and we are going to get started so glad you guys are here um it's one of my favorite topics uh which is authentic marketing today we're not only going to talk about what it means to do authentic marketing um we're going to talk about how to do it but we're also going to talk about the big issue which is the resistance to doing it um and we just believe that authentic marketing is the path to sustainable growth a little bit about me um I uh have been a a growth person for a long time I was president of an internet company that did a u a public offering an IPO on the NASDAQ Stock Exchange um left shortly a couple years after that um built another company and sold it and then had this crazy idea that I was going to use my business growth skills to make the world better which has a lot to do with today's topic because I failed a lot figuring out how to grow businesses authentic Ally but I did build a profitable portfolio that makes a huge impact um we invest in companies through our Speculator fund so here's an example of an investment it's called your izy it's a the first zero waste makeup line and uh it's one of my favorite products and one of my favorite Investments and then in addition to that we cultivate and create our own companies um and we have five and shipco is business number five today I spend about 50 to 55% of my time in shifo serving entrepreneurs I love to do it I live to do it um and we um offer three events a month um two of them are around growing your business so these next two will be around that and then one of them is personal fuel um so we're we do three events one of them is personal confidence Prosperity mindset uh speeding up success um and then the other two are Rel Rel ated to the blocking and tackling of growing your business um on September 10th we're doing something called the 10K challenge this is a free event if your business is not above 10K a month you can do the 10K challenge I know several people are here that previously have joined that um and uh they are now doing the 10K challenge inside of shifo but it's a great event to really look at what does it actually take to get a business above 10K the differen maker toolkit is really powerful it's based on four years of research on what does it actually take to make a difference um and one of the things that it takes is growing your business authentically so that's what we're going to talk about today throughout today's session um I will stop um and take questions throughout at specific times before we move to each of the sections and then at the end I'll turn off the recording and um we'll we'll take a lot more questions at the end as well so feel free to pop your questions in the chat or ask them as we go um so the first thing to understand is that growth is impact um that when we want to make a bigger impact in the world it really does require growing our business so the business needs to grow in order for impact to increase shipco has helped hundreds of entrepreneurs uh grow their business in fact 84.9% of our members double the Revenue within about a year sometimes two um it's not 100% yet but someday it will be I'm committed to making sure that eventually is and what we found is there's five things that you really need or four things that you need to ensure that your impact is increasing one is a commitment to personal growth second is to know your why and to measure your why third is to be able to articulate your value and then fourth is to have a strategy and a set of intentions to grow your business so today we're really working on on that aspect um now how do we get here so uh 30 years in my corporate and entrepreneurial career I did nothing but grow businesses um I had a grow strategy firm for for seven years that had some of the largest brands in the world that were clients of mine and I grew their businesses so when I start this purposeful Shark Tank called share on purpose I'm like piece of cake now I'm going to use these business growth skills to help make the world better and I failed miserably what I learned is that the things that I used to do and teach and sell as a business growth consultant that would grow businesses did not work when I was trying to grow something that mattered that was really hard to accept um and and I've recognized that you know value is good purpose is good especially when it grows but the way that I grew my previous businesses prior to 2008 the way I've grown thousands of businesses you know large and small Texas Instruments Target American Airlines was a client for a while holy guacamole had all these Marquee clients and we were known as the place that you went to put grow strategies in place it didn't work when I was trying to grow a business of impact or a business of purpose that was really hard to accept um I lost a lot of money um figuring this out but one of my quotes is that if you want something better you have to be willing to do something different so I live by this Mantra I've lived by this Mantra since I was a little kid trying to get out of the trailer park and the dysfunction that was my life I lived this quote that if I want something better I have to be willing to do something different so when I beat my head against the wall hard enough and say okay why don't my clickfunnels and Lead magnets work well they don't work because they're not authentic so I began the process in 2011 after two two plus years failing at growing things of purpose things that were meaningful none of the things that I used to do worked to grow something authentically so I said all right I got to think about it different I got to go back to the drawing board and and that's when things really changed for me so I'm going to start first with the typical marketing funnel um and there's lots of different formats for these but in a typical marketing funnel it's shaped like a funnel and at the very top of the funnel let's um use uh Apple these new um they're not new but they're new for me um so these little IOD thingies for your ears I don't remember what they're called but the the little um uh microphone speaker things for your ears you know I became aware of these couple years