How to Simplify Your Brand Message to Boost Sales with Donald Miller’s StoryBrand | The Big Success Podcast

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<v Speaker 1>I think you need to surround yourself with people who have a very strong work ethic or are not interested in doing mediocre work.

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<v Speaker 1>The more excellence-oriented that you surround yourself with, it's gonna rub off on you.

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<v Speaker 2>Donald Miller, the story guy, what he shares with you and me about marketing and how to own a problem.

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<v Speaker 2>He gives us great case studies of dominoes.

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<v Speaker 2>What Ryan Reynolds is doing Great stories, but amazing lessons.

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<v Speaker 1>It's one of the reasons that you want to talk 75% about the problem, 25% about the solution, because the problem is the trigger that makes people want to buy the solution.

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<v Speaker 1>There's good in the world and there's bad in the world, and I just want to wake up and say let me put a little something on the good.

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<v Speaker 1>Donald Miller, let's go.

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<v Speaker 2>So, donald Miller, your version of success.

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<v Speaker 2>How does success happen?

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<v Speaker 1>How does it happen?

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<v Speaker 1>You make good decisions over and over, and, over and over again, and then you look back and pretend that you intended to do it.

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<v Speaker 2>So is there a formula for success that you worked out after all these years?

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<v Speaker 1>I think that there are formulas that are very, very helpful, right, but the definition of success changes.

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<v Speaker 1>I mean very helpful, right, but the definition of success changes.

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<v Speaker 1>I mean it changes it.

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<v Speaker 1>For me, when I was a kid, it was, you know, you know, to get on some sports team or something like that.

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<v Speaker 1>And then you know, you know, now it's being a dad.

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<v Speaker 1>My definition of success has has changed over the years, you know, I think when I was young it was sort of to to prove myself, yeah.

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<v Speaker 1>And now that I'm older it's to help other people.

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<v Speaker 1>Yeah, and I don't know that I could have had that early, because you know, you got to figure out, you know, and then when you go like, and then we, I mean we'll go to the car or the watch or that when you're young, yes, and then you get it and you go.

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<v Speaker 1>That's not as fulfilling as I thought it was.

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<v Speaker 1>Yeah, but you know what?

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<v Speaker 1>Pete Carroll?

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<v Speaker 1>I interviewed Pete Carroll when he was coach of the Seattle Seahawks and he said, don, I had the luxury of succeeding early, which taught me success doesn't matter as much that there's a diminishing return on me winning.

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<v Speaker 1>It becomes less and less valuable, he said.

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<v Speaker 1>But when I started helping other people win, there was no diminishing return.

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<v Speaker 1>It just got better and better and better.

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<v Speaker 1>And so I've borrowed his definition of success was just to help other people win.

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<v Speaker 2>So if you go back somewhere in life, you chose success as your performance standard.

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<v Speaker 2>Do you remember when that was or how that happened?

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<v Speaker 1>Well, I don't know if you're an Enneagram fan.

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<v Speaker 1>Have you ever gotten into Enneagram?

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<v Speaker 1>It's like personality types.

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<v Speaker 1>There's nine of them.

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<v Speaker 1>According to this particular theory, I'm a three of the nine, and the three is all about success.

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<v Speaker 1>The two will define themselves by quality relationships.

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<v Speaker 1>Three is by winning, and so for me, it was embedded in me that if you win, if you are successful, you matter.

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<v Speaker 1>I don't believe that's true.

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<v Speaker 1>I think there's a bunch of different ways to matter, but for me, it was important to get out there and compete and try to win.

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<v Speaker 1>I didn't do that in sports because God did not give me the sort of body that would do that.

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<v Speaker 1>But when I discovered writing books, you know it was important for me to write a really good book, and then it was important for me for that book to be a bestseller.

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<v Speaker 2>What's the formula for writing a great book, then, is that one.

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<v Speaker 1>Yes, I can give you well talent.

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<v Speaker 1>I don't have talent, so let's go with a different formula.

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<v Speaker 1>Uh, you know, every chapter should solve a problem and every pro, every chapter should solve, should should come together to solve a much bigger problem.

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<v Speaker 1>Yeah, but I think if you, if you're sitting down and write a book, you say what problem do I want to solve?

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<v Speaker 1>You know, or help somebody else solve, you're probably going to end up with a pretty good book.

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<v Speaker 1>Yeah.

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<v Speaker 2>So if you look at success, people say you got to surround up with a pretty good book, yeah.

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<v Speaker 2>So if you look at success, people say you got to surround yourself with successful people.

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<v Speaker 2>That's it.

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<v Speaker 2>What's your theory on that?

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<v Speaker 1>Well, I think you need to surround yourself with people who have a very strong work ethic, who are not interested in doing mediocre work, who will, you know, put forth the effort to accomplish great things, people who are intelligent.

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<v Speaker 1>I 100% believe that the more excellence-oriented that you surround yourself with, those people who you surround yourself with, it's going to rub off on you.

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<v Speaker 1>So I think there's no question that that's true.

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<v Speaker 2>People often refer to success and failure.

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<v Speaker 2>How do you view the relationship between success and failure?

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<v Speaker 1>how do you view the relationship between success and failure?

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<v Speaker 1>Well, they're called stakes.

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<v Speaker 1>Stakes in a story are very important, and if there are no stakes in the story, there's no story.

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<v Speaker 1>So to always have in your mind hey, if you don't get up out of bed, and for me, get in the cold plunge, get in the gym.

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<v Speaker 1>Failure's waiting for you.

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<v Speaker 1>Yeah, and it's chasing you and it wants you, it wants to destroy you.

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<v Speaker 1>Uh, to me that's.

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<v Speaker 1>I see it as a game I'm not talking about.

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<v Speaker 1>I don't think if I go to heaven and God says you didn't make enough money, I don't think that's ever going to happen.

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<v Speaker 1>So I mean this in a playful sense If you don't get up and put some work into that book, somebody's going to write on Amazon that it's a terrible book.

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<v Speaker 1>So let's get up and do the work.

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<v Speaker 2>Doing the work is one part of success.

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<v Speaker 2>What else is there that someone has to have in order to make success a part of their life?

