experiencing it, then the challenge can go away and it can go away rapidly. And you're not left with the frustrating challenge of trying to continue maintaining or coping with it for the long term. Brian Webb: And when you say subtract, I'm curious, do you mean helping them to overcome head trash? Or is it a matter of removing a relationship out of their life or getting rid of a habit? What do you mean when you say subtract? Erin Pheil: That's a really good question. So when I say subtract, I mean, we want to go in and identify the root cause of why someone is experiencing what they're experiencing. Brian Webb: Okay. Erin Pheil: And then pull that out. So instead of addition, instead of more tools, and tactics, and strategies that help people cope with their challenges, we want to subtract. It's almost like instead of putting more bandaids and balm over the splinter, let's go in, find the splinter that's causing the pain and pull it out. So when it comes to mental challenges or mind challenges, sometimes people call this head trash. We might call it belief systems or belief structures, competing commitments, internal conflicts. There are a lot of things that can be the root causes of people's mind challenges. Brian Webb: When you talk about conflicting conclusions, is that akin to conflicting wishes? I was once taught that I read Jean Chatzky's book called The Difference. She's a financial analyst on TV. And she talks about why do people not achieve their financial goals or their health goals? And she brought up the fact that it's because all of us, we have conflicting wishes. So yes, someone thinks of themselves. Yes. I want to save for my future, but I also want to enjoy my life today and go buy myself something nice. Does that play a part in the therapy that you're providing to people? Erin Pheil: Yeah. Sometimes when we can uncover what we call competing commitments, we'll find that different parts of our mind want different things and we're often not aware of it. So as an example, there was an entrepreneur I worked with just this week and he was feeling very stuck and he was finding that he wasn't doing what he needed to do to move his business forward. And he could not for the life of him, figure out why. He kept going to kind of, seminars and business-building workshops and working with a mentor. But he just could not bring himself to move forward and take action. And he didn't know why. And so what he found was that we found quite a few kind of competing commitments. And what was really interesting is we found that he kept beating himself up. And at the end of the day, his true goals, he wanted to accept himself and love himself and he wasn't. Brian Webb: Wow. Erin Pheil: And as we got into a conversation, what we uncovered is that part of him had a fear that if he loved himself, if he accepted himself, if he said he was okay with himself, that would completely prevent him from moving forward. Part of him was absolutely convinced that if he was okay with himself, he would have no more desire to change or improve or grow. So here he is wanting to accept himself and another part going, you can never accept yourself because then you won't move forward. And it was keeping him in a double bind because he wasn't moving forward because he was beating himself up. Brian Webb: That's fascinating. Oh my goodness. Erin Pheil: Right. Brian Webb: Wow. Erin Pheil: And he had no idea of this conflict until we were able to kind of go in and gently explore this. Well, of course, he couldn't move forward. Of course, he was absolutely frozen because this part of him, this hidden part underneath absolutely was terrified that if he was okay with himself, he would lose everything and he would just never move forward. And so when you can uncover these double binds, these mental knots, these competing desires and commitments that we have, suddenly bringing that awareness to your mind allows us to get unstuck versus here's another tool or let's map out your schedule for the week when these really deeper elements are kind of sitting below the surface powering you and keeping you stuck. Brian Webb: Do you find that, let's just take this particular client or these philosophies, these conflicting kind of philosophies. Were they self-imposed or was it a learned philosophy from his upbringing? Erin Pheil: Oh, I mean, everything is learned, right? Brian Webb: Yeah. Okay. Erin Pheil: We pick these things up from somewhere in our life, whether we see things modeled by people that we respect. We learn things in business classes, and courses, and books, or school that we feel are true. Or we subconsciously absorb them when we're little kids. Brian Webb: Yeah. Erin Pheil: We pick these things up from somewhere. Oftentimes they do come from childhood, but then those things can clash with what we learn later on in our adult lives. Brian Webb: I would imagine that there's different ways that people can find themselves feeling stuck, whether it be their career, or their income, their relationships. What are a couple of those? And what advice do you typically find in yourself giving to your clients? I'm curious. Erin Pheil: Okay. Let's break this down into two different questions to make sure I can give you solid answers here. So the first question is where are different areas in life that people find themselves feeling stuck? Is that correct? Brian Webb: Well more so. I think what I'm asking is not where do they find themselves in life feeling stuck, but what are some of the common reasons that people get stuck? Erin Pheil: Oh, why do people get stuck? Gotcha. Gotcha. So what we find so often, assuming that again, assuming there's not something going on in the body or the nervous system and people are feeling like they can't move forward, we often find that people are experiencing counterproductive thoughts, counterproductive emotions, and counterproductive actions or lack of actions because of what they believe to be true. So often our beliefs are running the show. They're like these lines of code and programming that are determining how we show up every day. I always laugh and give an example of like, if you believe that cats are dangerous and you go out for a walk and you see a cat, that's going to impact the thoughts that you have when you see the cat, that's going to impact how you feel when you see the cat, that's going to impact the actions you take when you see the cat. All of those things, your entire experience around a cat can be influenced by a belief. Brian Webb: Yeah. Erin Pheil: And we have so many beliefs, conflicting beliefs, and beliefs that we picked up when we were younger and they truly do... We walk around going, no, I have full control over everything. And our conscious mind does, but our subconscious mind where these beliefs and the programming exist really are running 90% of our decisions and our choice and our actions as we go throughout our day. So you can imagine what say a leader or an entrepreneur might experience if they have a simple belief like asking for help makes me look weak and they're committed to looking like a strong leader for their team. Brian Webb: Right. Erin Pheil: How that's going to impact what the they do and don't do over the course of a month, regardless of the advice they get or how great their team is. So these unique lines of code that we each have that are all slightly different, are running the show. So to circle back to your question, what are some of the reasons people get stuck? So often times we find that their beliefs, which are sometimes hidden from their awareness, are running the show in that they have problematic or limiting beliefs that are keeping them stuck in loops and ways of being that aren't serving them. Brian Webb: I've had the good fortune to have many mentors in my life, many of which, by the way, never have known that I'm alive. They're people I've not even met. One of those in a huge way, his name was Jim Ron, and many people in the audience may have heard of him. He's actually passed away, broke my heart when it happened. But he said, more than once he says the duck has to fly south every winter because it's in the genetic code and the duck cannot disobey his genetic code. Right. He said, but we as human beings, we can change our minds today and move in a completely different direction tomorrow. And I feel like it's a little bit what you're saying to us today. How realistic is it for someone to experience a permanent lasting change in behavior in just a few months, especially if they've been with a therapist for a decade and they have been to all of Tony Robbins's events? Speak into that, if you don't mind. Erin Pheil: Sure. We see it. We see it a lot. Before I got into this work, I never would've believed it myself. I started therapy when I was a little kid. Brian Webb: Wow. Erin Pheil: I used to come home crying from school as a seven-year-old and just be inconsolable. And my parents started sending me to therapy just as a young kid. So I have done that route, therapy, and coaching off and on for so many years. It always felt frustrating because I would talk with someone, but nothing ever felt like it really changed or really shifted. It just felt like I was going to vent to someone. And that was my experience. I know there's a lot of really great therapists and coaches and experts out there, but I know that for many of us change feels like it's out of our reach. And yet when I started getting into this type of work, into the work of transformation and rapid transformation, which even three months compared to 20 years is quite quick. Brian Webb: Sure. Erin Pheil: We see people change. We see people in a matter of months come in with challenges, and fears, and ways of being, and harsh inner critics, and inability to move forward and perform. And after, within a few months time, three months, sometimes four or five, but it was in a matter of a couple of hours a week, we watch people shift. And we've gone back to our original clients from years ago, and asked them, Hey, how is the problem, the challenges that originally worked on, are they still gone? And the answers are, it's an overwhelming yes. Erin Pheil: When you pull out the challenges that you're dealing with and you pull out the root causes, right, you pull the seed of the weed instead of chopping down the flower every time, you really can have something go away and stop holding you back for the long term. Now, this doesn't mean you won't have a bad day, or you'll never have a negative thought, but these challenges no longer hold you back. And we see it day in and day out, and you can look at our results page and see just the hundreds of people who have had that very experience. It is absolutely possible. Brian Webb: Wow. Let me ask you this. Would you mind, would you be comfortable sharing an example of someone who you've worked with, who they thought nothing would work for them. Right. But they've experienced the transformation you've been talking about today. Do you mind sharing an anonymous example of course? Erin Pheil: Sure. Absolutely. We worked with an entrepreneur who was building a number of different online communities, and each of her communities had thousands and thousands of members. She was working with a mentor who was giving her guidance on how she was to scale her business. She was told that she needed to begin promoting herself, being on podcasts, being on interviews, and doing more PR work. And she was also told, Hey, it's time you start letting go of some of your work because you're doing work that you really should have more of an assistant and a team doing for you. You're too busy for what you're doing. So this woman needed to delegate more. And then also start being seen as the leader of her company. Brian Webb: Okay. Erin Pheil: And I think about four or five, six months passed, and she realized that she hadn't done any of it. She kept procrastinating. She kept avoiding. She was getting opportunities to speak and somehow kept turning them down. Something would always come up. Brian Webb: Okay. Erin Pheil: And she wasn't building her team. So what ended up happening is we worked with her for a couple of months and she picked up the phone one day and called me and she's like, Erin, you'll never guess what. I said, what? She's like, I am a delegating machine now. I've brought a couple of people onto my team. I'm no longer terrified. I can let go of some of this control, Brian Webb: Wow. Erin Pheil: And it feels amazing. And also I've started saying yes to all of these PR and media opportunities. I've been in the Washington Post. I've been in the, she was in Entrepreneur Magazine. She was in the Huffington Post. She was in a number of different, really big media outlets for the work that she was doing with Facebook. And it was absolutely beautiful. She said it's been easy. It's been fun. I'm going live on Facebook and social media multiple times a day. Brian Webb: Wow. Erin Pheil: The fear of being seen is just gone. And it was like I was talking to a different person and she was just so vibrant. So someone who had been putting this off and weeks, and weeks, and weeks, and weeks, and weeks with no movement suddenly came around and was like, this is enjoyable and I'm loving it and the fear's gone and I'm just taking off. And thank you so much. So that was a fun example. Brian Webb: One, thanks for being here. I feel like this has been a therapy session for me today too. I feel like I should be lying on a sofa somewhere. And I always feel like I get to learn and glean from every guest I have on. And you have been no exception. So one, thank you for the impact that you're having in the world. Because clearly, you're just helping so many people. And tell the audience that wants to learn how to find you, where's the best place to connect with you, learn more about your services that you provide. Where is the best place for them to do that? Erin Pheil: Sure. Best place is definitely our website, mindfixgroup.com. We have a free training. We have a long results page where you can see what's possible. We have case studies and if anyone wants to reach out, they're welcome to either apply or learn more just about what we do. I'm also available on Facebook, on social media. I post regularly about work with our clients what's possible, latest findings, and thoughts. And I'm the only, I believe Erin Pheil on Facebook at this time. Brian Webb: Ah, okay. Good to know. Oprah made Dr. Phil famous. I think that you should be the Dr. Pheil and we should start having a segment of the podcast so we can give the world therapy through the podcast. Right. See there. Well, thank you so much for being here, Erin. You've made a big difference today. I'm just so grateful that I got to spend time with you today. Erin Pheil: Awesome. Thank you for having me. ________________________________ FIND & FOLLOW WHATBOX DIGITAL Website | Linkedin | Facebook | Instagram ________________________________ CONNECT WITH BRIAN WEBB Linkedin | Facebook | Instagram Email: brianw@whatboxdigital.com  Clubhouse: @brianwebb __________________________________ CONNECT WITH ERIN PHEIL Facebook | Website | Email __________________________________
Nov 8 2021
24 mins
#42: 5 Secrets To Writing Copy That Gets The Right People To Click, Open, & Buy
Jennifer Hudye is a marketer, copywriter, entrepreneur, and the Founder and CEO of Conscious Copy & Co., one of the top copywriting companies in the digital marketing world where they help entrepreneurs communicate their vision and message in a way that inspires people to take action.  Today, she is going to share with us 5 secrets to writing copy that gets the right people to click, open, and buy. Learn More Earn More Business Growth Podcast Host: Brian Webb Guests: Jennifer Hudye Episode 42: 5 Secrets To Writing Copy That Gets The Right People To Click, Open, & Buy __________________________________ SUBSCRIBE Apple  |  Google Play |  Spotify  |  Pandora |  Amazon Music | iHeartRadio | Stitcher  ________________________________ RESOURCES & HELPFUL LINKS Whatbox Digital Conscious Copy & Co. Jennifer Hudye Website ________________________________ TRANSCRIPT  Brian Webb: Well, Jennifer, it's a pleasure to have you on the podcast. I've been thinking about this for quite some time, because we've been planning this for quite some time, as you know, but welcome to the show today. Jennifer Hudye: Thank you for having me. Brian Webb: So, I've already told the audience who you are and what you do and what you're about, but I'd love to hear you share your story a little bit. How did you go about becoming a copywriter and where did that all start for you? Jennifer Hudye: Yeah, I really stumbled into copywriting, to be honest. I was not a writer growing up. Didn't really enjoy writing. Brian Webb: Yeah? Jennifer Hudye: And I was partially dyslexic, so I can't spell, or anything like that, worth anything. Brian Webb: Really? Okay. Jennifer Hudye: Yeah. So it's funny, but when I was in college, I was determined to really come up with a business idea that I could turn into a business so that I could be full-time building a business at the end of college and tdhen full-time after college. And so I think it was a couple years in, I went to my first ever online marketing event. It was actually a Brendon Burchard event, so it was like personal development meets online marketing, and my world was blasted wide open with this world that I knew nothing about. And I saw so much possibility because I saw that I could really bootstrap a business with just an idea alone. And so after attending the event, I was a group fitness instructor and personal trainer at the time, in college. And so I first decided to create an online program for millennial women, which were the women that were coming to my fitness classes every day, and started to take some of the processes that I was learning about the online marketing world and built my first ever online product, which I called the Strong Mind, Sexy Body Blueprint. Brian Webb: Okay. Jennifer Hudye: And when I launched it, I spent months and months on creating the best videos and logos and perfecting the course. And my marketing was a total afterthought. And I just figured, well, that's saying build it and they will come. Brian Webb: Right. Jennifer Hudye: So I created this course and then launched it and it was like crickets. Brian Webb: Wow. Jennifer Hudye: Nobody... Well, there was a couple sales that trickled in throughout the week, but my goal was to have 30 people in my first launch. Brian Webb: Sure. Yeah. Jennifer Hudye: And so after that happened, I was super bummed and I was at the point of thinking, well maybe I got to scrap the course, maybe it's the course, or maybe it's the logo. Brian Webb: Sure. Jennifer Hudye: And I actually, before doing that, I went on a walk and I found this podcast similar to this one, and the two hosts were talking, and they talked about this concept called direct response copywriting. Brian Webb: Yeah. Jennifer Hudye: Which I knew nothing about. Brian Webb: Okay. Jennifer Hudye: And one of the hosts said, if you want to build a business online, you need to master the art and science of copywriting, which is written words that sell, or persuasion in print. Brian Webb: Sure. Jennifer Hudye: And it was like this light bulb moment went off for me where I was like, oh my gosh, this is the missing piece. I didn't even consider. Although I had a sales page for my site, it was, when I looked at it through the lens of some of what I had learned about direct response copyrighting, I realized that I was doing so much of it wrong, where I was making all of the copy and everything about me and the product, versus what is the problem that I'm solving for the client. So I dove right in, and fast forward, started to get my hands on any sort of copywriting book training I could, launch my course again, a couple months later, sold out within 48 hours. Brian Webb: Fascinating. Awesome. Jennifer Hudye: And that was just like the piece that I needed to really double down on the skill. And then fast forward a couple of years after that, and I had really started to dial in a few of my funnels and I had business owners reaching out to me in my space saying, hey, can you help me with my copy? Can you help me with the strategy for some of my funnels, similar to what you're doing? So I just started doing it on the side here and there, because I thought it was really fun and I loved helping them. And then back in 2015, it got to the point where I was partially running these two businesses. And I was like, I got to choose one and double down. And I loved the helping business owners and entrepreneurs so much with really their message and their copy. So I doubled down on that. From there, honestly, in 2015 it just took off. And since then we've worked with a lot of pretty well known people, everyone from Brendon Burchard, Joe Polish, Eben Pegan, Bulletproof Coffee, JJ Virgin, pretty much the the who's who- Brian Webb: The who's