I'm thrilled to introduce the next
speaker today Dan Locke is no stranger
to the world of digital marketing
he has written some of the best-selling
books on strategies for personal success
and he has mentored countless young
minds to gain financial freedom and
develop their personal brand he is a
definition of true hustle and currently
owns 21 companies I want you to let that
sink in for a second please join me in
welcoming Dan Locke
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so thank you thank you so I don't know
about yours but my childhood sucked I
was born in Hong Kong and I emigrated to
Canada years ago with no money no
connections and not a word of English
language on my lips now as you can tell
from my thick accent English is not my
first language in fact some of my
friends they say I still speak like
Jackie Chan come on I'm better than
Jackie Chan right so when I was growing
up in high school
I was one of the only three Chinese in
my school so I was an outsider and
growing up I didn't have all our friends
and at a time because I spoke funny I
didn't get along with the other kids I
mean they made fun of me they tease me
they laugh at me I got beat up a couple
times in fact how many of you still have
friends from those high school and
growing up dates got si jo han Wow well
good for you because I have none okay I
have a few enemies though of a few
enemies so my mom and dad got divorced
when I was 16 years old and that's one
of the reasons why we emigrated to
Canada later I found out so if you can
imagine going to a new country where you
don't speak the language growing up I
wasn't unlike most of you I wasn't one
of those people that was born to do some
great or wonderful things I wasn't one
of those people that had you know big
dreams I was gonna do this and I'm gonna
do that I wasn't one of those people
that had great talents I was what my
instructor would say average
intelligence or sometimes below average
intelligence depends on the course and I
wasn't one of those people that had a
education or great resume in fact I
dropped out of college so not in a
million years could ever imagine that I
would be doing what I'm doing today
building companies and writing books and
and speaking
around the world and speaking in front
of you and and doing all these things
not in a million years could ever
imagine I would be doing this because a
lot of people I believe that it's
because of that in fact let me ask you a
question how many of you come from a
dysfunctional family
cassio show hand see everybody comes
with dysfunctional family nowadays okay
it is exactly this dysfunctional
neighbor childhood that make me the
functional achiever that I am today is
thank you it is because of my parents
divorce is because of the tough time in
high school it's because I'm the only
child in my family that I had to learn
to stop being a Boy and grown to
be a man and take care of my mom it's a
lot of people they look at their
childhood as wounds when I believe that
your adversity is your greatest
advantage that so the very first lesson
I would like to share with you is that I
hope that your childhood sucked too
because it means you have developed that
it's like a workout going through
difficult times it's like working out
for you in motion and for your psyche
think about it that how do you work a
muscle how do you work at muscle
you put paying and you put stress on it
yes and literally you basically you
destroy your muscle and you care about
your muscle fiber and then when it grows
back it becomes what stronger so that's
my very first lesson I'd like to share
with you please write this down your
adversity is your advantage your
adversity is your advantage so don't
look at your past as wounds they're your
muscles they're your muscles because
business is not a sport for the wannabe
business is tough I fail at 13
businesses before having my first
success so my question is how bad do you
want it see statistics 96% of companies
go out of business fail they all fail
within the first 10 years it means that
only 4 out of 100 companies make it in
10 years so you look at an audience of a
thousand people in 10 years time only 40
of you would be still here so business
the game of business is not for the weak
the game of business is not for the
wannabe the game of business is for the
ambitious the game of business is for
the committed the game of business is
for the people who do whatever the
it takes to succeed
as long as its moral legal and ethical
whatever it takes I mean whatever it
takes in fact I haven't met a super
successful person in my life
there hasn't overcome a lot of adversity
let me prove it to you okay let me ask
you this question let's let's do a
survey here okay put up your hand if
like swing with bad mistakes or bad
business decisions put up your hand if
you've lost over ten thousand dollars in
business okay now keep your hand up keep
your hand up keep your hand up if you've
lost more than fifty thousand dollars in
business okay now keep your hand up
you've lost more than a hundred thousand
dollars in business keep your hand up if
you lost more than half a million
dollars in business okay keep your hand
up you've lost more than a million
dollars in business keep your hand up
you've lost more than two million
dollars in business my hands do
up
what does that mean it doesn't mean I'm
smarter it doesn't mean I'm more
talented it doesn't mean I'm more
good-looking well let's not go there
it is simply because means I've
up more times than you guys
it just means simply that how many of
you heard of the saying that you know do
what you love and the money will follow
how many refer to that before okay it's
a load of crap okay let me ask you this
let me ask you this how many of you are
doing what you love and you are
following your passion and you're
wondering what the hell is the money so
that dog doesn't hunt it does not work
you see it's the other day I was having
a conversation with a friend of mine
he's an international sales trainer and
he travels around the world and goes
into companies and and trains different
companies and we were having this
discussion about you know do you what
you love and the money will follow and
then he said to me we know Dan you know
what I would love to do I would love to
just stay home spend time with my kids
holding my wife one hand in a holding a
beer and watching a hockey game but the
problem is you know what then I can
figure to get people to watch me do that
and pay me so until then I had to get on
the road and travel and train it's a lot
of people yes you want to follow your
passion but you better make sure your
passion makes you money you better make
sure can you build a viable business
