Business Strategies and Branding Insights

today's Department we have multiple eight figure entrepreneur best-selling author business Expert Daniel Priestley every business needs to create the conditions that people buy and those conditions are logic emotion urgency I grew one business to 10.7 million we did that by running the same event 173 times I think some people think that everyone's going to go to the first one so doing it week two like I don't want to do the same thing Coldplay they don't make up the concert every time yeah three times a week they play the same concer Taylor Swift same concer three times a week like we got to stop trying to reinvent stuff but what works is doing what works over and over building an audience is one thing how do they become clients customers people that invest in what it is that you have for them this one I could consult and just charge 50 grand for and and it would be worth it and that is Daniel Priestley I am so honored to have you I'm so glad to be here in our little rocking chairs little rocking chairs being to have our conversation together this was a makeshift setup everyone The Rock chair it should be a permanent fixture having the rocking chair kind of gets the brain really moving but a tick a tick during the the the conversation could uh maybe or maybe it makes it interesting you know um but no it's been so cool because my journey of discovering you is number one you know that the podcast you did on the diary of the CEO like uh your face was just everywhere like YouTube favored your face in the AL Alm and it showed up on probably everyone who is in business or trying to start a business yeah for a week there I was I was like bombarded it was amazing yeah and sometimes you don't put two and two together because you read a book and you know there's no photo you know and we're not really putting names to faces all the time have you read a book before you read mine I didn't oh so then I join this Mastermind and then he recommends a book called key person of influence and I'm reading it I'm like this is brilliant and then I'm getting to you at all angles yes no it's crazy and I think we're going to like this conversation will maybe talk about the meta nature of how you know you've built what you've built and then uh but but that recommendation I actually had uh you know over subscrib sitting on my shelf before key person of influence and I'm just not putting all these together until myin has you speak at the event and I'm like oh oh that's the guy and then I I saw you in passing you know grabbed a selfie you gave me s's um email but it was cool that this happen because I I don't I didn't foresee this happening here in Atlanta I'm glad we got no thank you for doing this watch matching buddies by the way let's go um so you know you just got off stage doing a keynote at our friend uh David Shan's podcast Summit event David's the legend he's a legend he really is and um I think the four elements you talked about I wanted to just bring to this audience because building an audience is one thing building a demand is one thing but how you actually how do they become clients customers people that uh invest in what it is that you have for them I want to get into that yeah it's kind of like the audience is this one big community on this island and then you've got all your products and services maybe you've got an agency maybe you got Services courses coaching software and that's all over here and then there's this kind of like awkward conversation about well how do I kind of introduce my audience to what I do and uh I don't want to be like salesy to this big group over here and I don't want to feel like I'm pitching pitching pitching all the time I want to serve the community and give them content but then I somehow have to kind of monetize right so what's the way to do that and and really what we wanted to talk about when we were having that conversation was uh some of the soft gentle ways to bridge from one to the other that just come across as natural and and um you know it doesn't polarize anyone it's you know it's good for creators I like that you use the word soft gentle cuz I mean that I'm i' I've probably in I'm in my journey of growing in this in sales like the skill like that that like the skill the persuasion the psychology the conversation and uh that is probably the best explanation as to what I desire to be like as a salesperson or somebody who has something to sell is I want it to be seem I want it to seem gentle my Approach I love understated and elegant I love understated elegant sales models business models where it doesn't feel like it's a business model but it just works um and it's possible you know apple is a great example of understated Elegance when it comes to having a very aggressive sales model um they are very very good at selling a lot of stuff very fast um and they always have been but they do it in such a way that it's kind of understated and elegant you want to do it um so it's like how do we construct a model that um doesn't feel like it's in your face but it still gets the same result yeah and I think what's cool is you you do such a great job at taking a big picture uh Legacy brand and showing like hey you can build it this way too at a uh the event a couple months ago you were like Rolex like they sell the same thing that whatever Timex like you but but why are people in demand to pay so much money and they you know Rolex is a fascinating business because it hasn't really innovited in 50 years the product looks exactly the same crazy easily copied um you know $250 for a copy that sells for tens of thousands if it's the real thing um and almost even watch experts can hardly tell the good copies apart from the real ones um it is um something that you don't need we all can tell the time on our phone now yeah but how are they doing it and you know when you study how they're doing it you're like ah okay it's an actual system it's a process they go through a series of steps those are repeatable steps they do them all over the world and they have built the brand and also the sales model the revenue model and the sales model uh To Be An understated Elegant easy way to move people from being aware to buying the product so building the brand and then having the sales model connected to it exactly in a nutshell could you say in 2024 or whenever somebody's listening to this like how do you build a brand right now well let's just start with Rolex as an example and then we'll break it down for small businesses but essentially this Rolex does big audiences