who- Jennifer Hudye: ... In the industry. Yeah. And it has been helped thousands of entrepreneurs through our conscious copy method, built a team, et cetera. And it's been just continuing to expand from there. Brian Webb: So I know that you draw a distinction between what copy is, as opposed to what content is. Explain that for the audience today, if you would. Jennifer Hudye: Yeah. So I believe that the goal of content is for people to understand you. If you think about education, information, you're trying to get someone to understand your world. Where the goal of copy, is for people to feel understood. And the spotlight is shining on your target audience, who is it that you want to help? And it's a completely different... It's a not completely, but it's a very different hat that you're wearing for either one. I remember speaking at an event once and this New York time bestselling author, like multiple New York Time best selling author, came up to the mic and he said, I'm great at writing, my track record shows it, he actually has a book company, and he's like, but I suck at copy and I don't know why, I don't know what I'm missing. And I shared that distinction and was like this huge light bulb moment went off where he's like, that's it, I'm not really entering the conversation that's going on in the prospect's mind. Brian Webb: Interesting. So I know that today you're going to share five secrets to writing copy that gets the right people to click and open and buy. What is the first secret that you would share to achieve that? Jennifer Hudye: Yeah. So I look at copy, like there's tools that you want in your marketing toolbox. And just like if you were to build a house, you need the five core tools, right? The hammer, the nails saw the screwdriver, et cetera, to be able to build whether it's a house, or a chair, or whatever, it may be. Brian Webb: Sure. Jennifer Hudye: Same thing goes in marketing. So the five tools when it comes to running copy, the very first one is knowing how to capture attention. If you don't have attention, nothing else matters. And I believe the human attention span now is like less than six seconds or [crosstalk 00:07:28] feel like that. Brian Webb: Like a goldfish. Right? Jennifer Hudye: Yeah. And so it's so important to... Before trying to sell your product or service or get someone to click it, it's first getting their attention. So that's the first step. Brian Webb: So when you say getting their attention, that's what we need to do, but what would be an example, or a small example or two, that you'd use or leverage, that you've seen work time and time again? Jennifer Hudye: Yeah. So in the viewpoint of copy, it's really asking what's the headline? So what is the headline that's going to capture someone's attention. A couple of my favorite ways to craft attention-grabbing headlines. One is by starting with a question. So it may be as simple as like, hey, do you want to learn how to write copy that converts? Or say, are you ready to finally lose that 10lbs? Really calling out the direct question of the specific person that you want to help. Brian Webb: So would you say addressing pain in that question. Jennifer Hudye: Addressing pain is a great way to do it. I believe that there is a stat that shows that as humans, we were 50% more to driven to avoid pain, than gain pleasure. Brian Webb: Right. Jennifer Hudye: So both work, but if you look at it from the viewpoint of pain, it can definitely be a driver. Brian Webb: Yeah. Okay. So getting their attention, knowing how to effectively achieve that. What's the secret or tool number two? Jennifer Hudye: Number two is creating interest. Yeah. So once you've captured their attention, the next question that they're going to be asking consciously or unconsciously is, should I keep my attention here? And whether you are writing an email, whether it's a social media post, a sales page, a YouTube video. A lot of people say, really the first six seconds, but then the first 30 seconds, it's the make or break it of whether people are going to continue on. So in copy terms, that's really discovering, okay, what's the hook? How are you going to hook them in to keep reading? And there's a few different ways that you can do that. One of my favorite ways is through stories. Brian Webb: Yeah. Jennifer Hudye: Because as we know, as humans, we are story making machines, and so hooking in with a very intriguing story that sells, is a great way to do that. But you can also use fascinating statistics that may be relevant to the person. Did you know that 57% of people do X, or whatever it may be. So those are stories, statistics, researcher, a couple different ways that you can hook someone in to keep reading. Brian Webb: Fascinating. Okay. So attention, obviously getting their interest, and I love what you shared by the way. So what's tool or secret number three? Jennifer Hudye: Number three is to clarify benefits. So this is one of the biggest mistakes that I see entrepreneurs and business owners make when communicating in their marketing, is they're much more feature-focused, than benefit focused. So what that really means is how are you... My friend, Lisa Sasevich has an amazing quote, which is, "Sell the airplane, not the destination, or excuse me, "Sell the destination, not the airplane." Opposite. "Sell the destination, not the airplane." Brian Webb: Or sell the hole, not the drill. Right? But hers is better. Lisa's is better, yeah. Jennifer Hudye: Yeah. And what's the other one, "Sell the sizzle, not the stake." Brian Webb: There you go. Jennifer Hudye: Yeah. But the idea, it's really asking, okay, with whatever it is you're selling, like whether it's a product, a service, or software, how is your customer or your client's life going to be better as a result of that? And the more that you can paint the picture using the five senses, really evoking emotion in that, the more that people are going to truly believe that you can help them. So an example I give sometimes is, say, you're in the health space and you help people with gut health. There is a very small percentage of people who know that they need help with gut health. And so if you just say, learn how to heal your gut, they may be like, cool, I don't know if I need to heal my gut. But if you say, do you struggle with low energy, feeling bloated, your skin's breaking out, your mood fluctuates, if, so you may have leaky gut, discover how you can gain back your energy, lose that final five pounds and have glowing skin with this simple process. It completely changes because then the person's going to filter through their experience, which is what we do already. Brian Webb: Fascinating. Okay. So one, obviously capturing their attention. So that could be the subject line of your email, it could be the title that you use for an ad online. Obviously we talked about keeping their interest. You talked about leveraging the power of story, which I certainly believe in, and clarifying the benefits. What's secret or tool number four? Jennifer Hudye: Number four is credibility and trust. Obviously the internet is a noisy, loud place. And when people are looking to follow a person or a brand, they're asking, can I trust this person or brand? And so it's really important when it comes to your copy, whether, again, it's a sales page or maybe you're sending people to an initial lead magnet page from a Facebook ad, or it's a Facebook ad. Your copy literally covers every everything, whatever platform you're on, whatever it is you're trying to sell, copy is what fills that up. And so that next one is okay, how are you creating some credibility and trust in an authentic way? So that may include weaving in social proof throughout your copy, sharing client success stories, or case studies, testimonials of people that you've been able to help, before and afters are a great way. Sometimes people will share the credibility when it comes to do they have what stages that they've spoken on, or people that they've worked with, or certifications or degrees or whatever it maybe that they have. But it's really important to remember in marketing that the most important and powerful social proof is results. Brian Webb: Absolutely. Jennifer Hudye: So leaning into that one and making sure that you are highlighting that throughout your marketing is one of the best things that you can do to create that trust. Brian Webb: Social proof. For sure. So the last one, what's the fifth secret that you want to share with the audience today? Jennifer Hudye: The fifth one is strong call to action. One of the biggest questions that I'll hear from people is, how do I get people to take action? Whether it is opening up your emails, clicking in your emails, signing up to buy, whatever, engaging. One of the most important things to remember is you want to train people to be taking action each step of the way. So it's not just training someone to take action when you want them to buy something. It's training them to take action when it comes to clicking on a link in your emails or your landing page. So you always want the call to action to be clear, direct, benefit-driven, simple and short. Not saying a big button on your website, click here if you want to change your life. It's not super clear of what you want them to do. Brian Webb: Right. Right. Jennifer Hudye: You want them to click here to go learn more about the program, click here to buy now. But there's a couple other things to consider too. When it comes to call to actions, is, if you can, creating time and quantity urgency. So this is something that oftentimes people will miss. And they'll wonder why aren't people taking action on my sales page? Is there a reason for them to take action now versus wait and do it later? And so the more that you can create that the time is now the higher, the motivation for them to decide. Brian Webb: Yeah. Jeff Walker talks about that in his book Launch, which he just basically launched a new addition of his book Launch. But he talks about different ways to create scarcity, being the price goes up, or the course closes. So that definitely makes a lot of sense. This is really a masterclass in copywriting. So thank you for being here today, Jennifer. So let me ask you this. I know that when some people think about... When they're writing copy, when they're giving their elevator pitch, making that video, they're worried about coming across as overly pushy, or aggressive, or salesy, especially right now, what are some ways that they can avoid that? Jennifer Hudye: One of the best and simplest ways is to deliver value up front. And I know it seems so simple, but what I will sometimes see, and I've actually run into this myself too, is like, it feels awkward to make a request of someone when you haven't delivered value upfront. And so the more that you can be doing that and educating in your marketing, the better, and so that when you make that invite to whatever it is you want them to do next, there's that reciprocity there. So that is one of the biggest ways to not feel like you're coming across as pushy or salesy. Another belief that I have, especially in the distinction of just copy in general, versus conscious copy, is that with conscious copy, your commitment should be helping someone come to a decision, and the decision being the best decision for them. Brian Webb: Yeah. Jennifer Hudye: Not necessarily just a yes. Because when we come into anything, if we're writing a sales page and it's like, I just want to get as many yeses as possible, that energy and frequency can come from a place of scarcity, and can also sometimes feel a little manipulative. So it's important to shift to no, as I'm creating this, my commitment is for everyone who this is going to change their life. This is going to be beneficial. We're helping them come to that decision. And of course, we want to make sales and as many as possible, but also not at the expense of others, and not at the expense of bringing on wrong clients within our organizations as well. Brian Webb: That's fantastic and super powerful. The last data point that I saw, Jennifer said that it takes someone who's unfamiliar with your business, your brand, it takes them 21 to 24, so we'll call it a couple of dozen interactions, with your brand before they, one, even become aware of it for that matter, two you build trust through enlightenment, like what you're talking about, so giving value before you ask for it. Before they finally make that decision, whether that be to hop on the phone, sign the contract, buy the product, or what have you, so that definitely, what you just said, aligns with that day at a point. Wouldn't you say? Jennifer Hudye: Absolutely. Yeah. Building their relationship is one of the most powerful ways to create that trust in showing people in advance that we can help them. Brian Webb: Yeah. Yeah, absolutely. Well, again, this is absolutely a masterclass in writing good copy, great copy that actually brings people to make decision. So thank you so much for being here today. I understand you have a special gift for our audience. Tell us about it. Jennifer Hudye: Yes. Those of you who you're listening to this and you're like, okay, this is really helpful I know what to do, but now how do I do it? One of the first steps is knowing how to capture attention. And so we do have free gift for you, and it is what I call the "high level client headlines." So it's 15 different templates of how to grab your reader's attention without coming across as clickbait or pushy. And so it shares exactly what the template is, an example, and then how you can pour who your ideal client is, your offer your message into it. And you can use this for subject lines, headlines on your sales pages, social media, et cetera. And so if you want to grab a copy of that for free, just go to H-L-C headlines.com, which stands for high level client headlines. So H-L-C headlines.com, and you can grab your free copy of that cheat sheet. Brian Webb: Awesome. I'm going to go get that myself, as a matter of fact. So again, thank you for being here. I know there's so much more you could have said, but it would be fun to have you on again in the future. But thanks so much for being here today, Jennifer. Jennifer Hudye: Thanks for having me, Brian.   ________________________________ FIND & FOLLOW WHATBOX DIGITAL Website | Linkedin | Facebook | Instagram ________________________________ CONNECT WITH BRIAN WEBB Linkedin | Facebook | Instagram Email: brianw@whatboxdigital.com  Clubhouse: @brianwebb __________________________________ CONNECT WITH JENNIFER HUDYE Facebook | Instagram | Website | Email __________________________________
Nov 1 2021
26 mins
#41: Scale Your Sales In 2021 Using Highly Profitable Virtual Events
Jesse Eker is on a mission is to help over 1,000 online coaches, course creators, authors, and experts create 7-figure brands online using his unique breakthrough method.  His specialties include Informational Marketing, Marketing, Conversion, Lead Generation, Content Creation, & Trend Spotting.  Today he is going to teach us how to scale your sales in 2021 using highly profitable virtual events.   Learn More Earn More Business Growth Podcast Host: Brian Webb Guests: Jesse Eker Episode 41: Scale Your Sales In 2021 Using Highly Profitable Virtual Events __________________________________ SUBSCRIBE Apple  |  Google Play |  Spotify  |  Pandora |  Amazon Music | iHeartRadio | Stitcher  ________________________________ RESOURCES & HELPFUL LINKS Whatbox Digital Harv Eker Online Build Your Brand Online ________________________________ TRANSCRIPT  Brian Webb: Jesse Eker, welcome to the podcast, man. Jesse Eker: Thanks for having me. I am so excited to be here and share as much value with your audience as possible. I appreciate you. Brian Webb: Yeah, I have no doubt that you're going to drop tons of value bombs today. I've already told the audience about a book of your father's that I read, The Millionaire Mind, moons and moons and moons ago, and I would have to imagine, growing up in that household, that that's shaped you into who you are today. I'd love to hear you share about how that's happened and how it's affected your growth as an entrepreneur and as a leader. Jesse Eker: Yeah. So when it comes down to it, not many people, I would say, are in the position I was, with a, let's just put like a guru type of dad, right? Brian Webb: Yeah. Jesse Eker: And that's what most people think as far as, oh, you grew up with this guru dad, but most people don't know the full story as far as when my dad started to actually do extremely well, I was already 14 years old. So the first 14 years, it was very, very normal, very middle class. We had things, but nothing was extraordinary, nothing was out of the box, and we did okay, but nothing extreme.             Then when we ended up moving to Vancouver, that's when he wrote his book, that's when he came out with his new brand, that's when he launched Peak Potentials. And that's when our life really started to change. And it wasn't as much of growing up with T. Harv Eker. It was more of the witness of objectively looking at through the lens of before and after and seeing wow, what a difference life can be when you start to excel in your business and excel with money.             And we come from this family of immigrants, so nothing's ever given, everything's always earned. But when it came down to it, it was like vacations started getting better. The house was nicer. We were just able to have more choices. And so when I was able to see that and witness him working through that and building this, it started to ingrain new programming in me of what I really wanted my life to look like, as well. And so that's where I think I learned the most from. It was more of the modeling and viewing versus the actual teaching.             Now, when it comes back to growing up with him, and obviously everything in my life was a life lesson because he's very personal development, very personal growth, [crosstalk 00:02:54]. Everything is a life lesson. Brian Webb: Of course. Jesse Eker: And everything had those meanings to it. And I definitely felt like I was definitely a more conscious and enlightened kid than my peers. At the same time, though, it was more of what I saw, what I heard, and what I experienced than anything that he actually personally taught me. And I think that was his gift to me, was not like, hey, this is my way of how we do things. It was more of like, let me show you and be the model for you so that you know what you would like to do and not want to do growing up and starting your family and starting your business eventually when you get going. Brian Webb: Let me ask you this. How did you get started online, and what inspired you to start a new brand and Build Your Own Brand Online? What started that? Jesse Eker: Yeah, so it's a big gap between the two. So when I was first getting started, I was in the real estate space and I was actually finishing school through the crash. And I was actually living in Arizona at the time, and that's one of the places that got hit the hardest in the United States. Everything was down 60%, and there was a huge opportunity. And so I was interning in college and that was my first career, was fixing and flipping homes. And it just wasn't in alignment with what I really wanted to do for my full career.             And so when I talked to my dad about it, because he's always been my mentor, I told him about the things that I liked and things that I didn't like. And he was launching at this time the Ultimate Internet Bootcamp. And it was about blogging and affiliate marketing, with Alex Mandossian. And what ended up happening is like, why don't you just check it out because I've heard so many of these amazing things, and also the lifestyle that you could potentially create is work from anywhere, which is the opposite of what he was able to do. He had to be in places to work. Brian Webb: That's interesting. Jesse Eker: And so he thought that would be really cool. That would be really cool for you. So I checked it out, and I love the laptop lifestyle. And so I went and pursued it. I learned it. And after a couple failed attempts of trying to make some business opportunities work and affiliate marketing work, I started to understand how the whole system of online marketing and direct response marketing really works online. And that's when I understood the infopreneur lifestyle and business of selling information online.             The problem was I was this college kid that had no skills, no experience, no nothing, and I didn't know what the heck to sell online. And the people that I was trying to promote, like the affiliates, I didn't really like. But I did know this one person, and his name was Dad to me, but for most people, it was Harv. And he had no online presence. He only had live events. But at this time, it was a crossroads for him because he'd just finished selling his company, but not his IP, his intellectual property.             