from it can you get rich at it yes
follow your passion I love what I do I
love what I do I'm a very passionate guy
but there are certain things in my
business that I didn't like to do while
I was building a company nowadays yes I
spend 90% of my time doing what I love
let me give an example I love speaking I
love speaking teaching business I could
be here all day no script don't need a
script
problem is I
hate traveling hey I got here
last night it's like it was horrible but
it's because it's because I am willing
to do what I don't like to do that's
what allows me to do what I do like to
do does that make sense so lesson number
two write this down it's not doing what
you love and money we follow is love
what you do and you'd be damn good at
what you do and you'd be exceptional at
what you do
because the marketplace will always pay
for value well but then are you saying
it's all about the money it's not about
the money
listen to me it's not about it's never
about the money it's about choices it's
about lifestyle it's about freedom see
in my book a few money
I talk about freedom see freedom is not
the ability do not be ability whatever
you want it's not freedom is having the
luxury of not having to do something
when you don't want to so you don't need
to take crap from nobody that's freedom
because it makes no sense to me when you
work hard and you do your best and
students have to struggle to make ends
meet
I believe that entrepreneurs who do a
good job deliver value to the
marketplace deserve to be well paid let
me ask you a question how many believe
you deserve to be well paid hell yeah
you see money earned write this down
money earn it's a byproduct of value
creation money and it's a byproduct
value creation the more money you make
the more value you deliver the more
people it just simply means that the
more value deliver to more people more
impact the more money's going to make I
make a lot of money because I serve a
lot of people it's very very simple
there are some other people like you
know of Wall Street guys and this and
that they do it some other ways but most
successful people they're successful
because they serve a lot of people in
fact let me ask you a question no
okay how many of you believe
truly believe that you deliver quality
service a product to the marketplace
then you deserve to be well paid you see
its thinking to yourself that you should
shortchange yourself by being you know
poor and Noble and doing your thing it's
just not a good idea it's just not a
good idea you see it's it's you deserve
to make a nice profit and feel good
about it when I was growing up my mom I
mean a great love my mom loved my mom
she's like an angel I don't know how she
does it but everywhere she goes she
would make friends with everybody
everybody so when I was growing my mom
would say to me you know Dan when you
grow up you do great and wonderful
things and you touch many people's lives
and you'll get rich and you'll get
famous then you will take care of me
very spot mom here's my belief and you
don't have to buy my believe but he's my
belief I believe when you learn how to
make money it is a gift that it is a
gift that you should use to the highest
degree that when you learn how to make
money you're actually morally obligated
to make as much money as you can that's
my belief lesson number three lesson
number three write this down
save yourself before you try to save the
world the best way to help the
poor is not to become one of them
it is your duty it is your obligation it
is your response possibility to maximize
your profits as an entrepreneur think
about it let me give an analogy it's
like if you want to give blood how many
bags of blood you can give before you
pass out and die that's that's linear
thinking that's an employee mentality
you want to give blood be a
hospital that's entrepreneurial mindset
that's entrepreneur mindset now some
people might say but then money is not
that important right oh then you know
money doesn't buy your happiness I'll
talk to my wife
you don't think money
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yeah if you talk to her she would say
you don't you think money can buy
happiness you don't know where to shop
okay and money here's the thing money
it's not supposed to buy you happiness
money is supposed to give you two things
how many things two things first money
gives you comfort makes your life a
little bit easier and second thing is
money allows you to do to extend the
goods that you do beyond your physical
presence to only two things when pson
running here our money is not that
important money buys into this habit buy
happiness very often it's a stupid
statement first of all but second thing
is usually it's a defensive statement
it's usually people would say that you
either don't you don't have any oh they
don't they don't know how to get some
guarantee so from now on you can be a
psychic you hear people our money is not
that important money doesn't buy
happiness oh my goodness let me think
let me think you're broke and it would
be like how do you know
I learned it from socialite the only
magic power to do that most businesses
fail write this down because they are
not getting enough attention in the
marketplace if you want to grow your
revenue you want to grow your brand you
want to grow your company you must get
attention
you must get attention attention
it's a new currency money follows
attention think of whatever product or
services in your marketplace in your
industry that are their products and
services that are maybe less quality
than what you're offering but they're
selling more how many you seen that
before yes why because they're committed
those companies even though they have a
less quality product service they're
committed to getting attention the
communicating attention let me give an
example I have a YouTube channel if you
go to youtube you type my name da and
enloc and you find me out of 200 videos
on YouTube I have a podcast that I do
called shoulders of titans and every
single week I interview a millionaire or
a billionaire entrepreneur and I post it
online it's all free
so that's 52 shows per year on top of
that on average I give about one
interview a week and then I write
articles my question to you is and
that's not even how I make my money this
is just like a thing that I do in my
spare time to kind of promote my
personal brand like spare time if this
is what I do in my spare time what the
hell should you be doing you got to get
you got to get it out there you got to
push your name because there's so much
noise I hear people but then I put on
like one tweet you know on one Facebook
pearls
how come orders don't come rolling in
case it's one pause don't think