through sponsorship so tennis and yachting and uh racing Formula 1 and all that sort of stuff so they're doing the big audiences so everyone's heard of the brand and they take out the back page of every men's magazine and every women's magazine they're really big on the brand but then when you walk into a boutique they are very very careful and clever about how they do this whole thing so the way that they do it is they say which watch would you love to buy if you could um and they get you to pick one or two and then they say we don't have that available but what we'll do is we'll put you on a waiting list and we'll let you know when when it becomes available they typically give you a call about 3 to six months in and they say um good news and bad news bad news is I can't get you the watch at the moment but the good news is you have moved further up on the waiting list and um you're closer to the top of the waiting list and just letting you know that we will when when when we get one in um we haven't forgotten about you right so the messaging is like a bit of push pull um we haven't forgotten about you we we want to be able to get you the watch that you want um but um you're not there yet but we we will and then 6 to 9 months in they typically give you a call and say got some great news the watch that you want is available um we've got one in I've got a few people who want it I'm going to hold it for you for 3 Days um if you want to come down it's yours if not that's totally fine I've got someone else who wants it that's really good right so what they're doing is they're leveraging three things logic emotion and urgency so logic is that the watch holds its value that it's a it's it's a um it's a Time piece that if you buy it for 10,000 and keep the box in the papers you probably be able to sell it for 10,000 great um so it holds its value That's The Logical justification the emotion is the brand the status the achievement the signification signifying a special moment so all of those emotions are there and then urgency is that I've been on a waiting list I wanted to get this it's only available for 3 days or else I miss out yeah so every business needs to create the conditions that people buy people buy when the conditions are right and those conditions are logic emotion and urgency so good this is no it's a big brain and and I think and you I guess you could say maybe another word for condition could be context yeah the context is right um yeah it's it's just the the forces line up yeah um we have a left brain and a right brain our left brain is logical our right brain is emotional so we need left and right brain alignment and then we need a moment to act moment to act or urgency is just simply that it's better to act now than wait yeah we need we don't need a lot of that urgency is just a spice like a little little spark but we need predominantly we need to have a logic and an emotion regardless of what you're selling if you're selling Video Production Services the logic is this is going to be good for your business it's tax deductible it's an investment into the long-term um development of the brand the emotion is we're going to make you look good right you're going to be you're going to you know gain notoriety in your industry um and then the urgency is that you know some of the other people in your industry have already gotten started and they're a little bit ahead of you you want to make sure that you're up up there with that so good you just gave me my game plan for 2025 let's go um and what's cool is when you break it down that way the perspective from the Rolex side of things is like they're not having they get they get to control the pace they control the circumstances the context um they don't have to they also don't have to be salesy out there yeah they are salesy but they're salesy in behind curtain mhm um and mind you like they're amazing they're great right the guys who work there they're always lovely and they're they're fabulous but they have a sales process yeah they they do sales training they do a phenomenal product knowledge and how people buy and how people buy Rolex and the Rolex Playbook all of that is is a is a Playbook yeah um let's not kid ourselves yeah I do think you know actually I don't know you you know otomar P so I just went into one and I was like Hey how do you buy one is it possible and they're like of course like we're a watch company she's like you just have to set an appointment I was like okay I'll come back she's like she puts it in a in a written down thing it's not even digital so you don't get reminded and she's and it's she was like just a lot for like 90 minutes I was like 90 minutes okay I'll come back Wednesday 90 minutes so I show up and it's like this she she literally this lady shows me you know all 220 pieces they have in production and gives me the background behind all of them and then I was like cool she was like I was like where do we go from here and she's like oh you have my number now she's like just text me the watch you want with 100% commitment but here's the thing and I think I I knew what she was saying she was saying uh we're looking for variety that's the reason why we kind of educated we wanted you not to buy it because all the celebrities are watching out I wanted you to buy it because of the history we just talked about and the craftsmanship and all that stuff they're like mix it up you know offshore dress watch and then you know throw in the Royal o and I'm like I just want the Royal H you know and just by that I'm like wow like it's a different way but I I I I don't want to send a watch that I'm 100% committing to that I don't really want yeah the funny thing is is that there's this psychological principle that people buy what others want to buy not what others want to sell so what they're doing is they're actually building a process that communicates that this is something you aspire to other people would want this this is not just something you want to like we're not trying to sell this to you you're trying to buy it so they're just repositioning crazy that right and they also want to they understand that in every interaction they're building a brand yes so when they educate you about the product you're then in a position to educate others about the product right so then the brand is built so good so they're actually constructing a brand in real time in your head yes because that's where Brands live they live in our heads wow so your entry level understanding of the brand is oh you know I've seen cool people wearing this watch and I think