And so what I did is I presented the opportunity to repurpose his live in-person events online so that we can reach a broader demographic in more locations, to people who would never go on. And so for a decade, I ran Harv Eker Online and grew that into a multiple seven figure brand by really repurposing his information in the live setting for the online products. And that really gave me the experience of really helping experts and coaches understand what the online space is all about. And that's where my new brand came in, where I was like, man, I'm really good at taking brands, I'm really good at taking experts, I'm really good at taking people who are pros at what they do and teaching them how to productize and how to put a package together online so that they can grow an online presence and they can do what they do best and let me help them with their marketing and sales.             So that's where this new brand came in, called Build Your Brand Online, which really is helping really experts and online entrepreneurs build brands online. And we use a very specific methodology, but the whole way that we position this is helping you do more of what you're good at and using a mechanism that you're going to succeed in to really have success online. Brian Webb: So I'm going to skip a couple of other questions that I had because I really, we're always on a limited amount of time, and I want to jump into the meat of what you're here to talk about today. So I know that you help people use virtual event to grow their revenue, grow their business. Why do virtual events in your mind, or in your eyes, work so well, and why are you so passionate about them? Jesse Eker: Yeah. And when it comes down to it, it's not only virtual events, it's the event model. And so this event model has been in my blood for my whole life. My dad, T. Harv Eker, came from the event model. When I say the event model, these are in-person seminars. And so most people, and I'm sure most of your audience, has been to a seminar before in person. And this model's been around forever. And the reason why it works so well is because you go to this seminar, you fly there or whatever, you have the intent of spending your time there. You go and you sign up for this topic that you're super interested in learning, and you sit there and you learn from this one person.             And there's this speaker there, or this trainer there, and they teach you. And if they do it right, they build this automatic authority with you. They build this know, like, and trust with you. They build this credibility with you as far as I can help you. And they give you some sort of result where you have kind of this identity shift or transformation of wow, before this event, I was this person, after this event, I feel very different than I was before.             And then usually they make an offer of how we can continue working together. And the natural ascension for a lot of people is, hey, the event was great. I'm going to go by myself, which is fine. Or there's going to be a big group of people that say, I want to keep working with this person because they're taking care of me. And so that's the event model. And so what we have done is we really have just taken the event model and put it online because of the circumstances that in-person events aren't really working right now. And a lot of people are kind of nervous to go to them, and they'd actually prefer to do it from their house.             And so we kind of molded the two together because in my life, one of the things that I noticed with my dad was he was traveling 250 days of the year. And I have two kids now. One is 26 months and the other is eight months. So two youngins. Brian Webb: Congratulations. Jesse Eker: Thank you. And so for me, it was like, I don't want to miss those steps. My daughter is like getting close to rolling, I mean, to crawling, and doing all that fun stuff. I don't want to miss it. And so the best part about what we do is I do it from my office. I literally can walk out my door and be with my family and kids and I don't have to travel. So it's like the best of both worlds.             So I get this amazing model in my hands. I can do it from home. I can kind of have it all. And it's really effective as far as a lead generator, an audience builder, a sales mechanism, and also a mechanism that you can use to actually grow your business without changing much at all. So the process works the same with five people to 10,000 people. There's really no difference at all. So yeah, that's why we're so passionate about it, is because when we come to people like yourself or come to your other experts in your audience like we were just talking about before, they're really good at what they do. They're not the marketers, they're not the salespeople. They're great at solving problems, fulfilling on their promise, being the instructor, but also coaching and stuff like that.             And so the event model, especially online, puts them into position to succeed because they just need to do what they do best. And they don't have to worry about the marketing. They don't have to worry about the sales. They just worry about doing what they do best, which is what does all of the persuasion and influence and authority building within the event itself. Brian Webb: And that makes sense. What if the people are like, when I say people, people in the audience, and they're like, this sounds great, but they're thinking, okay, they might know what they're doing. They might be great at coaching and consulting. But they might be thinking, what would I say for all this time? How do I come up with all of these words? What do you say to that? Jesse Eker: That's such a good question. And probably the most common, this is the most common thing, and I think when people think of an event, they get scared in two different ways. One is what the heck am I going to say? And two is like, oh my God, I have to talk in front of people. So I'll go to the latter first because it's a shorter answer. When we think about events, we think about in-person events and talking in front of people, it's kind of scary, right? You've got these lights on you or you're potentially in front of a bunch of people, you can see their reactions and stuff like that, which we can still do online, which is great.             But the thing is like, when you're online, you're doing it from the comfort of your house. So there's this comfortable essence to it, of like your home, you're literally talking to a computer. Brian Webb: Sure, like you and I are right now. Jesse Eker: Yeah. It's like, you might get nervous for a second, but it goes away really quickly once you get into the zone. The second part of that is when you know what you're talking about, the confidence is always much higher than when you don't know what you're talking about. Brian Webb: For sure. Jesse Eker: When we are designing events with people, the main thing that we talk about is, you know, you help someone get some sort of outcome, some sort of result, some sort of transformation. That is the promise you give someone. So in exchange for what they're paying you, you're delivering them some sort of result or outcome. And so what we teach people is instead of trying to give them the whole outcome right away, what we're trying to do is just give them some sort of result in advance, meaning like a head start towards getting that outcome, meaning that, let's just say, for example, you help clients make $10,000 per month, and that's the outcome you do.             And so the starting point for them would be like, well, let me help you see how to get your first client. And so that's kind of like point A to point B, is getting your first client. Now that you know how to get your first client, let me help you get to $10,000 a month, because there's going to be different processes and systems that you're going to need in place to get to $10,000 a month versus just one client. And so our goal is really in the event to come up with one tangible mini outcome for them to do. And that's what you're going to say and teach, because that's what you know what to do, right? You're literally just coming up with the path of how someone would get that outcome, and getting them from point A to point B. And that's what you would talk about.             And it can be 90 minutes, it can be three hours, it could be eight hours, whatever you decide it takes for you to get them that outcome. It really gives them this, again, sample of whoa, this is what it's like to get momentum. This is what it's like to get a result with you, which they never got results with other people, and you're doing it for free. So that's kind of how we design it and how people really get to understand what they are going to say, because they know it, right? It's not like they're doing anything that they don't know. Brian Webb: So Jesse, let's shoot the elephant in the room and let's be the listener for a half a second. And they're thinking, man, this sounds fantastic. I can get the vision of what you're talking about, but they're thinking, I'm not T. Harv Eker or Tony Robbins. I don't have an audience. How can they get people to get to that event? Jesse Eker: That's a great question. And I know that a lot of our clients have a similar thought process around this. Now, most people, when they look at these great people like Tony Robbins, my dad, T. Harv Eker, or maybe Brian Tracy, they look at the lag effect, the lag result of them doing this for 30 years. But that doesn't mean that they started that way. Brian Webb: Precisely. Jesse Eker: Everyone one started at point A. And so I was actually on a clubhouse with Brian Tracy, and we were talking about his event, and his first event only had 17 people there, and he kept doing it and he kept doing it. By the end of the year, he had a hundred people there. 55 years later, he is one of the most well known people in the world, but that's after times and times and times of doing that. So instead of thinking, oh, I need a bunch of people there, it's, oh, let me dial in a process that will build over time.             And so that's what we've indoctrinated our students in. And we get, you know, some students just get nine people there, but they still collect 25, $30,000 in cash because they know the process of how to do it. So it's not about having a big group of people. It's about having the right group of people. And there's a stat, and I can't remember where exactly I heard the stat, but there is a stat out there that you are already connected to enough people to be making $100,000 a year in whatever you want to do. Brian Webb: Absolutely. Jesse Eker: What that means is you are already connected, whether that's social media, or your phone book, or your Rolodex, or whatever, your contact book, whatever you want to do, they are either your ideal client or they know your ideal client. And that's usually how we start. If we're like, hey, the goal is for you to get 10 people, that's it. Then you go through your contacts, your network, and you find those 10 people, or try to pass a message on for 10 people. And that's where you start.             Like, I don't want my mom to come to my event, but at the same time, my mom knows a lot of different people. And I could say, "Hey, Ma, you could be my advocate. So talk to five or 10 of your friends who you think would be good at this, spread the message, and see if they want to come." And guess what? We'll probably get a couple people from that way. Endorsed traffic. So that's how we start to structure this in a really simplified way before we think about big audience, before we think about any advertising, before we think about anything that's big time. We don't need that. We need to dial the process first, get a couple people there, which you're already connected to, and then work it. And then you build over time. Brian Webb: Yeah. So many people think that you have to have a huge audience. I think it was Seth Godin. I've read tons of his books, too. But he once said that you only need a thousand. Was it him or Malcolm Gladwell? One of the two of them. But they said that you only need a thousand true fans to have all the success. And of course they don't mean Facebook followers. They mean truly devoted fans. Just a thousand is all it takes to be enormously successful in life.             So let me ask you this. So people are listening and they're thinking, I want to do this. You've been doing this. You've got the experience. What are two or three key elements that they want to make sure that they have before they go to run their first event? Jesse Eker: Yeah. So the biggest one when it comes down to is they need to have an offer. And the offer is what are you going to offer someone to ascend with you, to go to the next level with you? And the reason why this is the most important thing before you put on an event is because when it comes down to it, we need to have congruency from start to finish. One of the biggest mistakes that you'll see newbie people making, whether it's in business or with the events, is incongruency within their marketing and sales. And you know this very well, right? Brian Webb: Yep. Jesse Eker: And so when you're incongruent with your marketing and sales, you lose a lot of the potential prospects because what they're seeing is different from what they're getting. And so we need to make sure it's congruent. So we always start from, we reverse engineer it, start from the back front. So if you know what you're offering, whether that is a program, whether that is a product, whether that is a service, whatever you're offering them, that's what we start with. And we look at that offer and we say, "Hey, what's the outcome, the result, or the transformation of that?" And then we say, "Okay, great. That's what it is. What are the steps people are going to need to do to get there?" And then we start from the very beginning.             So we need the offer because that dictates the whole event. So number one is we definitely need an offer, and it can't just be any offer. It's got to be a really no brainer offer for people to say yes to. We want them to, basically the stress test we say is I've got to feel in my bones silly saying no to this offer, if you're the right person, right? Brian Webb: Absolutely. Yeah. Jesse Eker: So we definitely, like number one, make or break, is your offer. This does 80% of your heavy lifting for the whole event. And then number two make or break is not the amount of people, but the right people there. And the way that you get the right people, and I'll use this analogy because I really like it and I think it really hits home for most people, is we all know these topic based conferences that people go to in different cities. There'll be stuff in Vegas, there's all these different conferences that people have. And maybe it's like a health conference.             And in the hallways of these conferences, there's always these sponsorship booths that people have. And it's really interesting to watch, that there's always going to be this one booth with so many people lined up, everyone's around it. And there's this other booth that is absolutely ignored. Someone's like, their feet are kicked up. No one's going by it. Everyone's walking by, ignoring this thing. Right? Brian Webb: Yeah. Jesse Eker: You can picture it and you know it, because it's so common. And so we look at this and we say, okay, if you're in the right place, which is the health conference, you're like a health practitioner, you know you're in the right place with your booth, but why is one getting all the traffic and why is the other one getting no traffic? And the answer is because one has the right message and one has the wrong message.             And so that is the difference between getting the right people and the wrong people, is you can be in the right place, but if you don't have the right message, your messaging, then you're either going to get ignored or you're going to have the wrong people for your event. So the next make or break is making sure you're in front of the right people. But also, this is more important, is having the right message to go in front of the right people. And that's how you're going to get the right people to attend your event. And that's why you don't need tons of people to make this happen and make it work. Brian Webb: Yeah. You know, Jesse, I've been looking forward to this interview for quite some time and you really have shown up like a rock star. My last question is for those people that may be hearing this soon or a year from now, and they're like, I want to connect with what you're doing, learn more about it, where's the best place for our audience to learn more about your services, connect with you online? Where's the best place for them to reach you and get in touch with you guys? Jesse Eker: Yeah. One of the things is we created this guide that kind of goes over the four pillars for our events, and that's design it, fill it, monetize it, and run it. And it's a really extensive guide. I'd love to offer that, because that's going to be like a great whitepaper introduction for people. It's buildyourbrandonline.com/guide. Brian Webb: Guide. Jesse Eker: So it's buildyourbrandonline.com/guide. That's going to give you free access to the guide. Of course, you've got to put your name and email because we've got to send it somewhere. So just want to be forefront on that. The other thing is if you're on social media, I'm on Instagram, I'm on Facebook. You're free to connect with me. I answer and reply to messages all the time. I really treat people like people, not just like numbers. So feel free to connect with me on any of the social media platforms.             And you'll see that every about four to six weeks we start promoting our events, and I'll be going live in there and giving [inaudible 00:24:07] value and doing all that fun stuff. So those are the two hotspots I would say to come check us out, and you'll get invited to our events that we do on a monthly basis. And you'll love them, and you'll see if it resonates with you. Brian Webb: Well, man, thanks for being here. Thanks for inspiring our audience and dropping some value bombs. It was a pleasure having you, and I hope we get to have you back again someday. Jesse Eker: Thank you so much for having me. I'm excited to hear the replay of this, and I'm excited for your audience to listen, as well. ________________________________ FIND & FOLLOW WHATBOX DIGITAL Website | Linkedin | Facebook | Instagram ________________________________ CONNECT WITH BRIAN WEBB Linkedin | Facebook | Instagram Email: brianw@whatboxdigital.com  Clubhouse: @brianwebb __________________________________ CONNECT WITH JESSE EKER Linkedin | Facebook | Instagram | Build Your Brand Online __________________________________
Oct 18 2021
31 mins
#40: Three Healthy Steps Every Entrepreneur Should Take To Function To Their Highest Capacity