ago when they came out because I'm an Apple fan and I was following oh wow that looks cool these are really neat they're shaped neat what's so unique expensive why are they so expensive and you know like okay you know and I went to this Best Buy and I tried them on and I'm like well they do fit better than the other ones I'm using but they're awfully expensive so I became aware of this product this Mac product this Apple product but I didn't buy them um and and apple spent a lot of money making me aware that they had this new product now the thing of it is the the real trick is that I was interested in them but I was having trouble spending $150 for these when I had a perfectly good little Wireless um headset um I was like oh you know this thing is you know $40 or $50 and these guys are 150 you know but I'm interested so I'm still tuning in um and then desire is at some point we want that product and then eventually action is when we actually take action to buy it so this is a typical marketing funnel and the first thing that I would say as entrepreneurs we forget that the vast majority of marketing dollars when somebody is advertising is spent on awareness Apple spends tens of millions of dollars making you aware of its new products but that doesn't mean I'm going to buy it and so this idea of a funnel one we forget that awareness is the game that is the thing that we have to do and as entrepreneurs we need 10 times more people to be aware about what we're doing then we have today and that's the trick the problem with typical marketing funnels is the goal or the intention is to get someone to buy that that is where the inauthenticity really fits in so if somebody is saying here's your clickfunnel product and if you use my product you're going to get sales you need to understand that a clickfunnel and a lead magnet it is starting with an inauthentic intention because the goal is to get someone to buy an authentic intention is the goal is to let more people be aware that I exist so that is the first most important Point your intention when you're doing authentic marketing is not to get someone to buy watch your language watch your actions watch the tools watch your techniques if your goal and intention is to get someone to buy out of the gate you're being and authentic pivot that to my goal my intention is to ensure more people are aware that I exist so what I I I quickly figured that out so I quickly realized okay that's my mistake is I'm trying to get people to buy that's not authentic it worked when I was marketing you know holy guacamole um and so I started saying let me think about this differently what did we do with holy guacamole when we launched that product for them what did we do to really grow Revenue 4X 5x in the first year that we launched that brand for them it was like we really focused on awareness we didn't try to get people to buy and guacamole was my first exposure to and they were a client of my marketing company back in the day it was my first exposure to really working with the conscious brand they made decisions differently and and so we pivoted our marketing strategy to just an awareness building a strategy the goal of the campaigns that we were running was awareness it wasn't sales our belief and the CEO of the business and their leadership team believed that if more people became aware of this new brand and this great product that they had that we we helped them with the rebranding holy guacamole that if they became aware of it they would eventually be interested they eventually would want it they would eventually try it and it worked so that was ding ding ding ding ding number one is instead of my goal being to get someone to buy the goal should be to spend time and resources to increase awareness so that was very obvious for me it was like okay got it and then I tweaked some of what I was doing but I still was finding myself trying to get people to buy now I probably needed people to buy back then so this was 2009 20110 I probably needed people to buy I probably was feeling pressure because I was losing money you know to get people to buy so sure okay so I started realizing of the shape of the funnel and I I thought you know it's the shape of the funnel that's making me that's contributing to this inauthentic desire to get people to buy I need to Pivot that and set my intention to Growing awareness but when I think about it in terms of a funnel I I get all discombobulated and I get back to put them in the funnel and pull them down the funnel right that's the purpose of clickfunnels and Lead magnets is get them in the funnel and pull them down so that they buy which is very very inauthentic so it that was kind of ding number two is the shape of this funnel which I've been doing you know I've been a a corporate or an entrepreneurial uh consultant doing um growth stuff since I was 26 I'm almost 60 now I've been doing this funnel stuff for a long time but it's not authentic and when you're marketing an authentic product it just just doesn't work so I I asked myself this question how can I create more demand but do so in authentic way and and the conclusion was not only do I need my set my intention to building awareness but I need to toss out the picture of a funnel because when I see it in terms of a funnel I I get this this drive to try to get someone to buy so I began with this question of all right I want to figure out how to serve my buyer before they buy I want to figure out how to build a relationship with them I want to be a gift to them and if they buy they buy you know if they buy they buy I'm not going to have any attachment to that easier said than done so I started thinking about how can I reframe this as a relationship now keep in mind if if some of you have seen this before remember in a second we're going to Pivot over to why do we not do what we need to do so just know we're going to work on Resistance if you've seen this before if you haven't seen it before you're going to understand why it's so effective so I took those four things aware interest desire and act so let me go back to the funnel aware interest desire and act and I took them out