it' be cool to have one and then it's like oh actually no first we're going to deepen your understanding of the brand and then you're in a position to be a brand Advocate as well as an owner of the product yes um now we can learn from this we can absolutely learn from this people like education and entertainment before they buy every business every every brand small or large can do more education and entertainment they can educate and entertain their buyers there's this um rule or law or um uh strategy that's talked about by a guy called Professor Robin dunar now he's a professor in how people Bond how people fall in love uh how people connect how people remember names and faces how people build friendship circles that's what his expertise is one of his rules is called the 7h hour 7 hour rule so he talks about when you spend 7 hours with somebody uh you end up placing them at a at a high level of connection and significance so there's this kind of amplifier effect at the 7 hour mark So if you imagine that you've got a wide group of people that you know their name and face and then people you've spent seven hours with you call them friends or you call them uh close acquaintances um so one of the things that I look at when I'm building any business or any brand is I look at have we got seven hours worth of content available wow like can can we do a 7h hour run um you know so if I'm if I'm looking at someone's business and I say look I Google you I look at Amazon I look at um YouTube and I go there's just not a lot of stuff here we're not in even we're not even in a position to scale we can't do it yet um so we have to build the seven hours worth of content so that we are in a position to scale at some point hey question for you what would your business look like if it got the attention that it deserved you probably wouldn't even have a business problem most people don't have a business problem they have an awareness problem this is why you're invited to join me on the next content to cash challenge that is coming up in 5 days you're going to be getting the system that I have implemented in my business that's allowed me to be a part-time seven fig entrepreneur yes because I built my personal brand online it's opened up opportunity more importantly it's given me more time to spend with my family and my community the link to join this challenge is down in the description below and I want to encourage you to take the VIP experience where I'll be doing 1 hour of Q&A every day of the challenge and nowhere else do I Avail myself in this capacity and so I hope to see you on the cont content to cast challenge coming up and then you also talked about when I saw you about the same kind of idea but in a restaurant that like a restaurant that has people waiting outside is better than a restaurant than that could house unlimited you know everyone yeah so this is about the idea of protecting the experience for the customer yes so you you've got to recognize that you're in the business of leaving people feeling delighted every business is in the same business and the business is that no matter what you paid right or what we did for you you feel delighted to the extent that you would definitely do it again and you'd recommend others do the same thing we're all in that business so when we realize that we're in the business of delight and Manufacturing Delight then what we need to do is protect our ability to do that so if I've got a restaurant and it's got 50 tables 50 chairs right 50 50 settings if I know that when it's full with 50 everyone's delighted but if I start cramming in 6070 80 people no one's delighted the team don't like it the chefs don't like it the people in the restaurant don't like it no one's having a good experience from that lens we know that my capacity went from 50 happy customers to zero happy customers I destroyed my capacity wow so you're better off making people wait outside and telling them the reason that we do that is to protect the experience when you're inside so when you do finally get into this restaurant it'll be a great experience because we protect it that's really good now everyone can once again any business can use that principle yeah yeah you know what also who else can use this principle and I actually think maybe you haven't spoken into it are churches you know uh we're I'm one of the pastors at a church and we're experiencing incredible growth and what we now have I mean the thing is though in churches we have to accommodate we have to do our best to accommodate even when the the auditorium can't fit and so we'll have like an overflow room but like like even in that room that exper needs to be protected um and because yeah I you know but you know let's take the principles we've just talked about um someone wants to join the church we say look we we're not about just having people join and come in and out when they feel like it we want people who are part of a committed group of community um our church is built on stronger bonds than most um so book a 90-minute appointment come in through the week have a 90minut uh one to one and in the minute I'm going to tell you about our history and I'm going to tell you about our background I'm going to tell you what we believe in I'm going to now you've got my number text me when you want to come down I'm going to welcome you in for for your first session treat it like an AP experience dude so good you could even put people on a waiting list you could say our church gets pretty full um and we want to onboard you in the right way so the first thing you do is join the waiting list and then once you're on the waiting list we then make a time to do it properly yeah um so I the I love it I love it though the truth is I actually have a number of um churches that use the oversubscribed principles and the kpi principles um yeah I get that I get those messages quite a bit so cool okay so um we're from the church to cash you know like we um you're saying so now we built that brand people know more about what what is we do what we're about uh you talking about the four ways of of turning them into customers and clients so let's say you've got an audience and you want to do an elegant understated way to generate clients so the first way is a waiting list we just talked about it so never promoting that you've got something to sell promote the waiting list that there's something going to be available in the future so good so we're going to be launching a new software product if you're interested in being part of the beta group join the waiting list um we're