Dr. Gabrielle Lyon is a functional medicine physician specializing in the concept of muscle-centric medicine, which focuses on the skeletal muscle, as the key to health and longevity. Dr. Lyon works closely with the Special Operations Military & has a private practice in NYC. In addition, her practice services the leaders, innovators, & executives in their prospective field.  On the show, Dr. Lyon is going to discuss three healthy steps every entrepreneur should take to function at their highest capacity.   Learn More Earn More Business Growth Podcast Host: Brian Webb Guests: Dr. Gabrielle Lyon Episode 40: Three Healthy Steps Every Entrepreneur Should Take To Function To Their Highest Capacity __________________________________ SUBSCRIBE Apple  |  Google Play |  Spotify  |  Pandora |  Amazon Music | iHeartRadio | Stitcher  ________________________________ RESOURCES & HELPFUL LINKS Whatbox Digital Website - Dr. Gabrielle Lyon ________________________________ TRANSCRIPT  Brian Webb: Dr. Gabrielle Lyon. It's awesome to have you on the show today. How are you doing? Dr. Gabrielle Lyon: I'm doing great. Thanks for having me. Brian Webb: Yeah, it's going to be a fun conversation. I know that you're here to talk about three things that an entrepreneur or a business leader can do to function in their highest capacity. Before we jump into that, why don't you talk real quickly about some of the impediments that you see with all the business leaders that you work with that does impede or prevent us from functioning in the highest possible capacity? Dr. Gabrielle Lyon: Absolutely. And I have to say that entrepreneurs are near and dear to my heart and make up a large portion of my practice. And one of the things that I see over and over again is business, family, everything else comes first before their health, Brian Webb: Yeah, boy, that's true. Dr. Gabrielle Lyon: And that doesn't necessarily mean working out. It means staying on top of testing, supplementation, lifestyle behaviors are really, a really secondary. Brian Webb: I've seen that in my own life. So I can relate to everything that you just said. So, okay, we're going to talk about the three things that we can do to function better, maybe even at optimal capacity. What's the first thing that we can do? Dr. Gabrielle Lyon: First thing is understanding that you are predictable. Human nature is incredibly predictable. What does that mean? What does that mean specifically for an entrepreneur? Entrepreneurship has battle rhythms and whether it's a launch, whether it's a new business that you're starting, whether it's an incredible collaboration, there is a predictability in the way that you're going to push and a predictability in your vices. Brian Webb: Break that down a little bit. Yeah, go ahead, I want to hear more about that. Dr. Gabrielle Lyon: Yeah. That means that some people stress eat or they go to alcohol. Maybe drugs, maybe more stimulants to keep up with the ever present schedule of really long hours. What is so fascinating about this and I've been in, I've been seeing patients for 15 years. And what I will tell you is that it's very predictable that we repeat patterns. For example, you probably have a very specific pattern that may be more subconscious in terms of what you are going to do and how you are going to manage stress, that is not just internal. A lot of the women that I have, they might walk by, they might be eating late at night or having an extra meal or another glass of wine and this predictable nature of the habits that happen. We all know exactly what they are and then we're all shocked that we do it again. Brian Webb: It's true, yeah it's true. Dr. Gabrielle Lyon: Brian, it's we're surprised. Oh my gosh, I can't believe that I had five glasses of wine or I decided to smoke marijuana or I decided to do whatever because I'm stressed. You know you've got a big event coming up. You know following that event, you may go for something that is going to have a derailing effect of your health. And you tell yourself that you're not going to do it this next time or that you're just going to stop after this one launch or you're going to stop after this next project and you don't because human nature becomes very good at what it repeatedly does. The first thing an individual has to understand is you have to identify your predictable nature. Brian Webb: So once we've identified that, what do we do with that information once we have identified it? In other words, how do we take that and use that to optimize basically? Dr. Gabrielle Lyon: Well, let me ask you this. Do you have one that comes to mind? Brian Webb: Yes, I love to have a drink in the evening to wind down. That would be a vulnerable confession here on the podcast today. Yeah. Dr. Gabrielle Lyon: And the question is, is it one drink? Brian Webb: Two, I would say on average. Dr. Gabrielle Lyon: And when you have a launch or a stressful event or something that is very stimulatory, whether it's a talk or a summit or whatever it is, do you find that you do more? Brian Webb: No, no. When you said that, when you talked about being predictable, I resonated with that right away because I'm extraordinarily pattern oriented. Maybe even more than the typical person. Dr. Gabrielle Lyon: Okay. Is that something you'd like to stop or reduce or cut back? Brian Webb: Yeah, I think I would actually. Yeah. Dr. Gabrielle Lyon: Okay, then and I agree with you. I think that alcohol over a period of time, even if it's not a tremendous amount actually affects brain function. My fellowship was in nutritional sciences and cognition, part of memory and aging. And I will tell you that when an individual reduces alcohol, it does help brain function over the long-term. So let's think about something action oriented. Now we can predict this is going to happen. And even if you tell yourself you're not going to do it, you probably will follow through on that. Brian Webb: That's probably true. Dr. Gabrielle Lyon: However, I think the better strategy would be practicing what you could do instead in your mind, prior to the moment where you would reach for a drink or a cookie or something else, what would that be? Brian Webb: That's a good question. Dr. Gabrielle Lyon: Because you're going to want to wind down. So it's going to be something, we can't just take it out and assume that there's nothing to replace it. We have to implement something else for a wind down that arguably should be something that would augment your health rather than take away. Brian Webb: Yeah. So what would be a good example of that in your mind, in your experience? I should say, Dr. Gabrielle Lyon: A great example is going out for a walk, reading, meditating, red light, doing, I know this might sound crazy doing some kind, I mean, it's in the evening but doing some kind of activity or just knowing that it's going to happen and then perhaps writing or doing something or having a game plan of maybe some literature you're going to review or a task that you're going to complete that's fun. But you have to plan for it. And this is one of the major things that takes entrepreneurs down because at the end of the day, the health of an individual determines everything about the trajectory of the business. And from what I've seen- Brian Webb: And their output. Dr. Gabrielle Lyon: Yeah. Well, it's interesting because entrepreneurs are really a hard charging group. Their level, their capacity for suffering is incredibly high. When an individual's capacity for suffering is incredibly high, then there's not necessarily an awareness of the fact that they could feel better or that they're limited. But what I've found is I've seen individuals that are really putting in a ton of hours and pushing really hard, which I would say that happens either early on in entrepreneurship or it becomes an addiction. That's stimulatory pushes becomes an addiction. The inevitable burnout that happens again is also predictable. You know that if you're going to go, there's that battle rhythm, you know that you're going to push and there is going to be a, just an exhaustion. So many entrepreneurs are just exhausted.             A better way to approach this is to understand that the battle rhythms happen and then really being disciplined about that predictable nature and putting in very specific boundaries and those individuals, those individuals are the ones that truly Excel because the business is ultimately limited, the vision of the business, the capacity of the business is limited by the entrepreneur. For example, even if the entrepreneur has a CEO or a COO, when that entrepreneur, when that visionary feels their absolute best, they are so much more creative. Even if they have a six, seven figure business, eight figure business. Brian Webb: John Maxwell calls that the law of the lid, basically no organization can rise any higher than that of its leader or its leadership. So, that makes sense. So number one, optimization. Number one is to identify patterns that are either not healthy or could be healthier then look for opportunities to replace those behavior patterns with something that, as you said, augments the quality of your life, what would be number two? Dr. Gabrielle Lyon: Number two is nutrition. Brian Webb: Nutrition. Dr. Gabrielle Lyon: Number two is really nailing your nutritional strategy. And you know what I really should say? Is I should say lifestyle interventions, meaning nutrition and exercise that has to happen and and really taking good care of an individual. Typically the long hours lead to elevated cortisol or gut dysfunction, going for carbohydrates, going for sugar. I just need the energy, I just need it for my brain. And then they're on the hamster wheel of ebbs and flows of blood sugar, where they feel great in the morning. They're up, they're feeling great after lunch, they're totally tanked. They need to take a nap under their desk or they're going for another cup of caffeine or some kind of stimulant to get the job done. And when you nail your nutrition and what does it mean to nail your nutrition?             It means to really think about being protein forward. And obviously this is more of an entrepreneurial podcast. We don't need to go into the science of it, unless of course you want me to but high quality protein as your first thing that you put into your mouth, will help balance blood sugar and also help maintain skeletal muscle and improve body composition. One thing that entrepreneurs always want, is they want to have good brain function. Brian Webb: Of course. Yeah. Dr. Gabrielle Lyon: And we know the data is clear that the more over fat an individual is, the wider their waistline, the lower the brain volume. Keeping body composition in check allows... Alzheimer's is type three diabetes of the brain, cognitive impairment, feeling brain fog, brain fatigue in part is metabolic in nature. And you can address that by really focusing on tight nutrition. And this does not mean smoothies. This does not mean some of the hype that you see. It means, have a burger or have a steak or some fish, something with protein in it. Brian Webb: I'm saying Dr Gabrielle Lyon says no more pasta, right? Dr. Gabrielle Lyon: I mean, sure have pasta, if you want to be... If you want to provide subpar performance, then having pasta would be a great choice for lunch. Brian Webb: Yes absolutely. Okay. So one, identify patterns, figure out ways to improve those patterns, nutrition, protein forward. Exercise of course I know is always great. What's the third thing that we can do to optimize our performance? Dr. Gabrielle Lyon: Well before I move on to the exercise. I just want to mention the protein, the way in which you plan your meals, if you are too busy, hire a chef. If you do not plan ahead, you'll fail yourself. This goes back to this intertwines with the predictable nature of, if you don't have your meals planned, you're going to, you'll fail. You'll eat off the cuff. You'll never reach that really high state of health to bring that vision forward and then exercise. People, the one thing I hear from entrepreneurs is they don't have time. "Oh, Gabrielle, I just don't have time to exercise." If you are effective and efficient at doing a pretty intense, if you can get your mind into it, you can do a very intense training session. No problem.             And you will actually get incredible benefits. That's high intensity interval training. If you do heavy lifting or at least lifting to failure but making that resistance training and or a high intensity interval training, non-negotiable, you will feel so much better. And this is kind of obvious to people but instead they will choose to do what they've always done, whether it's on the treadmill or aerobics or whatever it is that is not going to suffice for the long haul. Brian Webb: I went to a seminar once and ironically, it was a Franklin day planner seminar. It was about 25 years ago. And interestingly enough, it was an eight hour seminar. One of the best I've been to in my life, by the way, which again, sounds crazy. But the lecturer, the guy that was talking that day said, "Brian, if I ask you tomorrow." He's speaking to me in front of a room of let's just call it a hundred people or so he says, "If I ask you to start waking up every single day at 2:30 in the morning, would you do it?" And I said, "No, I wouldn't." He says, "What if I told you, I would give you $50 if you did it?" I said, "Nope, I still wouldn't do it."             He said, "What if I told you I was going to be standing over your bed with a .357 Magnum revolver and if you don't wake up, I'm going to shoot you right in the head?" And the point that he was making is if our why is powerful enough, we will find the time, we'll do what we're supposed to do. And that's what you're talking about. You're and when we understand that when we do the right things, that the why being able to perform better, being able to serve better, to extend our lives, to improve the quality of our lives, we'll find the time. Dr. Gabrielle Lyon: Absolutely. Yeah. You just make it a non-negotiable. Brian Webb: Yeah. Okay. Number three. What's the third thing that we can do? Dr. Gabrielle Lyon: Yeah, number three is interesting. And I actually think that people don't... I think people are actually becoming more aware of this now and this ultimately becomes the environment. What do I mean by environment? Brian Webb: Environment, okay. Dr. Gabrielle Lyon: Our space is very tech oriented now. People are in front of their computer, people are sitting next to their modems, people are inside. An entrepreneur's life, depending on what they're doing. It is very, like I said, tech heavy, this definitely impacts the wellness of an individual. We are not designed to do that. Brian Webb: How so? Just talking about just consumption of information or just always being distracted, is that what you're referring to? Dr. Gabrielle Lyon: Actually the screen lighting, the fluorescent lighting, the EMF, the high electronic load. I think that the science is still new to all this but I will tell you individuals that work outside, get outside early on, use a light box at their desk and that's a blue light box. It really helps their energy and their focus also taking screen breaks. Making sure that you're blinking appropriately, making sure that if you can even sit outside and work, like I'd mentioned earlier, is better because we take away that nature aspect and quite frankly, humans aren't designed to sit and work at a desk. Yes a standing desk is great but think about it. Think about you're in a studio right now. You have a studio that has a ton of electronics. Brian Webb: Oh my goodness, yeah, huge. Dr. Gabrielle Lyon: That you might feel more fatigued after being there and it might be subtle and you might feel better when you're not recording and you're not with multiple computers and multiple screens. I do believe that there's an effect on the human body. And while the science is still early, it should be brought to the forefront as it relates to something that you're thinking about. So if it's possible to add in those bright lights, there's blue light, there's red light. You can use a red light in the evening. You can move the modem outside of the room. You can, if you're sitting there working and you don't need to be on the computer, you should have a kill switch. I think really understanding that the environment plays a role in the way in which you function. Let me give you an example, one of the causes.             So I did a fellowship at Wash U in Saint Louis. And that was like I said, memory aging was one part of the fellowship. One of the risk factors for dementia was individuals sleeping with their phone next to their head or living near the power sources. And that's just, it's just interesting. And this, you have to understand Wash U isn't necessarily progressive. They just look at the science and by understanding that these things do have an effect on our brain and our health really figuring out ways to mitigate the exposure or at least, the Apple watch all these wearables on our body should definitely take a break. Should definitely take a break from the wearables and the electronic. Brian Webb: Let me ask you this question and I know you're not expecting this one. There are so many things. Now I'm a marketer. So that's what I do. I serve as a fractional chief marketing officer, basically as a consultant for all kinds of businesses, different brands. And there are times where I'm giving them advice about marketing, not their health, that's the last thing you want me to be doing.             And, but I'll tell them, "Listen, you should be doing this." And I'll tell them but I admit it's hard and I'm not always consistent at doing the things that I know my business should be doing. You as a doctor, I would imagine, I don't really know hardly, most of the physicians that I know are both clients and friends, colleagues, they generally tend to be pretty disciplined but how good is Dr Gabrielle at executing all of the things and this is a vulnerable question but I think it's a fun one to ask, how good are you at doing the things that you know, you should be doing? Be it avoiding alcohol or planning your meals or getting away from electronics. Is it a struggle for you or do you feel like you've conquered those things? Dr. Gabrielle Lyon: No not at all. Not at all. Brian Webb: Really? Okay. Dr. Gabrielle Lyon: And I think that the best physicians are those that live in alignment with what they tell. I am not the kind of person that makes recommendations that I don't do. I don't actually drink, I'm up and outside the house before seven in the morning, we have a kill switch. The modem is in a fair day cage. I'd love to move it out to the other room but I have two very little children and my meals are planned. If we can't plan it, we have a chef come in and cook it. No, I'm incredibly, it's not even disciplined, it's a secondary way of life for me. Brian Webb: It's habit at this point. Dr. Gabrielle Lyon: I've also been doing this for 17 years, so the whole education process and everything has been an entire lifetime. Brian Webb: So identifying patterns, making them better, making better choices, obviously making better nutrition choices, exercise, we all know that one's almost a staple. And you really said some things interesting about our environment. So when you say red and blue light, do you literally mean go to Home Depot and get a bulb that is red or blue or are these a specialty product that have a specific color temperature when you say red and blue and things like that? Dr. Gabrielle Lyon: Great question, you can do either or. Brian Webb: Really, okay. Dr. Gabrielle Lyon: You can go to Home Depot, Home Depot has some of it. Our lights are again, I use a blue light in the house and then we have amber lights in the evening. Red light is a component of photo. Biomodulation, that's really good for recovery and mitochondria. Sometimes I use that at my desk. If I'm not recording or I'm not on video, these, you can get them, they have different wavelengths, you can get them online. There's a, I think it's called, yeah there's a couple companies but the smaller companies seem to be better. I think it's called EMK is one. I can send you another one that I've been looking into. Brian Webb: Yeah, if you do send that link, I'll put it in the show notes, okay. Dr. Gabrielle Lyon: And then VeraLux is a great one. Yeah, they're great. Brian Webb: Now when you say these colored bulbs, are we talking like GE smart bulbs? Are you talking about do you put it into a lamp or do you just have it in a fixture that is only for health purposes? Dr. Gabrielle Lyon: You can do either. So you could actually buy a certain type of bulb and it fits everywhere. Brian Webb: Okay, wow. Dr. Gabrielle Lyon: Yeah. They're spectrum lights. Yeah. There are all different kinds. Very easy, these are very easy things to do and understanding in the evening you shouldn't have full lights on. Understanding that if you want to get good, deep sleep, really being aware of your environment, we don't... Well, the one thing is Aires, my daughter is really into turning on the lights these days but typically we don't have big overhead lights on when the sun goes down. Brian Webb: Interesting. Dr. Gabrielle Lyon: We really try to keep the environment non stimulatory in the evening and we try to go with the rhythms of what's happening outside. Brian Webb: Wow. Well thank you for sharing and dropping so many value bombs today. For those in our audience, who just want to be more connected with you, learn more about you and what you do. Where's the best place for them to find you? Dr. Gabrielle Lyon: The best place. If you want to work with me, I have an application process or if there is certainly referrals, we don't advertise. They can find the application on my website, drgabriellelyon.com. And you can fill that out. Also you can message Peter at drgabriellelyon.com. I'm pretty active on Instagram. And I have a YouTube channel where I do a lot of education and a newsletter that has curated material. Brian Webb: Okay. Fantastic. And audience, just to be clear, when you say Dr Gabrielle Lyon, that's D-R gabriellelyon.com. Yeah. Dr. Gabrielle Lyon: Yep, that's right. Brian Webb: Well, thanks for being here today. Promise me you'll come back and be on the podcast again sometime in the future. Dr. Gabrielle Lyon: I promise. Brian Webb: It was great to have you. Dr. Gabrielle Lyon: Thanks for having me. ________________________________ FIND & FOLLOW WHATBOX DIGITAL Website | Linkedin | Facebook | Instagram ________________________________ CONNECT WITH BRIAN WEBB Linkedin | Facebook | Instagram Email: brianw@whatboxdigital.com  Clubhouse: @brianwebb __________________________________ CONNECT WITH DR. GABRIELLE LYON Linkedin | Facebook | Instagram | Website Email: info@drgabriellelyon.com  __________________________________
Oct 11 2021
27 mins
#39: Is The Health Of Your Employee Team Costing Your Business Too Much Money?