of the funnel and I said okay what would I call the stage of our relationship if you were aware so I'm going to use you guys as an example um a couple of you are already shift CCO members several of you are not right now you are aware that shift go is exists and you're sampling one of our methods and you're deciding whether or not you're interested in learning more so I would say in the world of social media we're friends maybe we're connected on LinkedIn maybe you're following shifo we're just friends not like friends when I was a kid you know friends were like friends for life you know my second grade best friend is still one of my best friends today not friends like that but social media friends right we're friends we're aware that each other exist if once we're aware I'm like wow that's really good well now I'm gonna actually follow and I'm gonna see what you're posting I'm gonna see what else you got I'm not GNA buy but I'm GNA be a follower and we call this friends who follow and then ultimately when somebody starts to want to buy they become a fan and maybe they'll dig a Little Deeper maybe they'll buy once um but they they start to really want to buy and they that the behavior changes just a little bit and then finally is when somebody acts if it's good they will evolve into a fanatic and a fanatic is somebody that renews their membership each month they buy again from you they refer other people so once I took this giant step back tossed out the funnel just wrote down aware interest desire and act and said let me think about this in terms of stages of our relation ship and then I got it I'm like oh wow I need to focus on growing the relationship with people rather than trying to get people to buy so I I threw out the funnel and I created this little map and I said okay now we're not going to think about it in terms of a funnel we're going to think about it in terms of stages of our relationship so right now we're friends you you're meeting me you clicked on something now maybe you're connecting you're learning more you're attending today's session or you're dialing in I think there's about 20 more people that will listen to this recording you know maybe now you're like wow that was really good you know I I think I I think I want to attend another session that they have um and that is you know we go from friend to follower fan to fanatic so in a minute we're going to talk about resistance why do we not do what we need to do but let me frame this further so aware and interested is friend and follower and then that is basically marketing so marketing is a is really about awareness so if you put a marketing campaign in place and I have two marketing companies companies hire us they hire us to grow awareness but that takes time and we get very impatient which is one of the reasons why there's resistance so awareness and interest is marketing fanda fanatic desire and act that is selling and if you want to know more about that we did a session last month on authentic selling um you can find that on our YouTube page we're not going to focus on that right now we're just going to focus on this front part of the relationship friend to follower the better you get at growing friends who follow the faster your business will grow not fan to fanatic so people think I got to get better at selling no you don't the first thing you've got to get better at doing is marketing which is creating friends who follow here's the rub and this is why resistance is such an important thing to tackle which we're going to move into in a minute 70% of your time as an entrepreneur needs to be spent growing awareness 70% of the time that you dedicate to Growing your business which should be 30 to 40% of your total week um 70% of that should be spent growing awareness that means networking posting on social media being on podcasts out there speaking 70% of the time that you're spending to grow your business not service your customers needs to be spent on awareness wow well are how many of you are spending 70% of that time probably not which is why we're going to resistance in a minute 25% who can do the math 25% needs to be spent on connecting and extending the relationship with the people that are now aware so for example somebody attends an event you'll probably see me reach out to you on LinkedIn and get to know you better I'm not going to ask you to buy I'm just going to get to know you better let's have a meaning let me learn more about what you do you know I give you some more tips invite you to some more events so now we're talking 95% of our time that we have dedicated to Growing our business needs to be spent in awareness and interest building those relationships 5% of your time is on selling whoa shocker shocker shocker but the beautiful thing is if if the value is high your customers are going to return and refer almost 70 to 75% of our members come from referrals um it used to be 90% when we first started the first two three years it was about 90% today it's about 70 because we're doing more marketing so what happens is if you do this well your customers will return and your customers will refer but I want to focus in on this 70% this you know is not surprising so most of you will say yeah yeah yeah I know that um and but we don't do it um and we don't do it for two reasons one it's difficult to do things where we don't get an immediate result this takes time just like it took Apple 18 months to continue to Market and build a relationship with me before I bought these little guys it takes time and we are creatures of instant gratification we want want a solution now the second thing is it takes effort um it's it's like swimming up stream it's not natural for us it's a habit that we've got to build so that it's as natural as me filling my cup of water so what I'm going to do next is I'm going to give you some ideas of awareness building activities I'm gonna and I'm going to show you a way to do it and then we're going to shift over and we're just going to talk about resistance and how do break the negative resistance that we have in the business and then we're going to come back to the strategy and we're