if you're ready put up your hand nice
and high say I'm ready good so now
there's a new movie coming up in October
call Steve Jobs Steve Jobs now for those
of you who know me I'm a huge fan of
Steve Jobs I've read his you know the
book like Pauly
five six times so that's a new movie
coming up called the man in the machine
cause Steve Jobs now apparently there
was another Steve Jobs movie a couple
years ago yes how many you've seen that
before yeah so but parently it's this
movie they said that from the people
working in airports at this it's a more
accurate representation of Steve
actually say that when they watch the
movie
they think it's Steve the thing is it's
not actually acting I think that's Steve
so that's pretty incredible so I thought
it would be interesting to do maybe a
short keynote on Steve Jobs and on
marketing and what uh what mix apples so
successful and what makes them different
from any other companies and more
importantly how does that apply to you
with that I've interest yeah and again
this is just from my own perspective my
what perspective so just about respect
what my observation is and I will do in
a way that because you would you might
think well I'm not a computer business
I'm not a software business you see as I
share with you these things can can be
applicable to you doesn't matter what
business you're in sound good okay so
hit here we go so Steve Jobs the secret
to apples a marketing genius now when I
say Apple what kind of company if I ask
you the question what kind of company is
Apple what would you say yeah the answer
what business are they in tech okay what
else lifestyle okay
culture okay information innovation yes
cool product yes design okay good good
all challenging status quo very nice yes
style okay very cool user interaction
how many of you I are PC users okay how
many of your Apple well interesting
interesting how many use both how do you
do both like how do you do both so I'm
going to share with you limited
statistics about Apple so in case of
course you know it's Apple very
profitable every say hell yeah yeah but
you might not know actually exactly how
profit put it unless you're in stocks
now we know that there are nowadays are
there a lot of retailers that struggling
in the states they're thousands and
thousands of retailers going out of
business
yes or no now their retailers going out
of business in Canada name some of them
see yours Future Shop Target tell us max
McDonald the closer some of their shops
yes stores yes hmm okay yeah okay
Circuit City Zoli yes now let me ask you
a question are these small companies or
big companies so even big companies are
having a tough time with this economy
what is going on now in spite of all
that and you look at you know people say
the retail apocalypse all these major
chains not just a certain sector across
different people companies been around a
long time you see them for five 10 20
years and damn overnight not one store
how many stores hundreds and thousands
long period of time short period of time
closing down very short period of time
very short-term now how does that apply
for small business still if big
companies they're having a tough time
kind of big elephant but with small
companies what do we have to do what do
we have to be aware of looking at this
as a small business what do we have to
be aware of your the answer change yes
innovation yes
emerging technology yes customer needs
beaming we're being able to yes
relationship management very good very
good
so with Apple in just some statistics i
poll fueled by the popularity of the new
iphone 6 gave apple and even bigger lead
over other retailers
how many be to an Apple store okay over
other retailers in productivity with its
towards generating a staggering four
thousand seven hundred ninety dollars
and 82 cents in sales per square foot on
an annualized basis at the end of 2014
now if how many of you understand a
little bit about retail that's how they
measure yes earning per square foot is
that a low number is that like a high
number
yeah it is a crazy crazy numbers I was
when I was in a few months ago I was in
New York and I went to there's an Apple
store right on Fifth Avenue which is
very well known yeah somebody heard that
one yeah they're well-known and I'd have
to check it out in with winter and I
checked it out when in at the store and
it was it was winter and was snowing
freezing cold packed the place was
packed and then later on I went online
just I'm just out of curiosity how much
that's that particular store mix so when
actually check check
I don't know how much it's doing now but
they did kind of report approximately
that Fifth Avenue store do about three
hundred and fifty million dollars in
sales a year one store 350 million
dollars in sales amazing Apple announced
financial results for its fiscal 2015
third quarter and at June to 27 2015 the
company posted quarterly revenue of
forty nine point six billion dollars in
quality net profit of nine point seven
billion dollars they're getting by