Our guests, Dr. Gregory Howard & Daniel Orrego have spent years researching health & wellness. Dr. Howard is a pharmacist with a degree from the University of Texas & is an Associate Professor at McGovern Medical School.  Daniel Orrego spent 10 years researching the intersection of metabolism & disease, with an emphasis on how functional nutrition can be used to mediate disease progression. Today, they will be discussing the health of your employees & how it could be costing your business too much money.   Learn More Earn More Business Growth Podcast Host: Brian Webb Guests: Dr. Gregory Howard & Daniel Orrego Episode 39: Is The Health Of Your Employee Team Costing Your Business Too Much Money? __________________________________ SUBSCRIBE Apple  |  Google Play |  Spotify  |  Pandora |  Amazon Music | iHeartRadio | Stitcher  ________________________________ RESOURCES & HELPFUL LINKS Whatbox Digital Hippocrates Research Foundation  September Book Promo Building A Storybrand - Donald Miller The 10X Rule - Grant Cardone Dare To Lead - Brene Brown The Common Path To Uncommon Success - John Lee Dumas Never Lose A Customer Again - Joey Coleman Atomic Habits - James Clear Never Split The Difference Again - Chris Voss Leadershift - John Maxwell Expert Secrets - Russell Brunson Beyond A Million - Jim Dew ________________________________ TRANSCRIPT  Brian Webb: Dr. Greg and Daniel, it's so great to have you guys on the show today. How are you guys doing today? Daniel Orrego: Good morning. Doing well. Dr. Gregory Howard: Indeed. Great to be here, man. Brian Webb: Today I know we're going to talk about health. So I told the audience earlier, Daniel, that we all know that our health is our number one asset, but I know that you agree with that. But tell our audience or expound upon just how big of a deal that is, that our health is our number one asset. Daniel Orrego: Sure. In fact, this is a great way, a great question for reflecting on just what is business about, right? And at the end of the day, business is about people. It doesn't matter if you're in the computer chips business. It doesn't matter if you're in the brownie and cookie business. At the end of the day, what you do, how you do it is ultimately about people, the people that you work with, and the customers that you interact with. Health is such an intrinsic and essential component for ensuring that the work that you do is not only sustainable but it can be done at optimal levels of performance. And the degree to which our mental, emotional and physical health suffers is reflected in the health of our enterprise. That's a point of departure for exploring this question, which is frankly is pretty deep once you get into it. Brian Webb: Yeah, yeah, yeah. That totally makes sense. Dr. Howard or Daniel, either one of you, what would you say is the most innovative way to improve the health for the employees of an organization of the people that might be hearing this? Entrepreneurs, business leaders, what's the most innovative way for people to improve their health? Dr. Gregory Howard: In the last year, we started using continuous glucose monitors. We've known about continuous glucose monitors. A continuous glucose monitor is a wearable device that we've maybe seen on TV that diabetics wear. In the past, they've been very expensive and weren't available to a lot of people. They are a prescription product, but now that's down to about $75 a month to use one of these devices. You put it on the back of the arm. It's a wearable device. You put it on the back of the arm and it will give instant feedback to the person, the employee, whoever it is, they can see the effect of what they eat and we've even simplified it. We just give them a goal to keep their blood glucose under about a hundred, 110 continuously, even after they eat. Most people, when they eat, will spike a blood sugar to about 150 or even greater if they're eating sweets and dessert.  Dr. Gregory Howard: But we found that with a little bit of coaching, they can eat whatever they want or like to eat, but the goal is to eat a quantity of that. Obviously, if it's something with carbohydrates in it, they're not going to be able to eat much of it. But when they eat good, they can eat really as much as they want to satiate themselves and have a lot of energy. And then their blood glucose remains very flat and stable. And over a period of time, they become fat-burners as opposed to carb burners. What that means is some people that they rely on their energy stores for carbohydrates, as soon as their blood sugar falls a little bit low, they're hungry and they want to eat again. People that are fat burners, they rely on their own body fat as an energy supply, which is very constant. And so they're never hungry and they feel energetic throughout the day and don't have any crashes in their energy. Brian Webb: That's really good to know. I would imagine there's going to be a lot of people in the audience that's going to find that really insightful. I know that the more awareness that we have, the more we can modify our behaviors. Let me ask you this. Entrepreneurs, business leaders have employees. They're dealing with burnout. They're dealing with fatigue. How much of that is being impacted specifically by their health? Daniel Orrego: That's a good question. It's 100% on their health and it's something that a good doctor, they can actually measure what burnout and fatigue is with laboratory tests. Typically, if you want to know if someone is really fatigued, you can measure something called VO2 max testing. You may have seen that on TV, where athletes are wearing a mask and they're walking on a treadmill. That will measure two things, how much in shape they are or not in shape, and will also tell if they're burning fat or carbohydrates. And burning fat is much more efficient than burning carbohydrates. So if there's fatigue, they can go to a health and wellness doctor and they could have that test done. And so they can see if they're a fat burner or a carb burner. Then the other things, there's laboratory tests that go along with burnout and fatigue. Daniel Orrego: Usually burnout, the person's been under stress too long. And so when you're under stress, you release a lot of cortisol and cortisol can be measured in the blood or more specifically and accurately with a saliva test. Your cortisol should be high in the morning and then slowly decrease throughout the day. And people that are under too much stress, their cortisol builds up and it's really, really high in the evening and that's why a lot of people they want to eat excessively in the evening. The cortisol makes people want to eat. Daniel Orrego: Then when you're really, really burnt out, your cortisol, your body just quits producing cortisol, and then you can measure with a saliva test and your cortisol levels are flat throughout the day. And so naturally they should be high in the morning and decrease throughout the day to a low in the evening. As you progress into burnout, you'll flip that and it's low in the morning and increases throughout the day. And at the end, when you're really at the end of burnout and when you're looking to go to the doctor and you know there's really something wrong, then you're just not producing cortisol in an adequate amount throughout the day. And a doctor should be able to evaluate all that and help you fix that. That can be with prescription and non-prescription medications and supplements. Brian Webb: Some companies, there are companies out there who will partially insure the health care expenditures for their employees. What are your thoughts on that? Dr. Gregory Howard: I think it's a good idea if everyone has skin in the game and everyone's goals are aligned. So the employer, he needs healthy, energetic employees, and he should be willing to put his own money into that. Conversely, the employee, they want to lower the cost of their healthcare and so they want it to be as healthy as possible. So I think that's a real healthy relationship to when the employers and employees both have skin in the game and they all want to work in the same direction. Brian Webb: That makes sense. That absolutely makes sense. Talk about why a business owner or leader might hire their own doctor, their own physician as a medical advocate for them in their team. Talk about that for a minute. Daniel Orrego: Most companies, especially if they self-insure, they don't even audit their claims. And so they need someone that would be able to look at claims and see if the claims are appropriate and sell for a nominal fee, which would be small in relation to how much they're spending on healthcare. A physician could quickly look at the claims and see number one, are the expenses too high for a certain test or certain procedure or facility fee? And then they could also see if the patients were getting the appropriate care and if they were getting recurring care. And so a physician could do that inexpensively. Daniel Orrego: The self-insured company, they could be spending millions and millions of dollars on their employees' healthcare, and then that money has gone. It's just poof. Every year there's... and you start again next year. It's billions of more dollars. For a hundred thousand dollars or less, you could have a medical doctor look over these expenditures and see what's really driving the cost for your healthcare for your employees. And also probably have pretty good idea of how to set up programs that no one else has thought of. Usually, the businesses are using third-party administrators, which are businessmen, selling insurance and products, which is all good, but the employees probably don't know how to use those services adequately and a physician could help direct the employees on how to use those services. Brian Webb: Interesting. Do you see more and more businesses moving in that direction? It seems like a wise path to go down, but do you see this happening more and more often? Dr. Gregory Howard: The bigger companies have been doing this for some time. They do hire their own doctors and they have them on full-time staff. They put clinics in there. If it's a big corporation and they have a central location for many employees, they do put doctors right there as like an urgent care. And if the employees are traveling abroad, they help them with the vaccination process. It's being done in bigger businesses, but I think that in the future, it would be wise if companies would hire medical advocates, which would probably be a doctor or a nurse. Even smaller companies, the expenditure could be $50,000, $100,000, and you have a physician to ask for a year or whatever period of time to ask your questions and get answers to your questions. So I think it'd be money well spent. Brian Webb: Yeah, it seems clear to me. Thank you for everything you've shared today. Here's my last question for today. I know the two of you obviously we get to be working on the launch of the Hippocrates Research Foundation. And I know that a lot of what you've spoken about today is what that foundation is about. Share with the world your vision of what's being launched right now and why they should care about it. Daniel Orrego: So a couple of things to know about the Hippocrates Research Foundation. Firstly, our aims philanthropically are really about playing a role in helping institutions manage the intersection of employee wellness and enterprise performance. Of course, the net payoff is at a very human level in so far that when somebody is healthy, whether they're the owner of the business, whether they're a stakeholder or a shareholder in the business, whether an employee in the business, their life is improved. That improvement has a very direct correlation to the bottom line of the business. So that's where we want to help educate, advocate and facilitate business owners being able to make that connection, obviously gain an economic efficiency when it comes to health expenditure, and ultimately improve the lives of their employees. Brian Webb: Talk about that for a second. Educate, advocate, facilitate. Share with our audience. What does that look like for them for the world? What does that mean? Dr. Gregory Howard: Maybe a great anecdote for this and for those in the audience who are fans of football, specifically American football- Brian Webb: I'm sure we have a few. Dr. Gregory Howard: One of the ways I like to frame this is to look at how football teams treat their players. And I'm talking about the entire staff of players, even those on the practice squad that might not see action on a Sunday. The level of investment in their health, it can't be too high. Why? Because if a player can't play, which is the worst-case scenario, or if a player can't play to their potential, that directly affects the economic wellbeing of that football team. And so you see the investment from the owner, from the head coach, from the special team's coach, from the team doctors, they are maximally attentive of every facet of that player's health. Dr. Gregory Howard: Now, one might say, "Well, hold on a second. I own a company that manufactures shoelaces. Why would I treat my employees like that?" Well, the answer is you would, because it doesn't really matter what level of performance you need from your employees. If you have employees on a manufacturing line, whether it's in a hard goods processing, consumables, food processing, or you're in a high-tech business. The degree to which a person who is working can perform maximally means that that business is gaining the most important efficiencies that they can, which is the highest performance available to them. Dr. Gregory Howard: That can't happen. That cannot happen unless that person has a high degree of mental, emotional, and physical equilibrium and health. So that's really the point of departure for what we're doing and we want to make that... we want to broaden that conversation obviously and make it more inclusive and ultimately demonstrate how these economics really shake out in favor of all stakeholders and shareholders. Brian Webb: That's phenomenal. But let's still break that down a little bit more. Let's just talk about the education component. Tell me what Hippocrates, the research foundation, is going to be doing in the way of education. Daniel Orrego: Yeah. Dr. Howard touched on some of these things and we touched on some of the others. A good example that he brought up is the use of continuous glucose monitors. That is a phenomenal education. Why? Because that continuous glucose monitor is informing that individual literally at 10-minute intervals because that's the interval at which it samples blood sugar to assess what the glucose profile is looking at exactly how they respond to any given food or a grouping of food. Daniel Orrego: You're literally seeing what's happening inside your body on a moment to moment basis and gaining an understanding of what happens when you eat pizza and beer, or when you eat a lean cut of steak and some salad, or when you have a little bit of fish and some broccoli, or whether you have a piece of cheesecake. All of a sudden now, you have this understanding about how your body responds to those things, which totally changes your relationship with food and totally changes your relationship with self-accountability when it comes to having a long-term health and wellness program. Daniel Orrego: Just that, just that right there, that tiny slice of this whole very broad conversation is massive when it comes to education. That's not something you learn in school. It's typically not something that you learn when you go to your general practitioner and they do their once a year or twice a year physical. They're not really having that conversation with you. And the beauty of that is that you have that conversation with yourself every day. And then in partnership with your physician, now you're bringing intelligence and insight that is very informative for them. If you can pull up on your phone, "Hey, man. Here's my blood glucose data for the last 120 days." Man, the conversation there is rich, it's powerful and it's instructive. Dr. Gregory Howard: I'll just add. Just a simple education, so a lot of employers, they encourage and sometimes even reward their employees to go get a history and physical and lab work every year. And just with a little bit of knowledge, the patient, when they're talking to their doctor, they can ask for a few extra laboratory tests that the doctor may not have thought over. It might not be in their normal routine, but they should be there. And that would be the test, first one would be something called a hemoglobin A1C, and that checks for diabetes. Dr. Gregory Howard: A lot of times in a blood panel on your yearly physical, they'll just do a spot check of your glucose and that's just one point in time what your glucose was. The hemoglobin A1C that looks at an average of your blood glucose over about a four to six-week period. That's very, very indicative of health or the probability of pre-diabetes or diabetes. A lot of people were aware that diabetes is on the rise. Some people are now saying that a third of the population is pre-diabetic Type II diabetic or diabetic. That would be just a simple blood test that costs about $10 and that would tell if the person is prone to diabetes. Dr. Gregory Howard: The other figure that we've heard is if someone is diagnosed with diabetes, that they cost... their healthcare expenditures go up, not only for the medications to treat diabetes but the other things that go along with diabetes because diabetes can lead to other diseases like heart disease and all kinds of problems. And so the cost of a person, once they're diagnosed with diabetes, is several thousand dollars a month on the average, which is a huge number, but that's the statistic that people are giving. Dr. Gregory Howard: Hemoglobin A1C would be a simple blood test that may not be done. The other one would be an inflammation test. It's a non-specific inflammation test called high sensitivity CRP. Most cardiologists run that blood test. Again, it's about a $10 test and it's associated with heart disease. Pretty much I use it as a biomarker for health or there's a problem. It doesn't tell me what the problem is, but if normal people don't have much inflammation in their body and people that have any kind of disease are unhealthy, that inflammation goes up in their body. Dr. Gregory Howard: That's just a very simple test to see is "Am I healthy or not healthy?" It doesn't tell me what's wrong with me, but that's another simple blood test. So just a little bit of education like that when you go into your doctor. Two simple blood tests that could really mean the difference between getting the person, the employee, the healthcare they need in a timely manner or letting something go undiagnosed and then turn into a big healthcare problem and expenditure for both the employee and the employer down the road. So just that little bit of knowledge on two simple blood tests would really help a lot. Brian Webb: Well, thank you for sharing all of that. You dropped numerous value bombs today. I continue to learn from both of you every time I'm around you. The Hippocrates Research Foundation, tell the world, tell the audience, those that want to find you, learn more about you, or possibly get in touch, what's the best way to do that? Daniel Orrego: Anyone who's interested in learning more can reach Dr. Howard or myself at drhoward@hippocratesresearchfoundation.org or Daniel@hippocratesresearchfoundation.org. Brian Webb: And when you say Dr. Howard, is that D-R Howard or doctor spelled out Howard? Daniel Orrego: You got it. D-R Howard. Brian Webb: Perfect. Well, I'm so glad to be a small part of what you guys are doing. Thanks for being on the show today. I know that our audience is going to learn something and I just want to say thank you for the impact that you're having in the world. Dr. Gregory Howard: Thank you. Daniel Orrego: Outstanding. Thanks so much. ________________________________ FIND & FOLLOW WHATBOX DIGITAL Website | Linkedin | Facebook | Instagram ________________________________ CONNECT WITH BRIAN WEBB Linkedin | Facebook | Instagram Email: brianw@whatboxdigital.com  Clubhouse: @brianwebb __________________________________ CONNECT WITH DR. GREGORY HOWARD Email __________________________________ CONNECT WITH DANIEL ORREGO Linkedin | Email __________________________________
Sep 27 2021
24 mins
#38: How To Launch Like An Expert, Even If It's Just You Or A Small Team