going to blow it out and work through um some techniques in more detail before I do that does anyone have any questions about what I've covered so far all right I'm going to keep going so it's three steps now I do actually I'm sorry this might be a little further along the line but I'm wondering if you could talk a little bit about evaluating which awareness building activities are the most worthwhile because I've definitely gone through a whole journey with that in my own business without getting into too many details um yeah I end up pulling back from going to certain networking groups because I realized that the mo vast majority of my best clients were not g to be there yeah yeah I'm definitely going to be covering it three times three ways because that is part of it um so let's put a pin in that I'm going to be covering that and I'm glad you asked that so first you hit the nail in the head where are they um this is where they are tuned in so what you have to ask yourself is your target market the person you love working with at the places you're networking frequently they are not and I see this happen all the time where people sign up to be on a board of some networking group and they're networking away and connecting and two years into it they realize none of the people they're networking with is in their target market and they just waste it all this time so that's the first thing regardless of the technique that you choose which we'll get to in a minute the activity that you use your target market must be there they must be tuned in so if you're speaking on a podcast are are the people that you want to serve on that listening to that podcast if you're speaking at an event are the people you want to serve attending that event if you're networking are the people you want to serve in that group if you're posting on social media are you posting to the people who are in your target market if you're networking virtually in groups digital networking are you in groups where your target market is so that is critical you have to go to them and that is one of the places we get resistance we we just want to let me just post on my page um well guess what all those people are already aware Ware that you exist if I'm already following you on social media I'm already aware of you but that posting that you're doing is not reaching the people that you're not tuned into or if you're networking and your folks are not there you're wasting your time and and I I made the same mistake I Network places where I used to network and lo and behold the kinds of companies that I was serving weren't there so that is huge you got to know where they are and you've got to ruthlessly look at your time because we need that time to be spent well is the time that I'm spending building awareness with my target market and if that's if it's not you got to rethink that so that's number one secondly is the activities these are the activities that you do the secret to this is to do things you enjoy if you don't write like write if you don't enjoy writing blogs don't write them if you don't enjoy networking I'm a huge introvert I don't enjoy networking i' i' now maybe do it once a quarter um I don't do it right I find other ways um that are more fun for me I speak on podcasts I do events like this I do virtual networking which is a lot more fun so I'm in a lot of WhatsApp groups and places where I don't have to meet people because I'm an introvert and I mean I'm a high off the chart introvert I know that surprises people I am off the charts introvert I'm one of those people that I'm just going to go hat the back of the room and just sit back there because I just am I'm painfully shy and painfully get worn out when I'm around a lot of people so I don't do that so that's the second thing is you've got to do things that you enjoy all this thing about this is the way you have to do it with clickfunnels and Lead magnets and you got to post this way and you got to do that it's BS it's not authentic so a where are your people the people you want to serve and B what are the activities that you actually like now I'm going to give you a list of some activities to get you started and then we're going to jump into this resistance thing you've got to enjoy the activities third is you've got to have a way to grow the relationship I'm going to save that till the very end okay so so let's talk about so where are they um you've got to know where they are and secondly what are the activities so I'm going to talk about activities first priority channels are the places I always start so when I start a business the first thing I do is I look at my Rolodex I look at my LinkedIn connections and say who are the people that I need to talk to about this now I'm not going to talk to them about getting them to buy I'm just going to tell them what I'm up to um so I always start with the warm Market of people that know like and trust me and typically when I start a new business almost all of my first clients come from my Rolodex you can tell how old I am I'm almost 60 I'm using the word Rolodex um almost all of my initial customers come from people that know me but I don't reach out to everybody I reach out to the people that are in the target market shifo started that way we started with about 25 members they were all all people that I reached out to and told them what we were up to and said hey check it out there was no pressure to buy it was it was very very authentic and people joined and then they brought other people and so on so forth the second thing that I do is I typically offer some discounts like when I'm building something you know um the early shift con members I think the first two months they they were able to enroll for $25 a month for life today it's $235 a month um and and then it went up to 50 as we got more of the pieces built so when you're in the early stages offer things at a discount and just say look you know hey you want to try it let's let's try it and see what happens my third thing and I use this a lot is I create leave behind cards so this is one for shifo and it's got a fun little quote on it a little picture I everywhere