in terms of one not one tweet ten tweaks
a hundred tweaks a thousand tweaks
nowadays it takes so much more to just
cut through the clutter in the
marketplace there's so much how many
goodnight there's so much noise in the
marketplace you have to do so much more
just to get the attention you have to
and also that means when you're getting
attention not everybody would like you
at first they ignore you then they laugh
at you then they fight you then you win
[Applause]
you want to wear a red suit you
wear it you work so lesson number four
promotion over creation promotion over
creation
visibility is more important than
ability visibility is more important
ability spend your time promoting your
brand you're going to make some enemies
that's good you're going to get some
haters that's even awesome that's good
you know one of my goal is to create a
youtube video they would get a hundred
thousand thumbs down
seriously because what does that mean it
means I'm getting what attention look at
Kim Kardashian it shows you you don't
need talents to make money you just need
to get it well is she a great singer is
she a great actress what the does
she do she gets attention yes and people
pay for the attention that's what I'm
talking about something to be learned
from that so promotion over creation
lesson number five lesson number five so
now you're promoting your products
you're promoting your services the
biggest mistake that a lot of
entrepreneurs make is this lesson number
five is this stop pretending and start
asking stop pretending and start asking
sometimes when I talk an entrepreneur
and ask them what house business and it
was like long you know Dan you know my
business is fine it's fine
you know fine f ing is action acronym
it's the action acronym it means this
write this down freaked out in depth not
making enough money and emotionally
stressed out when they think my business
is fine that's what it means
that's what means in fact would you like
to get some inside information let me
take you behind the scenes let me tell
you something every time when I do a
speaking gig any kind of training here's
the percentage usually after the
training in let's say an audience of
1000 doesn't matter 100 1000 about 5
percent of the people five percent will
ever come up and talk to me five percent
that's about that's a bur right and out
of the five percent may like maybe out
of the 1000 people less than one percent
would follow up less than one percent
and I've been doing this for many years
that's the average and it never ceases
to amaze me that sometimes they would
come up and talk to me and they would
tell me the stories and I
of to hear those stories I loved I mean
I live to collect those stories love
those stories and they would spend 20
minutes telling me you know this or how
I started this and I want to do this and
this and that but they never stopped and
asked what then what do you think they
just don't ask it never cease to amaze
me
and that's how most people are and let
me give you a tip you get nothing out
else out of my talk get this tip if you
want develop establish relationship with
with powerful successful people here's
what you do do not go up to them and
pitch your stuff don't try to sell them
your stuff okay you have to understand
when someone comes up to me and say well
then look at my problem come by saying
that I die can you promote it that you
have to understand what it sounds to me
it's like well Dan you don't know me but
can you endorse me to your most
important clients and partners it's no
different if I walk up to the street and
I walk up to a beautiful woman and say
your place or mine
but somehow in business is okay so
here's what you do here's what you do
here's how you follow up here's how we
do what let me give you a tip do not
give them your business card it is not
their job to follow up with you it is
your job to follow up with them they are
already successful they have what you
want
why the hell would they follow up with
you you think about it so don't give
them your business card here's what you
do ask for their contact information and
once you have that maybe a simple email
and then you follow up and here's the
two questions you ask it's two simple
questions first question is how can I
learn more from you not to pitch your
how can I learn more from you and
second is my favorite what is the most
important project that you're working on
that I on my network and add value to
I'll say it again what is the most
important project that I or my network
can have value to don't go up to people
and say would you like the back master
but you need to business with me
write this down needy is creepy okay
needy is creepy how did I met some of
those people I mean forget it forget it
so stop pretending start asking lesson
number six master don't dabble master
don't dabble master don't gobble a lot
of entrepreneurs they have this what I
call shiny object syndrome okay it's oh
it's it's the social media it's it's
periscope it's Twitter it's Facebook
it's whatever flavor of the week of
flavor of the month they never take the
time to master anything yes I mean I
have one more secret so should I
thank you thank you so masa don't dabble
focus on one thing and build on the next
master one in my career I focus on
building one skill first and then build
our NYX first I focus on marketing that
focus on into the marketing then I focus
on management leadership then I focus on
on deal-making
investing but one thing at a time so my
approach is more like this most
entrepreneurs approaches like this you
got to build build one thing be
successful and then work on it lessen
the mistakes very last lesson is this
you don't have to get it right you just
have to get it going you don't have to
get it right you just have to get it
going
most entrepreneurs is what I do they
mentally masturbate too much I don't
know let me think about it I'll get back
to you let me talk no perfection is the
enemy of progress so you know what you
want article you don't like who cares
upload it you helped to create a video
that you don't like who cares
upload it the Royal you you wrote a blog
post that you don't like who cares tweet
the crap out of it there's a great quote
that love from wheat Hoffman the founder
of LinkedIn he said if you're not
embarrassed by the first version of a
product you've launched too late if not
embarrassed by the first version version
of your product devons too late
so let this talk let this talk ignite
that power the drive and the desire
within you and just go out there and
just do it
forget the naysayers ignore these people
and just do whatever the it takes
and just do it
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