Our guest, Tyler Lajoie is an expert when it comes to launches. His launches did over a million dollars in revenue before he was even 23 years old. He has helped dozens of startup coaching businesses generate their first five figures with launches and he runs all of the affiliate launches for an eight-figure company.  Today, Tyler is going to share how to launch like an expert, even if it’s just you or a small team. Learn More Earn More Business Growth Podcast Host: Brian Webb Guest: Tyler Lajoie Episode 38: How To Launch Like An Expert, Even If It's Just You Or A Small Team __________________________________ SUBSCRIBE Apple  |  Google Play |  Spotify  |  Pandora |  Amazon Music | iHeartRadio | Stitcher  ________________________________ PEOPLE MENTIONED IN THIS EPISODE Russell Brunson ________________________________ RESOURCES & HELPFUL LINKS Whatbox Digital September Book Promo Building A Storybrand - Donald Miller The 10X Rule - Grant Cardone Dare To Lead - Brene Brown The Common Path To Uncommon Success - John Lee Dumas Never Lose A Customer Again - Joey Coleman Atomic Habits - James Clear Never Split The Difference Again - Chris Voss Leadershift - John Maxwell Expert Secrets - Russell Brunson Beyond A Million - Jim Dew ________________________________ TRANSCRIPT  Brian Webb: Hey, this is Brian Webb. You're listening to the Learn More Earn More business growth podcast brought to you by Wet Box digital. Hey there everyone. Welcome to the show. This podcast is your premier place to learn the frameworks, secrets, and growth hacks to grow and scale your business smarter and faster, whether you're an aspiring entrepreneur or a thriving business owner, this podcast is designed just for you. So you can learn from the best industry experts in the world. I'll bring you exclusive interviews with authors, thought leaders, and successful business titans who share their stories and business journeys. So we can draw insights and learn from their successes and struggles together. As you're working on growing your business and pursuing your dreams, I'll be here to help you make better decisions and avoid the costly pitfalls and expensive mistakes along the way. And I promise we'll have some fun in the process. So let's go ahead and jump into today's episode. Hey everyone, welcome to the show. So let me ask you this. Are you considering launching a new business? Maybe you're thinking about writing a book or are you considering launching a brand new course or maybe a mastermind or a coaching program? If you are, you are in the right place today. Let me tell you about my guest Tyler Lajoie. Tyler is an expert when it comes to launches, he had done over a million dollars in revenue before he was even 23 years old. He's helped dozens of startup coaching businesses generate their first five figures with launches and he runs all of the affiliate launches for an eight-figure company. And today, if you're thinking about launching that business, that course, that book, that mastermind today, Tyler is going to drop some value bombs for you so that if you do want to launch that new enterprise, that new business, that new book, whatever he could make it a five-figure, a six-figure, even a seven-figure launch. Can you imagine generating a million dollars in revenue in your first week alone? Amazing. Let's jump into my interview with Tyler Lajoie. So I'm here today with Tyler Lajoie and we're going to talk about launches and we're going to break that down, but first Tyler, welcome to the show today. Tyler Lajoie: How's it going, Brian? Thanks for having me on. Brian Webb: It's great to have you on, it's going great. It's going to be a fun conversation. So the word launch, obviously you and I know what the context that we're talking about for the sake of jumping in. When we talk about a launch, what specifically is a launch to someone who might be hearing this for the first time? Tyler Lajoie: Yeah, absolutely. So for my business partners, when we think about a launch, what we really think about in a great way of modeling that, is to look at the PLF, the product launch formula. It's really any time you are trying to choreograph a way to bring a new or existing product to your market. So if you are actually the one you set something up that has a closed-down period, creates real urgency, creates real scarcity, and you want to do it with an intentional energy behind it. Launching is an amazing tool to use to bring that to your audience, instead of just promoting or having some random blast from an email that they haven't seen in a while, you're actually making an event out of it. Whether you do a webinar, whether you do a five-day challenge, whether you do an email quick launch campaign, a launch makes it feel like this is a real event that engages your audience, and it gives them a timeframe where they actually have to act, otherwise, they might miss out and it's not creating some false illusion of scarcity or exclusivity. The launch actually allows you to do it in a very genuine and authentic way. And I believe that is so, so huge in today's market when we kind of move from away from that fear-based marketing, which a lot of people are reading through now more towards that love-based marketing, but you still have to put that person in that problem they're experiencing and then give them some reason to act, to do a service to them. So I believe a launch is one of the best ways to motivate your audience to actually act in the way they're saying they want to, like being a part of your email list or your community. And it's a great way to guarantee just consistent revenue for your business. So that's kind of what a launch is, any choreographed way of bringing a newer, existing product to your audience in a very intentional way. Brian Webb: Absolutely. Talk to the audience about why it's a must for any business to launch the right way. Why is that important? Tyler Lajoie: Yeah, absolutely. So for us, we always like to go back to the kind of cliche that everybody talks about, but it's so true of leaving money on the table. If you are doing something at 70% efficiency, well, you're probably leaving whatever that thing is on the table. And in this case in a business, as an entrepreneur, you're likely leaving money and impact for your audience on the table. So when I say like 70% efficiency if you don't know how to launch, and that's literally one of the documents have for all of our clients, it's called how to launch. If you don't know how to properly do it, it'd be the same thing of coming in and trying to be an expert copywriter without ever having understood that. So you are not going to communicate your message as well. You're not going to hit the proper pain points. You're not going to have the right sequence in place. You're not going to have the right order of call to actions. You're not going to be doing it entirely the right way while you might make sales. And you might have that bias come up, of that confirmation bias. It becomes really, really challenging when you have those blinders on and you think you're doing it the right way. But if you are not an actual export or expert, or really have dove in or done a lot of launches, it's very likely something around the copywriting, the emails, the sequence, the close-down, the offer, whatever it is just isn't being optimized, right? Maybe it's the funnel. It could be anything. So if you know that it's not your zone of genius, it's likely you're probably not maximizing the capacity of that. So that's why I believe it's super important to always work with someone, who is either a really, really, really expert copywriter, or just really deep into the launch phase, whether that be affiliate, internal, joint venture, whatever it is. Working with someone to maximize that I think is going to be everything. Brian Webb: Yeah. And the one thing I know too, and I'm guessing that you're going to reinforce this is when you talk about why is it important or a must to launch the right way. And one of those reasons is you only get to launch once, you only get to be new one time, right. Beyond that, you've lost what could have been some potential energy that you could have gained in the beginning. Tyler Lajoie: Yeah. I always always emphasize that in the very beginning of a partnership, especially when it is a new product. Because we talk about right, you can, what I call the reverse discount. You can literally use a launch to raise your prices of an existing product. You can use a launch to just bring another, a product you've had for years back to the marketplace in an exciting, new, energized way. So you can definitely do that, but you're spot on. If you have a brand new product, you're bringing to your audience and you don't launch it in the proper way, you definitely giving up some of that momentum that would carry you that much further. If you had done it the right way, the first time around. So for sure, launching for the first time is a huge momentum game. Brian Webb: And to those that are listening, that they're not really thinking in the world of quote-unquote, launching. It's really good. You kind of just covered this, but it's important to talk about, we're not just talking about launching a new business. You could be launching a book, you could be launching a course or a mastermind, right? Tyler Lajoie: Absolutely. Brian Webb: So let's talk about this. What happens if someone launches the wrong way? What are the consequences of that? Tyler Lajoie: Yeah. So two things happen, right? One, this person may be an entrepreneur, nothing's going to really phase down. They're going to be like, "Hey, I'm A-okay. I'll figure it out. We'll get back out the next time." And they're going to be just on the next one. Right? That's the best-case scenario. The worst-case scenario is a couple of things. One thing is the mentality, the energy of that entrepreneur and or the team kind of drops a little bit because you usually didn't hit the expectation you were setting for yourself. And while expectations are never great, in business, we got to have some sort of metrics, goals, KPIs, objectives that we're reaching for. So whenever we come short of those, it always kind of hurts the team a little bit, even though maybe it shouldn't, right. So that's one thing is the internal team, the mindset of the entrepreneur, especially if they're a very new entrepreneur, which a lot of the people that I started out working with are very new. So when they had a discouraging first launch, it really affected them for weeks and months after that. The second thing is you're just not going to build the traction that you thought you were going to. So if you, like you said, if you're launching a book is a very big difference between being able to launch it to 15 or 20 people, as opposed to launching it to 100 or 500 or 1000 people. And a lot of times it's not that big of a difference, an effort it's a difference in actual principles of what you're doing on the launch, and then the tactics and strategies that goes on top of those to bring in those 100 or 200 or whatever, extra book sales, as opposed to the 15 or 20 you did from a very imperfect launch. So, you're going to lose traction and you're going to lose the momentum. You're going to lose the morale of the team, maybe the mentality, the mindset of the owner, whatever it is. There's a lot of things that can happen, but that's why it's always just best to nip that on the boat and just launch the right way the first time. Brian Webb: Yeah. I once heard the word momentum is defined as forward progress fueled by previous winds. And obviously when you're doing that launch, the more epic it can be in the beginning, the more fuel and momentum it can give you for the rest of that launch or that campaign or the sales or that product. Right. Tyler Lajoie: A 100 percent. I mean, think about how exciting it is to do a million-dollar launch or do one of the biggest launches you've done like you just add so much more energy in there. It gives you a new floor for your business. And it's like, "Okay, next time we do it. That's the bare minimum. We're only up from here." And it kind of gives people new highs, expands their mind a little bit to possibilities they hadn't achieved yet or hadn't even thought of. So it's really cool when I get to see someone break through a barrier, they hadn't yet achieved and then come on the other side and just be like, "Wow, I didn't even realize I could make that much money a month or whatever it is." So, it's a really exciting thing when they break through that barrier, for sure. Brian Webb: It is. So I want to talk about this. I'm thinking about the people in the audience who are thinking, I've got an idea, I've got a product, I've got a course, I've got a book. I want to launch a mastermind or a coaching program, but they're thinking, but I don't know anyone. I don't have a big email list. I don't have a huge database, talk about why one affiliate strategy is a must for scaling, but tie that into specifically break down what a JV or a joint venture launch is because I know that can be a really powerful method for those who don't yet have a big audience to potentially leverage the power of other people's audiences. We'll get back to the show in just a moment, but first, a quick word from our sponsor, What Box Digital, if you're like most business owners and leaders, you likely have several marketing problems. Your marketing is just a lot of guesswork. 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I think you've worked too hard, for too long to not be enjoying the peace of mind that comes from knowing you're doing marketing right, right. To get started today, just visit our website, www.whatboxdigital.com, or just text the letters. CMO to 8-3-2-3-2-4-2-4-3-2. And we'll get the discussion moving forward again. Visit whatboxdigital.com or just text CMO to 8-3-2-3-4-2-4-3-2. Don't waste another dollar on failed marketing systems that are doing nothing to grow your business. Let's get started today. Talk about why, one affiliate strategy is a must for scaling, but tie that into specifically break down what a JV or a joint venture launch is, because I know that can be a really powerful method for those, who don't yet have a big audience to potentially leverage the power of other people's audiences. Tyler Lajoie: Absolutely. This is a massive, massive game-changer. And if anybody can take anything away from this call, especially if you are one of the entry-level entrepreneurs or coaches, or maybe you've been doing entrepreneurship for a while, and this is your new business or whatever it might be in the online space. I think this is going to be a big thing to dive into right here. So for me, lucky enough, I actually, my expertise started out in the people who did not have big audiences. So they did not have big email lists. They did not have big podcast listener audiences, they did not have big Facebook communities, anything. So joint venture and affiliate was a massive, massive opportunity for all of them to be able to launch without having to have or pay for their own assets. So let's start off with the definition of the JV and affiliate. So JV, joint venture, usually that implies there's going to be a joint collaboration here, right? So you are going to give reciprocal traffic or reciprocal value to them as they give to you. So if you say, can I email your list, or can I give you these two swipe files to swipe email files to send to your email list, to recruit from my event or my offer, they'll say, "Yes." And then they'll say, "Okay, well, when can you send an email to your list for me?" That would be much more JV-related. And those are amazing. Those are great, that's great reciprocal traffic. You're going to make money from their offer. They're going to make money from your offer. But that usually is how it consists of them coming to you as well for your list. The affiliate side is a one-way street and that's the only difference, in reality, is the fact that you are going to them saying, "Hey, you're going to get 20% on the revenue, I'm going to keep 80% revenue. You're going to send two emails to your list. And then we're going to be off on our merry way." That's how affiliate works. So when you are able to have an affiliate deal, it's really, really good, because you have no further responsibility or obligation to sending your email to your list. Because your list is valuable. Your audience is valuable. You don't want to numb them or wear them out with as many offers. So every offer you bring them, you want to make sure it's very aligned, very powerful it's for them. So when you have JDV partners, you want to make sure they're very, very good ones. So affiliate ones are great because you don't have to send your list. So what happens is say if you have the brand new offer, brand new mastermind program, you're getting ready to launch, you got the messaging down, you know the avatar, you know the pains, you know the desires, you are ready to write the emails and you're ready to send them to whoever's going to listen to you, right? Well, you don't have an email list. You don't have a joint, you don't have anything. You don't have a Facebook community. You don't have a YouTube channel. You don't have anything. What you can do is what Russell Brunson talks about in the Dream 100, and this has been a strategy used for just decades and decades, even before Russell Brunson talks about it. You go out there and you find a hundred people or you even just make a list of a hundred people, that would be awesome if they were able to share this stuff with their audiences. From there, you find a way to contact them, that could be probably email, phone number, whatever, having a VA reach out Facebook Messenger, Instagram. Brian Webb: Social. Tyler Lajoie: From your way, reaching out to them and then deriving a list of your first. It could be between 5, 10, 20, 30, depending on that list of a hundred. How many get back to you? Some of them are going to say yes to you, especially if you really do have your message honed in, you really do have a quality offer. And you really do know why you're doing what you're doing. You're going to be able to transfer that energy to those people that do get back to you from this reach. And they are going to be willing to share that with you. So I'll give a quick example of this is I had a brand new client. She had been in the construction industry forever. She had actually had a quarter-billion-dollar company in her twenties. She crushed it. She's now in her late thirties and that construction company actually, some things had happened where her business partner kind of took it away from her. All these just crazy things happened. And she was forced to move out of it. She then entered more into the subconscious mind field, working with energy, just the universe, all these different things. And I love, love, love all of those things, those spiritual teaching. So she was diving into that and creating a mastermind to really help people recode their subconscious minds, right? To come in alignment with their highest self, she really had no audience at all. She had an email list about a hundred people, but what she did by using this Dream 100 strategy was she reached out to all these people and Mind Valley actually got back to her. They got her onto a podcast. And next thing you know, she had, I believe over 200 to 300 registrants for her first-ever webinar, her first-ever five-day challenge, we ran with her. And then from there, she did a $50,000 launch and she had never done any revenue at all from this brand new offer. So that is the power of JV or affiliate is that she went out there, they offered to get her on the podcast and then basically emailed their list and post it on their website. She then brought in 300 registrants and then created a $50,000 in income from an audience she never had. So that is the power of the affiliate and the JV. And that's kind of how you do it. It really doesn't have its perfect system, but it's definitely a tool people should definitely be tapping into as they move through their first launches. Brian Webb: Let me ask you this. When it comes to looking for someone to be a JV partner, other than obviously the Dream 100 approach, which is go and curate and find, do you have any top tips that you give to someone, when they're thinking about launching some type of an affiliate program, what do you share? What's the one or two things that you share that you wish you would've known when you began, that it took some experience for you to learn? Tyler Lajoie: Totally. And this is right at my alley as well. I have an offer I do on the side of, for myself. It doesn't take me too much time. It's super simple for me, but it's a 90-day sprint basically to build someone's affiliate program from the ground up and do their first affiliate launch with them. So I have three clients I'm working with that right now. And what we do is we come in and step one is, I identify any and all current affiliates who have either promoted in the past, are promoting right now, or who have just been maybe underperforming. So number one is going at the extreme, low-hanging fruit, the ones who already exist, basically. The second one is new affiliates, but the ones who are closest by, right, the second tier up. So this is going to be where you have like champions of the brand. You have people who maybe have been clients, who have audiences, people who just love your brand, love you. People who are willing to promote you just based off of liking you or knowing you or having some third party connection with you or whatever that might be, could be old podcast interviews, YouTube lives you did, Facebook lives, anything like that. I go to those, I really craft a list and I reach out to them. So that's number two is going after second-tier connections. Number three is then cold outreach. So obviously people want to work with people like Tony Robbins or they want to work with people like Justin Goff or Stefan Georgi, people with these big email lists who are doing big things in the internet marketing world or whether the computer world or the financial industry, whatever industry you're in, you want to go to those big players, right? So if you want to go to those big players that becomes the cold outreach bucket. So that could be small people. They usually talk about there's like tad pools, fish, dolphins, and whales in the affiliate as far as size. So you can have a list of all those people, but the third bucket is really that. And that's what I tell people to go out there and do is craft a list, their Dream 100 from that sort of list using internal, secondary connections and then completely cold outreach. And once you are able to do that, the hardest part is almost making the list. The easiest part is just reaching out and getting told yes or no. So once you have that, it's just really off to the races. Brian Webb: Yeah. Well, Tyler, thanks for being here today. You've dropped some really cool value bombs. For those people in our audience, who again, are thinking about launching something, that book, that product, that business ever, what's the best place for our audience to find you online and to learn more about who you are and what you do. Tyler Lajoie: Absolutely. So the best place to reach me right now is going to be simple to send me an email to tyler@theimpactlaunch.com. Tyler@theimpactlaunch.com. And I'm sure we'll put that in the email or wherever that may be, but just send me an email, say you saw the episode and you want to talk about launching and we can definitely, either communicate via email or hop on a quick call to really see, yeah. How you can move your launch forward the most efficient way. And if I can help in any way, shape, or form, I'll definitely let you know, but that'd be the way to get your hold of me and I've, yeah, really appreciate being on, Brian. Thanks for having me so much. It's been awesome. Brian Webb: Absolutely. Thanks for being here today. Tyler. Tyler Lajoie: Wonderful. Thanks so much, Brian, have a great day. Brian Webb: Thanks for joining me today and listening to this episode of the Learn More Earn More business growth podcast, we can be found on all the major platforms like Apple Podcasts, Google Play, Spotify, Pandora, Stitcher, and even Amazon Music. I genuinely hope you enjoyed today's episode. And if you did, I'd be honored, if you subscribe to the show and leave us a rating and an honest review, I'd love to connect with you on Instagram. You can find me at, @Brian Webb and the show sponsor, What Box Digital can be found at, as you might guess @whatboxdigital. You can also find me and What Box Digital on Facebook and LinkedIn with the links in show notes. This will allow you to stay up to date and never miss out on exciting new announcements, events, special offers, and opportunities. And you'll be in the know when we drop a new episode of the Learn More Earn More business growth podcast. And if you'd like to send me a DM on Instagram to say hello, or share your thoughts on how we can make this podcast even better for you. I'd love to hear from you. Again, thanks for listening. Let's go and grow together. I'll see you on the next episode. ________________________________ FIND & FOLLOW WHATBOX DIGITAL Website | Linkedin | Facebook | Instagram ________________________________ CONNECT WITH BRIAN WEBB Linkedin | Facebook | Instagram Email: brianw@whatboxdigital.com  Clubhouse: @brianwebb __________________________________ CONNECT WITH TYLER LAJOIE Linkedin | Facebook | Email  __________________________________
Sep 20 2021
22 mins
#37: How To Find True Fulfillment & Understand Real Success