I go every time I go shopping every time I'm at the gas station I leave some of these little cards behind um and again there's no offer on here there's no buy now it's just a quote we we create a better world when Consciousness replaces competitiveness and profit is fueled by purpose and it's got a QR code on there leave these everywhere I do this for every business so those are those are easy things to do relationship live networking LinkedIn and Facebook groups if you're an introvert check out LinkedIn and Facebook groups for your target market I do a lot of my effective networking and things like that refer referral activities ask for referrals give referral discounts educational blog post webinars tools this is an example of one of those digital social speaking so on and so forth um you want to choose from this list first but you only want to do things that you enjoy again if you don't write if you don't enjoy writing blog post don't do it if you don't like to speak don't do it if you don't like to network you're an introvert like me don't do it but you need about three of these that you can do on a regular basis and I'm going to come back to the resistance here in a minute um because these these aren't rocket science and again this is about 10 to 15% of the possible things you could do it just gives you some structure there's also Partners I'm not going to spend a whole lot of time on that um and then there's what's called paid which would be where you pay money I'm not going to spend any money on that um but it it just kind of gives you a good feel like partner channels would be being on a podcast um that's considered a partner Channel because you're leveraging somebody else's um Network we have a couple of Partnerships we have a partnership with conscious capitalism and B lab and couple of other groups um those are great we have you know lots of different things that we do we trade services so those are all great with sponsor some events sometimes um and but all of these are focused on awareness building activities so just kind of high level you know pick a couple that sound interesting to you and now I want to talk though about resistance because this is not rocket science we if we were you know really really disciplined we would choose three of these and just repeat them because they're all awareness building activities okay so that's what you would do the problem though is not that the problem is we don't always do what we know we need to do so although I know this framework I'm giving you is probably like Landing like oh wow breakthrough yeah yeah yeah it's not rocket science the problem is the resistance to actually doing it um and so I'm going to use myself um food is my drug of choice anytime I'm stressed rather than drinking or doing drugs I eat unhealthy food so I know that eating healthy is great I've lost I don't know 40 50 pounds in the last 18 months and and I had to change the behavior of when I get stressed I go for the cheeseburger and french fries like I had to change my behavior I had to eat healthy as I started to eat healthy I started working out we know this right well guess what as entrepreneurs we know we should be doing demand generation activities it's not rocket science why don't we do it so I would love if you would either put in the chat or come off of mute and and just own it like why are you not doing the activities you know you should be doing who would like to share and Lisa if anybody um put things in the chat if you could be my verbal Vana and tell me what they are that'd be great anybody want to share why you're not doing those demand generation activities um I'll share Laurel Carpenter I'm I'm a copywriter and sometimes I used to be in BNI and I did a lot of networking and I have had experiences where people were like why would I hire you when I could do AI I paid these people like low amounts of money to do my landing pages and I get very discouraged when I hear those things so that's one of the reasons I I'm very picky about what networking groups I go to and I don't always go when I get invited and I feel like maybe that's not good maybe I should be putting myself out there more despite those rejections yeah so I would say one is are they your target market two is if somebody rejects you and they don't understand the difference between effective copywriting and AI copy writing they are not your target markets oh thanks you know uh it's interesting you think that way because my customers value you what I do I would just own it and just say you know there's nine times more content out there in the last two years because of AI but onethird the less readership that's a new stat that came out so nine times more content but onethird less being read why because it's not good effective content there's a stat you could put out there my customers understand the difference between good personable authentic copywriting and chat GPT copywriting and the story you can say it nicely with a smile like yeah say with a smile um that would be an example so a maybe they aren't your target market at those events or B maybe they just need a little education it's not so much rejection they just don't know that chat GPT content does is not effective it's good for some things but it's not good for what you're talking about I think you ought to you know stand up a little bit and do some education how does that feel for you Laurel well I have tried that and um I would that like I had a friend draft me to come to her predominantly male business owner group and they were like I get business through word of mouth I don't need to update my terrible website I know it's terrible I don't really care I was like okay I'm just saying and I did education route and I was like okay I'm never coming back to this group ever again yeah not your people I I completely agree not your people the the people that want to tell authentic stories those are your people um and you might just have to look a little harder to find them I have had trouble with that I'm just going to be honest like I have had some challenges with that and um I've tried a lot of different things I'm still gonna try