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<v Speaker 1>Routine.

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<v Speaker 1>So I don't know that we need to think very much about the end result, right?

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<v Speaker 1>I?

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<v Speaker 1>I don't know that it's.

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<v Speaker 1>That's very helpful.

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<v Speaker 1>But you know, um, you'll love this, brad I, I used to.

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<v Speaker 1>I used to weigh 200 more pounds than I weigh now and I'm I'm within five.

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<v Speaker 1>I have noticed that, yes, I'm within five to 10 pounds of wrapping it up.

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<v Speaker 1>I can still grab my failure.

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<v Speaker 1>That caught me.

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<v Speaker 1>You would pay for that for a long time.

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<v Speaker 1>But what I found was that if I think about being in good shape or something like that, it's not very helpful.

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<v Speaker 1>But if I just think about waking up and getting down into the garage and doing my ridiculous excuse for a workout but I do it.

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<v Speaker 1>You know, uh, if I just think about, if I obsess about the process and not about the result, things happen.

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<v Speaker 1>So that's we all understand fitness and things like that.

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<v Speaker 1>The same is true with writing a book.

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<v Speaker 1>You know, I go to a coffee shop in Nashville, tennessee, called Stay Golden.

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<v Speaker 1>They put me at table 74 and I order the exact same meal.

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<v Speaker 1>In fact, if I walk in that door, the chef sees me and he starts cooking my food.

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<v Speaker 1>Done it for years For me.

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<v Speaker 1>I just need to sit down in that seat and stay there for two and a half hours.

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<v Speaker 1>If I do that, I will write a book, a bestselling book, uh, every 18 months.

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<v Speaker 1>And you know, I've been doing that for a lot of years.

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<v Speaker 1>And so for me it's really not about writing the book or the bestselling book, although that's the end result.

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<v Speaker 1>Uh, it's about did you show up at stay golden, did you sit down in that seat and did you do something that day?

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<v Speaker 1>Sometimes it's no words, you know, sometimes it's 2000 words, but if I, if I go through the routine, the routine produces results.

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<v Speaker 2>Yeah, so that goes back to the theory of it's you don't rise to your goals, you fall to your systems, or you call it routines type thing.

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<v Speaker 1>What you want to do is you want to get yourself?

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<v Speaker 1>Uh, you want to.

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<v Speaker 1>You know to use James Clear's ideas.

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<v Speaker 1>You know you want to create the habits that produce results, without really thinking about the results.

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<v Speaker 1>You know if I get out of bed, you know the other thing is habits.

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<v Speaker 1>You know slash.

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<v Speaker 1>You know addictions right, what are some happy, positive, good, healthy addictions that you can have?

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<v Speaker 1>You know I wake up every morning I do not feel like working out, I don't feel like doing anything.

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<v Speaker 1>But I know that if all I have to do is walk downstairs, get into my cold plunge, and when I get to my cold plunge it's going to make me want to get on the exercise bike.

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<v Speaker 1>When I get on the exercise bike, it's going to make me want to get on the rower.

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<v Speaker 1>When I get on the rower you get the rower it's gonna make me want to hit the heavy bag all I got.

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<v Speaker 1>So I gotta control one thing walking downstairs and getting into freezing water, if I can do that.

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<v Speaker 1>But I don't wake up and go.

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<v Speaker 1>I want to be excellent.

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<v Speaker 1>Look, look, I don't do that.

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<v Speaker 1>I wake up going.

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<v Speaker 1>You just got to do one thing, miller.

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<v Speaker 2>Just put the first foot out you know, I remember as a young man getting that whole theory of I gotta wake up and look in the mirror and do all that stuff.

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<v Speaker 2>You know it was about.

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<v Speaker 2>I got to fake it in my own head till I make it.

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<v Speaker 2>I got to bring my own belief.

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<v Speaker 2>Where does that belief come from for you?

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<v Speaker 2>How does that happen for you?

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<v Speaker 1>Well, you know, my faith is not very complicated.

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<v Speaker 1>I believe that God loves people and I believe true or not, I don't know way out of my pay grade.

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<v Speaker 1>I believe that the devil hates people and I want to play on the right team, and so for me it's like hey, Don, if you're willing to wake up every morning and help somebody, God's with you Got it, and that for you, that's it.

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<v Speaker 1>It's just that simple.

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<v Speaker 1>I realized that's not true, in the sense that it's much more complicated than that, and I don't want to get into astrophysics.

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<v Speaker 2>Philosophers than you, and I made this for a lot longer.

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<v Speaker 1>That's exactly it Way smarter.

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<v Speaker 1>But you know there's there's good in the world and there's bad in the world, and I just want to wake up and say let me put a little something on the.

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<v Speaker 2>Uh, marketing massive term today.

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<v Speaker 2>How do you define it?

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<v Speaker 1>Well, I I I define marketing as telling people about what you're doing.

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<v Speaker 1>You know that's really it.

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<v Speaker 1>And now some people tell people about what they're doing and it's a massive failure.

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<v Speaker 1>And they they spend millions of dollars telling people about what they're doing and nobody pays attention.

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<v Speaker 1>So I call that bad marketing.

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<v Speaker 2>No one called it's not a good ad.

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<v Speaker 1>No, no one.

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<v Speaker 1>No, I mean, we have to say that right, and marketing is one of the few businesses where you can pay somebody a lot of money and they can give you nothing in return and they keep the money.

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<v Speaker 1>So that's called a ripoff.

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<v Speaker 1>You got conned.

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<v Speaker 1>Now I don't think there's a lot of bad marketing people out there think you know they try something and it doesn't work and they charge you anyway.

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<v Speaker 1>Yeah, uh, if I go in and do a strategy session for somebody, I offer a 10x return on the investment.

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<v Speaker 1>So if you pay me, uh, you have to make 10 times the money that you paid me, or else I give you your money back.

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<v Speaker 2>Yeah, and I've never failed well, I'm a big Donald Miller believer.

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<v Speaker 2>We, you know SB7 framework for all of the new websites, all the stuff Couldn't help a better guy.

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<v Speaker 2>But when you look at success in marketing today, what is it that makes marketing work now?