Our guest today, Tony Grebmeier is a serial entrepreneur, whose current ventures include co-founding ShipOffers, which has been on the Inc. 5,000 list 7 times!  He has also created the Be Fulfilled Brand. On the show today, Tony will be talking about how to find true fulfillment and understand real success. Learn More Earn More Business Growth Podcast Host: Brian Webb Guest: Tony Grebmeier Episode 37: How To Find True Fulfillment & Understand Real Success __________________________________ SUBSCRIBE Apple  |  Google Play |  Spotify  |  Pandora |  Amazon Music | iHeartRadio | Stitcher  ________________________________ PEOPLE MENTIONED IN THIS EPISODE John Maxwell John Acuff Jim Rohn ________________________________ RESOURCES & HELPFUL LINKS Whatbox Digital Be Fulfilled Journal Tony Grebmeier Website Shipoffers September Book Promo Building A Storybrand - Donald Miller The 10X Rule - Grant Cardone Dare To Lead - Brene Brown The Common Path To Uncommon Success - John Lee Dumas Never Lose A Customer Again - Joey Coleman Atomic Habits - James Clear Never Split The Difference Again - Chris Voss Leadershift - John Maxwell Expert Secrets - Russell Brunson Beyond A Million - Jim Dew ________________________________ TRANSCRIPT  Brian Webb: Well, Tony, it's great to have you on the show today. You and I got to talk a week or two or three ago about talking about being fulfilled and what that looks like. And so, it's just great to have you on the show today. Tony Grebmeier: Thanks for the opportunity to be here. This is a great topic. A lot of people don't dive into finding fulfillment in their life. And so, I'm glad you asked me to come along for the journey. Brian Webb: Yeah, it's going to be fun. Before we jump into that, though, I'd love to hear you give the CliffsNotes version of your story about how you started ShipOffers and what obstacles you've overcome to get from where you were when you began to where you are today. I'd just love the audience to hear a little bit of your story if you're willing to share that today. Tony Grebmeier: Yeah, I appreciate it. Funny thing on my way to the radio station when I used to be a DJ one day. A buddy asked me, "Would you be interested in going to Vegas and talking about maybe a new business opportunity?" And I'm like, "Yeah. I'm going to starving like 20 some year old and I would love to make more money, sure." And one thing led to another that I started figuring out how to build and design websites. And 24 years ago, I really got into the internet and started figuring out how to control and drive traffic, build websites, sell some stuff. And we just kept working and working. And I've been a part of a couple of dot coms, some successful, some not. And I just learned a lot that I wanted to be my own boss. I didn't want to show up and report to anybody. Tony Grebmeier: So, I guess on October 20th, 2000, I said, "Screw the old job." and I decided to go out and venture on my own. One buddy came along for the ride and we started what was the beginning of EyeFive. And EyeFive later turned into ShipOffers. And so, started selling products out of my garage, shipped out of my garage for a short period of time, got to the point where we realized we needed an office. And then, in March, of 2001, we got our formal office and that was in Van Nuys, California. We've been going strong for 20 plus years, offering products in the health and wellness space for online marketers, direct response, and primarily help people do the stuff that isn't so sexy, which fulfills those products. And we now have just a boatload of clients all around the world. We also provide a lot of just, I'd say, off-label consulting services to help you scale your business and find the things that aren't working and help you to tweak them, introduce you to great people, and really just help you to grow your business Brian Webb: And along the way the Inc. 5,000 list, seven times, not too bad. Tony Grebmeier: No, not too bad. And one of those things, when you look back at the Inc. 5,000, I remember when we initially threw our name into the hat, we were like, "Are we really going to show up? There's a, there's a lot of people who supply their name to that." And it's been neat to see year after year growth. And along our journey, we didn't make it one year. And I call that when you figure out what you need to make adjustments in your business, certain things need to take a back seat. So, I was a little disappointed when we didn't make it seven years in a row, but I had a good friend who spoke to me. He's like, "Hey, look, man, you focused on growing your business. You made some adjustments and some powerful changes. Now, look what you've been able to do." And then, it came as a gift this year to making it for a seventh time out of basically the last eight years. So, I was excited. Brian Webb: Amazing. You've probably seen it. It's all over the web, but this graphic shows two different journeys. One is just this perfectly straight line from a lower point to a higher point, illustrating what we want success to look like. And then, it shows another graphic where the line goes up, and then it plummets down and comes back up again, then it plummets down. But the overall trajectory is up, but that's really more realistically what life and success are typically really like. Tony Grebmeier: Yeah. Entrepreneurship, that's what I fall into is not a straight line, it's a squiggly. It goes all over the place. And I've learned that if you look at a really tall mountain, it never goes straight. It's got to bend, has some switchbacks, and takes you on the side of it and then up some. And that's the journey that I've been on. I've never said, "I'm going to start on the top." I said, "I want to start down below because I want to learn how to get my way to that cliff." but nobody stays on the pinnacle of success for long. Somebody is always trying to pull you. So, I've learned to become a Sherpa on my journey up and down success mountain, help others. Brian Webb: Yeah. I've heard that, I forget who said it but said that what success is a leased space. It is not a place we purchase. It's a space that we lease temporarily and try to hold on to it, basically. Tony Grebmeier: Yeah. No, I love it. And one of the interesting parts about being my own boss is that along the journey, I have built a wealth of friends. People often say, "Tony, do you have a lot of friends?" "No." I say, "I have a lot of good friends." and these are people who will help me see my blind spots. And so, a couple of weeks ago I was sitting down with a colleague. We were just chatting about life and business. And some of the things that I face now in my journey are a lot different than when I began my journey, and we were just talking about our blind spots and how you and I can't see them, but others can. Brian Webb: Wow. So true Tony Grebmeier: And that when you make a mistake, it's a mistake one time. After that, it's a choice. So, the things that I was constantly making mistakes on became choices. And then, when I realized that I had power and control over my choices, I could begin to change. Tony Robbins talks about it. Jim Rowan talks about it. For things to change, for things to get better, you've got to get better. So, that journey up and down success mountain is a lot sexier and a lot more fun today than it ever has been in the past. Brian Webb: I was once talking to a buddy of mine, and by the way, another friend of mine that I would say helps me to see my blind spots. And he asked me this question one time. He said, "Brian, what is your definition of success?" And now, in this particular context, it was financial. Now, you and I both know that success expands way beyond money. You and I probably both know a lot of people who have lots of money, but I wouldn't say that they're really succeeding in life. But anyway, he says, "What's your definition of success financially?" And I just didn't have an answer right off the cuff. And then he said, "Because if your only definition is more," he said, "then success is basically always going to elude you because no matter where you arrive to financially, there's always more to go get." What are your thoughts on that? Tony Grebmeier: Oh, it's a preface of what my podcast has been for almost four years. What's your definition of success? It's the question I've asked probably over 500 different entrepreneurs and people who've come on the show. Success is simple. The most common answer I've received is freedom, time freedom to be able to do what you want with whoever you want when you want. You've probably heard that in many different variables, but the thing that's best for me is the ability for me to spend time with my family. That's success because there was a time, some of the people who are listening may know my story and some don't, that I wanted to take my own life. I sat and contemplated that whole thought for many, many hours and attempted to commit suicide. And I received a phone call from a friend who says, "Hey, I'm coming over." Tony Grebmeier: And I'm like, "All right. Let me go put all my stuff away." and he came in and he gave me a big hug and his name's John [Montazeri 00:07:16]. And he said, "You know, Tony, your life has meaning and purpose, but what you're doing right now doesn't." And we sat down for about 45 minutes and had a really in-depth conversation. He proceeded to leave and I said, "Oh, my gosh. Now, what am I going to do?" Tony Grebmeier: And a few hours later, a different buddy called and came over, who happened to be a pastor of the church that I attended. And he helped me to see some stuff that I couldn't see for myself. He painted a vision, "Tony, you have an ability and a gift. I see you on stages speaking, sharing your story, your message with lots of people, but impacting lives all around you." And that really became the vision that I hold for success is being able to have a really passionate and open, honest conversation with another human being, helping them today to make a decision to do something about what they've been given as an opportunity in life. So, relationships is success for me. Brian Webb: Yeah. Because of my previous life, a lot of people might not even know this, certainly not the podcast audience, but before I was in business, 18 years ago, I was actually in full-time ministry. And so, as a result of that, part of what you do is, I've been to many, many, many more than I'd like to have been, to many funerals. And without a doubt, inevitably, every single time someone's on their death bed, there's never the regret of, "I wish I would have worked harder." There's never the regret of, "I wish I would have made more money." It's always, "I wish I would have spent more time with those that I loved." Tony Grebmeier: The interesting part. There's a former basketball player on his bed right now fighting COVID in the hospital. And he put a message out to the world, basically saying, "If I've done you wrong, I apologize." And I don't want to go through life with resentment or regret. I want to go through life knowing that I gave 100%, I did the best I could and along the way, I cleaned up my messes so that I could live free. Because part of success is freedom, and so, how do you get to do that? Part of the gift that I've been given and the ability to do is I meet with men five days a week to talk about where they're at in their journey. And I give it 100% because it's easy to give away because I receive so much in return. Tony Grebmeier: And so, relationships, my buddy, Nick always talks about relationships are the rocket ships that take you places. I'm like, "No. Relationships are the currency that helps you to really create anything that you want." And the way you show up in a relationship, the increase of the value of your currency goes up. So, you can be cheap in a relationship, be a taker and you're being, in my book, a cheap coin that won't buy you anything and. And my buddy Nick's calling me, by the way, that's called life and fate right there. How also, your currency grows is by what you bring to the table. Tony Grebmeier: My buddy, Jim Gnome, always talks about, "What are you bringing to the table of life today?" because most of us are just takers. We show up at a buffet, and you're like, "Man, there's no more pancakes." I'm like, I'm raising my hand, stomping my feet. "I paid good money to be in this buffet line. Why are there any pancakes?" And Jim really helped me to see, "Why don't you be of service today and go cook in the kitchen? Why don't you go show up and serve instead of take?" And so, a good question that I posted a couple of weeks back on my community is like, "What are you bringing to the table today?" Brian Webb: I want to share this with you because I want to get your perspective on this. And this isn't just some placard on the wall, it really is my personal mission statement. And here's what it is, is my mission, personally, Brian Webb is to have an indelible and profoundly positive impact on as many people's lives as possible and to always give more than I ever take. I'm just curious. That, for me, is where I tend to pursue fulfillment. Being a servant, having a servant's heart, servant leadership. Brian Webb: You were talking about blind spots. I've even told employees on more than one occasion that I said, "If you ever see me handle a situation in a way that I could have done it better," I said, "not only is it okay for you to come and tell me," I said, "I welcome you to come and tell me." No, I said, "Please do it in private and do it with love," but I said, "I don't want to be the person who has all my blind spots that go unnoticed for my whole life. I want to always be on that improvement journey." How do you think most people that may not have that mission statement, they may not even have awareness around this thing that we're talking about today, how do you think most people find their fulfillment? Tony Grebmeier: Oh my gosh. That's a really interesting question. And I could go in either direction. I'll tell you this. You've probably heard this somewhere in your journey too, Brian. You either are living your dream or you're living somebody else's. And so, if you're not living 100% your dream, it's all right, don't worry about it. Once you take the right pill, the new trailer for the Matrix 4 is coming out, the red pill or the blue pill. But once you realize that you have a choice, that's a blind spot. People often don't think that they have a choice. I'm like, "You get to create the life that you are living." And I want to break it down an extra level because I want to get to the core of the human, not just the gut. I think the gut's great, but I want to get a little lower than the gut today, just a little lower than that. Tony Grebmeier: What I think that most people are on their journey, and I was sitting talking to a gentleman this morning about it, where we get let down by the people in our lives. And so, we exert more energy and we try harder. And then, we feel that people stepped on the toes and they've hurt us and they brought frustration to our lives and we began to get resentments. And then, we're not living to the truest and the form of who we are. I learned probably about 10 years ago or so after finally getting sober, I've been sober coming up on 13 years. I was pretty addicted to a lot of things and I didn't understand how to find joy and happiness in my life. Tony Grebmeier: I didn't know what I didn't know. And then, someone broke it down for me really, really easy. When I wake up in the morning, I've got options. I can think good or bad, the moment I wake up. The moment I wake up, I can think, "Oh, my gosh, I have all this bad stuff going on in my life today." And I'm instantly over there. But if I'm super grateful and in the presence, for me, it's God. God gave me an opportunity to wake up, open my eyes and get out of bed and is guiding, I believe, 100% of my life in all directions that I go and helps me to see that it's my responsibility to show up today as a good human being. I've been given a gift. I've been given an opportunity because I didn't kill myself. Tony Grebmeier: So now, I experience life at a high level. I feel like in the movie with Bradley Cooper, Limitless. I believe I've been able to swallow the opportunity pill of a lifetime and start living out my dreams. In the last three weeks, I've taken my entire calendar, did it about three years ago and I believe all of us need to become good at archeology. We all need to dig up our past to look at it because we can learn from it. We can see what's maybe holding us back because if we don't, I promise you, your past will show up in the future. It'll knock on your door and say, "Hey, Brian. Hi. I missed you. I'm back. Did you miss me?" And it's like, "What the heck are you talking about?" Your past will always show up in your future unless you understand your past and learn from it and make adjustments. Brian Webb: Just to add to that, I think you'll probably want to steal this and it's not mine. Andy Stanley, who pastors, I think it's the second-largest church in America at north point up in the north Atlanta area. And he once was quoted as saying, "Your present will at some point affect your past, which will then affect the present and your future." Tony Grebmeier: Yeah. Most of us are all trying to figure out what to do today. Very few have it figured out. You live and die by whatever your Smartwatch or your phone or your calendar or the hidden agenda that somebody else has for you is basically putting in your way. And I think COVID, for myself, and I know a lot of people have been affected good and bad by it. I'm just saying, COVID helped me to learn about me in a completely unique way because I have always needed to be around a lot of people, not to feel good, but to feel like I was adding value to the world. Tony Grebmeier: And so, during COVID and lockdown and our business went to, basically remote other than our warehouse for shipping products and services out for people, I launched this thing called networking remote, and I interviewed three individuals at the time in a Zoom and we had a panel and we asked a lot of questions and what are you doing? How are you doing it? And it was a really interesting thing to recently go back and look at those 10 plus episodes and really start seeing, once people regained confidence, how things began to change in their life. Tony Grebmeier: At first, there was a bunch of uncertainty. Then, "Well, I don't know, this thing's going to be over next month. This can't go on forever." And then, another individual I talked to said, "Any pandemic that we've ever experienced in the last 100 or so years, actually has a two to a four-year cycle." This is a pandemic, and we're seeing the legs of it play out. And so, I'm not here to say, do this or do that, I'm just saying, I learned so much as an individual about myself, that ultimately helped me to prepare what now is my new goal, which is to get everything off my table, everything off my plate, everything off my calendar, everything off so I can be 100% free to make choices again without feeling like I'm letting somebody down when they ask me. Brian Webb: That's amazing. And yet, for so many people, I would imagine listening, it's so counterintuitive. But I can absolutely see the wisdom in what you're talking about. Not too long ago, I think I even referred to this in a previous episode, I saw where Johnny Acuff was interviewing John Maxwell. John Acuff has written several New York Times bestselling books. Of course, we all know who John Maxwell is. And he says, "What is it that gets you up in the morning?" He's talking to John Maxwell. And he said, "Is it discipline?" And Maxwell's response, he says, "No, it really isn't discipline." He said, "It's anticipation." He said, "I just anticipate, what will I get to do that will have an amazing impact in somebody's life today?" When it comes to finding fulfillment and even defining success and then pursuing that definition of success, what are two or three things that you think holds people back, Tony? Tony Grebmeier: Number one, for me, it's always been the same, fear. And there's a couple of fun definitions you can find online, if you just say what's the definition of fear? F everything and run, for a lot of people, or false evidence appearing real. But fear, I would put at the very top. I think the second thing is, is they don't believe that it's possible. And you could counter, you could categorize that as fear, but they just don't see themselves as that possibility. Brian Webb: They're not convinced. Tony Grebmeier: Nope. No. I was sitting with an individual this morning and we were going through some processes and he was sharing, he feels like people have wronged him. And I said, "Do you believe you're a good person?" He says, 100%," I said, What are nine other values that you see for yourself? Write them down." I said, "You have a choice in this moment to operate from that or what you believe, which is false evidence appearing real in your mind as to why these things are happening." Tony Grebmeier: We're doing some step work now around making amends. And making amends is something that holds all of us back. We don't believe that they should hear us apologize or say we're sorry, or that we made a mistake. They hurt me, so I would put resentment also holds us back because we're just afraid. And it's okay to be afraid. I just watched the Halloween Kills trailer right before this. I wanted to see the new John Carpenter preview. And I don't want to watch a scary movie at nine o'clock at night, but I can watch it at 8:30 in the morning. I know better when to watch a scary movie. I can watch a trailer at 8:30 and be okay. So, knowing that, I've trained my brain to do things completely different. Brian Webb: A couple of things came to mind while you were talking. One, I'm going to ask this question, even though I really know your answer, but I just want to give you a chance to speak into it. I feel like gratitude is the antidote or the penicillin to depression, to a bad attitude, to having a bad day. I've been taught that by so many of my mentors. And whenever I am coaching someone, I try to pass that along. And I tell people that depression of feelings, I heard it said that feelings are just visitors, so even if you are having a bad day, just realize that that doesn't mean that you have to have a bad day all day. That feeling is just a visitor in your life. I'm guessing you agree with all that though, am I right, or am I wrong? Tony Grebmeier: An attitude of gratitude will take you places that you've never gone before. And most humans that I have done work with, and I've been really grateful to have the opportunity to sit with well over 1,000 men and sit and really uncover gratitude. Gratitude is the only way to really live your life. And the interesting part is that what's going wrong in your life, and then gratitude can't live on the same page in the same space. Brian Webb: That's very, very true. I've also heard it said that fear and faith have one thing in common, they both believe in a future that does not yet exist. Tony Grebmeier: What is faith, if you really want to talk about it? If you were going to go down that road for a moment is, for me, I have a quote and I can put it and share it in the notes for you, but it's taking a step that you can see exists already, but just being willing to take a step no matter what. Most humans and I use most a lot when I describe people that I'm talking about in a general practical way. Most of us want to do better. Jim Rowan has a great quote, paraphrase a little bit, there's only seven or eight miserable people in this world, they just seem to move around a lot. Brian Webb: I have heard him say that many times. Tony Grebmeier: So, if we know that to be true, then when you're having a conversation with your partner or life partner or a child today, and they're having a bad day, that doesn't mean that they're a bad person. We all have bad days. You were just talking about it. A lot of it means that something else is going on and are you the friend that'll get below and get into the gut and really show up today and hold space for that person, just to maybe talk about what's going on in their life? Everything in my life comes back to the same part of this conversation, finding fulfillment. Gratitude is about finding fulfillment. Living your most authentic and true life is finding fulfillment. Showing up in such a way that you allow others to, I don't know, talk about what's going on. Tony Grebmeier: I just don't have time to be around people who don't want to do something about what's going on. I make that clear when I sit down with an individual, I'm like, "Look if we're going to work on life and transformation, doing stuff that's meaningful and purposeful in my life and yours, then are you willing to take certain steps? Are you willing?" I once told I've told several individuals because I did it myself. "I put on a pink tutu and stood on a street corner before. Are you willing to put on a pink tutu and push a peanut across the street today? And if your answer is no, than I'm most likely can't work with you, because if you don't have the willingness to go all out, then you're going to hold back from going all in." Brian Webb: We've talked a lot about Jim Rowan today, which apparently has been a mentor in both of our lives. And I remember one time I heard him talking about, he said, "Imagine if someone were to hop on your back," he says, "how far do you think you could carry that person?" And he said, "Maybe a little while, maybe a few feet, maybe even a quarter of a mile if you're really strong," he says, "but what if we put two people on your back?" He says, "You're probably not going to move forward at all." But, obviously, the point that he was making was, you can only help someone by walking beside them. You can't carry them because it's just not sustainable. You can't really help them if they're not willing to truly help themselves. Tony Grebmeier: Yeah. I'm not better or less than, than anybody. And