Business | Contagious | How to Dramatically Increase the Number of Sales That Your Business Generates Featuring the 8X Growth of ShawHomes.com + Celebrating TipTopK9.com, Platinum Pest & NewConcept Health Success Stories

Audio Transcription

Get ready to enter the Drive Time Show. good look as the father of five that’s what i’ma dive so if you see my wife and kids please tell them hi it’s c and z up on your radio and now three two one here we go One more time, let’s hear it for the band. Oh, yeah. Nice. So good. And they’re all related. And they’re all related. From the same husband and the same man. Hey! Ah! Shot kabobba. Ah! Cut. That’s crazy. OK. The name again is Highway Worship. Well, I’ll tell you, the name is sick. These guys are so sick. They’ve got COVID. The name is awesome. Quarantine them. That is sick. Get some white foam. The name is awesome. Spray it down. That’s white lung. That’s how sick that is. White lung. That is sick. Yes. Oh, wow. Really, really enjoying it. I pulled my sacchariliac watching them. Wow. Wow. Hamstring. You just said sacchariliac. You got to say sacchariliac. That’s way too early. OK, it’s the first rap song to hit the top 40 talks about saccharin. Nothing can stop me from talking about the saccharin. First rap song of all time talks about that. You didn’t know that. Are you kidding? Okay, look it up. Look up the message real quick. The first rap song to hit the top 40 of all time. And the guy talks about the saccharin. Now, this is this is better than that. Just type in the message. I’ll play the first rap song to hit the top 40. Just, you know, I was a former DJ and he’s going to talk about saccharin. And we’ll get to that part of the song and then you’re gonna love it the message Just type in the message. Oh Yeah, hit it. There you go. You’ll get it. You’ll get it and then there you got Grandmaster flash hit it It’s the first guy to figure out how to make a turntable You asked about the sacchariliac Get ready this to be about 90 seconds of historical education. This is how it used to be Six minutes left. Whoa, the boombox. Crank it up a little bit, Sean. We’re going to talk about a sacchariliac. It’s like a jungle sometimes. It makes me wonder how I keep from going under. Who remembers this? It’s like a jungle sometimes. It makes me wonder how I keep from going under. Wait for it. When he says sacchariliac, it’ll change your life. Now you’ll start talking about it. Colton, you know about this? First rap song to hit the top 40. Broken glass everywhere, people pissin’ on the stage You know they just don’t care, I can’t take the smell, can’t take the noise Got no money to move out, I guess I got no choice Rats in the front room, roaches in the back Junkies in the alley with the baseball bat I tried to get away but I couldn’t get far Cause a man with a tow truck repossessed my car so push me cause I’m close to the edge I’m trying not to lose my head haha it’s like a jungle sometimes it makes me wonder how I keep on going get ready he’s gonna say smack the hell out of me standing on the front stoop hanging out the window watching all the cargo by roaring as the breeze blows crazy lady living in a bag eating out of garbage Got a pair used to be a fag hag Set you down to tangle Skip the life and dangle Was hooked on throats And seemed to lost her senses Down at the film show Watching all her tweets So she can tell her stories To the girls back home She went to the city And got so, so, so ditty She had to get a push She couldn’t make it on her own Don’t push me Cause I’m close to the edge I’m trying not to lose my head It’s like a jungle sometimes It makes me wonder How I keep from going under You asked about the jungle I’m talking about the jungle I’m talking about the jungle I’m talking about the jungle I hit. Ha ha ha ha. It’s like a jungle sometimes. It makes me wonder how I keep from going under. You asked about it. I’m giving it to you. It’s like a jungle sometimes. It makes me wonder how I keep from going under. My brother’s doing fast on my mother’s TV. Says she’s watching too much. It’s just not healthy. All my children in the daytime, Dallas at night can’t even see the game or the Sugar Ray fight. The bill collector, they ring my phone and scare my wife when I’m not home. Got a poor education, overdigit inflation. There’s a fag at the station. I’m King Kong standing on my back. Can’t stop and turn around. Broke my sacrileac. I’m not really a… There it is! Thank you very much. Broke his sacrileac. That’s the problem with business today. People have been breaking the sacrileac. We need some more. People should stop breaking their sacri… Nick, that’s the problem. You know how it is. Yes. The Sheridan Church, isn’t that the number one prayer request? Excuse me, I broke my sacchariliac, I need someone to pray for me. Where’s that again now? Okay, here we go. This is day two, we can do it now. We’ve all established you’re not comfortable with the situation, we’re all on the same page. Okay, so page 101, page Juan O’Juan, to be bilingually sensitive don’t offend anybody out there Page one Oh Juan, okay, great an inbound sales script. I could just circle anything You don’t have done and you do when you get home Okay, gotta have an inbound sales script for your church for your organization for your medical business You gotta have an inbound sales script Jared. Do I see Jared covering up here real quick? Jared has not injured his sacchariliac. You know why he’s an American man who hunts all the time 80% of me He eats he’s killed. Is that an accurate statement? That is accurate. Nice! He was actually hunting out front. I said, that’s my dog. That’s accurate. You’re out by the lake, too! I am! Yeah, we’re out there together, out by the lake. Some of you were out there getting ready, you know, just kind of talking on some cell phone calls. He’s up there in the trees looking for meat. Okay, so that’s good. Okay, Inbound Sales Script. Platinum Pest is the name of your company? Absolutely. We’ve had the honor to work with you and your incredible wife for let’s say five years, four years? Five years. Five years and you guys are just great. Platinum Pest is the company. Couldn’t be better people to work with. They’re awesome. But the inbound sales script, why do you have to have one? Oh, you got to have one. If you don’t have one, people will say what they want to say. When they want to say it, it will derail your sales. And call recording, why do you have to have it? Oh, this is why. Once we implemented a call script, our closing percentage was consistently between 80 to 90%. Once we implemented the script, we got it refined. And once we see that sales percentage start decreasing, we can go back, when we listen to those call recordings, and without fail, people are not following the script, they’re veering off of the script, and there’s a direct correlation with listening to the calls, and when people don’t follow the script, that sales percentage drops, right? And then we’re able to correct, train, correct, comes right back up once they start reading the script and following the script. Now you can have an outbound script, and again, just circle anything you don’t have done. Don’t feel bad about it, just circle it. Gotta have pre-written emails. It’s super important the email that you send out is pre-written, okay? Pre-written email, you know, so it’s like an email. When someone fills out the form, the response should make sense. How about that? Even if it’s just like, hey, we’ll call you ASAP. It just needs to make sense, okay? And then create a sales one sheet. Let me show you what a one sheet looks like. Go to scorebball.com and also grab this document in front of you. So, and by the way, I’m gonna answer your questions about your book and your rental property and I’m not avoiding you. And I wasn’t talking about anybody in particular when I was talking about the silky chickens. People are always like, he’s talking about me. That’s how a conference works. He told me he wouldn’t say anything. I’ve been doing this for years. So I’m not talking about you in particular. I’m just talking about you. Aaron, you see this. These are general patterns that have been observed over time. But I’m not talking about anybody in particular today. Okay, so calm down. Same here, although I’ve had a couple people come up. Have you been talking about me? No, it’s just common patterns. It’s normal. And business owners, again, one out of a thousand people will be successful as a business owner, and 3% of our population is. But if all you do is work with business owners for years and years, you see the patterns, okay? So this is the one sheet in front of you. Okay, so this is the one sheet. And I’m going to show you how to do it. And I’m going to show you how to do it. And I’m going to show you how to do it. is, but if all you do is work with business owners for years and years, you see the patterns, okay? So this is a one sheet in front of you, okay? So people say, what do you do for a living? What do you do? What is it that you do? What are the things that you do? If you’re a real estate agent, I would put all the things you do. If I were you, if you’re a real estate agent, you’d put like photography, video, web, search engine optimization, flyers, online listings, Don’t look at it too much, or you’re gonna break your sacchariliac. What? Extra non-sacchariliac injury, you put that in Starburst here. People go, what’s that? That’s the word, sacchariliac. What does that mean? I don’t know, but I won’t break it. What? Okay, so you gotta have one sheet. And a one sheet allows you to communicate succinctly to people what you do. And Aaron, you’ve met with a lot of real estate agents. I’m going to pass the mic to you and we’ll come back to you. What percentage of real estate agents can articulate at all anything they do? Maybe 5%. You are one of the top home sellers in Oklahoma. What percentage of real estate agents that you’ve met actually call their leads? Maybe 1%. What’s your overall general opinion of real estate agents having done this for years and years? They are the stupidest humans ever born to the planet. But you have… And at no point do they ever say anything useful that helps you to get to a real estate sale. But that being said, you’ve got a couple that you work with a lot. We do. We have some that we’ve trained so they know what they’re doing. And this is the kind of stuff he’ll tell them, like, hey, you need to call people back. Got to have a one-sheet. So I’m just trying to help people out there, okay? Moving on. Dentists. What percentage of dentists have a one sheet? None. What percentage of dentists have a script? None. Okay, we’ll continue. One sheet. Got to have a one sheet. Next, pre-written sales presentation book. If you don’t have it, have one. Just get one. Okay, it’s just so you can articulate what you do for a longer format presentation if you need. Like, hey, here are the three things we do. Aaron, you’ve got a great sales presentation at ShawHolmes.com. By default, though, what’s gonna happen if you don’t give your team a sales presentation book? They’re gonna talk about the rash they have on their inner thigh to the customer. That’s happened before. These are not exaggerations. These are actual things that have actually happened on this universe. They’re gonna talk about a venereal disease that they have. This has happened before. Wow! Okay. They’re gonna share photos of themselves doing things that they shouldn’t share with other people. Stop it. These are the things that I have witnessed happening on my cameras, in my model homes, with a salesperson to a customer when they’re not following our presentation. You are a negative person. Just so you guys know too, each of these pieces, okay, every one that you have seen coming up here on microphones, we have all walked through this process. We have all spent time putting together our scripts, putting together our sales books, putting together our one sheets. We’ve all done this. So if you have questions, if you haven’t done this and you have questions, you don’t necessarily have to just come and talk to Clay about this. Any of the people that you’ve seen on the microphones, come and talk and say, have you done the one sheet? I promise you. And that’s why I bring up clients. How was that hard? What was hard about it? You did it. All that kind of stuff. That’s powerful. That’s why we bring up real people, real clients. Yeah. Lead tracker. Jared, I’ll go back to Jared. Jared, tracking your leads, where they’re coming from, how is that helpful? Oh, absolutely. Because once you know where your leads are coming from, you know where to allocate your marketing dollars. You know where to focus on, what’s going to bring you the most leads and make you the most money. Who likes Dave Matthews songs? Who does not know what he’s saying? Who likes them but doesn’t know what he’s saying? Okay, let’s get it. So, Dave Matthews, page 102, Dave Matthews. Page 102, how many outbound calls were made? Can you pull up 41 Dave Matthews real quick, Sean, live? Just type in number 41, Dave Matthews, live. So what happens is, a lot of times salespeople kind of act like Dave Matthews, where Dave, you can’t really tell what he’s saying. And if you ever watched an interview with Dave about global warming, it’s hilarious. Like, Dave, global warming, what are your concerns? Well, the people are warming the earth, you know. And it’s like, are you high, Dave? Well, and they go to break. If you’ve watched an interview with him, it’s wild. If you’ve ever watched an interview with him, or if you’ve ever seen a Dave Matthews interview, he’ll drift, and you’re like, are you high? Joaquin Phoenix, have you seen Joaquin Phoenix do this too? Where he’s high as a kite, he’ll get out there, and every once in a while the person will go, are you high, and he’s like. So, anyway, but salespeople will do that too. Smart people will do it, because if you play dumb, a lot of times you, as the people who recognize that’s a move, it’s like a dog playing dead. Like you’re playing, they play dumb, and it allows them to get away with the jackassery. Make sense? And jackassery is a cosmic habit force that causes poverty. They work on it at CERN called jackassery. Okay, so how many outbound calls were made? You try to talk to somebody on your staff and maybe they’re kind of not doing the job and you ask them how many calls were made, what kind of answer will you get? I made some calls. I made some calls today. Really? Or a lot. Overall. Overall. I mean, I’m not going to out of the