going to be launching a training program it's for 150 people you're in the waiting list and then we'll get you to fill in the form and then you can be selected SO waiting list first um there's something about telling your audience that something's available but it's not available it's behind the waiting list that just keeps it elegant and understated right rather than I'm pushing this on you I'm just saying if you're interested you can register but it doesn't mean you you will actually get the thing yes um so so a waiting list is number one um would you say that's better than that's probably better than just joining a newsletter oh yeah yeah yeah okay newsletter is basically giving someone giving a business permission to send me education and entertainment yes right saying yeah I want to be educated and entertained by you but ultimately I'm still in the driver's seat I'll unsubscribe if you're no good the waiting list is a little bit different it's like hey I'm really interested in what you're up to and I'm waiting I'm waiting for it to come I'm waiting for more um Elon Musk is famous for waiting lists he loves doing waiting lists cyber truck waiting list I think they they did like 10 100 million with a waiting list they did 100 million of $100 deposits right yeah and they took that and then got funding yeah they're crazy and they built the factory for the Cyber truck um so he's always a big one for waiting list you can't you can't buy a roadster you can join the waiting list for a roadster M you know so so waiting list is a good one uh number two is a discussion group okay so you launch the discussion group before you launched the thing um or you launch the discussion group for the thing now this goes into a little bit of marketing geekery so I'll just go into a little bit of theory here but there are two types of buyers or potential buyers there are people who are what's called Problem aware people who are solution aware MH so if I stand in front of a big audience and I say who here right this minute is like in the last few days or weeks you've been searching for a CrossFit gym that you want to join CrossFit no hands go up if I say who here is less than 100% satisfied with your current level of fitness and you'd love to do something about it it everyone's hands got yes so this is the difference between solution CrossFit or problem I'm not 100% satisfied oh good so the one of the most powerful things to do is rather than launch a solution launch a discussion group that relates to the problem so it's a discussion group around the problem wow yeah and the way you do it is just would you like to improve broad thing join the discussion group if you want to improve your video quality cuz people will never say um my fitness sucks they'll say I'd like to improve my fitness my relationship sucks I'd like to improve my relationship wow right so you just say would you like to improve thing broad thing if so we're running a discussion group on how you can improve that and inside the discussion group you can discuss the problem and then introduce the solution now what if you want to sell a lot of CrossFit subscriptions if you want to launch a CrossFit gym launch the I'd like to improve my fitness group mhm and then introduce them to WIP CrossFit is one of the best solutions for that let's say uh and then you start with a big group and then you can uh discuss that as a particular solution it's really good and um and your I mean the new the the maybe way of saying that now would be just like like a school Community a Facebook Community yeah Facebook even WhatsApp whats WhatsApp is like it's on everyone's number one screen on their phone um it's it's very good at messaging you um um you've got permissions on so just like a WhatsApp Discussion Group even if it's a 7-Day popup mhm super powerful dang it's crazy because it's like the these aren't Ora archaic they're they're principles that you teach that I think we Overlook because we're always looking for the new trend but there are things that have just worked these are just how humans behave and have behaved forever yeah yeah so waiting list discussion group number three is called an uction event an introduction event is an introduction to blank and it's a live event and um and you join the introduction event it's an hour um and it just introduces people to the stuff that you know so an introduction to scaling Church attendance right I'm going to tell you the five principles that we've learned y this uh an introduction uh to weight loss the five principles of of weight loss an introduction to better relationships the five principles of better relationships an introduction to building personal brand scaling a business hiring a salesp person whatever it is that you do you got to remember that if you've been doing this for years it's like a fish that's always been swimming in water you just forget what water is but for someone who's getting into the water for the first time it's very new experience so the things that are completely old hat for you boring for you you totally take it for granted I mean actually let me just step out of this podcast for a minute these campaigns I've been running these for 20 years yeah and yet I'm introducing them to people and saying these are the these are some campaigns so for me it's like oh yeah I I just take it for granted I know how to do this I do this all the time but I'm doing an introduction to four campaigns wow so when you introduce people to your world that is a really powerful Zoom event live event um on on one end of the scale you can do these as breakfasts lunches or dinners so you could do private dining let's say you want to sell something high-end like super high-end coaching or something like that um you work with manufacturing companies to improve safety standards we're running a breakfast for people who are senior Executives at manufacturing companies um come along to a breakfast and we're going to have a special quick conversation around an introduction to using AI technology to improve safety conditions um okay great so now I'm going to go along to that so that would be a high end and then right down the other end we're just going to do big group on Zoom um it's going to be an introduction anyone anywhere in the world can join it's free um but it's an introduction presentation I've scaled seven businesses Z to a million in the first 12 months and all of them have involved a rolling schedule of introduction events every single time uh so two three times a month we're running the introduction event so good and it's the same