they're getting by they're doing okay so
is there something to be aware from
Apple yes or no yes or no
but the problem is okay yeah you know
ten billion dollars forty nine billion
dollars in revenue well how does that
apply to my business I'll share with you
my observation is they are basically and
by the way apple also has over two
hundred billion dollars in cash reserve
not two hundred million two hundred
billion in cash that they don't know
what to do with yet that's a lot of cash
yes that's a lot of cash because apples
model is a little bit different Google
they do acquisitions Facebook
acquisitions but effort doesn't do a
whole lot of that so pretty incredible
so they're basically five powerful ways
how many ways viably five powerful ways
Apple has cultivated loyal raving fans
law-breaking fans so ready to take notes
hello okay here we go how many you've
seen people you know the first day of
opening a new iPhone Anil iPad or
whatever I'm a new product coming coming
out and people lined up in front of
Apple Store for day sometimes to get the
product yes okay so what it tells you
they've got a very big loyal following
yes almost fanatic following yes the
question is why doesn't people line up
to buy Sony products why doesn't people
on to buying Microsoft products hmm so
number one I believe because Apple give
people products that are exceptionally
good and putting down lakhs term aka
they make cool they make cool
not just good products exceptionally
good products if you think about it how
many of you use an iPhone curious okay
now if you think about it with an iPhone
it is actually and people might argue
about this but it's actually an
unnecessary expenditure
two years ago nobody needs an iPhone we
don't need an iPhone we need food we
need water we need shelter but nobody
need an iPhone but nowadays you ask
people okay your TV or your iPhone pick
one which one you can say what about
your your iPhone versus your computer
which one computer iPhone iPhone so you
think about it from so what they do they
selling stuff that people actually don't
really need but now it's to a point
where we cannot live without like wow my
god how many of you lose your phone
you'll go crazy
you'll be like my god right if I look
I'll go I'll go nuts all my contacts
everything I run a lot my business from
here so you think about it keep people
to exceptionally good but how do you
make products that are good a better
question would be how good is your
product how good is your service it's
upon on that how good is your product
how good is a service and it's a great
quote by Steve Jobs it's really hard to
design products by focus groups a lot of
times people don't know what they want
until you show it to them part of what
makes Apple is so successful is they can
predict what's the word predict the
needs of the marketplace what do people
want maybe they don't even know they
want it yet but how can we create
something that's so exceptional that's
so extraordinary that when people see it
they would be like wow I didn't expect
that you could I thought just the phone
but phone music Internet it's not just a
phone who Steve Jobs number two their
products are fun and easy to use
aka in my term they sell cool the
only they make cool they sell cool
here's a little article that the
iPad really is child's play more than
half of these babies use Apple tablets
when they're just one one so they make
it very very easy to use very intuitive
one time I was going to
friends house having dinner and his son
was six years old I think six or seven
years old back then and then my friend
dad was telling him all go back to your
room
don't leave candy and which is kind of
talking to the kids okay
and the key was like listening listening
and finally the kid was like so he
thinks like that is an iPad right sex
move on right good one here from like
that so now that that was pretty funny
but how did the kids learn how to do
that hello
that's it swipe I'm down pat the kid it
goes here the kids been using the iPad
for two years since for teens for
amazing amazing so the question is how
can you you make your product and
services more simple to understand it's
what you're doing to complex is your
offer to complex because complexity is
the enemy of execution complexity is the
enemy of what of what execution so I
always say this genius here's what
genius in simplicity so how can you make
what you do simple just two weeks ago I
was in a business meeting and there was
another entrepreneur talking about one
of his venture and talked about
basically pitching me on a deal and he
was explaining to me and he said you
know it gave me a bigger like a five
minute elevator pitch and I said I don't
quite get it and he's I need more time
like I need an hour to explain this to
you I say if you dare out
explain this to me we've got a problem
help me follow what I'm saying if you
can't explain what the heck you do
forget five minutes in one minute we've
got a problem
because most people don't even have one