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<v Speaker 1>Yeah, whenever I go in with a client, the number one thing I want that client to do is own a problem, and what I mean by that is I want to know what.

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<v Speaker 1>First of all, I want them to know, because they often don't what is the number one problem that your product solves?

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<v Speaker 1>And by number one I mean the one that resonates the strongest with the customer.

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<v Speaker 1>And then, if we are able to define that, sometimes we A-B test it, sometimes we survey it but what are they responding to?

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<v Speaker 1>If we can own that problem, we can take the market, and so whenever somebody thinks of that problem, they need to think of your product.

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<v Speaker 1>So what that normally means is we're going to talk 75% of the time about the customer's problem and only 25% about your product.

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<v Speaker 1>So what that normally means is we're going to talk 75% of the time about the customer's problem and only 25% about your product, because what we're going to do is we're going to associate that problem with your thing, and it needs to be a problem that people feel, and when they feel it, they go oh, call X.

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<v Speaker 1>So what that means is the marketing is if you ever feel this, call us.

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<v Speaker 1>And then what you do is when you get that sentence which is the hardest part.

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<v Speaker 1>If you ever feel this problem, call us, and then you repeat it 750 million times I'm only 750.

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<v Speaker 1>Yeah, yeah, and I know they'll call me say well, it's still going great, I said, but you've only repeated it 300 million times.

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<v Speaker 1>You have a lot more to go.

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<v Speaker 1>You got to keep doing it you want.

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<v Speaker 1>Oh, that's what I say own a problem.

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<v Speaker 1>The goal of a marketing plan or a campaign is to own a problem, and you got to buy that mental real estate with repetition.

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<v Speaker 2>Yeah, when did you fall in love with marketing?

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<v Speaker 2>How did that become your passion?

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<v Speaker 1>You know I didn't realize it, but for 10, 15 years I wrote memoirs.

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<v Speaker 1>Yeah, I had no interest in business really.

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<v Speaker 1>You know, I accidentally stumbled into business but I wrote memoirs.

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<v Speaker 1>I had no interest in business really.

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<v Speaker 1>I accidentally stumbled into business but I wrote seven or eight memoirs.

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<v Speaker 1>They ended up on the New York Times bestsellers list for over a year, did very, very well.

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<v Speaker 1>And in order to write those books and keep people reading those books, I had to figure out how to get the reader to turn the page.

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<v Speaker 1>So I've got to write something that makes you want to turn the page.

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<v Speaker 1>And so, unknowingly, I got really good at figuring out how to open what's called story loops.

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<v Speaker 1>Yeah, you know, you open a story loop.

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<v Speaker 1>You know, my cousin and I just tried to jump across the Grand Canyon on our motorbikes opened a story loop.

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<v Speaker 1>How'd it go?

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<v Speaker 1>Actually terrible.

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<v Speaker 1>You know that's not a true story, uh, but you know you open and close these story loops.

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<v Speaker 1>And so I realized, when I'd written my seventh or eighth memoir you know, nothing else had happened I didn't want to write another memoir, I didn't need the money and somebody came to me just accidentally with some marketing questions and I realized, oh, this is the same skill set.

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<v Speaker 1>This company needs to open a story loop that the customer needs to buy their product to close it right.

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<v Speaker 1>Domino's Pizza was going bankrupt and the new CEO of Domino's Pizza came in to save the company and he paid millions of dollars probably their last bit of change and he went on national television and he said you know, I'm the CEO of Domino's Pizza and our pizza for a decade has tasted horrible.

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<v Speaker 1>He said you've probably spent money in order to Domino's Pizza and been so disappointed by how this thing tasted.

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<v Speaker 1>I want you to know.

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<v Speaker 1>I fixed it and it tastes amazing.

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<v Speaker 1>Well, everybody out there is going.

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<v Speaker 1>I'm going to go ahead and spend 1010 and see if this guy is right.

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<v Speaker 1>And you know what?

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<v Speaker 1>One of the fastest growing chains in America.

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<v Speaker 1>I thought that was one of the bravest marketing moves ever?

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<v Speaker 2>Well, also never do it, unless you're going bankrupt.

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<v Speaker 2>Yeah.

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<v Speaker 1>You know terrible move if your company is doing well.

00:14:27.495 --> 00:14:29.210
<v Speaker 1>But what the great move was.

00:14:29.210 --> 00:14:30.072
<v Speaker 1>He opened a story loop.

00:14:30.072 --> 00:14:36.698
<v Speaker 1>It made people so intensely curious to find out if it's true and they spent the money.

00:14:36.698 --> 00:14:40.956
<v Speaker 1>And, by the way, I ordered a lot of Domino's pizza that year and it was true, it tasted pretty good.

00:14:41.345 --> 00:14:44.352
<v Speaker 2>I am still a Domino's customer because of that campaign.

00:14:44.352 --> 00:14:44.914
<v Speaker 2>Isn't that amazing.

00:14:44.914 --> 00:14:45.697
<v Speaker 2>It got me really excited.

00:14:45.697 --> 00:14:59.288
<v Speaker 2>I remember as a kid reading john capel's uh tested advertising methods and he, he would start headlines with here's how and here's why and seven reasons this, and it was like that's all he did.

00:14:59.288 --> 00:15:02.456
<v Speaker 2>He opened a lope in story loops, you know, yeah, um.

00:15:02.456 --> 00:15:11.811
<v Speaker 2>So when we look at marketing today owning the brand, that sort thing people come to their business and they look at well, how do I do that?

00:15:11.811 --> 00:15:16.125
<v Speaker 2>So how does a normal business owner thinking about their business go?

00:15:16.125 --> 00:15:17.508
<v Speaker 2>How do I start a story loop?

00:15:18.048 --> 00:15:23.708
<v Speaker 1>Well, going back to the beginning, the way to start a story loop is to open with the problem.

00:15:23.708 --> 00:15:28.570
<v Speaker 1>For example, let's say you and I are at a cocktail party, walk around talking to people.

00:15:28.570 --> 00:15:30.596
<v Speaker 1>You talk to one person, say what do you do?

00:15:30.596 --> 00:15:32.912
<v Speaker 1>And they say I'm an at-home chef.