event it's the same slides I I think some people think that everyone's going to go to the first one so doing it week two like I don't want to do the same thing but the reality is is like creating the predictability is what you want to do uh I grew one business to 10.7 million from from 0 to 1 million took a year and then uh 1 to 10.7 million took two years and we did that by running the same event 173 times it's crazy now think about this Coldplay they don't make up the concert every time yeah three times a week they played the same concer Ed cheeran touring around doing the same concer Taylor Swift same coner three times a week so good you know like we got to stop trying to reinvent stuff if you've run a launch event let's say you're running a new business and you're run a launch event like why would you not do that three times a month M why not do it three times a month for a year whatever you did in the launch event just repeat it yeah no it's so good I it's just that people it's just that perfectionism want wanting to show up make sure it's perfect but every successful business is iterating not even perfectionism it's people love novelty H but what works is doing what works over and over Roger federa doesn't reinvent his tennis game every time he does what works over and over and over Ed sharan does Edge sharan songs Coldplay do Coldplay songs Metallica do Metallica songs they know what works and they repeat it um I have seen people launch a book where all these people turned up to their book launch 40 50 60 people showed up and five six seven people signed up as clients off the back of it and they're like oh now what do I do run it again yeah run it again right I'm launching my book again yeah um you know I'm or just to I'm doing a short introduction to becoming a key person of influence I'm doing an introduction to getting over subscribed whatever the book is about yeah just run the damn introduction again so good yeah um what would you say could could you break down like what that hour should look like yeah let's let's do it so the first two things is Clarity and Authority so Clarity is this is what I'm going to be talking about Authority this is why you should listen to me uh the next thing is problem solution this is the problem that we see and why it's important to solve it and the ongoing impacts if you don't solve it and this is how we solve it these are the pillars and then problem solution the greater why the bigger why the problem solution the why and then finally opportunity next steps so this is the opportunity for you today or in in the week ahead these are the next steps if you want to seize that opportunity take on that opportunity and finally is the um emotional uplifting energy at the end or the um Essence I call it um the so so it spells out Capstone Clarity Authority problem solution the why opportunity next steps in the essence the essence is finish on uh finish on what the brand is actually about don't finish on a sales pitch always people always remember how something finished finish on the uh brand Essence M so good so that is that introductory event introduction event do it three times a month yeah and like don't get sick of it no well get sick of it but do it anyway yeah I'm sure I'm sure Coldplay gets sick of cplay that's true yeah so good okay so uh wait list weit list Discussion Group introduction event um and then the fourth one which is just such a powerful one this one is like this one is like almost just talking about it and giving it away if people knew how powerful it was they'd be like why does this guy give this away cuz this thing I should this this one I could consult and just charge 50 grand for and and it would be worth it and that is uh the online assessment the online assessment if you think about this idea of assessment based selling right so you never sell what you do you sell the assessment for what you do like a doctor right imagine you go into the doctor you say I'm not feeling well and they go oh um well if you're not feeling well we need to put your arm in a cast mhm you go what that makes no sense you don't even know I haven't even told you enough about me oh well I get paid to put people's arms in a cast right so that's that's where I make my profit so I'm going to recommend putting your arm in a cast I don't want to put my arm in a cast I didn't even tell you my arm was sore yeah right if they say look I don't know what's wrong with you we're going to do an x-ray an MRI and a blood test and that that'll tell us what's wrong with you and then you get the results back you say ah this is what's wrong with you you can see it okay now I'm open to whatever it is that we need to do so the the assessment comes first now if you want to sell to corporate or government sell them the assessment and then the solution you go into a large corporate trying to sell a solution they'll always push back but if you say um one of the things we' like to do is we' like to do a happiness at work survey we get 70 of your employees to fill in the happiness at work survey we identify three to five problems if they exist at all um and then we present those back to you with our recommendations and they're like oh how much is that you're like it's two grand and they go oh really okay great I'm done but as soon as you go back with what this assessment says it's like well it's Grand to fix yeah so they're they're all in at that point um you show them the data show them the assessment they're they're going for it um so life coaches life coaches should never sell life coaching no sell The Wheel of Life assessment say look all I recommend you do is do a wheel of Life assessment let's discuss it let's talk about W The Wheel of Life just come known for let's do a monthly Wheel of Life assessment and talk about talk about your improvement um if you take uh someone who does you know it Services Let's do an IT audit let's do a digital asset audit and then we'll come back and we'll say what we think is strong and what we think is weak um in your in your um thing so assessment based selling is super powerful so you set up an online assessment and you got the thing called the scorecard scorecard yeah so score you have a book called scorecard marketing which is phenomenal which is the assessments um so scorecard marketing score app.com all of my templates are there on score app.com and you can get them for free if you sign up for an account there's like 90 templates all ready to go you just plug in your logo and your colors and and they're there um so score up.com uh the assessment are you ready to