minute the attention span is so short
one minute forget about it so it takes
and I always say it is saying if you
cannot put your business model on a
piece of napkin you don't have a
business you should be able to simplify
a tickly what you do very very simple in
the premise that most people understand
and he's what Steve Shaw has to say
simple can be harder than complex you
have to work hard to get your thinking
clean to make it simple but it's worth
it in the end because once you get there
you can move mountains so whatever
you're offering how can you make it
simple your marketing message Carl can
you simplify whatever your offering how
can you simplify it make it make it very
simple now maybe whatever you're
offering your products and services
could there be incidents where it is a
complex kind of offer yes or no so if it
is a complex offer what you want to do
is you want to show them everything that
you do and everything that your products
are is capable of right up front yes or
no so you can take up bits and pieces of
it that you know that you know what this
is the most compelling piece let me
simplify it let me make it compelling
and just make that your front end offer
so they get a little bit a taste of what
you do and they show them a little bit
more you show them a little bit more you
show them a little bit more verses
here's what all these things you could
do for you it's what all my company can
do for you when I used to do copywriting
one of the rule that I've learned is
when I'm writing my copy when I'm
writing an heir what I'm crafting my
landing page my marketing message I
picture my prospect as this
it's my message simple enough they're
homeless Simpson would get it is my's
message compelling enough if Homer
Simpson is sitting on the couch drinking
beer watching TV that would compel him
to take an action and buy so I always
have that picture in my mind when I'm
crafting my message with Homer
understand this if I know Homer seems to
understand this I've got something does
that make sense okay
so take two minutes how long two minutes
discuss among the table just the first
couple ideas I've shared with you two
minutes go awesome so how does this
apply to you just y'all the answer how
does it apply to you how does it apply
to your business yes
yes what I do a couple of things of
course now keep in mind what Steve is
saying is he's such an innovator he's
predicting in two three years what
people want for as far as I'm concerned
for most entrepreneurs you go where the
money is
meaning you look at what people are
already buying and then you sell them
more of that versus oh he's about
entrepreneurs approach me all the times
I've got this idea I've got this product
nobody has it it's it is revolutionary
when it's a revolutionary I stopped
listening nobody's done this before
shared that good like it's not a plus
because most of the deals that I was
involved with their last money it's
because of those ideas because nobody's
ever done this before
nobody ever seen this before this is
going to change in history oh it
would because it means that it's going
to take off a lot of money to educate
the marketplace to buy this and I don't
want to play that game as a business it
doesn't matter six figure seven figure
eight figures do a small business as I'm
concerned so I don't want to play that
game I want to go with ok people
spending money on this well maybe I can
sell something I'll leave it similar can
I sell it cheaper can I'm can I sell
kind of make it faster can I make it
bigger can I make it put a new
shrink-wrap to it so it looks different
but it's not actually different I don't
want to challenge in business are used
to one challenge nobody's ever done this
before let me do it cost me kind of
money it's my ego talking nowadays I'm
like okay I don't want to challenge I
don't like the analogy I use all the
time when I share that with Benson if
I'm going to fight a boxing match I
don't want to fight Mike Tyson I'm not
interested in that I want to fight a ten
year old kid
I want to go into the rain I've got my
glove and I push and he sits and he
cries I win
yeah now I'm not saying I don't beat up
kids I thought what I'm saying you
follow what I'm saying right
it's not what I'm say but that's the
analogy I don't want to challenge I want
to know if I'm going into this business
I'm going to this industry that even
though I could be wrong 50% 60% and I
could have a lot of failures that can
make a lot of mistakes this thing would
still work I have enough margin that
this thing would work so that's why I
hate low margin business because there's
no not enough margin for errors if your
business only org I've got ten percent
margins we've got a problem so I don't
even touch those businesses I want high
margin one existing demand
I want lousy competitors I want I want
what I love to see competitors their
marketing sucks the customer service
sucks the product is average making a
shitload of money I want to get you that
because I know I can create something