00:15:32.912 --> 00:15:34.549
<v Speaker 1>I come to your house and cook.

00:15:34.549 --> 00:15:36.932
<v Speaker 1>You're probably going to say that's interesting.

00:15:36.932 --> 00:15:39.091
<v Speaker 1>My wife and I actually occasionally need a chef.

00:15:39.091 --> 00:15:39.875
<v Speaker 1>You know, you try to remember.

00:15:39.875 --> 00:15:42.972
<v Speaker 1>Chances are you're never going to give that person a dollar.

00:15:42.972 --> 00:15:46.230
<v Speaker 1>You'll have conversations about their favorite restaurants, you, their favorite restaurants.

00:15:46.230 --> 00:15:54.547
<v Speaker 1>You go to another person an hour later same product, same quality, same price.

00:15:54.547 --> 00:15:55.269
<v Speaker 1>You say what do you do?

00:15:55.269 --> 00:15:58.379
<v Speaker 1>They say well, you know how most families don't eat together anymore and when they do, they don't eat healthy.

00:15:58.379 --> 00:15:58.760
<v Speaker 1>I'm an at-home chef.

00:15:58.760 --> 00:16:00.385
<v Speaker 1>Now what did chef number two do?

00:16:00.385 --> 00:16:11.106
<v Speaker 1>They opened a story loop by agitating in you a problem that they feel and whenever they felt that, all of a sudden they feel that and they want a solution now.

00:16:11.106 --> 00:16:13.916
<v Speaker 1>And then you say here's the solution.

00:16:13.916 --> 00:16:18.971
<v Speaker 1>So it's a matter of saying here's the problem that you solve, opens the story loop and here's now.

00:16:19.071 --> 00:16:21.076
<v Speaker 1>There's some mistakes that people make.

00:16:21.076 --> 00:16:23.130
<v Speaker 1>The first is they're too vague.

00:16:23.130 --> 00:16:28.850
<v Speaker 1>So if I say something like you know how a lot of people don't have fulfillment in their life, it doesn't open.

00:16:28.850 --> 00:16:30.916
<v Speaker 1>But if I say to you you know how a lot of people don't have fulfillment in their life, it doesn't open.

00:16:30.916 --> 00:16:31.256
<v Speaker 1>Yeah, absolutely.

00:16:31.256 --> 00:16:37.485
<v Speaker 1>But if I say to you you know, a lot of people have a dog and when somebody knocks at the door, the dog barks and barks at the door and it drives everybody crazy.

00:16:37.485 --> 00:16:42.337
<v Speaker 1>Yes, by the way, I do have that dog and I'm not found anybody who could solve that problem.

00:16:42.337 --> 00:16:43.846
<v Speaker 1>I'm a dog trainer.

00:16:43.846 --> 00:16:54.414
<v Speaker 1>You're going to do so much more business and it's one of the reasons that you want to talk 75% about the problem, 25% about the solution, because the problem is the trigger that makes people want to buy the solution.

00:16:54.414 --> 00:16:55.035
<v Speaker 1>Got it?

00:16:56.924 --> 00:17:05.056
<v Speaker 2>Last year when you were on stage for us in Vegas, you tell the story about people want to get married on the first date.

00:17:05.056 --> 00:17:07.352
<v Speaker 2>Can you please explain that?

00:17:07.352 --> 00:17:13.811
<v Speaker 2>First of all, tell everyone on the story, because I love the way you position marketing from that.

00:17:14.272 --> 00:17:23.569
<v Speaker 1>Yeah, if you meet somebody or if you go to, you know they go to your website or whatever and you immediately sell your product which, by the way, I do want you to sell your product on your website.

00:17:23.569 --> 00:17:24.332
<v Speaker 1>So don't get me wrong.

00:17:24.332 --> 00:17:29.432
<v Speaker 1>What you're doing is you're asking for a commitment before you've actually built the relationship.

00:17:29.432 --> 00:17:40.180
<v Speaker 1>So you do want to ask for that commitment on your website because it might be the fifth or sixth time somebody comes to you, but if it's the first time, you actually want to take them on a first date, a second date, a third date and a fourth date.

00:17:40.561 --> 00:17:45.678
<v Speaker 1>Relationships move through three phases curiosity, enlightenment and commitment.

00:17:45.678 --> 00:17:56.009
<v Speaker 1>Curiosity happens when somebody realizes there's something about this person, this brand, this leader, this product that might help me improve my life, might help me survive, might help me thrive.

00:17:56.009 --> 00:17:56.932
<v Speaker 1>Hey, I'm interested.

00:17:56.932 --> 00:17:57.736
<v Speaker 1>That's exactly it.

00:17:57.736 --> 00:18:04.376
<v Speaker 1>When you trigger that response, they actually automatically move to the second phase of a relationship, which is enlightenment.

00:18:04.376 --> 00:18:07.731
<v Speaker 1>And enlightenment is when we're discovering due diligence.

00:18:07.731 --> 00:18:09.757
<v Speaker 1>We're saying, hey, how much is this going to cost?

00:18:09.757 --> 00:18:11.171
<v Speaker 1>Will it actually work for me?

00:18:11.171 --> 00:18:13.050
<v Speaker 1>What happens if it doesn't work?

00:18:13.050 --> 00:18:22.715
<v Speaker 1>And then, if I can answer those questions, well, I move to the third phase, which is commitment, and commitment is where I'm willing to exchange some money for the product.

00:18:23.506 --> 00:18:32.087
<v Speaker 1>In relationships, it's wow, she looks pretty good and wow, she's actually not crazy and I love spending time with good and wow, she's actually not crazy and I love spending time with her and she's really a wonderful person.

00:18:32.087 --> 00:18:32.809
<v Speaker 1>Will you marry me?

00:18:32.809 --> 00:18:37.351
<v Speaker 1>Curiosity, enlightenment, commitment so the brands are the same way.

00:18:37.351 --> 00:18:41.208
<v Speaker 1>The problem that most brands have is they never peak curiosity.

00:18:41.208 --> 00:18:48.210
<v Speaker 1>They go right into enlightenment and ask for commitment or worse, they just ask for the commitment, but you never actually peaked my curiosity.