because I I actually get my best referrals from other marketing people and I I'm part of some groups that have given me wonderful clients or referrals I should say not given me wonderful clients that referrals that I have converted to clients but anyways um I've said a lot so I'll let someone else speak but yeah and if you remind me I'll give you a list of some source that we recommend where you're going to find authentic businesses that are going to understand the value not all of them they'll understand the value but maybe send me an email and remind me to do that all right anybody else that was great so rejection doesn't feel good it's hard to find them totally totally totally agree with that anybody else want to share I just got burned out in all honesty when it came to LinkedIn and fighting the algorithm and trying to break the cycle and everything I really got burned out and so I did I ended up hiring a LinkedIn coach to kind of help me pass that but not everybody can do that so what do you do with burnout when you're just really exhausted and tired and don't know what else to do and you just yeah yeah I ask myself what's burning me out is it the activity is it the fact that I'm doing the activity and I'm not getting a result so it's really the why behind the what um um or I shift over and try something else for a while and just say all right this is burning me out I'm going to try something else as it relates to those algorithms I don't believe in that guys I don't I I mean you can play the Google algorithm game you can play the LinkedIn Facebook algorithm game I don't believe in that I post authentic content in my voice what I want to talk about when I want to talk about it if you want to read it great if you don't you don't and I got a pretty good LinkedIn following so try something different ask yourself why you're burned out um when when we do things and we don't see a return that burns a out when we're doing things we don't really enjoy that burns us out and when we're doing only one thing that burns us out so those are typically the three reasons let's take one more and then we'll move forward and I'm going to give you a little piece of research that might help Al go okay Al uh Dov tailes nicely with Laurel's copyrighting thing um my my biggest issue has been I don't know uh how to define who I want to work with um because there are people in the same sectors in the same Industries at the same levels making the same money um that I really don't like working with and there are people in totally different sectors that I've never thought of working in that I absolutely love and it seems to have nothing to do with the market segmentation in that sense everything to do with personality life Journey right story and figuring out how to define a channel where people with the stories that I want to tell also exist like that's a I don't know I'm just I struggle with that concept yeah so Al what I want you to do since you're shift con members I want you to email me and I'm going to walk you through an exercise to uh modify the niche so that it is more of what you want so just send me an email and I'll walk you through that okay thank you okay so um let's move forward so so here's the thing you're either in the habit of doing it or you're not so there's not a middle ground doesn't matter I it doesn't matter I got burnt out or I don't like it or they're not there we have to remember it's about habits just like eating healthy and working out we're either in the habit of doing it or not now don't beat yourself up if you were in the habit of doing it but you got frustrated for whatever reason you just got frustrated that's part of being an entrepreneur and then what it means is we got to get back into the habit of doing it just like eating healthy and working out I got burned out on salads and that gave me just enough of a window to go back to cheeseburger and french fries and then the next thing you know I eroded my healthy eating I got burned out on chicken and vegetables and the next thing you know I started asking can we have some candy in the thing and and one piece of candy at night turned into three pieces during the day and then it turned into five pieces during the day next thing you know I'm not losing weight so we have to be really really um have to draw a hard and fast line we're either in the habit of doing it or not it doesn't matter why we got out of the habit of doing it but if we're out of the habit of doing what we need to do something has to change and we have to change it so there's a piece of research that um one of um our members who leads um a a really powerful um think tank at a university uh and she's a shipco member and she was sharing with me she has a book that's coming out from Yale Press On This research and what she said is that the research shows you can't just change your beliefs about something you can't just change your thoughts about something you have to also change the behavior and at first I was like that's not true you know I'm a mindset person I know all about mindset and she's like I'm telling you and she shared with me a pre-release of her book and I read the research and she spoton the the Empirical research says that you have to also change your behavior so what that means is you can't just change your thoughts you have to actually do something so those of you that said you were burned out on LinkedIn I get it what are you going to do differently right what are you going to do differently not just how am I going to think about it differently what am I going to do differently for those of you that the networking thing was great didn't work out what are you going to do differently and so I've been thinking about this a lot because I thought about it both with my weight loss and fitness Journal but also with on the demand gen side and I started thinking about what is it that causes let me get these off of here real quick hopefully that little meeting invite is not coming up I hate it when it does that um so what are you going to actually do different because we need strategies to break the resistance so so one Focus only on things that you enjoy