park. Yeah, there it is. Out of the park. There was a park. It’s out of it. That’s what it is. You know, Aaron, have you heard this? You follow up? How many calls were made? What kind of answers do you get? So someone’s not making any calls at all. I mean, it depends on how you want to count calls. I mean, how are we counting? How are we really getting down to it? I mean, the counting part, it’s like, are you counting the actual calls or are you counting how many times I connected and had a good level of numbers in my number of calls? How would you define, how many people are on the list? How would you define a call? I would define it as you dialed and hit call. Unbelievable. But I mean, on my phone or the company phone or what are we talking about? It’d be nice if you’d clarify. You need to update the operations manual. How many appointments were made? How many deals were closed? How many people said no? Why did they say no? These are things, just circle this page and you should have this meeting with your sales people every day. These are the questions. Next here, this is on page 103. I’m going to fire off this and I’m going to give Jared kind of the John Madden mic here. You can be the John Madden and you’re like the Pat Summer all right So you’re saying things that kind of makes sense if only I could imitate him, but you know he just got Turkey oh yeah, I need a marker Brett far want to have this baby Brett far So, standardized one sheet, why do you have to have a standardized one sheet, sir? One sheet. Yeah. So, you want a real answer? I’m just asking, why do you want one? Yeah, why do you want one? We don’t want to run out of what you say. He’s got a one up and people will like him more, but tell us why you need one. Yeah, yeah. So, you need a one sheet because everything’s concise right there. Everybody’s able to look at it and they’re able to really gauge you, engage your business, and just quick, easy. Stairs, Madden, what do you got? It’s cool. Great, awesome. Hey, standardized sales. It is cool. When you pop in with something, boom. Standardized sales brochure. Why do you have to have a brochure that’s the official one? Why can’t you let your employees make up their own brochure all day? Because it needs to be accurate. Stairs? Because you can control. Okay. Standardized sales concessions. Why do you have to like, we’ll go to Aaron Antus on this, Aaron, you’re selling houses, why do you have to have it written out somewhere what your people can offer, what they can’t offer as it relates to deals, special discounts, whatever? Because then you get into the world of custom, of promises made that will never be kept kind of a world, and we have like a very long list of things that you can actually do to put in the home that makes somebody feel like it’s being customized, but it is a finite list because ultimately I have to draw what the plan is going to be. I have to actually have a framing plan, an electrical plan. I need to be able to actually execute whatever it is that I’m promising to the customer. So if you don’t have a standardized list of what that is, your salesperson will kind of make stuff up that you’re selling and you will not deliver it. They will be unhappy. Database. Why do you have to have a database here? A database of customers that you, you know, every time you talk to a lead, why does it have to go into a database? Because ultimately, the person who, like for example, people walk into our model home, you know, and they come in and we fill out a guest registration card with them that has to go into a database because that salesperson may get hit by a bus tomorrow. They may, you know, go down in a fiery plane wreck. I don’t know, I’m thinking of bad things that could happen to bad salespeople. Something might happen to them and they’re not there with the company anymore. Well, you lost that lead forever. That could be a buyer of your most expensive product. It could be a long-term client that you could have over and over repeat business from. But if you don’t have a name and a phone number, you’re never going to talk to that person again. And if you’re on this page, the book here, page 103, I mean, you’ve got to have a documented refund policy, documented preferred vendors. Anything you don’t have, don’t feel bad about it, just circle it. Like a time off request, what’s your policy for taking time off? If you don’t have these things, just circle them. When you get back home, knock it out. Now, I’m going to go back to the bug man. Jared, bug man, here we go. Bug man. It’ll just say, if you don’t have a refund policy, I’m going to call you. I’m calling you, and I’m going to try to be true to form. You’re answering your phone, and this is going to happen. Maybe this has never happened to you, maybe it has, but I’m going to do it. Here we go. I’m calling you because I want a refund. You ready? Yeah. Platinum Pest 1. Yeah, I was just noticing the bugs that you all came out and killed. Some of them died and some of them didn’t. I just want to know if I can get a refund because it was very expensive. I know you all are trying to make all that money on me, but I’m just trying to, and I noticed that, you know, all the bugs are dead. Yeah, well I’m sorry to hear that you still have some that are alive. I tell you what, I can send a technician out right away and we can… Well sorry ain’t going to cut it, because I tell you the way the bugs, I mean the stress I’ve had over the weekend, I had a bug, I’m sitting there with my wife and my wife, I’m looking at her and all of a sudden there’s a bug and I’m like, oh no, look out, here comes a bug, and she’s like, no, and I’m like, oh yeah, it ruined our whole meal the whole weekend was ruined we’re getting a divorce and she’s a bug doesn’t like bugs can’t sleep with her yeah I’ve been sleeping with you know myself well I’m so sorry to hear that I tell you what you want to make sure I pause have you heard this kind of jackassure where it’s like some emotional buzz have you had this anybody we’re like they’re not looking for a refund, they’re looking for everything. Have you seen this? Have you seen this? Real thing in my life, I’m working with a client, it’s a month to month client, okay, month to month client, he’s in the fitness space, probably doing a lot of steroids, God bless him, but he’s just like, yeah, I noticed that I want a refund, and he’s just like that personality, real thrill, I had to fire the guy, just a complete ass, God, just wanted to help him, but just an ass. And he’s, I noticed the ads were on and I want the refund. And I’m like, you want a refund for your Google ads that are on? In our weekly meeting, we meet every week and we assigned it and you turn it on and they’re on. Yeah, but I didn’t turn them off. Like, well you could have said in the meeting, well I did not notice. Ah, ah, ah. You know, like, so you’ve been a client for three months and you’ve never told us to turn the ads off. No, I just, so he wants me to refund him the entirety of all the Google ads that he spent over the three months and the Facebook ads that we did not turn on, that he turned on separate from us. He wants it all back and he wants it now. So this is the policy that I have established. I said, no. It’s month to month. I had this real conversation, it really did happen. I said, no. And he said, what do you mean no? I’m like, I’m not gonna refund you. It’s a month to month, week to week. We have a weekly meeting with your coach. You could have told your coach or me or anybody that you wanted to turn your ads off. You did not tell us to turn it off. I’m not gonna refund you the money that you spent on Facebook and Google over the last 12 weeks. He said, why is this unethical? Have you ever had that? They throw that out there. That’s unethical? Am I the only person who’s talked to humans that do this? That’s unethical? Unethical? I was like, OK, I’m trying to be really nice, so here it goes. No, I’m not going to refund you, and we’re never going to speak again. I’m blocking you from my phone. I’m blocking you from my email. And let this story be carried out throughout the universe so people like you don’t ever speak to me again. I know some of you right now are thinking, does Clay really do this? I was standing in the office, and that is exactly what he did. Like, exactly what he did. I watched this happen. Because it’s not worth it in my life. Gorge birth. That’s why it’s month to month for my sanity. That’s why I don’t enter into any revenue splits unless we’ve worked with someone for a while because I don’t want to have an agreement to work with someone who’s an ass. Does that make sense? That’s why it’s month to month for you, it’s month to month for me, that’s why it’s month to month because otherwise I could… Jared and his wife, Jennifer, they’re phenomenal. And there’s no drama. But there are people that have called your pest business that want a dramatic refund. What’s the craziest refund you’ve ever had someone ask for? It’s just like they are definitely not wanting, they’re not being ethical, they’re not being fair, not being honest, they just want you to give them a lot of money. Oh yeah, we did a termite inspection for someone buying a home and about a year later he calls me up and said, oh no I’m sorry, there was one, it was four years later, four years later, they said we have termites and you’ll need to handle it. Four years later. Four years later after doing a termite inspection, which apparently they didn’t even pay for. It was for a real estate transaction. It was a different buyer that we did the inspection for. But they asked. And then yes, and then they got the report from that buyer. And then all of a sudden they have termites four years later. Antus Real Estate. What’s the craziest refund that you’ve had somebody ask for? We’ve had people call after they’ve been living in the house for a couple years and ask us to buy the house back from them Would you just buy it back for me? I’m not really happy with it And then I like found out they were actually moving because they had a job transfer So they didn’t really like not like the house. They enjoyed it very much for a couple years But because they were moving they just wanted us to buy it back and they wanted us to buy it back at the current market value, not what we sold it to them for. And I was like, why don’t you just hire a real estate agent and list the house for sale? So this is big, and I’m just like, these are the reasons why you have to have a documented process and policy. Go to page 104, you want to have a documented process for what’s called cross-selling or up-serving. Basically, every time that you’re meeting with a prospective buyer, you’d like to be able to provide to them other solutions like hey while we’re here we also provide ABC 1 2 3 hey you rented the boat we also rent jet skis hey we rent the boat we also rent life jackets hey we rented the boat we also sell ice cream at the dock or whatever you just got to have a cross-selling next is on hold music when your customer goes on hold make sure they don’t go to hell okay have on hold music that makes sense not like the Not like the hustle flute version. before Lizzo hustle. And so how many of you have called like a government agency and they go, your call is extremely important to us. Thank you for calling the Social Security office. Press for press three to be connected to a member of our sales. Press two to be connected to a customer service. Press four to repeat the menu. Please state your name. My name is Clay Clark. Is your name, please repeat your name and hit pound. Clay Clark, pound. Confirm your name. Have you had this happen to you? And now you’re yelling at your phone out loud with officers like, what the hell is wrong with you? And then the hustle starts queuing up. Right? Thank you for calling the Internal Revenue Service. It’s gonna make you feel good. Internal Revenue Service, we work for you. We value your call. Your estimated wait time is 57 minutes. Look at the dancing. 57 minutes. 58 minutes. Oh yeah, all that’s happening. 58 minutes. We’ll be back with you in a brief. Thank you for calling the IRS. We’ll be back with you in 64 minutes. 64 brief. Who’s called the IRS? Who’s dealt with this? Thank you for calling the IRS. We’re back with you in a brief. Thank you for calling the IRS. We’re back with you in a brief. Thank you for calling the IRS. We’re back with you in a brief. Thank you for calling the IRS. We’re back with you in a brief. Thank you for calling the IRS. We’re back with you in a brief. Thank you for calling the IRS. We’re back with you in a brief. Thank you for calling the IRS who’s dealt with this they ever gone social security where we work for you thank you did you know the Social Security is now working to give you more features and benefits learn more in our online portal by pressing 7 to confirm you’re still here press pound and you’re like gosh cuz on that speakerphone and you have a different conversation going and you’re like, oh, hit pound and you run over and you miss it and then you have to, you lose the call. Has this happened? Damn it! This has been three, who’s done this? Thank you for calling the Grand Lake Port Authority. Thank you, your call matters to us at the Grand Lake. We really do care about you. Thank you for calling the Grand Lake Dam Authority. And we’ll be back to you soon to talk more about your dam needs here at the Grand Lake Dam Authority. Press two to confirm. And this music pisses you off. Is that all? I’m gonna take that flute and jam that flute up your… Okay, pause. That happens. Who knows what I’m talking about? And I know people that do, most of the medical clients I work with, this is what they do. You know why? Because they, the medical industry, they have the pharmacy, they wanna stand up a little higher than you to look down on you. Have you noticed the pharmacy? They always have to be higher. How are you? What kind of prescription do you want? Because you’re down here and I’m up here, you know, and then doctors, they wear the white coat. Therefore, they can be have a unique relationship with time that you can’t have. And they also can’t write words anymore because they’re doctors. We’ve seen this. Could you, doctor, can you write the prescription? I’ve been waiting in your office for seven hours. I need to shave again, you know? Yeah, sure. Absolutely. And they can’t write his name. It’s like, you know, it’s like almost like when he signs it, it’s like, does that say F you? Is that what you wrote there? Have you seen these doctors? And