00:18:48.210 --> 00:19:06.474
<v Speaker 1>And the way you pique curiosity is you open a story loop that somehow makes me feel like this brand could help me survive and thrive, and let me find out how and whether or not it's true, yeah, I try and help people understand that you've got to get them to raise their hand and say, hey, I'm interested, and then you've got to nurture them enough to say, hey, I'm ready.

00:19:06.825 --> 00:19:10.375
<v Speaker 2>Yes, you know, and get those two actions out of people.

00:19:10.375 --> 00:19:21.776
<v Speaker 2>When you think a brand today like you know, you mentioned Domino's, that sort of thing what's a brand that's doing it well and what's a brand that's not doing it well?

00:19:22.726 --> 00:19:24.611
<v Speaker 1>Well, it's harder to name the brands that aren't doing it.

00:19:24.611 --> 00:19:27.990
<v Speaker 1>Well, because, while there are millions of them, nobody has ever heard of them.

00:19:27.990 --> 00:19:30.250
<v Speaker 1>They don't live very long.

00:19:30.250 --> 00:19:34.644
<v Speaker 1>Uh, because if you're not piquing people's curiosity, you're forgotten.

00:19:34.644 --> 00:19:37.550
<v Speaker 1>You're just forgotten, uh, you know.

00:19:37.692 --> 00:19:43.464
<v Speaker 1>Let's take the the case of ryan reynolds, who owns mint mobile.

00:19:43.464 --> 00:19:46.813
<v Speaker 1>He owns rexum, he owns, uh, aviation gen.

00:19:46.813 --> 00:19:55.675
<v Speaker 1>You might say, might say that Ryan's formula is to take something and then bring the celebrity spotlight to it.

00:19:55.675 --> 00:19:56.807
<v Speaker 1>I don't think.

00:19:56.807 --> 00:19:57.791
<v Speaker 1>I think that's part of it.

00:19:57.791 --> 00:20:00.532
<v Speaker 1>But I think let's take Mint Mobile.

00:20:00.532 --> 00:20:08.871
<v Speaker 1>Mint Mobile he buys this little mobile phone company and then, of course, he brings his attention to it, but he actually runs advertising.

00:20:08.871 --> 00:20:11.229
<v Speaker 1>That's a very, very bad advertising.

00:20:11.229 --> 00:20:11.529
<v Speaker 1>He says.

00:20:11.529 --> 00:20:15.230
<v Speaker 1>The reason that we're running such cheap advertising is we just want to pass the money on to you.

00:20:15.230 --> 00:20:27.934
<v Speaker 1>So he chose the problem is cell phone coverage is actually expensive and I'm going to get away, do away with all that and give you a really great price on this, and that's what brings attention to the brand.

00:20:27.934 --> 00:20:30.184
<v Speaker 1>And so I think you want to identify.

00:20:30.184 --> 00:20:31.551
<v Speaker 1>What problem are we going to solve?

00:20:31.551 --> 00:20:33.702
<v Speaker 1>Mitt Mobile probably could have solved 50 problems.

00:20:33.702 --> 00:20:34.326
<v Speaker 1>He chose one.

00:20:34.847 --> 00:20:37.395
<v Speaker 1>Here's a great example Aura rings.

00:20:37.395 --> 00:20:38.380
<v Speaker 1>This is not an Aura ring.

00:20:38.380 --> 00:20:39.182
<v Speaker 1>This is just a wedding ring.

00:20:39.182 --> 00:20:41.067
<v Speaker 1>This is an Aura ring, but I did wear one.

00:20:41.067 --> 00:20:44.791
<v Speaker 1>I wore one for a long time and it does a lot.

00:20:44.791 --> 00:20:50.682
<v Speaker 1>It measures your heartbeat and all that kind of stuff measures the steps that you do in a day, tells you whether or not you had a good night's sleep.

00:20:50.682 --> 00:20:54.769
<v Speaker 1>The sleep part always confused me because I know if I got a good night's sleep right.

00:20:55.750 --> 00:21:05.998
<v Speaker 1>But one of the things that that brand did was they did some studies on what's the number one problem that people are loving that we solve.

00:21:05.998 --> 00:21:09.634
<v Speaker 1>They discovered it wasn't step count, heart rate, any of that, it was sleep.

00:21:09.634 --> 00:21:18.174
<v Speaker 1>And so what happens is, after years of advertising the Oura Ring, they stopped advertising all of the benefits and only advertised one sleep.

00:21:18.174 --> 00:21:19.339
<v Speaker 1>Now think about that.

00:21:19.339 --> 00:21:30.594
<v Speaker 1>They took all these wonderful things that this product does and said let's not talk about it, let's only talk about one of the problems that it solves and we're going to own that problem, because you can't own 30 problems, you can only own one.

00:21:30.594 --> 00:21:36.769
<v Speaker 1>So they spent millions of dollars calling it a sleep lab on your finger and sales went up.

00:21:36.769 --> 00:21:38.452
<v Speaker 1>Let me be really clear.

00:21:38.452 --> 00:21:44.944
<v Speaker 1>They reduced the number of problems that this thing solved at least in the mind of the public, because it actually solves a lot of problems.

00:21:44.944 --> 00:21:47.289
<v Speaker 1>They reduced and sales went up.

00:21:47.289 --> 00:21:50.876
<v Speaker 1>And what that says to us is you can't own 30 problems, you can only own one.

00:21:50.876 --> 00:21:54.203
<v Speaker 1>And so they picked the problem and sales go up.

00:21:54.944 --> 00:21:56.269
<v Speaker 2>Well, hey there and thanks for listening.

00:21:56.269 --> 00:22:01.414
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00:22:01.414 --> 00:22:08.718
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00:22:08.718 --> 00:22:10.829
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00:22:10.829 --> 00:22:12.012
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00:22:12.012 --> 00:22:13.497
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00:22:13.497 --> 00:22:19.537
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00:22:19.537 --> 00:22:23.244
<v Speaker 2>Us, we're going to support your success and help you achieve big success together.