better I know I can provide better
service I can provide a better
experience I can do better marketing and
beat them
I don't want strong competitors I'm not
interested in that does that make sense
now just my perspective nothing you
cannot do something totally
revolutionary I mean I support you for
that I'm just saying from my business
point of view I prefer to go with more a
proven path because when you go to the
bank and when you deposit a big check
the teller is not going to answer the
question did you think this you make
this money
was it was it your original idea or do
you know I can't sir I can't accept this
deposit because it's kind of like it's
not innovative enough they're not gonna
ask that yes the only one no how much
okay great right so nobody's gonna
answer that question number three Apple
strives to deliver unique and
outstanding experience from the moment
of contact aka the deliverer
holy moment they deliver holy
moment is an experience when you go to
an Apple store it's an experience or you
when you buy an iPhone are you actually
just buying a phone
what are you buying that experience but
what are you buying what are the feature
does he have what can you do an iPhone
when an old lady like you can use your
not there no Monica no but what are you
buying yeah
Apple Eagle is just very good yes you
buy access to Internet yes you'll buy
access to music you buy access to music
you buy access to what everything and so
it's not just the phone is access now to
a whole much bigger Apple ecosystem so
think of what you are doing as a small
business you want to deliver value and
experience more than just your core
product and service this is key whatever
you're selling that thing that you're
selling that's good but you better be
able to add value out of then beyond and
just the thing that you sell because
whatever you sell is so limited if
you're a financial planner
you're a real estate agent you're a tech
person you're a person you whatever it
might be
here's what we do but what you do is
only a out of the thousands and
thousands of people that you meet only a
small percentage one knee or you sell at
any given time is that make sense so if
this is all you do is so limited versus
hey you know what this is what I do but
what you do is not who you are
write down what you do is not who you
are a lot of people are I'm a financial
planner no you have a financial planning
business it's not who you are
you are who you are what you do is not
who you are it's like a name you give
example I people see me and they would
think all Danny is a speaker yes I don't
think of myself as speaker first of all
I think of myself maybe maybe more like
a teacher I speak at conferences but I'm
not a speaker okay attention it is I can
do marketing but I'm not a marketer
I can write but in a number of books but
I'm not a writer I do internet marketing
but I'm not an internet marketer this
point on there for a second now what I
mean by that what I mean by that what I
mean by that that's it nothing more than
the skillsets I've developed over the
years tools on my tool belt
but versus you look talk to people oh
I'm a blogger only do blogging or I'm a
Facebook guy only the Facebook
advertising or social media no I do
social media
I do blog I do podcasts I'm all these
things and I'm none of these things
because they're gives you flexibility
it's only what I do Who I am who I am I
think mainly it's just an entrepreneur
and I use all these tools versus just so
limited okay this is what I do I want to
do that does that make sense so think it
so what you do is are who you are when
you buy a mac you join a community and
you don't just only computer you become
part of the entire Apple ecosystem the
entire Apple ecosystem when you own an
Apple product people have this pride hey
you know what I'm cool Apple is cool use
pcs yet right Apple I'm cool right
think of this make an example an X
experience so when keep giving
entrepreneurs group we host our meetings
at here Vancouver Club why do I do it
then kluever Club how does that tie in
with the experience theory about the
environment yes hmm ambience yes it's
interesting because if we're talking
about success we're talking about
entrepreneur we want to impact the world
we want to create wealth you want to
provide for family we want to increase
our income what's a better place than a
building that had there's over 100 years
old 100 years of history where you have
some of the most powerful wealthiest
influential entrepreneurs business
people as members there's no place like
this is it it's an experience yes
I could have done in a McDonald I could
do the same speech but doing it here
whatever different impact is that make
sense so with what you do think of how
can you create and craft and experience
an environment that before they even
talk to you even they get in touch with
you now they have a it's a different
experience for them it's a different
experience for them people are willing
to pay more for the connection with a