they’re like, Hey, Aaron, you’re here for your three o’clock exam. Excited to see you. What do you know? It’s six. Oh two on Thursday. Are you hurting? You seem like you’re in a rush. Are you in a rush? You need to calm down. Let’s go and take your blood pressure. You seem like you’re an angry man. You’re angry. You’re angry, man Are you I’m not a man anymore. I’m actually a transgender while I was waiting How often do you made a few? How often do you have red blotches on your skin? Have you seen this Jack assery? So don’t like make your customers hate themselves to do business with you So have on hold music if you have to have it make it funny or make it pithy, make it quippy, get it done. But don’t do the tree. Who does the tree? You know the tree? The phone tree, yeah. The phone tree. The phone tree is the way to make everyone hate you. Who knows about the phone tree? You know and I know and we all know and you know because I know and I’m not talking about anybody here but we all know. It’s you and you’re the CEO, you know why? Because it’s just you. And you have a business card that says the CEO of Carl’s Pinnacle Investment Strategies, LLC. You know, but it’s only you. And when you call, it’s like, thank you for calling Carl’s Pinnacle LLC, and it’s Carl’s voice, but it’s like a European Carl. Thank you for calling Carl’s LLC Investment Strategies. Press two to reach Carl, press three to leave a voice mail, press four to be, have you seen this? And you hit four, and then it just, stop it. All that jackassery, stop it. Jared, you wanna add anything to this? Because this is a big problem in small business. It’s people that create the freaking phone tree. Have you seen any other jackassery you need to deal with here? Yeah, I’ve seen lots of that. So, I mean, it’s just mind-killing, right? Mind-killing. It just kills the cell. Soul-sucking. It kills the call. Oh, sweet mother. Okay, let’s go. And a lot of people, you guys, a lot of people have never heard their own on-call music. It just comes with the phone system. So it’s a good idea if you have a phone system that you bought for your company to call it and see if there is built in on-call stuff, because a lot of times even the music is distorted. I find that a lot, and that can be really frustrating. Oh, shut the fuck up. I do got a story. Tell it. What happened? All right, here’s your story. We have a service that after hours, we answer our phone calls. We got a customer that called and talked to us and said, hey, I think whenever I called last night, I think someone was playing porn in the background. I said, what? What are you talking about? She’s like, well, I made the phone call. Oh, boy. All of a sudden, she had to go do something and it sounded like porn was going on. Bounce a bow wow. Anyways, we talked to the call service, they pulled it up, the music, the on call, the music that they had playing in the background, you know, the call, could kind of be interpreted that way, right? Oh, bounce a bow wow. There it is. And so from there, that became a training call and they changed the music right away. Yeah, so anyways. Have you ever heard, were you ever 18? Once, yes. Aaron, were you ever 18? For about a year. I was, and by the way, if you have two live crew playing as your background music, you might want to change that. Just saying. One thing I want to mention, because it made me think of this, Adam Sandler had a comedy album where- I think you need to get Highway Worship. I do. One of his tracks was, who heard Adam Sandler’s comedy album? It was a quiz game show and it was like you play audio clips and are these guys weightlifting or are they having sex? Okay, we’ll continue. Make sure it’s clear, they’re weightlifting. Somebody out there right now is Googling this. No, don’t Google it. Okay, so page 108. Don’t do it. Okay, we’ve got to define your ideal and likely buyer. This is so important to know, your ideal and likely buyer. Men or women, average age, average income, geographical location, places they go, schools their kids attend. Sean, look up kings of comedy, please. Kings of comedy, kings of comedy, Steve Harvey. Now, for everybody who doesn’t know, Steve Harvey, in my mind, you might not agree it’s okay but at the peak of Steve Harvey’s game in my opinion he was one of the top maybe you disagree but Steve’s whole thing was if you look up Steve Harvey Kings of Comedy scroll down real quick here we’ll get it Steve Harvey put Steve Harvey after and you go down and then let’s go old school click this it’s like that this is this is sort of a if you don’t get into old school you’d have missed it. See I’m a 74 bruh. To the bottom of my heart, Glenville High School, Cleveland, Ohio, 1974. When music was music, we had songs back then, as soon as you’d hear them, your ass just lit up. See me, I’m a Irvin’ and Flyin’ man. Oh, you can’t tell me that don’t feel good Oh, would you mind if I touched you, if I kissed you, if I held you tight in the morning light Oh, everybody! Would you mind Jesus’ lyrics, God damn it, sing it! If I said I’d fail to leave tonight Again Oh, I never ever Felt this way in my heart and voice Oh, oh, oh, oh, oh, oh, oh Has found a place In my heart tonight That’s me with y’all. Thank you. See, if y’all ain’t feeling this, I really don’t give a damn. If you ain’t feeling it, then damn it, this ain’t for you. We had songs back then, when you heard the very beginning, your ass damn near blew up. I’m listening to your lies On that day I’ll be able to make up my own mind You know I think I can finally realize You ever been with somebody your ass wanted to get away from? This song is for you God damn it, I wanna be free I wanna be free! Yes I am! If your mind wasn’t so good, If your smile wasn’t holding my hand, I swear to God I’d leave your ass. But God tell you right now, I got to stay. But God tell you I wanna be free. The one I’m gonna give you now is one of the strongest love songs ever sung to a woman before this this motherfucker has some feelings so deep for this woman this motherfucker cried through the whole goddamn record this one here is the greatest love song ever I love you No matter what you believe You are a star Everybody, stop Okay, so like, if I was looking for a good time, that’s where I would go But I don’t like, I don’t understand country music But I like that you like country music, I just don’t get it So, when I was a DJ, that was like my flow, that’s what I did That was where I was more comfortable I’m more comfortable DJing than not DJing. And so when I was building my DJ business, I had to figure out the people that wanna pay me are not me. Because I like DJing clubs, I like beat matching, I liked all of it. But pre-Christ, but it was not financially viable nor was it safe. Does that make sense? And I, Vanessa remembers but the, I’ll bring my wife up here so she can validate this is a real story. My wife is here. We’ll bring her up here real quick here. And you can’t leave. You can’t leave. I’m here for my wife. She’s coming up here. Okay. She’s recovering from a little sickness so she sounds a little like Joan Rivers but maybe she’s made a full recovery today. We will sit here. Okay. So my wife here, Vanessa. I think the white lung tried to get me but. The white, okay you’re good. Now um, so the DJs my what way would come back from their shows they’ve usually finished DJing like 2 in the morning or 3 in the morning and my wife would write on the checks okay I’m gonna ask me real quick some people are like oh my gosh how how do you guys do this you know I don’t know how we did last year we had these events every month on top of just normal life so like somehow you got a second full-time job I want to tell you all that has been so much less stressful than owning the DJ business. That was crazy. It was crazy. Like 80 events at the peak from, you know, every, you know, Friday to Sunday. So they’d be divided up, you know, 20 on a Friday night and then 60 on a Saturday night and then 20 more. And you’re dealing with guys who aren’t, like, the most successful in every area of their life having to go to their house and wake them up. And if you make a mistake, you are getting sued because it’s someone’s wedding and they’re planning on this being their only marriage So like it’s it. That’s it Was the worst because at nights and weekends Holidays like that’s when in everyone wanted him and he loves DJ. I love DJ. Please hire me. Yeah. Yeah, so Anyways, he made this thing which is really funny it’s here somewhere I think. Look up Clavis Franklin. I told him that I knew that he was not a DJ he was a business guy because he was already helping all these people for free and that he was going to be a business coach and God was moving out of him, moving him out of this and he said I will die DJing, I will DJ until I’m 80 and then he made me this picture so I could see him when he was 80 DJing. You’ll get it. And it’s really funny it’s one of my favorite pictures of all time but I will say that I was right and God didn’t move him out of that he is a business coach so if you type in clay this CLY VIS you’ll find it so anyway so these DJs would come back from their show and they would I would say how was your show because the way I did the way this is again pre-christ I’m not endorsing this I’m just telling you so I’m hoping to free somebody from your current jackassery so you could lampoon my life and say, you’re crazy. But the way it would work is the DJs, I would say, if you DJed for me stairs and you DJed for me, I’d say, Aaron, your load up time is 5 a.m. Jared, you’re 5.15, you’re 5.30, you’re 5.45, you’re 6, you’re 6.15, you’re 6.30. We gotta get 80. We gotta get 80. We gotta get a total of 80 guys loaded out, get the vans, get the equipment, get the mics. So you gotta load, it’s like a military operation load load. Look how most of the guys They haven’t been to sleep yet at five These guys and they all sound like Joan Rivers every day because every day is like a meatloaf concert in their life They’re just jamming out at all times So these guys are you got a load amount and then you’re DJing weddings And then when you go to the weddings you come back the DJs have to get paid And that was my wife’s job was to pay these guys and they would come back from their shows, they would, when we did the clubs, they would come back, remember one of the guys insisted on DJing the clubs, it was Josh. He was one of our best DJs. I’d say like 80% of the shows were weddings and they’d have like bat mitzvahs, birthday parties, stuff like that and then you had, we had a couple guys who did clubs and they were, I mean he was a really good DJ but he was a nightmare to deal with because he was all over the place. I’d have to drive to his house, Clay would send me, drive to his house at like 12 o’clock. Every single day. For his show for Saturday night and get him out of bed. Yeah, there’d be like girls, I’m like, come on Josh, you have to go. There was always Asian women that would run out. There was always Asian women that would run out every time you knock on the door. He’s married now, he’s a great guy. His sister comes to some of the events. Yeah, his sister comes to the events, he’s a good. But anyway, so this was like our normal and the DJs would come back from the shows and I’d say, how was your show? And they go, dude, someone pulled a gun, you know, and someone got, they shot my truck up and I’m like, your truck got shot up? That happened in Atlanta, I think. And he was like, yeah, dude, they shot the truck up but we made it back. It was almost like going to Benghazi, you know what I mean? Because you’re in Atlanta. We made it back. And I’m like, I’m serious. They were all like, dude, someone pulled a gun but I said, uh-uh, they said, no, I tried to get out of there but we got out This is like our normal because we did a clubs and I liked clubs and I liked the club But it wasn’t a good ideal and likely buyer I don’t this is communicating to somebody out there, but like it was something I was into I liked DJing clubs. Has anyone ever been to a club pre-christ, but it’s really going It’s like eight hours of consecutive beat matching and a good DJ can make it great or terrible and if you get to a level of great people crowd surf and it’s just so fun but then you’re like put the drugs and the debauchery and lot and Sodom and Gomorrah and hell and what God said and hard pass I’m out okay but it was a phase so I’m helping somebody right here somehow on your page a 108 page 108 and Sean how you find it is you put in DJ Klavis, C-L-A-Y-V-I-S. C-L-A-Y-V-I-S. You’ll find it. And then look for Franklin. You’ll find it. But the thing is, is that you have to define right now who your ideal and likely buyer is. So go to page 108, and I’m asking you, do you want to work with men or women? Who’s your ideal and likely buyer, men or women? Just write it down. There it is. There’s the picture. That’s the one I made. He made that for me, saying that he would die DJing. Klavis Franklin, I will die DJing! He’s really an MC. He likes hosting all the things, all the weddings. He would be, you know… So good. I want to DJ some more. But that’s why I said this was where… The first event we had, we had a business conference in the morning. This was the one at REMA. And he said, oh, let’s move that up. That will go from 6 until noon. And then we’ll do… I remember this. From noon until 9, we’ll do the other… You know, the Health and Freedom. the health and freedom and someone said, oh my gosh, your husband is gonna be on stage for 12 hours. Are you so worried? They’re like, how is he gonna know what to say? Of all the things, that is what I am not worried about. He is fine. We’ll make it. I’m gonna keep you up here for a few, but Vanessa, you can’t leave yet. Okay, get under your average age, and we were growing the DJ business, once we figured out that weddings was the safer route. Mostly women we met with? Yeah, yeah. And mothers of the brides. Mothers of the brides. Average age, you think? Oh, they were early 20s. Okay, average income, middle class, upper middle? Yeah, if they were hiring a DJ. And, but you, you know, that’s really how you help take over the market is you just expanded the price point. We’re kind of like, you would work with a lot of, so we do a lot of really high-end weddings, but then also you’d go to Arkansas in someone’s backyard. Do you remember the wedding that you called? You said the newer DJs to the, you know, young’uns. Do you remember the wedding that you called me to check on me to see how I was, and there was a guy who