blank are you ready to scale are you ready to get a better relationship are you ready to start dating are you ready to enroll in University are you ready to do an MBA are you ready to um uh improve C security so good build personal brand are you ready to blank yep so powerful 10 answer 10 questions and find out um so that's one or which type are you which type of Father are you which type of um Christian are you which type of sales person are you which type of um uh marketer are you right so then you answer 15 questions and it says you're either type A or C uh and here's what to do about that so A which type of you uh five love languages is a which type of you um 16 personalities is a which type of you uh so people just love this stuff yeah so any of those super super powerful the one I did was called the key person of influence assessment 90,000 people filled it in and we did 20 million dollars worth of sales wow all right because like I'm like okay there's the wait list or there's just the survey like I don't want like a ton of links in my Instagram or my or my YouTube description yep um would you do like the survey over the weight list like which one would you the the weit list is if you genuinely have something coming okay like something something like do you ever run Retreats or do you ever run I do like a a Content Workshop content Workshop so join the wait list for the next content Workshop so definitely put that in um that's way more powerful you put all the information about why a Content Workshop is incredible but you can't register for it can only join their wait list mhm um and then when the power of that is you go and say look we've got 400 people on the waiting list I can only take like 45 people on the workshop people like well how do I not miss out yep okay um do you actually have something coming the the survey this the scorecard is um is like an evergreen one so this is like uh your content score so um you know take the answer 15 questions to find your content marketing score um if you score above a 90% your content marketing will take on a life of its own it will grow it'll scale it'll deliver results if you go 70 to 90% you're keeping your existing Market warm under 70% you're missing massive opportunities and you need to up your game take the question find out where you score yeah and what did what was the offer on the back end of your key person of influence yeah so that was 40 questions measuring you in pitching publishing product profile and partnership once you filled that in you booked a a oneto one with one of my team Y and then we basically gave you a proposal as to how we can address the thing that's weak yeah right how we can improve how we can improve those scores were you a part of that fulfillment or did you have some part of it yeah but I've got I've got a A Team I've got a coaches and stuff collaborators and coaches I've got um yeah a cohort of um of like people who who do it a faculty yeah no so good and we've got Services lots of like actual Services done for you Services yeah dope no and and okay so yeah you just you have multiple offers on that back end but the point of the scorecard from the business side of things is you get that information to be able to prescribe somebody make a recommendation and you're saying like you show up to that sales call or your sales people show up to that sales call so well informed about this human being we've got 40 pieces of information about them yeah yeah and what we're doing is we're then able to zoom in on the actual thing they need right right I don't have to put someone's arm in a cast if their arm isn't broken exactly um but if they've got a broken ankle let's put the foot in a cast let's fix the thing that needs fixing so you know what's cool is that we're already in alignment with our customers they've already told us enough information for us to immediately say this is what you told us yeah like you don't publish enough stuff you're just not publishing how about we get you um a publishing strategy let's get you a book deal um let's get you you um set up with a an agency that can do a publishing schedule we can interview you once a month and then put that into a publishing schedule get this stuff going so that you're not missing that opportunity which you told us is the opportunity that is is the you know the biggest Gap yeah so I I like that I'm like here's what my brain's doing it's it's uh categorizing how you would love to help people and like the various different verticals that a person would need help based on how you like generally helping them and then actually coming up with offers for each of those verticals yeah that's pretty much what you did like you scaled to 20 million because you had an offer for every pain Point yeah basically yeah how do you not get overwhelmed by offering so many offers you just have a team okay you know I it's funny if I look at a business that has a thousand employees I'm like damn how do they How do they organize that many people people look at me with 150 you know people on the team and they're like okay how do I do that I remember what it was like having 15 people or five people and always it looks complicated at the next level and it's like you just you just build a bigger team yeah what have you learned building a team to 150 uh I've learned that it's a you can learn a lot from the Army so the Army has two person Scout teams four person fire teams eight person squads platoons uh batt companies and battalions so the Army's done hundreds of years worth of research into this and they've tried everything so I just do the exact same thing the Army does with with my teams now I go 24830 right so like we go 24830 150 so it's basically like um like a a great strong unit in business is like a squadron so there's Corporal Lance corporal and six people on the team um and same thing I've built a lot of companies where we very rapidly become a a unit um in the UK we call it a um a section I think it's called a squad here you very rapidly become a squad you have a Corporal Lance corporal and six people yeah um so you got your team of eight that is your core unit for doing seven figures of Revenue once that works you scale up to 30 um and that's your core unit for doing eight figures of Revenue so good I was actually in the Army National Guard yeah but the way you've just equated it to business and how it's the breeding ground for a certain you know Financial Revenue goals is like really yeah so like when I've got an idea I put a twers scout team on that idea and I put two people on it and I say can we