person of elevated status and preceive
celebrity write this down people willing
to pay more for the connection with a
person of elevated status and perceive
celebrity going back to you if they do
business with you and you have your
competitor provide kind of the similar
service similar to what you do same
price same everything but if they
perceive you as more influential they
preceive you it's more well connected
they would prefer to do business with
you does that make sense okay and notice
I said perceived celebrity perception is
reality
repeat after me perception is reality so
Steve Jobs has been positioned as the
iconic celebrity in the Apple world in
the computer world in the tech world not
just steve job he's the CEO he Steve
Jobs not think of Bill Gates it's Bill
Gates wealthy
he's probably wealthier than Steve Jobs
but look look at what they've done Apple
has created precision I think Steve's
just way better in the Apple world and
Bill Gates versus Microsoft I would
follow what I'm saying you see the
difference
okay so Apple is a creation experience
through their retail outlets interesting
story Apple actually got the idea at
first model they store after get the gap
the gap the CEO of the gap the I told
you they did the Fifth Avenue's story in
New York how much they're doing so they
actually the gap the see of the gap was
involved with the whole process and
creating store creating the Apple store
and you want to make it simple make it
clean make it kind of high-tech and you
think about it and funny because Apple
people actually used to call themselves
ghetto because the store looks like the
gap Kapil but they model what works and
the CEO of The Gambia where he was
phenomenal and they were involved in the
early process so that's an experience as
well they do things omit so number four
Apple has very wisely taking on an
overall look at what the computer market
is figure out what they really want to
do with their computers and build their
platform around that this is create
critical so talking about creating
predicting the needs right where the
money is where the cash is flowing you
want to position yourself in front of
that I have a quote coming up so Steve
Jobs said you can't just ask customers
what they want and then try to give that
to them by the time you get it built
they'll want something new now of course
Steve is referring to the tech world
because things change how fast in tech
world hello very fast right very very
fast but it's anticipating the needs you
think of I Apple when you buy again
which I think one of the most brilliant
thing they've done its iTunes because
they sell you the phone they make money
on the front end how many of you buy
apps by the way a peepees how many of
you buy songs shows all on iTunes
interesting so you don't just spend the
money on the iPhone but you spend a
whole lot more money yes it's funny I
was playing this a game I don't play a
lot of games but somehow download the
stupid game anyway
it's called The Walking Dead Walking
Dead yeah you play a man yes awesome
okay so I told I told my wife Jenny hey
you know it's a free game right free
game yeah free game it's a free game I
said I'm not going to spend money don't
worry I teach marketing I get all the
tricks know exactly what they're trying
to do get you to buy these coins and
upgrade on it I got see some on this
yeah I'm not gonna spend a dime right I
have to play the game I don't know a
couple of days I just spent like I don't
it's a day on it something like that
well in the bathroom doesn't kiss me
however you take your iPad to the
bathroom be honest I do I do anyways I'm
playing a game and and I hit a certain
plateau so I was getting killed by these
other you know the enemies there they're
walking dead
the zombies I'm like damn I need to
buy some weapons and the ship right now
do something about this thing and of
course I talked to Jenny no no he's
promised you're not gonna buy you're not
gonna pop no I mean I just need some
gold coins a little bit upgrade you know
I can opener
promise 10 bucks like 10 whatever lay a
little 10 15 bucks that's it that's it
promise from it's get Jenny smart
because my iPhone I tuned account is
hooked up with her account because if I
buy something she'll know like you get
an email all you just made this purchase
right not a smart idea so I've spent a
15 bucks and I was yeah good and you're
killing the zombies and upgrading yeah
like you know this is awesome right
after a few more days couldn't get
through the mix you know the Linux level
I'm like hey you know oh and then Jenny
was like no you're getting sucked into
it you said you need you teach marketing
you're not going to fall for these
things you know these they want to keep
spending money it's a free game they
hook you in you buy all of this and this
promise promise last upgrade I get this
that's it it's a stupid game anyway I'm
not gonna play that long this and that
right long me whole back and forth this
and that I've spent about a hundred
fifty bucks on a stupid game