had buried the best man? Yes, you told me about this. This was in, this was like in some Indian area in Oklahoma. So my wife says, are you coming back? I’m like, we are rocking, we are jamming, we are, and she goes, we’re burying people. No, because she, it was Rapper’s Delight’s a 12 minute song, Rapper’s Delight, you got 12 minutes. So I would put on Rapper’s Delight and call you. You’d call me. So I’m like, hey, what’s up? you got 12 minutes. I would put on Rapper’s Delight and call you. So I’m like, honor him, we’ll bury him behind… His wedding was on their land. So the couple walks up to the altar and there’s like a mound and he… No, true story. What? No, it’s real. It’s real. My wife… He had another one. He called me and he left because he said he showed up and the groom was in a bird beak. Bird beak? At a pagan wedding. Like a demonic thing and he left. He left. I’m like, I’m out of here. Hard pass. You get your money. Because our contract said, I’m not, I’m not… Even if I bail out, you know, I’m not I’m not liable. I’m you’re you are agreeing you’re only going to pay me 600 bucks. And if it goes to hell, you can’t sue me. You know what I mean? And this guy brings out the bird beak and I’m like, is this a pagan wedding? Is absolutely we worship Satan. Hail Satan. And I’m like, do you guys do in the bath event thing here? And they’re like, oh, yeah, hard pass. I’m not. That was my life for years. Now, this was real. I have not heard yet. There’s so many. We have so many stories. It’s it was the most stressful time of my life. Oh my gosh. Yeah, there’s so many stories. So anyway, so we continue. The geographical location, places they go, schools they attend, search terms, shared fears, shared goals. The bride, there was only one bride that ever didn’t book with me during a span when we lived at 91st and 11th. And her daughter does cheer with us now, and we love her, she’s super nice. He remembers her, she is to this day. Shannon. Because he wanted to look. Shannon said, no, the only bride who I didn’t book in like a three year window of time, every single bride’s a yes, except for Shannon. Shannon should be that it wasn’t her. It was freaking husband. I’m still pissed at freaking Carl. It’s like 18 years ago, but I’m still very salty about it. OK, so the reason why I met with brides is because the brides want to plan their wedding. The groom doesn’t want to be there. How many you know that? Yeah, you’re like, sir, when to show up, sir. Your wedding’s June 6th. What song do you want for your first dance? And the guy’s like, June 6th? Baby, I thought it was in July. Whoa, how’d that happen? No, dude, you’re getting married next week. Oh, snap. Okay, all right, next. Shared goals, shared hobbies, shared problems, sports they play, stores they shop at. Now, right now, my wife’s in the cheer zone. So I want to just go there for a second, because there’s millions that can be made there somebody out here if you’re looking for a niche to scratch that’s one right there for you okay so cheer let’s talk about all the crap that your people have to buy right now fake hair talk about the fake hair well we got kids at two different gyms which most you know most people when you’re in a competitive program you’re in the same gym but this this year we’re not so one gym yeah they have the fake hair and I don’t know the fake it’s actually way easier it’s way easier I’m just telling you. And the girls hair, because my daughter has super curly hair, I don’t have to deal with it being broken all the time. Spray tan. Yeah, she’s spray tanned to the max. I know it sounds weird, but yeah, so the moms who have the spray tan, which I don’t do, you just go pay them and then they’ll go spray. So if anyone’s out of the niche, I’ve called here locally trying to find mobile spray spray spray can be able to come to my house and I’m not be able to find one there used to be a cheer mom did it for me would come to our house but she moved to California so I don’t have her anymore so if anyone does mobile spray tan if you can get in with the dance community I’m being serious people like when you need it you only have it like I had she had to get done Thursday night because we leave for competition if you leave on Friday you’re you can’t get don’t want to go to school all week all tanned up. Bugs and spray paint. We kill bugs and we spray paint. Anyways, this is a kid. But I’m saying people do make money off that. You have a mobile… People are looking for mobile spray paints. I’ve got a spray paint company that maybe I could get my painters to come in and… Just get me the color that you need. Who’s been in the cheer world? Who’s been in the cheer world? Okay, I’m just talking all the crap. I know the Colads are here somewhere. Where is Amber? I think yesterday today and you have to do I see them at all the competitions There’s other stuff you have to buy though. What is other crap you have to buy not you down to go to I mean shoes Yeah shoes They do more they’re big on all like the different branded shirts if you have a t-shirt company to get in with a local gym They’re gonna have five different teams at each him a gym Maybe maybe more than that and each gym is gonna have 20 to 30 girls on their team and they’re going to order everything branded for the team that year. And not outside, like, you know, uniforms you can’t get in with because that’s going to be varsity, that’s going to be those big providers, but t-shirts. If you have t-shirts, they’re going to need a branded t-shirt. I mean, they get so much stuff. So, Havana or Angelina this year has got sweatshirts already. I have three jobs to support this. Three jobs. They get shorts at different competitions. And those are just from local providers that the mom, the team moms, are gonna know, or the gym knows, and say, okay, we’re gonna order all of our stuff through this person. Now, quick time out. So, how many of you are not familiar with the world of cheerleading? But that’s like a whole niche right there. It’s like a whole, we’re just trying to help somebody get this idea. There are so, there’s so many niches. Same thing’s going on with probably No, no, no. All these traveling programs. Don’t be bringing that over to the boys. Let me tell you about soccer. No, no, no. There’s no soccer boys getting a spray tan. Let me tell you why soccer is successful in third world countries, why they love it. It requires a ball and feet, shoes, we’re done now. Maybe shoes. Yeah, no spray tan. Okay, I will say this. I will say Jamie, who is Shannon’s best friend, the one that didn’t book the wedding, so she knew Cheer back in the day with me because we both used to coach. So we both have daughters, but it’s funny, we ended up, because I had another daughter of ours that danced last year, and she had that same daughter, and she was in dance too, but we didn’t know what was going on. So we said, we are cheer moms, dance moms, that’s a whole other thing. We didn’t know anything. And we didn’t know what they were stressed about. Like, going into competition, how can your kid mess up? They can’t fall out of a stunt. They can’t, like, miss a tumbling pass. Like, what’s the worst that’s going to happen? Like, you trip and a turn? I mean, they can’t take you out. So it was very interesting. Dance moms are kind of reverent. So it was a whole different culture. But her daughter also did soccer. And I will say, to your point, she did say, this dance stuff is way more expensive than soccer. And she’s on a traveling soccer team. Soccer, soccer, everybody play soccer. There we go. Okay, thank you. Pass the mic back to you. Let’s hear it for my wife. Thank you, Vanessa, I appreciate it. Good job, Vanessa. Okay, so we go back here to page 122. It’s so important you have all this. Just circle, if you don’t have, again, I’m trying to help somebody because I was DJing clubs and I was working a lot, not making any money, and I switched to weddings, that was a gold mine. Weddings are a gold, how many of you know weddings are a gold mine? Come on, you know it. It’s like, you ask the couple, have you spent any time doing premarital counseling? No. Are you sure if you’re a good fit? No. How much are you spending on the premarital counseling in terms of time or money, thinking if this is a good idea? Zero. How much did you spend on the wedding? $25,000. Okay, there you go. It’s a thing. How many of you have been to weddings? $40 a plate, $50 a plate, chicken or beef, chicken or beef. They’re going to write you a letter, like a handwritten letter, like a king is inviting his serfs to the gala. Have you seen this? It’s always handwritten. You are hereby invited to attend the wedding of Sir Brandon Smith and the Honorable… Have you seen this? Yeah. Can’t we just text people and invite them? No, it’s unethical. You’ve got to send out a handwritten calligraphy thing because it’s $12, Carl. Okay, let’s continue. Sorry for any Carl’s out there. Page 122. You’ve got to create a website that’s better than your competition. If you don’t have it, just circle it. Website, I know we worked with you. We’ve had a lot of growth there. Can you talk about the website? If you don’t have a website that ranks, what sort of happens? If you don’t have a website that ranks, you get no calls. You have no leads. You’ve got to have one that ranks, and you’ve got to have the social proof out there when they go to the website, and when they call, they are ready to book. Logo. You’ve got to have a logo that makes sense. You’ve got to have a logo that makes sense. You’ve got to have a logo that makes sense. call they are ready to book. Logo. You got to have a logo that makes sense. You got to have a one sheet that makes sense. You got to have print materials that make sense. You got to have a marketing video that makes sense. Got to create signage that wows your ideal and likely buyers. I want to go to your website, Brushbusters. Yeah, Brushbusters Land Clearing. Is your wife here by the way? Is she here? She is. Jennifer, are you here? All right. Hey, Vanessa, Jennifer made you an incredible gift, and I want you to know about that. It’s an incredible gift. Okay, great. Okay, so let’s put up Brush Busters, and this is a business that Jared and Jennifer have together and just so we’re clear, I love working with the Johnsons because they’re a husband and wife team and there’s no friction about it. They’ve already figured out that org chart of who gets to decide, and I’m not in that involvement, I’m not asked. Thank you. It’s true. Because sometimes couples will go, the logo has to be blue, don’t you agree consultant? And I’m like, and then the husband’s like, oh, you’re gonna side with her, really? Do you have any, and I’m going, I’m gonna go outside forever. Because I’m not a marriage counselor. My job is to help grow businesses and anything with two heads is a monster. And you guys have already figured out that org chart so it’s great because when you guys don’t agree on what logo or whatever I’m not part of the debate and I love it so much I’m and I don’t know how you debate it I love that you do but I can you maybe give anybody how do you and your wife when you work together and like she wants the logo blue you want it green how do you do because there’s no I love it it’s the best how do you do it well we find our roles right and then if we can’t agree on something, whoever’s over that role kind of has the final say. Amen, Shaka Baba. There it is. It’s so good. Okay, let’s continue. Let’s hit play. This is Brush Busters. This is one of his businesses here. This is awesome. I could watch these videos all day. Crank it up, Sean. Can you crank it up? Is there any audio? No audio. Okay, I’ll make the audio. Now, you are good. Awesome, awesome, awesome, awesome, awesome. Testosterone, testosterone, testosterone. testosterone testosterone testosterone can you pull up a Steve Miller band the Joker okay Steve Miller band the Joker kind of have that going simultaneously while we’re watching this video so I imagine this is like the perfect job for a male let’s go back do you like doing it love it okay let’s go John get the remix going here you got it you got it the Joker Steve Miller and you got you got that Sean you got it you feeling the flow? Sean, do you think people… There we go. Are you hearing headphones in there? Oh yeah. Is that what’s happening? Are you using a classic rock or what are you jamming? All right. Oh, Aaron, isn’t that a great, just a great thing? Any men out there would love this profession? Sure. You know, we’ve got some legs of legs to get rid of, look at that. Yeah, yeah. We’re the FNL, we’re the FNL. Yeah, we have some excellent legs. Do you often think about liberals removing those trees? trees So do you like doing this though? I love it. And you get paid to do this? I do. And the website is called what.com? What is it? Brush Brushers Land Clearing. And then a home run if you get paid to do what you love and you love to get to do what you pay. How many of you can relate to that idea? Who here does something you love to do? Who does something that you don’t love to do but you get paid to do it? Okay. So, and that’s how it works sometimes. So, what you want to do is build a business so that you can create time, freedom, and financial freedom to do whatever you want to do. Okay? And if you happen to love what you do, that’s a great combo too. We’re on the same page? That is a great profession, Brush Busters. Let’s continue. Google My Business. You’ve got to optimize your Google My Business account. Jared, why do you have to have a Google My Business account for Brush Busters? Say that again, sorry. Why do you have to have a Google My Business account for Brush Busters? Again, so people can find you. What? What? Yeah, it’s when they Google. Have you ever gotten a call from someone who’s found you on Google at Brushbusters? All the time. And do they ever say, hey, I read your reviews? All the time. What? Watch your video testimonials. Well, I watched it. People call you, I just watched like 14 of those videos, man, that was hot. That’s great, when can you come out? Yeah. Don’t even ask price, when can you come out? And then gather video testimonials. This is important. Have your team wear uniforms that make sense. We hire you every time we need to kill bugs. That’s what we do. Yeah. And you guys, you have a game plan of what they’re supposed to wear? Yes, absolutely. How’s it supposed to work? If I book you to kill bugs right now, how’s it supposed to work? Well, we’ll come out, and we’ll drive up in our vehicles that are clean. Yep. They’ll