sell it can we build it can we sell it can we deliver it and then come back and then we do a four person fire team to run a launch campaign and then an eight person Squad and then PL so good yeah you can learn a lot from the military yeah no 100 I mean I it's it's been foundational because I I um I did RC at became an officer and just the the leadership skills too like situational awareness you know your bearing like how how you how people view you is so important all those things like even in a room um how like I'd love to know like when did you know you were like someone to to pursue your thoughts like you're a thought leader and you it seems like you've put a lot of work even just when you talk you know the the P's the Frameworks the the scorecards yeah yeah I would like to know like how you when you that clicked for you well the answer is when it clicked was around 20091 okay I started blogging and putting stuff on this a couple of platforms that I was on start I joined Twitter started tweeting um so as around that time I became really kind of aware that you could publish content without a filter and you kind of needed to have a bit of a theme of this I published some stuff around the Obama awake campaign where I talked about how his Obama everywhere campaign was really showing businesses how to structure a personal brand um Le campaign wow um and that really took off and I talked about this idea of positioning as a key person of influence and essentially what we can learn from from that campaign um I I believe that um presidential elections are always like the Formula One of marketing you see things that are like cuz it's such an aggressive big budget and intense campaign yeah that you see things that you know it's kind of like Formula One you you see the aggressive strategies that they're trying to um you know put into to put into winning so um I'm always paying attention without the politics without the emotion around politics I'm just paying attention to what they're doing in 2016 it was data analytics it's all about data it was about hyper personalization hyper targeting um bre you know breaking things up into little grids um and now they're freaking out worried about the influence of AI yeah right so they're not necessarily trying to do AI but they're worried about what AI can do that's telling me that's what we're in right now yeah so good what what are you wanting to figure out now um what am I wanting to figure out I mean I just enjoy the times that we're in I think we're I think we're living in incredible times um I'll tell you what I'm trying to figure out right now I've got three little kids and the whole schooling system was designed for the Industrial Age and the Industrial Age is well and truly over MH and I don't know what to teach them going into this AI age yeah like I've got hunches but what do you teach kids because the schooling system as it currently stands teaches kids to be a large language model it teaches them that if I prompt you you're going to hallucinate the right answer um now when that exists as a product and it's free then it's like well we have to flip that and say the kid is not the llm the kid is the prompter right so how do you become a critical thinker who knows what to ask as opposed to uh someone who can be asked and knows how to respond so yeah I'm trying to figure out like how do you raise kids no it's it's crazy because um [Music] like I I remember I feel like the only goal when I was growing up in school was to just become a brilliant or not even brilliant but like phenomenal at phenomenal at memorizing things memorizing stuff and only only for the test and only for the test although I still I still have some weird stuff memorized yeah I still know that in 1932 there was a court case called the snail and the ale and that was like a a landmark case yeah for contract law still in my head from some I mean there you go that's that'll take you to the next level right there Donna Hugh versus Stevens yeah no and and and you look at people who are influencing the world and culture they're innovators and creators and critical thinkers and it's it is it's wild like yeah we recently I have a 5 and a half year-old and a six-month year old uh but our daughter we we actually pulled her out she was at a phenomenal School uh and you know like her watching me do the thing I mean my phone's over there she's sending me like selfie videos of July 4th cuz they're they're in Utah like they were doing fireworks she's like look pop like she knows how to show the phone and like what she's doing and and I actually like it so maybe there's some parents are like no dude the screens but I'm like really hard balance yeah really and I can understand both sides yeah right um but that that's cool I I love that I love that you'll come up with a framework and like we'll find out how to raise our kids maybe I just ask chat gbt dude I appreciate you where can people find you I'll link up your books and stuff but yeah yeah uh LinkedIn I'm I'm quite active on LinkedIn so um follow me there uh X or Twitter um Instagram those are sort of some of the places where I post regularly I'm also recently I've been posting like a 10-minute video every single week on YouTube I'm not sure how long I'll keep doing that for but there's an archive all this year of like 10minute videos on this this this and this m you can run down the YouTube rabbit hole if you want to yeah it's good is that the key person of influence uh Channel how come you don't just call it Daniel Priestley because I've got eight different companies so I I am probably going to build the Daniel Priestley Channel but I kind of want people to show up to see me at that particular brand okay um so like you know there's a score app Channel as well okay and I'm quite active on that one um so what I'm what I'm doing is trying to transfer a bit of brand Equity into those those channels there will come there will come a point where those business businesses may be sold orend you're think because the keyman risk yeah so I'm trying to essentially build that as a destination and then we bring in other personalities as well yes that's so good dude great all right we'll link it up and I appreciate you thank you for making this happen this was a dream honestly this was great thank you peers