00:22:23.244 --> 00:22:35.119
<v Speaker 2>So, a business that goes from small to mid-size, mid-size to large what's the difference between a business that goes from good to great, that scales specifically with the marketing side of it?

00:22:35.119 --> 00:22:37.855
<v Speaker 2>Because a lot of them struggle with scaling from marketing?

00:22:38.085 --> 00:22:42.230
<v Speaker 1>Yeah Well, you've got to get you know this, you've got to get your processes down.

00:22:42.230 --> 00:22:56.678
<v Speaker 1>So when a business first starts, you're, you know you're, you're called an owner hustle and you're just out there trying to get you know, trying to dot every I across every T, and then you start bringing people on board.

00:22:56.678 --> 00:23:00.134
<v Speaker 1>And when people come on board, you realize you've got to have processes.

00:23:00.134 --> 00:23:02.330
<v Speaker 1>And so you create those processes.

00:23:02.351 --> 00:23:05.829
<v Speaker 1>I think scaling is really about turning things into repeatable processes.

00:23:05.829 --> 00:23:07.637
<v Speaker 1>That's the first challenge.

00:23:07.637 --> 00:23:15.650
<v Speaker 1>We need to figure out what's our marketing process, what's our sales process, what's our product optimization process, what's our inventory process, all those sorts of things.

00:23:15.650 --> 00:23:28.828
<v Speaker 1>When you start putting these things into books, metaphorical books, then people can come and go, but your processes are there.

00:23:28.828 --> 00:23:35.314
<v Speaker 1>I think processes is probably the hardest part, and then you start realizing that we've got to start replacing people, that the people just have to be hired.

00:23:35.314 --> 00:23:39.726
<v Speaker 1>I think business owners think that the right employee is going to solve their problem.

00:23:39.726 --> 00:23:43.751
<v Speaker 1>It's the right employee running the right processes that's going to solve your problem.

00:23:43.751 --> 00:23:47.257
<v Speaker 1>If you bring in the right employee and there's no processes, that employee is irreplaceable.

00:23:47.257 --> 00:23:50.119
<v Speaker 1>And if they go, the business goes and we've all experienced that.

00:23:57.510 --> 00:24:03.089
<v Speaker 2>So you know, I think you get your processes right and then you just bring in excellent, excellent people Scaling the marketing, taking that marketing process and building it big.

00:24:03.089 --> 00:24:03.852
<v Speaker 2>How do we do that?

00:24:03.852 --> 00:24:04.634
<v Speaker 2>Where do we start?

00:24:05.255 --> 00:24:08.169
<v Speaker 1>Well, for most people watching, if you don't have a sales funnel.

00:24:08.169 --> 00:24:14.875
<v Speaker 1>You want to create a sales funnel, and so what I mean by sales funnel is you know I sell books for a living, so let me just use myself.

00:24:14.875 --> 00:24:15.416
<v Speaker 1>For example.

00:24:15.416 --> 00:24:17.809
<v Speaker 1>A book is 25 bucks on Amazon.

00:24:17.809 --> 00:24:19.334
<v Speaker 1>A lot of people will just buy the book.

00:24:19.334 --> 00:24:30.194
<v Speaker 1>But what if we create a free PDF that is downloadable cheaper than a book, and then write them 52 emails, one every week, that talk about the book?

00:24:30.194 --> 00:24:31.705
<v Speaker 1>Now we can get them to write the book.

00:24:31.705 --> 00:24:33.792
<v Speaker 1>So we've just done that.

00:24:33.792 --> 00:24:39.874
<v Speaker 1>Now, once that works, we want to actually create a different PDF that creates 52 more emails, that sales book.

00:24:39.874 --> 00:24:46.498
<v Speaker 1>When we have 20 PDFs that are putting people on emails, we're going to sell a lot more books, which we do.

00:24:46.498 --> 00:24:48.712
<v Speaker 1>We sell a ton of books and that's why you do it.

00:24:48.712 --> 00:24:51.313
<v Speaker 1>So I think you create one thing that works.

00:24:51.313 --> 00:24:54.673
<v Speaker 1>Most people will stop there, and you don't want to stop.

00:24:54.673 --> 00:24:56.409
<v Speaker 1>You want to keep creating more and more and more.

00:24:57.029 --> 00:24:59.996
<v Speaker 2>And when you do, the more do you do a slightly different target audience.

00:24:59.996 --> 00:25:02.711
<v Speaker 2>100% Right, so tell me more about that process.

00:25:02.964 --> 00:25:05.773
<v Speaker 1>Well, you want to figure out the demographics of people who would be interested in your book.

00:25:05.773 --> 00:25:08.451
<v Speaker 1>You know I wrote a book called Building a Story Brand.

00:25:08.451 --> 00:25:11.106
<v Speaker 1>It's the reason that we're talking Helps you clarify your marketing message.

00:25:11.106 --> 00:25:18.777
<v Speaker 1>All right, so I'm going to put a lead generator on for the five mistakes dentists make Got it Right.

00:25:18.777 --> 00:25:22.826
<v Speaker 1>And then I'm going to do the three mistakes pet stores make Got it.

00:25:22.826 --> 00:25:27.451
<v Speaker 1>And I'm going to do the 10 things every lawyer needs to do to run an effective marketing.

00:25:27.451 --> 00:25:29.605
<v Speaker 1>And now I'm yeah, so, hub and spoke right.

00:25:29.605 --> 00:25:30.951
<v Speaker 1>So here's my building a story brand.

00:25:30.951 --> 00:25:33.914
<v Speaker 1>I've got to outreach to lawyers and outreach to dentists and outreach this.

00:25:33.914 --> 00:25:36.112
<v Speaker 1>And you want to find those demographics.

00:25:36.112 --> 00:25:44.913
<v Speaker 1>Often, the smaller that demographic is, the more books they will buy because you're the only one talking to them, got it?

00:25:45.714 --> 00:25:49.126
<v Speaker 2>so keep building, keep building, keep building on it.

00:25:49.126 --> 00:25:54.182
<v Speaker 2>Um, how much testing and measuring do you guys do with that then?

00:25:54.182 --> 00:25:56.267
<v Speaker 2>How much science is there behind it?