step out. They’ll be well-presented in their company attire, tucked-in shirts, have their hat. Yep. And yeah, yeah, yeah. Those are, we ask them to take them off. How much money did it cost for you to buy that thing, roughly? About $175,000. Oh, sick! That’s a lot of startup capital. Do you still eat? Is that what you hunt? I do, I gotta eat, man’s gotta eat. Okay, but that’s your cost to start up that business, you and Jennifer had to buy that thing. That’s correct. Okay, and you’ll be here a little bit, people wanna ask you questions. I’m gonna bring up Ryan here, not that Ryan can fill your shoes, but I’m gonna bring up Ryan here. Let’s hear it for Jared. I’m bringing up Ryan now. Does Ryan have a brush buster? No, but the reason why I brought up Ryan is because I want to make sure you get this idea. Ryan has a business that you can start for $10,000 or less and it takes four days of training. Can you push a button? So raise your hand if you can push a button. Can you push a button? Can you dig it? You have what it takes. Can you dig it? Okay, so his company is called Flow Photos, and now we’re going to take this, we’re going to reframe everything we’re talking about through the framework of this, okay? So when you do real estate photography, so what is it that you, what is it, who’s your ideal and likely buyer? How about that? Real estate agents and home builders. Page 108, page 108 folks, we go back to it, think about it. Did you say real estate Asians? Some are Asians. We only work with Asians, nothing wrong with that, we just don’t like white people. No, but agents, okay. And you work primarily with men or women? Primarily women. Why? Men, do you hate men? Seems to be the demographic. Our average client is a 55-year-old woman, retired possibly from something else, used to work in a different profession. Is that because you’re targeting women? Racist, sexist, homophobic? At this point, we’ve maybe tailored some of our marketing toward our ideal and likely buyer, yes. But that’s what happens the moment you start bringing this up. People go, I want to work with everybody. I want to work with people on other planets. If there are aliens, I want to work with them. How many of you know what I’m talking about? Sarah, have you ever seen this? You ask somebody, can you define your ideal and likely buyers and they do that whole game to you? Yeah, and again, it doesn’t make them wrong or bad, it just means that they’re scattered. They’re not really for sure. They’re trying everything they know and chances are pretty good they’ve talked to their sister-in-law and their sister-in-law’s been kind of giving them advice. And so you should be open to everyone. So we come in and say, no, let’s get an ideal and likely buyer. And all of a sudden the world begins to change. They don’t have as many of those crazy people anymore. You may start out, you may have a service that you provide for people. And early on you are charging a certain amount, but as your business begins to grow, that low level pay, eventually you can get rid of that and start charging more and start charging more and start charging more. But if we’re not careful, what we’ll do is we have services that we provide that’s $5,000, but we also have services we provide that’s $50, and our schedule gets full of the $50 and then we get a possibility of a $5,000 and now our life is a wreck because we’re trying to do all of these different things. The idea is, who’s your ideal? Let’s begin to focus on the ideal and start getting away from these things that are just cluttering up your calendar. How many people here are married? Keep your hands up, you’re married and you’re a parent. You’re a parent, you’re married and you have kids. How many of you are married and you have kids and you have a job? You’re not a Democrat, that’s good. Okay, we’ll get it. So what we’re gonna do, now that wasn’t an attack on Democrats, that’s just facts. It was a little bit of an attack. So what we’re gonna do now is you have a real estate photography business and a lot of people go, I can’t open a real estate photography business because I’m a doctor. You should open a real estate photography business because you’re a doctor. It’s like a super easy way to make money and it’s $10,000 total maximum investment and a maximum of four days maximum of training to learn the entire job. You know? And the purpose of a business in my opinion is to make time freedom and financial freedom. So I’m just trying to give you options if you feel stuck. Because someone’s sitting here and you’re like, my goal is to teach calligraphy to Hispanic Americans. That’s great, but it’s probably not gonna be a viable business model. You know what I mean? We had one lady at a conference, bless her heart, a few years ago. She wanted to bring back the Renaissance. Remember that, Aaron? She wanted to bring back the spirit of the Renaissance. I go, what does that mean? She’s like, I think people need to learn javelins. I’m like, so you mean people like horses? Wow, they’re putting each other. You know that you want that? Yeah, absolutely. We’re going to bring back fencing. I’m like, you want to teach people to. You want. Yeah, it’s not going to happen. But that was her thing. Remember this? She was passionate. Like, what if I want to build a castle? If you’ve got a lot of money, you can do it. She said, well, I don’t have any money. I just want to know what’s the way to raise capital and build a castle. Like, I don’t know what you need to do. I don’t know. I don’t know. Okay, so let’s continue. Geographic location, places they go, schools their kids attend, shared fears, shared goals. At the end of the day, you’re working with real estate agents that want photography that’s not terrible, video augments not terrible, 3D tours that are not terrible. So you do the first shoot for how much? A dollar. That’s hot, how much? One dollar. Burn my retina, do it again. 100 pennies. Ow, that’s hot. So why do you do it for a dollar? Put my saccharin in the yak. Put my saccharin in the yak. How much, why do you do it for a dollar? Because it’s a no brainer. You know, real estate agents, they list, hopefully if they’re good, multiple houses per year. And they’re paying, what, $200, $150 to $200 for photo shoots normally. And if they run across some new guy that they don’t know, they’re not going to give us a chance. But if we offer that first shoot for a dollar, chances are, I mean, it’s only a dollar, right? I mean, we can just at least give you a try, at least take a look, and then that’s our opportunity to win their business, and we’re going to make our money back on that second shoot. Now, I’ve got a guy I work with who is in Texas who does a similar thing to you. The way you do it is more streamlined than what he does. But what he’ll do is he’ll take a photo, a real estate agent will say, I want to sell a house, I want to do a house, I want to sell it, and it’s kind of overcast, it’s kind of foggy, it’s the fall, and I don’t want to schedule a shoot until the spring. He’ll go, no, no, no, let me just shoot it, and if you’re not happy, you don’t have to pay me for it, but let me just shoot it. He’ll go in and make the sky blue, make the grass, you do these things. This is what you do. And does it create more sales? It does. Yeah, for sure. It’s the book. You guys, I used Flow Photography. Flow. They came out. Ryan was the one that came out to the house. Two pictures of our house. We put those pictures, he had the pictures back to us, I think within a day. Next day delivery, give it to you. Next day. He had the pictures to us. We put the pictures up on Facebook and sold our house in 16 minutes on the pictures. On the even we were looking at the pictures going, hey, I like our house. We should visit this place. This is awesome. Yeah, it’s 16 minutes. People called us and said, don’t do your open house tomorrow. We’re coming. We’re going to buy your house. Who’s been to McDonald’s? I’m not I’m not tacky. I don’t want to attack anyone here. I don’t want you to feel like I’m coming after you. I’m just trying to help you. Is there anybody here in a moment of weakness? Your wife was out of town. Your husband’s out of town. Someone you know is out of town that you care about. That’s standards. And you start to hear in your mind the moment they leave, ba-da-ba-ba-ba. And you’re going, Satan? Ba-da-ba-ba-ba. Who knows what I’m talking about? You drive by and you’re like, ba-da-ba-ba-ba. Wait, God has a funny way of bringing the convicting power of the Holy Spirit on a person. Because what you’re describing, my wife didn’t come with me to the conference this trip, and last night my car found itself in a fast food drive. And I’ve been trying to do good. You have been trying to go. But it happened. Oh, it’s so what happens is, is you go you go who knows what I’m talking about? You put your hand up. I don’t want you to feel shame. If anybody here you know, is it in an affair? A lot of people put their hand up. I’m in an affair. But if you say have you been to McDonald’s? You’re like no. Did you see me? Did you have footage? And I wasn’t me. I didn’t go there. He said you have an affair. I did. I did. You go to McDonald’s? No, I would not go there. You know me better than that. We talk so bad about McDonald’s, but I mean, that place is packed. Not with people we know. So they go in there, McDonald’s, and the photos, how many of the photos, the smells, they waft the smells, the photos of the Big Mac. You know, have you seen the photos? They painted that thing, airbrushed that thing. They hired an expert painter to go in there. Who knows what I’m talking about? They made that thing look good. And then you get it and it’s like flat, soaked in grease, and the guy who serves it to you has got one tooth. Share your order. Ready. It is so good. Would you like some print? And you’re going, you know what I mean? He’s got the one tooth that whistles. Here, we should actually make some fries. With your Big Mac. You know what I’m talking about? Okay, that’s kind of like real estate photography. That’s what we do. You make the house, it’s like a shanty, it’s a shack, it’s a wood floor, it’s a thatch roof. But you make it sell. Wide angle. The wide angle. The sky is blue, grass is green. And you show up to the property and you’re like, what in the world? What? This is how this is he markets New York. That’s why people live there. They will go look at his photos. They move there. They go what in the world? Why am I here? It’s his fault. Okay. But so real estate photography. It’s a real thing. How many of you know, this is a real thing. It’s a real thing. And it moves the needle. So we look here at page 123, and you have to figure out, we’ll come back and talk about it, you’ve got to circle your three ways that you’re going to market your thing. And we have one wonderful lady that wants me to tell her how to market the book. I’ll talk about marketing the book. No matter what business you have, I want to get in to make sure everyone leaves here with a marketing strategy that will actually work. With his business, I’m going to tell you the strategy and how he makes money, just so you know, so you understand this great big Ponzi scheme. If you buy a flow photography from him, you pay him zero dollars, actually one dollar up front to buy the business, but then he makes a percentage of every sale. That’s how he makes money. So every time that you use the system, you take the photos and then you upload the photos and then his team edits it for you. So literally all you do is you take the photos and train people to take the photos and then they edit the photos. So you don’t even have to book your own jobs. They answer the phone for you. You don’t have to book your own jobs. You don’t have to have the photos. You just got to go get ahold of real estate agents and say, I’d like to take your first photo shoot for a dollar. That’s your job. And so it’s a great model. And I’m going to keep Ryan up here quite a bit throughout the day so you can hear from him. But I want you to think about your own business and think about that business on page 123 and circle, just take a moment before you get up and stretch and whatever, and circle the three best ways, maybe five best ways to market your business or maybe the five that you have the most questions about. And if you have any questions about it, I want to make sure you can apply these principles to your business. So when you leave here, you go, this is how I’m going to apply these principles to my business. If you have any questions about applying those, put that on the whiteboard there, on the whiteboard, and that way I can answer those questions. And now we’ve got the incredible band is back with us. The band is back with us. Let’s hear for the Highway Worship Band. They have a plan. And we’ll come back here at 1150 for our final sessions before lunch. So we’ll come back here at, I’m sorry, 1050. We’ll come back here at 1050. Come back in 13 minutes. The number of new customers that we’ve had is up 411% over last year. We are Jared and Jennifer Johnson. We own Platinum Pest and Lawn and are located in Owasso, Oklahoma. And we have been working with Thrive for business coaching for almost a year now. Yeah. So, what we want to do is we want to share some wins with you guys that we’ve had by working with Thrive. First of all, we’re on the top page of Google now. I just want to let you know what type of accomplishment this is. Our competition, Orkin, Terminix, they’re both $1.3 billion companies. They both have 2,000 to 3,000 pages of content attached to their website. So to basically go from virtually non-existent on Google to up on the top page is really saying something. But it’s come by being diligent to the systems that Thrive has, by being consistent and diligent on doing podcasts, and staying on top of those podcasts to really help with getting up on what they’re listing and ranking there with Google. And also we’ve been trying to get Google reviews, you know, asking our customers for reviews, and now we’re the highest rated and most reviewed Pest and Lawn company in the Tulsa area. And that’s really helped with our conversion rate. And the number of new customers that we’ve had is up 411% over last year. Wait, say that again. How much are we up? 411%. Okay, so 411% we’re up with our new customers. Amazing. Right. So not only do we have more customers calling in, we’re able to close those deals at a much higher rate than we were before. closing rate is about 85%. And that’s largely due to, first of all, our