if you don't enjoy doing it don't do it in fact lots of coaches and mentors are going to tell you you have to do it this way those of you that are shift con members no we do not believe that we believe that you do it the way that works for you and that every single person is different if you don't enjoy the people that you're networking with don't go there if you don't enjoy speaking don't do it if you don't enjoy posting on social media don't do it now you can try different things to see if you would like it I didn't think I would like social media and I love it I spend a lot of time on it so that's number one that will break resistance if you start enjoying it and you're like hey this is fun I like this then you'll do more of it so that's number one number two is stop thinking so much about it and just start doing it um you know we can really get in our head and I got to do it perfect and this person says and the algorithm says and all this kind of stuff stop it just get out there and do it remember 70% of your time has to be spill spent growing awareness just start doing it and if something doesn't work or you don't enjoy it try something else third schedule large time blocks and force yourself to do it so what that means is don't try to squeeze it in between two meetings put a one hour or twoh hour time block on your calendar I do this it's on my calendar and here's what happens the time block comes up I'm like oh I don't really feel like doing that right now and I start and I start the resistance I can waste 30 minutes of a 2hour Time block going and filling my water going to the bathroom checking my email and then eventually I'm like Terry you know you've wasted 30 minutes you've got an hour and a half of this time block left just go do it and I suck it up and I go do it and before four long The Habit comes back and I'm I'm in the flow and now I'm back to doing it so that's one of my go-to tricks if the one hour time block doesn't work I do a two-hour time block and I just make myself do it after I get through that resistance four we do this a lot in shift go find an accountability partner and do the act that should be activities together do the activities together we have a lot of people that pair up and they get on a zoom for an hour and they say okay ready set go um and nobody says anything for hour whatever their strategy is they do it and then every now and then they pipe in and they give themselves a little encouragement how you doing yeah I'm I'm resistant okay come on you can do it and you know go back and do it again so that's a really great strategy those of you that are doing the 10K challenge might want to also consider that and then here's the thing our society has taught us to we only get the rewards when we win the game you know we only get the trophy when we win the game and in a rship that's not true um I believe you should reward the actual doing because the outcome you don't have control over the outcome you do not have control over so what I will do when I do those activities is I will say I'm GNA fill my water jug and I'm GNA put a little coconut stuff in there and sweeten it up after I do my demand generation because that's one of my Healthy Rewards or I might have a piece of chocolate after I've done the activity not whether or not I got a lead not whether or not I got a sail but after I forced myself to do the activity I then reward myself and you know we're condition so there's five really good strategies to break the resistance I want to stop and see if there's any questions and then we're going to go a little bit deeper on the strategy questions or additional ideas okay so we have to get in the habit remember we're either in the habit of doing it or we're not in the habit of do it there's no middle ground yes or no I'm in the habit of doing it or I'm out of the Habit don't beat yourself up I am a masterful demand generation person I'm the rain maker for two companies shipco and one other company in our portfolio I get out of the house habit of doing it but I recognize I'm out of the habit of doing it it might go a week or it might go two weeks and I got busy and made excuses yah didn't enjoy it as much all the stuff that y'all talked about and I use one of these strategies to get myself back in the habit I don't let there be gray you're either in the habit of doing it or you're out of the habit of doing it no judgment if you're out of the habet just get yourself back in the habit here's five strategies that will help you do that so lastly we're going to come back to this um demand generation and we're going to talk about mastering it and I believe not I believe our research shows empirically you must Master demand generation you've got to be in the habit of it way more than not in order to be successful as an entrepreneur and certainly as a conscious entrepreneur and what that means is the marketing part is awareness and interest 70% of your time has to be spent there and 25% has to be cultivating the relationships from the people that just meet you so that means if you meet somebody at a networking event and they're in your target market and you guys hit it off they're aware follow up with them connect with them suggest that you have a quick little coffee chat whatever you want to call it no pressure let me just get to know you better you know you tell me what you do I tell you what you do I tell you what I do if you want to learn more I'll tell you more but just have those conversations and and and the trick to that is to have a pure intention if I reached out to you on LinkedIn if I reached out and had a call with you you must know there was no pressure to buy it was simply making sure that I knew what you did you knew what I did and if something comes of it great there's no pressure the trick is to not want everyone to buy you see I don't need everyone to buy we get 10 12 members a month I want some of them to buy but I don't need you to buy right so don't attach to an outcome you have no control over you have no control over when and if someone buys all you can control is the activities that you do to build the relationship if they want to buy