anybody listening right now, you should think about that too. You're not better or less than anybody. You're doing the best you can with what you've been given. And I have a little weird way of saying it, but I says, "You're doing exactly what you've said you wanted to be doing until you decide you don't want to do anymore. And then, you'll make a decision to change." Jim has been masterful at helping to unpack a lot of stuff. But yeah, I stopped carrying people up success mountain and became their Sherpa and walk beside them. I may be a couple of steps ahead of you because I'm six foot six. However, my goal is to be there with you, help you because I'm going to need help along my journey as well. Tony Grebmeier: I'm willing to ask for help today. That's something I wasn't able to do 13 years ago. I wasn't able to ask for help. Today, I raise my hand and say, "Hey, look, I'm stuck. This is what I'm dealing with." I recently bought a ranch and live on 35 acres. I didn't know how to drive a tractor. I didn't know how to put a cistern. I didn't know how to put casons. I didn't know how to do any of this, culverts in the ground. And then, I'm Googling how to do this, how to do that. And I'm learning every single day. And every single day I make mistakes, but I'm willing to keep making mistakes. And that's why that Japanese proverb, Brian, is so powerful, fall seven, get up. Tony Grebmeier: Are you willing to get up today, even though you had a bad day yesterday? Yeah, get up. This is the time of your life, now. This is the best time. I've heard this too, now stands for no opportunity wasted. Now is the best time of your life. So, no matter if you're listening to this on a Friday afternoon, on a Tuesday morning, wherever your life is, know that if you want it to get better, it will. But if you want it to stay the same, it'll stay the same. That's why we have choices and we have to be really open-minded to what choices are we making in our life. Tony Grebmeier: Everything we do is impacting it in some way and impacting the reality around us, and also causing energy to shift in relationships and also the attraction of all the stuff that's coming in and out of your life. If you think about, "I'm going to get pulled over." Well, guess what? Eventually, you're going to get pulled over. It's just the law of life. If you think about like, "I want my life to get better." and you focus on things getting better, it'll get better. So, you do have a choice, and gratitude plays a huge role in all of that. Brian Webb: There's a verse in the Bible that says that it rains on the just and the unjust. Something I've tried to impart to my kids and my kids are all grown, but I always told them that life is a series of setbacks. And I said, "So when you just understand that setbacks are normal. When you understand that they're going to come to you and everyone else around you. It doesn't mean that you're going to love the setback when you have to deal with it, it just means you're not shocked by it. You're not going to behave as though somehow you're cursed or here we go again, woe is me. You just recognize we all go through it. It rains on all of us." So, I got to tell you, I love every guest I've ever had on the podcast before. This is my favorite interview, so far, Tony. So, kudos to you. Let me ask you this. For the people in our audience who might want to know more about you or find you online, where's the best place for them to find you? Tony Grebmeier: Yeah. Thanks for the compliment. I appreciate that. Let me back for one second, I heard it. A setback is just a setup for a comeback. You can check me out. Tonygrebmeier.com. It's a long German name, but you try to put it in the Google, it'll correct it and get you to the right page. You can learn about ShipOffers from there. The stuff that I've put out into the world, the free courses that I have. Tony Grebmeier: My heart is about giving and if I can serve in any way, if there's something I said today you want clarity on or you want to talk a little bit more, send me a message. I'd love to have a conversation. God presented it today as an opportunity and if I live that out 100%, then a complete stranger could become my best friend, like Brian, you and I got connected from a mutual friend, amber Spears. Conversations led to an interview, interview leads to opportunities. You don't need anything from me. I don't need anything from you, but an opportunity for us to become friends can begin. And that's the gift that all of us have to offer the world to make it a better place. Brian Webb: So true. Well, thanks for being here, Tony. You have been an amazing guest. I know the audience is going to love what you had to say today. Tony Grebmeier: Thank you so much for the opportunity to be here. ________________________________ FIND & FOLLOW WHATBOX DIGITAL Website | Linkedin | Facebook | Instagram ________________________________ CONNECT WITH BRIAN WEBB Linkedin | Facebook | Instagram Email: brianw@whatboxdigital.com  Clubhouse: @brianwebb __________________________________ CONNECT WITH TONY GREBMEIER Linkedin | Twitter | Facebook | Instagram | Tony Grebmeier Website | Email__________________________________
Sep 13 2021
34 mins
#36 - The Best 3 Ways To Get Your Account Banned on LinkedIn
In this Do Marketing Better segment, Brian Webb discusses the best three ways to get your account banned on LinkedIn. Learn More Earn More Business Growth Podcast Do Marketing Better Segment Host: Brian Webb Ep. 36 - The Best 3 Ways To Get Your Account Banned on LinkedIn __________________________________ SUBSCRIBE Apple  |  Google Play |  Spotify  |  Pandora |  Amazon Music | iHeartradio | Stitcher ________________________________ RESOURCES & HELPFUL LINKS Whatbox Digital September Book Promo Building A Storybrand - Donald Miller The 10X Rule - Grant Cardone Dare To Lead - Brene Brown The Common Path To Uncommon Success - John Lee Dumas Never Lose A Customer Again - Joey Coleman Atomic Habits - James Clear Never Split The Difference Again - Chris Voss Leadershift - John Maxwell Expert Secrets - Russell Brunson Beyond A Million - Jim Dew   ________________________________ TRANSCRIPT:  Brian Webb: Hey, everyone. Welcome back to the show today. Today, I'm going to tell you three ways, the three best ways to get your account banned on LinkedIn, which of course is something you don't want to do, right? So I'm going to teach you how to behave in a way so that your account will not get banned by LinkedIn. But before I do jump in, I want to remind you of a special promotion that I have going on. If you'll take three to four minutes of your time to do three things, one, go and follow me on Instagram @Brian Webb. Two, go and give this podcast a review or a rating, or both. Three, send me a screenshot between now and the end of September. And if you do, I'm going to pick two of you and I'm going to give you 10 books that have changed both my life and my business. So just as a reminder, Building a StoryBrand by Donald Miller, The 10X Rule by Grant Cardone, Dare To Lead by Brene Brown, The Common Path To Uncommon Success by John Lee Dumas, Never Lose A Customer Again, Atomic Habits by James Clear, Never Split The Difference Again by Chris Voss, Leadershift, John Maxwell, Expert Secrets by Russell Brunson, and Beyond a Million by Jim Dew. These books have made a huge indelible impact in my life. They've truly changed my trajectory forever, and you can be one of two people that I'm going to give all 10 of those books to just because you, one, went and followed me on Instagram at @Brian Webb, two, went and gave this podcast a review and a rating. And three send me a screenshot on Instagram via Direct Messenger. At the end of the month, I'm going to pick two winners and I'm going to give all 10 of these books. So hopefully that's going to be you. I will tell you when we do ask for reviews or ratings, I promise you, this is not a vanity play. It's just the more that people review and rate the podcast, the more the various platforms will actually give more organic reach inside of the podcast platforms, which allows us to help even more people. So that's it. Today, I'm going to give you the three best ways to get your account banned on LinkedIn, so you want to avoid these behaviors. First, be careful that you do not have too much activity for the level of account that you have. In the past, it used to be that the normal accounts on LinkedIn could send out 50 invitations per day to connect. And if you have Sales Navigator, you could send up to 100 invitations a day. Now, in my opinion, LinkedIn is just not very effective without Sales Navigator, so I still recommend that you have it. But here recently, LinkedIn has been limiting the amount of invitations that you can send down to about 100 a week. That's 100 connection requests weekly. And somewhat of a bonus tip, be careful, do not use Chrome extensions to browse other people's profiles automatically, or run endorsements or auto engage for more than 50 profiles in a day, and not more than a few hours at a time. And while I'm a huge advocate for marketing automation, just be careful, LinkedIn is not a fan of these robotic softwares that engages on your behalf on LinkedIn. So just be really careful of that. And if you have sent previously, multiple requests out to people to connect and they're still out there as a pending request, you want to go in and sanitize that on a regular basis. LinkedIn does not look at your account favorably if you have hundreds or thousands of old pending connection requests. Now, basic accounts can only have up to 1,500 pending requests, and if you have a Sales Navigator upgrade, that account can have up to 2,500 requests before you have to go in and withdraw. However, I want to recommend that you don't get anywhere near 1,500 or 2,500. In fact, I would actually suggest, if you have requests that are older than 14 days, that you go back into your account and withdraw those connection requests. So to recap, one, be careful of having too much activity for the level of account that you have. Two, go back and monitor and withdraw your old pending connection requests. If they're more than two weeks old, go back in and undo them, withdraw them basically. And last, be careful about including too much information when you send a connection request. Remember that when you're sending a connection request on LinkedIn, your only goal is to connect. Your goal should not be to connect and pitch all at the same time. In fact, that's probably, without a doubt, the biggest mistake that I see on LinkedIn, everyone wants to connect and then pitch right away. And those are the people that won't understand why their LinkedIn marketing efforts aren't really paying off. They try to connect, they try to pitch, it's too fast. That's not the way people form relationships. So be a little patient, be willing to take some time to form that relationship over time. And remember, anytime you send somebody a connection request on LinkedIn, they have one of three options. They can accept, ignore, or they can indicate that they don't know this person. So if too many people select option three, "I don't know this person," your account will get restricted. So the goal is not to give them any reason to hit that option. So to recap, be careful about having too much activity, which usually, by the way, happens with automation, but be careful of having too much activity for the level of account that you have. Second, if you have a bunch of old pending connection requests that have not been accepted, go back in, sanitize, clean that up, withdraw those requests. And then last, be careful to include too many messages when you want to connect. Just say something that's relevant to that person, that's kind of what is in it for them. Be short, be brief, and then you can use engagement in the future and messages in the future to actually continue to nurture that relationship into a potential customer or client. So there you go, that's three behaviors to avoid if you want to really protect your LinkedIn account. Don't forget, if you love what we're doing here, go and follow me on Instagram @ Brian Webb, go and give this podcast a rating and a review, and then go and send me a direct message with a screenshot of your rating and review. I'm going to pick two lucky winners at the end of the month to give 10 books that will change your life, they'll change your business. Thanks for being here today. I will see you on the next episode. ________________________________ FIND & FOLLOW WHATBOX DIGITAL Website | Linkedin | Facebook | Instagram ________________________________ CONNECT WITH  BRIAN WEBB Linkedin | Facebook | Instagram Email: brianw@whatboxdigital.com  Clubhouse: @brianwebb __________________________________
Sep 8 2021
7 mins
#35: Understanding ESG & How Getting It Right Can Help You To Better Grow & Scale Your Business
Our guest today, Lisa Costello graduated from MIT with an undergrad in mechanical engineering and then went on to get her MBA from the Rice Executive Program.  She's the President and Owner of M&H Consulting Ltd and today is going to help define ESG and how getting it right can help you to better grow and scale your business. Learn More Earn More Business Growth Podcast Host: Brian Webb Guest: Lisa Costello Episode 35: Understanding ESG & How Getting It Right Can Help You To Better Grow & Scale Your Business __________________________________ SUBSCRIBE Apple  |  Google Play |  Spotify  |  Pandora |  Amazon Music | iHeartRadio | Stitcher  ________________________________ RESOURCES & HELPFUL LINKS Whatbox Digital M&H Consulting ________________________________ TRANSCRIPT  Brian Webb: Hey, everyone. Welcome to the show today, it's always fun to be with you here and I want to introduce our guest today. Let me tell you some fun facts about her. One, she's the mother of four daughters, one of them a doctor, the other an attorney, the other, a physical therapist, and the other one is an architect. She is a multi-engine and instrument-rated pilot, but that's just the fun stuff. Let me tell you about the stuff that's relevant to this interview today. She graduated from MIT, the Massachusetts Institute of Technology with an undergrad in mechanical engineering. And if that's not enough, she goes on to get her MBA from the Rice Executive Program. She's the president and owner of M N H Consulting Ltd. I consider her a friend and she's also a member of the WBNC and the SASB Alliance. So you're probably picking up, Lisa is rarely not going to be the smartest person in the room. She's a very successful business leader and what she's going to talk about today is ESG. What is ESG? I know what it is. You might think you know what it is, but Lisa is going to bring some really, really good insights as to what it is, why it's important, why you should report about it, who benefits and who the stakeholders are. Let's jump into our interview with Lisa Costello, you're going to love her. You know, Lisa, you and I have had the opportunity, in fact, that's how I got to know you is through a mutual client that we're working with. And so, first of all, I just want to say welcome to the podcast today. Lisa Costello: Thank you. I appreciate the opportunity. Brian Webb: Yeah. So I've told the audience who you are. I know we're going to talk about ESG and I have a feeling, it's just a feeling I have, this is not data-driven, but I would imagine a percentage probably knows that E stands for environmental S stands for social and G stands for governance. But I know it wasn't until recently on this mutual initiative that we're working on and learning from you where I started to really understand or begin an understanding of what that is. So I would love for you to share with the audience, what is ESG? What does that mean? Lisa Costello: It does stand for environmental, social, and governance. It also can be interchangeably used with the term sustainability, which is protecting the resources we are... Using what we have in a way that we protect them for the generations that follow us, reduce, reuse, repurpose, that kind of stuff. But so going back to ESG, and one of the things that came up in our meeting when we first met was a lot of people think ESG is environmental, and it's all about climate change. And it's not, the social and the governance aspects are things that people don't typically think about, may not be well-defined, but have an impact on how a company is managed and the ESG framework allows investors, stakeholders in a company to see how a company is managed. It's the intangible stuff that doesn't show up on traditional financial statements. How you manage the resources, how you reuse them, a lot of that impacts your cost structure, your operating structure, the governance, are you using your employees well? Are you treating them well? Are they healthy? Are they happy? Are they productive? It's hard to define but once you start thinking about the things that may not have been mentioned before, but they are kind of lying underneath the surface, it does make a lot of sense. Brian Webb: Let me ask you this. I think I could come up with a reason or two, why I think this is important, but what would you say is the most significant reason or why ESG is important in business today? Lisa Costello: It's that part of the company, but again that's not reported on the traditional financial statements. So there are companies... So there's the enterprise value of a company and what some of the standard-setting agencies are seeing is that there's a decline in the ratio of the enterprise value to the assets of the company, which means that there's some assets that the company has that isn't being reported, whether it's goodwill or again, how you're benchmarked with your peers, is there an opportunity? A lot of it revolves around risk, but they also don't... A lot of people don't think about opportunities. Maybe you have the secret sauce in how you deal with your employees or how they interact with each other or how you manage your company and that's an opportunity for you to create a competitive advantage with your competitors. Brian Webb: So talk about reporting sustainability, why report sustainability? Lisa Costello: A lot of investors and a lot of this revolves around the investing community right now. It's been around for about 10 years. So it's not new, but the standards are being developed, there's some alignment between some of the agencies. Some of them are more environmental, human capital, and then the other stuff you report it because you want your investors to know that you're thinking about these things. There may be room for improvement, but you're at least thinking about the things that matter to your company, that aren't warehouses and inventory and leases and that kind of stuff. Brian Webb: Who would you say benefits when a company becomes more sustainable-minded, focusing more on ESG and reporting on it? Who would you say benefits from this? Lisa Costello: I would say all of the stakeholders of a company and starting with the employees. If you're reporting on sustainability, you're already thinking about it and you've got a plan. So the employees benefit, it's a more stable company. Typically, they have... The management is better, management benefits, the investors benefit because there's transparency now. A lot of the stuff that's reported in a sustainability report are things that people would have kept secret before because they thought everyone in the public didn't need to know about it. But now with being transparent, it makes it easier for the investors to determine how risky the investment is. There are a number of different stakeholders that will look at a sustainability report and one of the challenges of writing a report is do you write a report that's targeted to one audience, or do you write a report that's targeted to everybody? Because you only want to do it once a year. And a lot of the criticisms of sustainability reports are that they're too long, there's too much information. And that's because companies don't want to put out four different reports, one for the investors, one for the employees. So there's a lot of information in them, but they're important because specifically with investors, it's about cost of capital, de-risking the company, and being transparent. They know where the risks and opportunities are, they can benchmark them against your competitors or against an industry standard. And they can also see how you're improving or maybe not improving year after year, what you said you were going to do. And there are different rating agencies and they have different metrics and so some of them surprisingly are very quantitative and you can see how you're improving year over year. Brian Webb: I saw in the news that Tesla in May actually became a constituent of the S&P 500 ESG Index. So that's what I was going to ask kind of next was who determines what your ESG score is and what is a good ESG score? What does that metric look like? Lisa Costello: The real answer is right now, there isn't anybody that... Well, I take that back. There are rating agencies that will give you an ESG score. Their metrics are proprietary and they don't... So they'll take a sustainability report that a company will produce and they will score it. If you're a member of that company or if you're a member of that ESG committee or something the rating agencies will discuss with you how they got to your score, but generally, their formula is proprietary. Brian Webb: Yeah. Kind of like the credit bureau bureaus what you're telling me basically. Lisa Costello: Exactly. There's an ESG [inaudible 00:08:01] and there about four of them that now have enough traction that they're like the four best well-known. So the short answer is I don't know how they come up with their scores- Brian Webb: Because it's proprietary. Yeah. Lisa Costello: ... because it's proprietary, but you can also look... I mean, they have industry benchmarks going with some of the SASB standards, they have industry benchmarks that you can use their metrics and see where you stand with regards to the industry that you're in. Brian Webb: That makes sense. Lisa Costello: Or also your competitors sometimes publish those metrics and you can see how you compare or benchmark with your competitors. Brian Webb: One of the things that you taught me in collaboration with this client that we both get to work with is that prior to knowing you and not being an ESG professional, I would have thought that E would have been the capital letter of social and governance. But one of the things that you taught and again to our mutual client is that really the governance is the bottom of the pyramid or the foundation. Talk about that for a second because again, prior to knowing you, I think ESG, I think environment, I think sustainability. And so I would have thought that the E the environment would have been the foundation, but one of the things that you taught me was that really it's the governance that is the foundation. Talk about that for a minute. Lisa Costello: So governance is, how is the company run? How are the people that run the company? What is their oversight? Who oversees them? Who monitors them? And what are the rules? And I don't want to say regulations because that's too strong of a word. But what are their processes and procedures that allow them to run a good company or run an honest company with integrity and transparency? So when you're talking about governance, you're talking about the management team, you're talking about the board, you're talking about outside auditors who might vet and rubber stamp the financial statements, you're talking about executive compensation. And so that's the governance and so when you're talking about governance, you're talking about the base of the pyramid, the foundation of a company, and from the board and the management team and the auditors, you drive your culture, your company culture, so to speak. And that flows up into your social, which is how do you treat your employees? How do you treat the community that you live in? Ho