Google reviews that we’ve gotten. People really see that our customers are happy. But also, we have a script that we follow. And so when customers call in, they get all the information that they need. That script has been refined time and time again. It wasn’t a one and done deal. It was a system that we followed with Thrive in the refining process. And that has obviously, the 411% shows that that system works. Yeah. So here’s a big one for you. So last week alone, our booking percentage was 91%. We actually booked more deals, more new customers last year than we did the first five months. Or I’m sorry, we booked more deals last week than we did the first five months of last year from before we worked with Thrive. So again, we booked more deals last week than the first five months of last year. And it’s incredible. But the reason why we have that success is by implementing the systems that Thrive has taught us and helped us out with. Some of those systems that we’ve implemented are group interviews. That way we’ve really been able to come up with a really great team. We’ve created and implemented checklists. Everything gets done and it gets done right. It creates accountability. We’re able to make sure that everything gets done properly both out in the field and also in our office. And also doing the podcast like Jared had mentioned that has really, really contributed to our success but that, like I said, the diligence and consistency in doing those and that system has really, really been a big blessing in our lives. And also, you know, it’s really shown that we’ve gotten a success from following those systems. So before working with Thrive, we were basically stuck. Really no new growth with our business. We were in a rut. The last three years, our customer base had pretty much stayed the same. We weren’t shrinking, but we weren’t really growing either. Yeah, and so we didn’t really know where to go, what to do, how to get out of this rut that we’re in. But Thrive helped us with that. They implemented those systems, and they taught us those systems, they taught us the knowledge that we needed in order to succeed. Now it’s been a grind, absolutely it’s been a grind this last year, but we’re getting those fruits from that hard work and the diligent effort that we’re able to put into it. So again, we were in a rut, Thrive helped us get out of that rut, and if you’re thinking about working with Thrive, quit thinking about it and just do it. Do the action and you’ll get the results. It will take hard work and discipline, but that’s what it’s gonna take in order to really succeed. So, we just wanna give a big shout out to Thrive, a big thank you out there to Thrive. We wouldn’t be where we’re at now without their help. Hi, I’m Dr. Mark Moore, I’m a pediatric dentist. Through our new digital marketing plan, we have seen a marked increase in the number of new patients that we’re seeing every month, year over year. One month, for example, we went from 110 new patients the previous year to over 180 new patients in the same month. And overall, our average is running about 40 to 42 percent increase, month over month, year over year. The group of people required to implement our new digital marketing plan is immense, starting with a business coach, videographers, photographers, web designers. Back when I graduated dental school in 1985, nobody advertised. The only marketing that was ethically allowed in everybody’s eyes was mouth-to-mouth marketing. By choosing to use the services, you’re choosing to use a proven turnkey marketing and coaching system that will grow your practice and get you the results that you’re looking for. I went to the University of Oklahoma College of Dentistry, graduated in 1983, and then I did my pediatric dental residency at Baylor College of Dentistry from 1983 to 1985. Hello, my name is Charles Colaw with Colaw Fitness. Today I want to tell you a little bit about Clay Clark and how I know Clay Clark. Clay Clark has been my business coach since 2017. He’s helped us grow from two locations to now six locations. We’re planning to do seven locations in seven years and then franchise. Clay’s done a great job of helping us navigate anything that has to do with running the business, building the systems, the checklists, the workflows, the audits, how to work with brokers and builders. This guy is just amazing. This kind of guy has worked in every single industry. He’s written books with Lee Crockrell, head of Disney, with the 40,000 cast members. He’s friends with Mike Lindell. He does Reawaken America tours where he does these tours all across the country where 10,000 or more people show up to some of these tours. On the day-to-day, he does anywhere from about 160 companies. He’s at the top. He has a team of business coaches, videographers, graphic designers, and web developers. They run 160 companies every single week. Think of this guy with a team of business coaches running 160 companies. In the weekly, he’s running 160 companies every six to eight weeks. He’s doing reawaken America tours. Every six to eight weeks he’s also doing business conferences where 200 people show up and he teaches people a 13 step proven system that he’s done and worked with billionaires, helping them grow their companies. So I’ve seen guys from start ups go from start up to being multi millionaires, teaching people how to get time freedom and financial freedom through the system. Critical thinking, document creation, making it, putting it into, organizing everything in their head to building into a franchisable, scalable business. Like one of his businesses has like 500 franchises. That’s just one of the companies or brands that he works with. So amazing guy. Elon Musk, kind of like smart guy. He kind of comes off sometimes as socially awkward, but he’s so brilliant and he’s taught me so much. When I say that, like Clay is like he doesn’t care what people think when you’re talking to him. He cares about where you’re going in your life and where he can get you to go. That’s what I like him most about him. He’s like a good coach. A coach isn’t just making you feel good all the time. A coach is actually helping you get to the best of you. Clay has been an amazing business coach. Through the course of that we became friends. My most impressive thing was when I was shadowing him one time. We went into a business deal and listened to it. I got to shadow and listen to it. When we walked out, I knew that he could make millions on the deal and they were super excited about working with him. He told me he’s like, I’m not going to touch it. I’m going to turn it down because he knew it was going to harm the common good of people in the long run. The guy’s integrity just really wowed me. It brought tears to my eyes to see that this guy, his highest desire was to do what’s right. And anyways, just an amazing man. So anyways, impacted me a lot. He’s helped navigate. Anytime I’ve gotten nervous or worried about how to run the company or navigating competition and an economy that’s like, I remember we got closed down for three months. He helped us navigate on how to stay open, how to get back open, how to just survive through all the COVID shutdowns, lockdowns, because our clubs were all closed for. I’m Rachel with Tip Top K9, and we just want to give a huge thank you to Clay and Vanessa Clark. Hey, guys. I’m Ryan with Tip Top K9. Just want to say a big thank you to Thrive 15. Thank you to Make Your Life Epic. We love you guys. We appreciate you and really just appreciate how far you’ve taken us. This is our old house. Right. This is where we used to live two years ago. This is our old neighborhood. See? It’s nice, right? So this is my old van and our old school marketing. And this is our old team. And by team, I mean it’s me and another guy. This is our new house with our new neighborhood. This is our new van with our new marketing and this is our new team. We went from four to 14 and I took this beautiful photo. We worked with several different business coaches in the past and they were all about helping Ryan sell better and just teaching sales, which is awesome, but Ryan is a really great salesman, so we didn’t need that. We needed somebody to help us get everything that was in his head out into systems, into manuals and scripts and actually build a team. So now that we have systems in place we’ve gone from one to ten locations in only a year. In October 2016 we grossed 13 grand for the whole month. Right now it’s 2018 the month of October it’s only the 22nd we’ve already grossed a little over 50 grand for the whole month and we still have time to go. We’re just thankful for you, thankful for Thrive and your mentorship, and we’re really thankful that you guys have helped us to grow a business that we run now instead of the business running us. Just thank you, thank you, thank you, times a thousand. The Thrive Time Show, two-day interactive business workshops are the highest and most reviewed business workshops on the planet. You can learn the proven 13-point business systems that Dr. Zellner and I have used over and over to start and grow successful companies. When we get into the specifics, the specific steps on what you need to do to optimize your website. We’re going to teach you how to fix your conversion rate. We’re going to teach you how to do a social media marketing campaign that works. How do you raise capital? How do you get a small business loan? We teach you everything you need to know here during a two day, 15 hour workshop. It’s all here for you. You work every day in your business, but for two days you can escape and work on your business and build these proven systems, so now you can have a successful company that will produce both the time freedom and the financial freedom that you deserve. You’re gonna leave energized, motivated, but you’re also gonna leave empowered. The reason why I built these workshops is because as an entrepreneur, I always wish that I had this, and because there wasn’t anything like this I would go to these motivational seminars, no money down, real estate, Ponzi scheme, get motivated seminars and they would never teach me anything. It was like you went there and you paid for the big chocolate Easter bunny but inside of it it was a hollow nothingness. And I wanted the knowledge and they’re like, oh but we’ll teach you the knowledge after our next workshop. And the great thing is we have nothing to upsell. At every workshop, we teach you what you need to know. There’s no one in the back of the room trying to sell you some next big, get rich quick, walk on hot coals product. It’s literally, we teach you the brass tacks, the specific stuff that you need to know to learn how to start and grow a business. I encourage you to not believe what I’m saying, but I want you to Google the Z66 auto auction. I want you to Google elephant in the room. Look at Robert Zellner and Associates. Look them up and say, are they successful because they’re geniuses or are they successful because they have a proven system? When you do that research, you will discover that the same systems that we use in our own business can be used in your business. Come to Tulsa, book a ticket, and I guarantee you it’s going to be the best business workshop ever and we’re going to give you your money back if you don’t love it. We built this facility for you and we’re excited to see it. Hey, I’m Ryan Wimpey with Tip Top K9 and I’m the founder. I’m Rachel Wimpey and I am a co-founder. So we’ve been running Tip Top for about the last 14 years, franchising for the last 3-4 years. So someone that would be a good fit for Tip Top loves dogs, they’re high energy, they want to be able to own their own job but they don’t want to worry about, you know, the high failure rate. They want to do that like bowling with bumper lanes. So you give us a call, reach out to us, and we’ll call you. And then we’ll send you an FDD, look over that, read it, follow us through, it’s very boring. And then we’ll book a discovery date, and you come and you’ll spend a day or two with us, make sure that you actually like it, make sure that we’ve figured out something that you want to do. So an FDD is a Franchise Disclosure Document. It’s a federally regulated document that goes into all the nitty gritty details of what the franchise is. So it’s a document that you can put in your inbox, and it’s a document that you can put in your inbox, and it’s a document that you can put in your inbox, and it’s a document that you can put in your inbox, and it’s a document that you can put in your inbox, and it’s a document that you can put in your inbox, and it’s a document that you can put in your inbox, and it’s a document that you can put in your inbox, and it’s a document that you can put in your inbox, and it’s a document that you can put in your inbox, and it’s a document that you can put in your inbox, and it’s a document that you can put in your inbox, and it’s a document that you can put in your inbox, and it’s a document that you can put in your inbox, and it’s a document that you can put in your inbox, and it’s a document that you can put in your inbox, and it’s a document that you can put in your inbox, and it’s a document that goes into all the nitty gritty details of what the franchise agreement entails. So who would be a good fit to buy a Tip Top K9 would be somebody who loves dogs, who wants to work with dogs all day as their profession. You’ll make a lot of money, you’ll have a lot of fun, it’s very rewarding. And who would not be a good fit is a cat person. So the up front cost for a Tip Top is $43,000. And a lot of people say they’re generating doctor money, but they’ll end up deciding to buy a cat. So I think it’s a good fit for a cat. And I think it’s a good fit for a dog. So I think it’s a good fit for a cat. So I think it’s a good fit for a cat. So I think it’s a good fit for a cat. $30,000 and a lot of people stay there generating doctor money, but on our disclosure the numbers are anywhere from over a million dollars a year in dog training with our Oklahoma City location did last year to 25 35 grand a month To train and get trained by us for Tip Top Canines or learn your own Tip Top Canines You would be with us for six weeks here in Tulsa, Oklahoma We’ve been married for seven years, eight years. So if you’re watching this video you’re like hey maybe I want to be a dog trainer, hey that one sounds super amazing. Go to our website tiptopcanada.com, click on the yellow franchising tab, fill out the form and Rachel and I will give you a call. Our Oklahoma