three three right now but I'm smart I'm
smart so the first time it's like 15
bucks 15 bucks I'm like it it's
been big bucks one time right it's a 56
and I did all in like one day so I know
my wife is gonna yell at me she's going
to get me at once because if I do sweet
transaction in like three separate weeks
that's three times right if you're gonna
kill me just kill me once three
transactions one day solve the problem
but seriously the more the story is is
this type of thing it's maybe what you
do what is the front end are for how can
you make it enticing and how can you
build a back end and then you already
sell additional product and services to
your customers make it easy for them to
buy so I - is absolutely brilliant so
what can you do as a question to
directly leverage your customer base to
increase your back end what can you do
to directly leverage your customer base
to increase the back end and it may not
be your core products and services I
said again it may not be your core
products and services it may be somebody
else Cole products and services it's
called a joint venture it's called what
you can promote other people's products
and services and get a cut because your
most valuable asset is not your customer
it's it's not your service it's not your
product it's your customer base the
people the loyal following let me ask
you a question the new iPhone 6s is
coming up right how many having a good
eye phone right now like perfectly good
iPhone how am I going to get the iPhone
success be honest a couple people one
person two people thinking about it okay
there you go
so even predicting myself I'm like I
just got this phone a couple months ago
iPhone 6s don't really need it don't
really need it but it's a little bit
faster
the camera is a little bit higher
resolution should I get it should I
not get it and then the new Apple TV is
coming out damn should I get that and
the iPad pro is coming up should I get
that too hmm
so that's f we just sell you one thing
no not at all
so locker is up go where the money is
flowing and then just stand in front of
it simple statement go where the money
is flowing and then just stand in front
of it not where you think it's going
not what you perceive and expect it's
going what it is going is flowing right
now and you can see people spending
money and then just stand in front of it
our people are spending money on Amazon
yes or no are people buying more digital
products yes or no yeah are people
buying online courses yes or no so go
where the money is
number 5 Apple is absolutely an
absolutely shameless and relentless
about self-promotion aka they promote a
out of it so they make they make
cool they sell cool they
deliver holy experience moment and
they promote the out of it a lot of
what we do is think about it you are a
personal brand you know what you are a
personal brand regardless if you think
you won or not regardless let me give
you a quote
you
repeat after me attention is the new
currency again attention is the new
currency once more choices now attention
is new currency attentions new currency
most companies fail because they're not
getting enough attention because of
obscurity people don't not that their
products are not good not get the
service and not good nobody knows who
the they are they don't leave the
market plate is so much noise they don't
even know they exist
they don't even know this is a lot of
noise on internet how many how many
Twitter's out there every day think
about how in a Facebook post because
attention is a new currency you can grow
your company if you're not getting
attention period if you're struggling to
get customers I can almost guarantee
you're not getting enough attention in
marketplace you're not cutting through
the clutter you are not breaking you're
not standing out in this noise so how do
you stand out in Japan now they actually
have this new form of bending machine
now what is a vending machine if you
want to go buy a bottle of coke you go
there and you put in what put it on some
coins right couple bucks cool oh I phone
yes
Japan they should have this new form
letting vending machine you go there you
press a button they play you stand there
and you play a commercial for 61 60
seconds 2 minutes and then out pops a
ball of coke
they don't want your money
they want your attention your attention
is even more valuable than money now
that says something that's pretty
profound if you think about it not so
good if you love coke you need to sit
there and all day and it's not so good
but you get the idea yes so they promote
it so shameless we let in itself
promotion Donald Trump is a good example
how many follow what don't chumps have
you know the presidential yes love the
guy hate the guy doesn't matter it does
not matter there's something to be
learned for
him now is Donald Trump famous yes or no
is he well-known he sees the promoting
himself more than ever what does that
say people are always to talk but when
is the best time to do marketing when
you don't eat clients not when you're