notice where desire is if they want to buy they'll buy you don't have any control over this guys you can you know be better at it but that that clickfunnel lead magnet stuff I just don't believe it it's inauthentic what you do have control over is spending the time building the relationship I get to know you you get to know me now maybe you're following me on LinkedIn I'm following you on LinkedIn at some point if I know somebody who wants your services I'm going to send them your way because I've gotten to know you so that 95% of your time that's where your focus is and the intention just has to be pure I want to make sure we're connected I want to make sure we have a relationship I want to get to know you I'm going to keep notes on you but I'm not trying to get you to buy and having a pure intention when I go speak at an event I'm there to serve when I'm on a podcast I'm there to serve when I'm doing this lesson right now I'm here to serve if you want to buy great let's have a conversation but that cut the cord between the outcome which is selling and the relationship building which is marketing so that's the first part and five% of your time will be spent following up with the people that want to buy the really important thing if you get great at this here people will let you know when they want to buy they will let you know you won't have to get someone to buy now occasionally I'll send people notes and say Hey you know my squad's closing if you want to join great but it's not its intention is still pure I want to work with you I want to let you know my squad's coming up great but that that pure intention if you get great at these first two here on the left people will let you know when they're ready to buy and then if the value is high they will return and refer so last part of this is you just need to find more friends that's that's all it really is is where is your buyer now you have to go where they are vers versus posting to people that know you if you're networking and people already know you there and there's not new people coming in it's not a good use of time you've got to go where your buyer is and where people are not aware if you're posting on social media all of the people connected to you on social media already know about you you're reminding them you're there how are you going to get new people to be aware of you that's where you want to focus secondly and this I'm a big believer in this what is information that you can share I'm going to give you some samples of what this looks like that will help people that will serve them before they buy with you how can you serve them until they're ready to buy so uh here's some examples shifko does these events guess what people tell you about the events you're aware you attend the events you decide if you're interested if you want to go further you're going to tell us but these are great strategies for awareness and interest and one of my other businesses um that was the first business I started succeed on purpose we use quizzes and these quizzes are so popular we get 30 40 50 leads a month we don't spend a dollar on ads it just is basically they're popular and people share them so two very different strategies we have a couple of quizzes in shipco they're good but none of them are as good as this business um and again the purpose of them is not to get someone to buy it's to serve people before they buy now the trick is I love teaching so I love doing events I love building these quizzes I love building these tools I love thinking through what are the things that I can give somebody that is going to serve them um so that they can get to know me better so there's no purpose there's no buy now today type of language there um one of my my investments uh uh your Izzy um what we built for them so we also do their marketing is we build a calculator that said what's the environmental impact of your beauty routine and you can go in and put information in and it will tell you every time you use that mascara and throw it away here's what it's doing to the environment it's going to be there x amount of years and and it calculates your negative footprint um you know based on the Plastics that are in your beauty routine it's powerful um that quiz is very popular another one of our clients Acme Brick um fell in love with this idea they built this little tool called the Mason designer and they built it we just basically were talking about the strategy and this is hugely popular where people can go in and they can build their dream walls and and bit pretty much kind of figure everything out and figure out what the color needs to be combine it and print it out and set it up next to the wall so that's an example of serving people before you buy so real simple examples lastly is when you do this if you also share these things with your current clients all of our shipco members the several hundred shipco members that we have today they get to attend these free events we ask them hey if you like these events share them with your target market and they do that and so what we get is we get a lot of our shipco members referring people and talking about these events because they're valuable not because we've asked them to get us more clients but because they know their things of value and that's how it works and speaking of that I'm going to come full circle then I'm going to turn off the recording and see if there's any other questions two powerful events Tuesday September 10th 10K challenge if your business is not above 10K we're going to walk you through a road map to help you do that Difference Maker toolkit is uh something new that we're working on this is a positioning point that we're testing um we believe that our target market wants to grow their business and make a difference and so we're giving them some specific strategies there's also another event later in September on pure confidence and we're going to give you a framework to get some of those voices out of your head and work on confidence um and that's how it works um and so so so good um to serve you guys and I'm going to um stop the recording and see if there's any questions uh and who