City location last year they did over a million dollars. He’s been running that shop for three years before he was a youth pastor with zero sales experience, zero dog training experience before he ever met with us. So just call us, come spend a day with us, spend a couple days with us, make sure you like training dogs and own your own business. Well the biggest reason to buy a Tip Top K9 is so you own your own job and you own your own future and you don’t hate your life. You get an enjoyable job that brings a lot of income but it’s really rewarding. My name is Seth Flint and I had originally heard about Tip Top K9 through my old pastors who I worked for. They trained their great Pyrenees with Ryan and Tip Top K9. They did a phenomenal job and became really good friends with Ryan and Rachel. I was working at a local church and it was a great experience. I ended up leaving there and working with Ryan and Tip Top K9. The biggest thing that I really really enjoy about being self-employed is that I can create my own schedule. I have the ability to spend more time with my family, my wife and my daughter. So my very favorite thing about training dogs with Tip Top K9 is that I get to work with the people. Obviously, I love working with dogs, but it’s just so rewarding to be able to train a dog that had serious issues, whether it’s behavioral or whatever, and seeing a transformation, that dog home and mom and dad are literally in tears because of how happy they are with the training. If somebody is interested I’d say don’t hesitate make sure you like dogs make sure that you enjoy working with people because we’re not just dog trainers we are customer service people that help help dogs and and so Definitely definitely don’t hesitate just just come in and ask questions. Ask all the questions you have No from the center of the universe Doctors eat and play clock too They can tell you all of them We started from the bottom, now we hit it We started from the bottom and we’ll show you how to get hit Started from the bottom, now we hit it We started from the bottom, now we hit it We started from the bottom, now we hit it We started from the bottom and we’ll show you how to get hit Started from the bottom, now we hit it Started from the bottom, now we hit it Alright Thrive Nation, welcome back to the Thrive Time Show on your radio. I am fired up for today’s podcast and broadcast because we are interviewing the man, the myth, and the legend. The man who, really his success is one whale of a tale. It is Jonah Berger, the best-selling author of Contagious, Why Things Catch On. Marshall Morris, you’re the co-author of the Amazon best-selling book, Starred Here. Have you read Contagious by Jenna Berger? I’ve read Contagious. He talks about the steps and the different reasons or the six different principles for why things catch on, which I think is just phenomenal. The book blew my mind, and the reason why I was a little… I get skeptical about reading business books. People are always suggesting certain business books, but when I looked into this guy’s resume, here’s the guy. He is a Wharton Business School professor. He’s a New York Times bestselling author, and he earned his PhD from Stanford. So I thought, well, I’ll read the book. In this book, again, Contagious, he talks about Blintec and how that caught on, and the song Friday, how that caught on. And he has so many great stories in this book. But now, we have the myth, the man, the legend on the actual podcast. Without any further ado, our exclusive interview with Jonah Berger, the New York Times bestselling author of Contagious, Why Things Catch On. All right, Thrive Nation, welcome back to another edition of the Thrive Time Show on your radio and your podcast download. And Dr. Z on today’s show, I am so excited to have today’s guest, Jonah Berger, because he wrote one of my favorite books, Contagious. You don’t often catch a unicorn. We don’t often catch a unicorn, but we have a unicorn on today’s show. So Mr. Jonah Berger, how are you my friend? I’m doing great. Thanks so much for having me. Well, you know, you had a massive success throughout your career, but I’m curious for all the listeners out there, we have so many entrepreneurs, hundreds of thousands of people that download the podcast. Can you kind of share with us your career before you became a Wharton Business School professor and a New York Times bestselling author? What was life like for you growing up? You know, I grew up studying math, science and computer science, so the hard sciences of the world. I went to one of those magnet schools and took AP courses and all the more technical stuff. I always found it interesting, but I always felt more of a pull from the social sciences. I got to college. I took some courses. I started to find psychology. I started to find human behavior more interesting. I wondered, could we apply these same hard science techniques of rigorous experimentation and statistics and all these other things, can we apply them to big social questions like why certain brands become popular, how word of mouth works, why things go viral and why some businesses are successful? I started studying New York Times articles a number of years ago, did a paper on that and built from there. It’s been an amazing journey. I have learned lots of things along the way and have been so excited and honored to be able to share some of those things with folks like your listeners. You know, you’re an author, you’re a business professor, and there’s a lot of business professors, there’s a lot of business authors, but very few stand out. And so many entrepreneurs that we work with, they struggle to get their product or service to stand out in a crowded marketplace. Yet, love it or hate it, you wrote in your book, Contagious, you did an in-depth case study about it, but Rebecca Black’s song, Friday, was a massive hit that stood out that most of us cannot get out of our head, even if we wanted to. How was she able to get her song to stand out, and how have you been able to stand out as an author? You know, Rebecca Black, everyone hates the song, but it’s a great example of something we call a trigger. And so if I said peanut butter and, and I asked you what word came to mind, most people would say jelly. Or if I said rum and, most people would fill in the blank with the word coke. Some things remind us of other things. Movies and popcorn, cookies and milk. They trigger us, they’re like little environmental reminders to cause us to think of something. And actually the same thing is true with Rebecca Black’s song. So love it or hate it, if you look at the data, every Friday, there’s a big spike in shares of that song. And there’s actually a more recent version of this with Geico’s ad for hump day. So some of you may remember a couple years ago, Geico has this message with a camel in it, where, you know, it’s walking around an office going, what day is it? What day is it? Super annoying camel. And then at the end, you know, the woman goes hump day and the camel goes, I’m super excited because it’s hump day. And you know, it links Geico to Wednesday. And if you look at the data, huge spike every Wednesday for that message. Again, like it or hate it, Wednesday rolls around just like peanut butter reminds you of jelly, the day reminds you of that piece of content and so you’re more likely to share it. And so I think the big idea for the entrepreneurs out there is not only do people like your stuff but the question is when are they going to think about your stuff, right? What is your peanut butter? What’s the thing in the environment that’s going to remind people of you even when you’re not around? It doesn’t have to be a day of week. It can be a time of day. It can be something else in the environment. KitKat linked themselves to coffee and saw a huge spike in sales because when people drink coffee and they drink it a lot, more of them now think about KitKat. And so what is that thing that you want to remind people of you? What’s the when when you want to come to mind and make sure the environment reminds them so that even if you don’t have a lot of resources, you come to mind and you’re more likely to get chosen and purchased. There are so many business professors. Over the years, I’ve been asked to speak at a lot of universities and a lot of, for about a top of Fortune 500 companies, that kind of thing. When I speak at these events, there’s so many authors and so many professors I’ve met, but you’ve been able to stand out with your career. Can you share with us how you’ve been able to make your books stand out because your book caught my attention. I read Contagious. It blew my mind. I love that book. How have you been able to stand out? Yeah, it’s a great question. And I try, and I don’t always succeed, but I try a lot to think about my audience. It’s really easy to focus on what we’re good at, right? So I’m a researcher. I spend a lot of time thinking about is the research any good? Journalists spend a lot of time thinking about is the writing any good? Entrepreneurs spend a lot of time thinking about is their product the most high tech, or do they have really good service? All those things are important, but sometimes we spend less time thinking about our customer and what that customer needs. When I’m writing a book, I spend a lot of time thinking not only is the research good, but how can I deliver that research in a way that people will find engaging and actionable? I think the same thing is true for entrepreneurs. Yes, your product needs to be good, but you also need to think about how to pitch that product in a way your customer can understand. Too often we talk a lot in a language that we understand. We talk a lot in terms of features, what we think the features of a product or service are. We spend less time on the benefits. The customer or client doesn’t care about features. They care about what it’s going to do for them, what are the benefits for them and their lives. And so I think the more we think about them, the more customer-centric, the more effective we’ll be. You know, you’ve previously said, or at least you’ve written, that people don’t need to be paid to be motivated. Again, you’ve said, and you’ve written, people don’t need to be paid to be motivated. What do you mean by this? You know, it’s funny. I was just teaching this afternoon to a bunch of execs at the Wharton School, and this question came up as well. I think people have this notion that word of mouth often means referral bonuses. I have a company and I want people to talk about it so I need to pay people to talk about me. I’ll pay them $10 to refer a new customer. I’ll give them half off if they bring someone else in. The only way to get more word of mouth is to pay people to talk. Certainly, that’s one way to get people to talk, but it’s often very expensive and when you stop paying people, they stop talking. What’s much more effective than monetary incentives is social incentives or understanding why people talk in the first place and inserting yourselves in those conversations. Let me give you another fun example from the steps framework from the book. We talked about triggers already, but another principle is what’s called social currency. The idea behind social currency is very simple. The better something makes us look, the more likely we are to talk and the more likely are to share. People love sharing things that make them look good. If you have a lot of followers on social media, sometimes you tell people. You point it out. If you’re high status, you tell other people because that’s the only way to get status. Status is only valuable if other people know that you have it. Some people always talk about being frequent flyer this, platinum that, gold that. If you have an American Express black card, you almost want to wear it around your neck so everybody can see it. Status is only good if it’s observable. What that means is that one way to get people to talk about and share something is to make them look good. Too often we think we need to pay them. What about just making them look good? Many people talk about things just because it makes them look good to talk about it or share it. Just one more example of this. A few years ago, Beyonce came out with a new album, no advertising. All she did was put it on social media because she knew people want to be the first person to tell their friends about it. When you know about something that not everyone else knows about, it makes you look smart, it makes you look special, but you have to talk about it to get that social currency. As entrepreneurs, we need to think about how can we make our customers feel special, not how do we look, but how does that customer or client look when they talk about us? The more ahead of the curve, the more like an insider, the more smart and special they look, the more likely they’ll be to talk and share, and the more likely they’ll bring us along for the ride. Jonah, in your book, Contagious, you wrote that the, you talked about this controversial observation about that you said that going viral isn’t random, magic, or luck. It’s a science. So when I first read that, I thought, what? And now I read it again. It says, going viral isn’t random, magic, or luck. It’s a science. Could you break down for us and raw listeners out there what you mean by that? Yeah, so we have this tendency, just as you articulated, to think it’s random, it’s luck, or it’s chance. You have to bottle lightning, you have to get lucky. All the forces have to be right, and then something will go viral. But that’s actually not the case. We’ve looked at thousands of pieces of online content, tens of thousands of brands, and millions of purchases, and again and again, we see the same six factors come up. The steps that I talk about in Contagious, these ideas of social currency, triggers, emotion, public, practical value, and stories. And each of those is a psychological principle that drives why people talk and why they share and leads all sorts of products and services and ideas to catch on. There’s a math, a science, almost a formula, a recipe for getting people to share. Can that recipe guarantee that anything you build will get 10 million views? No. But it can guarantee that more people will share your stuff. I actually think more than going viral, the goal is actually each one reach one. How can we make each customer, each client, each person that touches us, our brand, more likely to share with just one other person? Because if each of your clients brought in just one new client