desperate and you need clients oh my god
I need them to make that sell know when
you'd only clients when you're busier
than ever you do more marketing not when
you're when you're desperate
that's not the time to do marketing
that's also you don't have enough
capital you don't have enough marketing
capital to do so so steve job you look
at me he is again we letlet promoter the
speech every time the announcement new
product millions of people tuning to
that not just a great speaker so most
companies go out of business because of
obscurity so this ability what's the
word is more important in ability
visibility is more important ability now
that a my saying that you can sell
crappy stuff no I'm saying so good stuff
if you look for exceptional service and
stand in front of the money where the
money is flowing but I'm saying is
visibility's more important ability I
would consider that in local Vancouver
even on the internet I'm relatively well
known do I stop promoting my brain just
this year I've done over now I think
twelve book eleven books something like
that just this year in the last twelve
months I've done two more books in the
next twelve six months I'm going to
publish two more books in August while
was on vacation I launched my podcast
shoulder of Titans in the next twelve
months you see that on my YouTube
channel are probably just going out
there uploading producing three to five
hundred videos in the next twelve months
and that's what I am doing
non-stop domination promotion personal
branding because when you have that good
things come to
you you don't have to chase deals it's
easier when deals come to you then you
chase deals yes so my question to you is
then what should you be doing to promote
your brand your Facebook I'm talking
your social media I'm talking about your
blog I'm talking about all these things
and that's not even my main business
this is on top of running all the
companies being a partner of the 20 plus
companies this is the size thing and I
do more than probably a lot of the
entrepreneurs because I know by pushing
that by you got to cut through the
clutter you got to stand out by standing
out there are bigger opportunities
they're more lucrative opportunities and
you can impact a lot more people does
that make sense so here's what you need
you need what I call a PMP personal
media platform write this down personal
media platform so what is a personal
media platform I'm talking about your
blog how many have a blog right now yes
how often update your blog once what
once what once a day good counsel do you
blog how many of you have not updated
blocking in a month okay so personal so
your blog your your Facebook your
Twitter a YouTube iTunes podcast where
is your platform now what is a platform
a platform is nothing more than a thing
a community a something that you do that
serves the greater good of others write
this down a platform it's not something
for yourself because if it's all about
yourself it doesn't work
you only go so far so you think of
Theresa social light conference is that
a platform yes or no yeah through that
platform she's able to meet also other
other successful entrepreneurs like
Richard Branson yes Bob Proctor it's a
platform if today it just Teresa alone
and she goes knocked on doors on these
big names is she going to get the same
attention no because she has this
massive platform so she created the
platform first then she exposed to more
opportunities being to meet more info
and show people so how many platforms do
you have if you're not getting enough
business is your business not growing as
fast as you want pretty much I can
almost guarantee again you're missing
this either is not big enough it's not
why enough is not impacting impacting
enough people just like you today your
Facebook instead of having 1,000 likes
fans and you have 100,000 likes and fans
would that make a difference in your
business it's very simple but you can
get attention without this and this
thing the problem is it's slow
it is slow it gets you're building a
personal media platform it is slow block
do you just make one blog pose and then
your fate your phone rings off the hook
do you just make a tan pose and your
phone rings off the hook no you got to
keep doing and it takes time sometimes
it takes six months sometimes it takes
one year but when is the best time to
start you got to manage you got to keep
growing it and that's why I said I
promise you right now I'm making this
promise right now my YouTube channel has
I don't know 1000 1200 no 1,200
subscribers it's pathetic quite frankly
1000 on me on camera
1,200 subscribers let's have this
conversation again a year later let's
see how many subscribers I have I might
just do what I say yeah I'd say I'm
gonna do like I don't know one video
every two months and six videos maybe 10
videos I don't know a year did I say
that I said 3 to 500 videos in
the next 12 months that's the attitude
that's what it takes
not supposed to know that's what it
takes because your competitor is doing