00:25:56.267 --> 00:25:56.567
<v Speaker 2>For?

00:25:56.708 --> 00:25:59.915
<v Speaker 1>us almost none right yeah, I, yeah, I mean for us, almost none.

00:25:59.915 --> 00:26:07.164
<v Speaker 1>We do some of it, you know, to be honest, but I know, if I create a lead generator, I know how many people downloaded it.

00:26:07.164 --> 00:26:08.890
<v Speaker 1>I know if it worked or it didn't work.

00:26:08.890 --> 00:26:15.635
<v Speaker 1>And if it works, we're going to change it a little bit and create another one for dentists, and another one for lawyers, and another one for whatever.

00:26:15.635 --> 00:26:20.641
<v Speaker 1>You know I, I there's a lot of money that gets spent on testing and marketing.

00:26:20.641 --> 00:26:22.281
<v Speaker 1>That I just think is a waste.

00:26:22.404 --> 00:26:26.654
<v Speaker 1>Now, if you're dealing with, if you're going to launch a $50 million ad campaign, you can't miss.

00:26:26.654 --> 00:26:37.551
<v Speaker 1>But for me, I don't know about you, but just getting those reps over and over and over, as many as I can, as fast as I can.

00:26:37.551 --> 00:26:45.566
<v Speaker 1>What I can't stand that happens sometimes in our small businesses is we'll create something and six or eight weeks later realize it's not working.

00:26:45.566 --> 00:26:46.848
<v Speaker 1>But the team has moved on.

00:26:46.848 --> 00:26:51.097
<v Speaker 1>So every we created a landing page recently for my company.

00:26:51.097 --> 00:26:59.732
<v Speaker 1>Every single week we meet to improve something on that landing page and we're going to keep doing it until results are amazing.

00:26:59.732 --> 00:27:02.250
<v Speaker 1>And when they're amazing, we say how can we make them even more amazing?

00:27:02.250 --> 00:27:12.016
<v Speaker 1>But I don't think we want to ship something and just leave it so for me, rather than testing something, why not put something out there, find out what's working, what's not working, and then change it in real time?

00:27:12.665 --> 00:27:13.988
<v Speaker 2>Yeah, yeah, real time change today.

00:27:13.988 --> 00:27:16.030
<v Speaker 2>I mean you could do it so fast.

00:27:16.030 --> 00:27:20.398
<v Speaker 2>Well, ai has totally changed that whole game.

00:27:20.398 --> 00:27:25.303
<v Speaker 2>Do you see it getting into marketing real fast, or is it going to take a lot longer than most people think?

00:27:25.345 --> 00:27:27.770
<v Speaker 1>No, I think it's already there, I mean, and it's only going to get.

00:27:27.770 --> 00:27:31.172
<v Speaker 1>It's only going to improve more and more, especially on messaging.

00:27:31.172 --> 00:27:35.493
<v Speaker 1>You know, I'll use ChatGPT as a sort of a feedback coach.

00:27:35.493 --> 00:27:46.078
<v Speaker 1>I'll go to it and say, hey, I'm thinking about running a marketing campaign where I'm going to say this Will you give me 10 different ways to say that or a way that it might be better?

00:27:46.078 --> 00:27:46.740
<v Speaker 1>And it'll give me, you know it's.

00:27:46.740 --> 00:27:52.924
<v Speaker 1>It's not as good yet as as a human, a really creative human being, but what is really good at is getting the creativity out of the human being.

00:27:52.924 --> 00:27:53.144
<v Speaker 1>Yeah, it's.

00:27:53.144 --> 00:27:54.926
<v Speaker 1>It's a wonderful conversationalist to get to better and better the marketing message.

00:27:54.926 --> 00:27:57.950
<v Speaker 1>Powerful conversationalist to get to better and better the marketing message.

00:27:58.590 --> 00:28:00.993
<v Speaker 2>So let's talk about winning the marketing.

00:28:00.993 --> 00:28:05.597
<v Speaker 2>You win your book Story Brand.

00:28:05.597 --> 00:28:17.371
<v Speaker 2>You win that market, yes, and you then go on and create another book and another book.

00:28:17.371 --> 00:28:18.335
<v Speaker 2>Do you try and win the same target audience?

00:28:18.335 --> 00:28:19.480
<v Speaker 2>You try and win the next target audience.

00:28:19.480 --> 00:28:20.484
<v Speaker 2>How do you build on you?

00:28:20.484 --> 00:28:25.916
<v Speaker 2>I mean, you're building the Donald Miller brand to keep winning different targets.

00:28:25.916 --> 00:28:26.685
<v Speaker 2>How does that happen?

00:28:27.969 --> 00:28:29.432
<v Speaker 1>Well, I think you actually.

00:28:29.432 --> 00:28:31.357
<v Speaker 1>Just, it's kind of like a cordless screwdriver.

00:28:31.357 --> 00:28:39.237
<v Speaker 1>I can use a cordless screwdriver to screw in a screw, or I can change it out, put a drill bit in and drill a drill.

00:28:39.237 --> 00:28:48.670
<v Speaker 1>So you know, for me, the thing that I accidentally got known for was story and storytelling and clarify your message to tell a better story.

00:28:48.670 --> 00:28:50.094
<v Speaker 1>I wrote a book about that.

00:28:50.094 --> 00:28:51.416
<v Speaker 1>That book sold a lot of copies.

00:28:51.416 --> 00:28:53.730
<v Speaker 1>Then I wrote a book about how to clarify your life story.

00:28:53.730 --> 00:28:55.375
<v Speaker 1>That book sold a lot of copies.

00:28:55.375 --> 00:29:01.446
<v Speaker 1>Right, I will write a book someday called A New Story for America, on what we need to do as a country.

00:29:01.446 --> 00:29:05.667
<v Speaker 1>So I'm literally just taking the cordless screwdriver, changing the bit and doing anything I want with it.

00:29:07.452 --> 00:29:09.857
<v Speaker 1>Build the screwdriver change the bits, yeah, yeah, yeah.

00:29:10.199 --> 00:29:10.460
<v Speaker 2>Love it.