with them, you’d be much more successful. Let me ask you this. Your book, Contagious, you talk about… That book was powerful for me with my businesses because it really taught us specific systemic steps we could put into our workflow to help us create more word of mouth business. And that was powerful for us. And so I think the world wants to know, what is the big project you’re working on now, my man? That book was such a game changer. What’s your new project you’re working on right now? You know, I’m actually working on a new book. It’s all about changing people, how you can change anyone’s mind, not by pushing people harder. Often when we think about change, we think about pushing more, we think about incentives. It’s actually about removing the barriers to change. It’s called The Catalyst. If you think about catalysts in the chemical world, they work not by pushing molecules together by raising the temperature, but they actually lower the energy for change to take place. They work not by pushing more, but by making it easier for change to happen. We all have change that we want to happen. You might want to change the customer’s mind. You might want to change the boss’s mind. You might want to change the action that people take. Non-profits change the world. How can we make change happen? Not by pushing more, but by making it easier for it to occur. That’s what I’m working on at the moment. I can hardly, hey, Dr. Z here, I can hardly wait to read that book Jonah. Now if our listeners want to learn more about you and your most current projects, where how do they find you, where do they get your book, give us the give us the 411. Oh thanks yeah so you can find me online website is just Jonah J-O-N-A-H Berger B-E-R-G-E-R dot com at J1 Berger on Twitter and the books are available wherever books are sold so Amazon, Barnes and Noble you take your pick they’re all there. Perfect, and I’ve got a little sidebar question here for you. So you’re sitting there, you’re a young man, and you’re thinking, I should write a book. I’ve got a book inside me. What was your process in writing your book? How did you tackle that? What motivated you to do it? Give us a little insight into the pre-writing of your book. You know, I wish I could say it was easy, that I just sat down and just genius pours forth every time I sit in front of a blank computer screen. That couldn’t be further from the truth. It was a very difficult process, very hard. I spent a lot of time thinking about how to best express the ideas, what are the right ideas and what are the ways to best express them. But it was a big challenge. And actually, that’s part of the reason I did it. I thought there’s some great science out there, but most people aren’t aware of it. Could I do something that helps more people learn about that science? It was a big challenge. It has certainly been hard for me to do, but I’ve learned something from the process. I think challenges just make us stronger, and so I’m hoping the same will be true at the next book. Jonah, if you’re looking for a book title for your fourth book, I think Whale of a Tail is an unsolicited idea for you there. Is that available still? I’m not sure. I’m just thinking of the viral word-of-mouth stories. Whale of a Tale with Jonah Berger. I think that could really catch on. I like it. I like it a lot. Well, Jonah, I appreciate you. I’m gonna go taser myself because I’m super excited about having you on the show today. It’s been an honor to have you here and your book, Contagious, for me is a book that sincerely made a big impact in my businesses and I thank you for taking the time to be here with The Thrive Nation, and we’d love to have you on again to talk about your new book when it comes out. Do you have a deadline kind of picked out of when that book’s going to be released? Not this coming year, probably early 2020. It’s a process, but it should be out in early 2020. Well, brother, thank you for being on the show today. And again, The Thrive Nation, we love having you on here. I know Z’s excited to have you on there, and we cannot wait for your new release. Well thank you so much guys, appreciate it. Take care. Well, Chup, that was Jonah Berger. It just happened, it blew my mind. But still I kind of duct taped my gray matter back into my cranium. I was able to duct tape it back together. I was wondering what that was. We still need to be cognitively present enough to end the show with a boom. We can’t get so… This guy is a titan, so I think he deserves a big boom. Okay, so I’m now mentally, emotionally, psychologically ready to end the show with a boom. I’m ready. Jonathan, you ready? Okay, so here we go. Three, two, one, boom! Hey, I’m Ryan Wimpey. I’m originally from Tulsa, born and raised here. I’ve definitely learned a lot about life design and making sure the business serves you. The linear workflow for us in getting everything out on paper and documented is really important. We have workflows that are kind of all over the place, so having linear workflow and seeing that mapped out on multiple different boards is pretty awesome. That’s really helpful for me. The atmosphere here is awesome. I definitely just stared at the walls figuring out how to make my facility look like this place. This place rocks. It’s invigorating. The walls are super, it’s just very cool. The atmosphere is cool, the people are nice, it’s a pretty cool place to be. Very good learning atmosphere. I literally wanna model it and steal everything that’s here at this facility and basically create it just on our business side. Play is hilarious. I literally laughed so hard that I started having tears yesterday. And we’ve been learning a lot, which, you know, we’ve been sitting here, we’ve been learning a lot, and so the humor definitely helps, it breaks it up. But the content is awesome, off the charts, and it’s very interactive, you can raise your hand, it’s not like you’re just listening to the professor speak, you know. The wizard teaches, but the wizard interacts and he takes questions, so that’s awesome. If you’re not attending the conference, you’re missing about three quarters to half of your life. You’re definitely, it’s probably worth a couple thousand dollars. So, you’re missing the thought process of someone who’s already started like nine profitable businesses. So, not only is it a lot of good information, but just getting in the thought process of how they’re starting all these businesses. To me, just that is priceless. That’s money. Well, we’re definitely not getting upsold here. My wife and I have attended conferences where they upsold… where it was great information and then they upsold us like half the conference. And I don’t want to like bang my head into a wall. And she’s like banging her head into the chair in front of her. Like, it’s good information but we’re like, oh my gosh, I want to strangle you. Shut up and go with the presentation that we paid for and that’s not here there’s no upsells or anything so that’s awesome I hate that it makes me angry so glad that’s not happening so the cost of this conference is quite a bit cheaper than business college I went to a small private liberal arts college and got a degree in business and I didn’t learn anything like they’re teaching here I didn’t learn linear workflows I learned stuff that I’m not using and I haven’t been using for the last nine years. So what they’re teaching here is actually way better than what I got at business school, and I went what was actually ranked as a very good business school. I would definitely recommend that people would check out the Thrive 15 conference. The information that you’re going to get is just very, very beneficial and the mindset that you’re gonna get, that you’re gonna leave with, is just absolutely worth the price of a little bit of money and a few days worth of your time. I’m Rachel with Tip Top K9, and we just wanna give a huge thank you to Clay and Vanessa Clark. Hey guys, I’m Ryan with Tip Top K9. Just wanna say a big thank you to Thrive 15, thank you to Make Your Life Epic. We love you guys, we appreciate you, and really just appreciate how far you’ve taken us. This is our old house, right? This is where we used to live years ago. This is our old neighborhood. See? It’s nice, right? So this is my old van and our old school marketing, and this is our old team. And by team, I mean it’s me and another guy. This is our new van with our new marketing and this is our new team. We went from 4 to 14 and I took this beautiful photo. We worked with several different business coaches in the past and they were all about helping Ryan sell better and just teaching sales, which is awesome, but Ryan is a really great salesman so we didn’t need that. We needed somebody to help us get everything that was in his head out into systems, into manuals and scripts and actually build a team. So now that we have systems in place, we’ve gone from one to 10 locations in only a year. In October 2016, we grossed 13 grand for the whole month. Right now it’s 2018, the month of October. It’s only the 22nd. We’ve already grossed a little over 50 grand for the whole month and we still have time to go. We’re just thankful for you, thankful for Thrive and your mentorship and we’re really thankful that you guys have helped us to grow a business that we run now instead of the business running us. Just thank you, thank you, thank you times a thousand. The Thrive Time Show. Two-day interactive business workshops are the highest and most reviewed business workshops on the planet. You can learn the proven 13-point business systems that Dr. Zellner and I have used over and over to start and grow successful companies. When we get into the specifics, the specific steps on what you need to do to optimize your website. We’re going to teach you how to fix your conversion rate. We’re going to teach you everything you need to know here during a two day, 15 hour workshop. It’s all here for you. You work every day in your business, but for two days you can escape and work on your business and build these proven systems so now you can have a successful company that will produce both the time freedom and the financial freedom that you deserve. You’re going to leave energized, motivated, but you’re also going to leave empowered. The reason why I built these workshops is because as an entrepreneur, I always wish that I had this. And because there wasn’t anything like this, I would go to these motivational seminars with no money down, real estate, Ponzi scheme, get motivated seminars, and they would never teach me anything. It was like you went there and you paid for the big chocolate Easter bunny, but inside of it, it was a hollow nothingness. And I wanted the knowledge, and they’re like, oh, but we’ll teach you the knowledge after our next workshop. And the great thing is we have nothing to upsell. At every workshop, we teach you what you need to know. There’s no one in the back of the room trying to sell you some next big, get-rich-quick, walk-on-hot-coals product. It’s literally, we teach you the brass tacks, the specific stuff that you need to know to learn how to start and grow a business. I encourage you to not believe what I’m saying, and I want you to Google the Z66 auto auction. I want you to Google elephant in the room. Look at Robert Zellner and Associates. Look them up and say, are they successful because they’re geniuses or are they successful because they have a proven system? When you do that research, you will discover that the same systems that we use in our own business can be used in your business. Come to Tulsa, book a ticket, and I guarantee you it’s going to be the best business workshop ever and we’re going to give you your money back if you don’t love it. We built this facility for you and we’re excited to see it. All right. And now, ladies and gentlemen, I’m going to bring up my good friend Ryan Wimpy, my good friend Ryan Wimpy and his dog, Odin. This dog has the ability to eat me, so I’m sort of concerned. I’ll pass the mic to you and Odin you can have your own mic if you want whatever you want Odin. Okay. Hi I’m Ryan Wimpy. And I’m Rachel Wimpy and the name of our business is Kip Top Training. Our business is a dog training business. We help people with behavioral issues and teach their dog how to listen. When I was learning to become a dog trainer we didn’t learn anything about internet marketing or advertising or anything at all. Just dog training. And that’s what’s so great about working with Clay and his team because they do it all for us. So that we can focus on our passion and that’s training dogs. Clay and his team here, they’re so enthusiastic. Their energy is off the charts. Never a dull moment. They’re a threat. We’ve been working with Clay and his team for the last five months, two of which have been our biggest months ever. One, our biggest gross by 35%. Clay’s helped us make anything from brochures to stickers, new business cards, new logos, scripts for phones, scripts for email, scripts for text message, scripting for everything. How I would describe the weekly meetings with Clay and his team are awesome. They’re so effective. It’s worth every minute. Things get done, we’ll ask for things like different flyers and they’re done before our hour is up. So it’s just awesome, extremely effective. If you don’t use Clay and his team, you’re probably going to be pulling your hair out, or you’re going to spend half of your time trying to figure out the online marketing game and producing your own flyers and marketing materials, print materials, all this stuff like that. You’re really losing a lot as far as lost productivity and lost time. Not having a professional do it has a real sense of urgency and actually knows what they’re doing when you already have something that’s your core focus that you would have working with Clay and his team. We would recommend Clay and his team to other business owners because they need to be working on their business, not just trying to figure out the online game, which is complex and changing daily. So, no one has a marketing team, too. Most people don’t. They can’t afford one. And their local web guy or local person that they know probably can’t do everything that a whole team and a whole floor of people can do in hours and not just weeks or months. There’s a definite sense of urgency with Clay and his team. I used to have to ride other West people, I mean really ride them to get stuff done, and stuff is done so fast here. and stuff is done so fast here. There’s a real sense of urgency to get it done.