10 he's doing 20 I don't want to win my
competitor by a little bit I want you do
20 I do 200 you do 100 I do 1,000
because as I build more and more the
bigger my personal media platform easy
it is to make money does that make sense
so take a moment take two minutes yes
yes what if your smaller business tell
me yes
which you've done to degree write notes
and stuff but what if your small
business tell me look bigger okay
partnership what do you mean by that yes
yes good good so if you don't have a
platform is it a good idea to get on
other people's platform hello
yeah to pull people so what I'm doing
now I'm on just this week I've been on
two other podcasts being interview
because I launched my podcast so if I
want to grow my podcast what's the best
way I go on other people who has a
podcast who has a following and then I
talk about my podcast I talk about
vision and talk about what
well my podcast is about and I go there
and I people a percentage of all I like
dense message I will go subscribe to his
podcast you so I'm leveraging other
people's platform does that make sense
so that's perfectly fine how often you
do that as as much as possible how when
do you stop promoting your personal
brand
I just always look at trauma that's
actually a trauma a book about trunk a
lot of people have read the art of the
deal
there's actually another book that I
like a lot not very popular call no such
thing as overexposure not a book written
by him but it's by a reporter follow him
for a couple years and he was just
talking about the whole primary of the
book is basically Trump it's a
relentless shameless non-stop
self-promotion machine that's praised
basically what the book is about that's
what the book is about so personal media
platform so for small business I believe
there are five keys how many keys that's
right three keys how many keys three
keys three keys okay first you want to
be somebody you want to be what these
are money and then
you want to do something and then you
want to be somewhere be somebody do
something be somewhere how do you be
somebody if you have this example you
have a blog your PC is an expert if you
have a book if you're providing
educational videos there's somebody if a
podcast your platform you are somebody
if your speaker you're somebody do
something means taking them yes awesome
question what are the two businesses
life coaching so life coaching and
website design okay so in this case you
think are they but you're doing both are
so so your life coach as well you're a
web designer
okay which bus visit that's better I'm
curious which that yeah brings in more
hmm what design okay think of what I
just said you are not yet you're not
what you do you're not your business so
look if you think me as an example it's
my brand but all the companies under the
umbrella of the personal brand so I do
e-commerce I do digital marketing I have
a financial planning business in New
Zealand I do events I do publishing I do
our membership site got niche membership
site we have ebooks we have so on all
these things all these different
businesses but with might but might
because my personal brand is strong
enough that I could use that to promote
all these companies yes no no this is
this is the action steps so you after
this talk of well now what how do I
apply this what I say is you want to be
somebody you by being somebody the
easiest way to add value to the
marketplace by giving this a yearly in
case notes right by giving by educating
the marketplace before I sell anything
else that positions are somebody and
then do something is about taking action
every day every day if you should ten
minutes a day promoting your business
moving a business forward reaching now
tweeting Facebook something every day
every damn single day that's doing
something to keep polluting and then be
somewhere I'm talking about this don't
stay at home go meet somebody go to
these things said you don't know who
you're going to meet you just don't know
who you're gonna meet just like crack
example met Jeffery who would have known
they're doing this massive project
together and making this but if Jeffery
or correct that day was like you know
what don't feel like it want to stay
home you have miss the opportunity so I
never honest I never turned on any
places that could be a speaker I could I
could give back I could be on podcast
most of time
unless it's so small but most of mine
said yeah I'll do it because I want to
always do something to be somewhere
because I don't know where that it's
going to lead you I cannot predict where
that's going to lead to I call the
unpredictable miracle you don't know but
I know by putting myself out there just
keep promoting myself branding do
something be somewhere something will
show up does that make sense and in this
case in my case the pong is too many
things show up so I have to be selective
of what I pursue but it's the same idea
make sense two minutes discuss among a
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