00:29:11.025 --> 00:29:14.395
<v Speaker 1>So the key, though, was to be known for something in the first place.

00:29:14.395 --> 00:29:23.905
<v Speaker 1>So if they say Don Miller's the story guy or the messaging guy, you want to actually pay a lot of attention to what the way people are talking to you, about you, you know.

00:29:23.905 --> 00:29:28.497
<v Speaker 1>If you go out on the trail and you speak, how are they introducing you?

00:29:28.497 --> 00:29:36.718
<v Speaker 1>Because they'll tell you what the public and as soon as they say, you know Don Miller is the king of story, or something like that.

00:29:36.718 --> 00:29:37.486
<v Speaker 1>You know?

00:29:37.486 --> 00:29:42.954
<v Speaker 1>I remember somebody introducing me Don Miller is one of the greatest storytellers in the world.

00:29:42.954 --> 00:29:44.710
<v Speaker 1>I've never told a story.

00:29:44.710 --> 00:29:50.053
<v Speaker 1>Yeah, I just talk about story and story structure, how to invite customers into a story.

00:29:50.053 --> 00:29:52.051
<v Speaker 1>Somehow I got known as the story guy.

00:29:52.051 --> 00:29:53.785
<v Speaker 1>So what should my next book be called?

00:29:53.785 --> 00:29:56.067
<v Speaker 1>How to Live a Better Story, right, I mean.

00:29:56.106 --> 00:29:56.931
<v Speaker 2>I should run with it.

00:29:56.931 --> 00:30:07.865
<v Speaker 2>Yeah, yeah, run with what they've given you.

00:30:07.865 --> 00:30:09.128
<v Speaker 2>So, uh, final two questions big question, then a little question.

00:30:09.128 --> 00:30:12.074
<v Speaker 2>Big question, uh, what is your purpose in all of this education, all the stuff you're doing?

00:30:12.074 --> 00:30:12.335
<v Speaker 2>How?

00:30:12.335 --> 00:30:12.996
<v Speaker 2>How does it?

00:30:12.996 --> 00:30:18.094
<v Speaker 2>Because you are so, and you're still more passionate today than I've ever seen you before.

00:30:18.193 --> 00:30:23.589
<v Speaker 1>Yeah, I want to hold a microphone up to the right people and get their story out there.

00:30:23.589 --> 00:30:24.794
<v Speaker 1>That's really it.

00:30:24.794 --> 00:30:31.892
<v Speaker 1>When you look around and you say what's wrong with the world, I'll tell you what's wrong with the world.

00:30:31.892 --> 00:30:33.609
<v Speaker 1>The wrong people have the microphone.

00:30:33.609 --> 00:30:40.259
<v Speaker 1>That's really it, because there's beauty out there, there's faith out there, there's hope out there, there's faith out there, there's hope out there.

00:30:40.259 --> 00:30:41.534
<v Speaker 1>They just don't have a microphone.

00:30:41.753 --> 00:30:53.709
<v Speaker 1>And so what I want to do is just say and I meet with people all the time, just met with some very influential people on national security and China policy I want to sit down and say, hey, this is really important.

00:30:53.709 --> 00:31:00.105
<v Speaker 1>How do we clarify this so that everybody understands exactly what this problem is and what we need to do about it?

00:31:00.105 --> 00:31:06.976
<v Speaker 1>And for me, that was a day where you're handing the microphone to a very important group of people who have a very important cause.

00:31:06.976 --> 00:31:15.944
<v Speaker 1>So I think if I spend the rest of my life saying not getting my story out there, but saying there's a cure for cancer right there, how do we get that story?

00:31:15.944 --> 00:31:17.650
<v Speaker 1>And you're talking about it in such a way?

00:31:17.650 --> 00:31:19.316
<v Speaker 1>Nobody understands what you're saying.

00:31:19.316 --> 00:31:21.471
<v Speaker 1>I mean that metaphorically.

00:31:21.471 --> 00:31:23.593
<v Speaker 1>I hope there is a cure for cancer and I hope to help them someday.

00:31:23.593 --> 00:31:26.294
<v Speaker 1>So if I can do that for the rest of my life, I'm very happy.

00:31:27.125 --> 00:31:33.717
<v Speaker 2>Final question is always the same for me Best advice you ever got or the best quote you ever heard on the subject of success?

00:31:35.164 --> 00:31:38.230
<v Speaker 1>Before I ever wrote a book, I had a friend who'd written a book.

00:31:38.230 --> 00:31:49.487
<v Speaker 1>The book didn't do well, but I had a friend who'd written a book and he said, don, if you ever write a book, be your own editor.

00:31:49.487 --> 00:31:51.836
<v Speaker 1>And what he meant by that was he said nobody's going to care as much about that book as you will.

00:31:51.836 --> 00:31:55.248
<v Speaker 1>And I applied that to all the books I've ever written, but I also applied it to my life.

00:31:55.248 --> 00:31:58.596
<v Speaker 1>Nobody's going to rescue you, you've got to do the work.

00:31:58.596 --> 00:32:00.727
<v Speaker 1>Nobody's going to rescue you, you've got to do the work.

00:32:00.727 --> 00:32:02.318
<v Speaker 1>Nobody's going to care about the excellence of what you're doing more than you will.

00:32:02.318 --> 00:32:04.050
<v Speaker 1>You can't hand it off to somebody and let them do it.

00:32:04.050 --> 00:32:09.528
<v Speaker 1>Now I delegate a lot, but on the stuff that's really, really important, I take ownership of the excellence.

00:32:11.273 --> 00:32:14.208
<v Speaker 2>Big Success Podcast Dollar, miller, follow re-study.

00:32:14.208 --> 00:32:15.270
<v Speaker 2>Do all the things.

00:32:15.270 --> 00:32:17.257
<v Speaker 2>We'll be back next week with more of your success.

00:32:20.404 --> 00:32:24.755
<v Speaker 3>You've been listening to the Big Success Podcast with the number one business coach in the world, Brad Sugars.

00:32:24.755 --> 00:32:34.275
<v Speaker 3>To learn more about how to achieve business and personal success, as well as how to level up or listen to past episodes, visit wwwbradsugarscom.