today&#39;s Department we have multiple eight figure entrepreneur best-selling author business Expert Daniel Priestley every business needs to create the conditions that people buy and those conditions are logic emotion urgency I grew one business to 10.7 million we did that by running the same event 173 times I think some people think that everyone&#39;s going to go to the first one so doing it week two like I don&#39;t want to do the same thing Coldplay they don&#39;t make up the concert every time yeah three times a week they play the same concer Taylor Swift same concer three times a week like we got to stop trying to reinvent stuff but what works is doing what works over and over building an audience is one thing how do they become clients customers people that invest in what it is that you have for them this one I could consult and just charge 50 grand for and and it would be worth it and that is Daniel Priestley I am so honored to have you I&#39;m so glad to be here in our little rocking chairs little rocking chairs being to have our conversation together this was a makeshift setup everyone The Rock chair it should be a permanent fixture having the rocking chair kind of gets the brain really moving but a tick a tick during the the the conversation could uh maybe or maybe it makes it interesting you know um but no it&#39;s been so cool because my journey of discovering you is number one you know that the podcast you did on the diary of the CEO like uh your face was just everywhere like YouTube favored your face in the AL Alm and it showed up on probably everyone who is in business or trying to start a business yeah for a week there I was I was like bombarded it was amazing yeah and sometimes you don&#39;t put two and two together because you read a book and you know there&#39;s no photo you know and we&#39;re not really putting names to faces all the time have you read a book before you read mine I didn&#39;t oh so then I join this Mastermind and then he recommends a book called key person of influence and I&#39;m reading it I&#39;m like this is brilliant and then I&#39;m getting to you at all angles yes no it&#39;s crazy and I think we&#39;re going to like this conversation will maybe talk about the meta nature of how you know you&#39;ve built what you&#39;ve built and then uh but but that recommendation I actually had uh you know over subscrib sitting on my shelf before key person of influence and I&#39;m just not putting all these together until myin has you speak at the event and I&#39;m like oh oh that&#39;s the guy and then I I saw you in passing you know grabbed a selfie you gave me s&#39;s um email but it was cool that this happen because I I don&#39;t I didn&#39;t foresee this happening here in Atlanta I&#39;m glad we got no thank you for doing this watch matching buddies by the way let&#39;s go um so you know you just got off stage doing a keynote at our friend uh David Shan&#39;s podcast Summit event David&#39;s the legend he&#39;s a legend he really is and um I think the four elements you talked about I wanted to just bring to this audience because building an audience is one thing building a demand is one thing but how you actually how do they become clients customers people that uh invest in what it is that you have for them I want to get into that yeah it&#39;s kind of like the audience is this one big community on this island and then you&#39;ve got all your products and services maybe you&#39;ve got an agency maybe you got Services courses coaching software and that&#39;s all over here and then there&#39;s this kind of like awkward conversation about well how do I kind of introduce my audience to what I do and uh I don&#39;t want to be like salesy to this big group over here and I don&#39;t want to feel like I&#39;m pitching pitching pitching all the time I want to serve the community and give them content but then I somehow have to kind of monetize right so what&#39;s the way to do that and and really what we wanted to talk about when we were having that conversation was uh some of the soft gentle ways to bridge from one to the other that just come across as natural and and um you know it doesn&#39;t polarize anyone it&#39;s you know it&#39;s good for creators I like that you use the word soft gentle cuz I mean that I&#39;m i&#39; I&#39;ve probably in I&#39;m in my journey of growing in this in sales like the skill like that that like the skill the persuasion the psychology the conversation and uh that is probably the best explanation as to what I desire to be like as a salesperson or somebody who has something to sell is I want it to be seem I want it to seem gentle my Approach I love understated and elegant I love understated elegant sales models business models where it doesn&#39;t feel like it&#39;s a business model but it just works um and it&#39;s possible you know apple is a great example of understated Elegance when it comes to having a very aggressive sales model um they are very very good at selling a lot of stuff very fast um and they always have been but they do it in such a way that it&#39;s kind of understated and elegant you want to do it um so it&#39;s like how do we construct a model that um doesn&#39;t feel like it&#39;s in your face but it still gets the same result yeah and I think what&#39;s cool is you you do such a great job at taking a big picture uh Legacy brand and showing like hey you can build it this way too at a uh the event a couple months ago you were like Rolex like they sell the same thing that whatever Timex like you but but why are people in demand to pay so much money and they you know Rolex is a fascinating business because it hasn&#39;t really innovited in 50 years the product looks exactly the same crazy easily copied um you know $250 for a copy that sells for tens of thousands if it&#39;s the real thing um and almost even watch experts can hardly tell the good copies apart from the real ones um it is um something that you don&#39;t need we all can tell the time on our phone now yeah but how are they doing it and you know when you study how they&#39;re doing it you&#39;re like ah okay it&#39;s an actual system it&#39;s a process they go through a series of steps those are repeatable steps they do them all over the world and they have built the brand and also the sales model the revenue model and the sales model uh To Be An understated Elegant easy way to move people from being aware to buying the product so building the brand and then having the sales model connected to it exactly in a nutshell could you say in 2024 or whenever somebody&#39;s listening to this like how do you build a brand right now well let&#39;s just start with Rolex as an example and then we&#39;ll break it down for small businesses but essentially this Rolex does big audiences through sponsorship so tennis and yachting and uh racing Formula 1 and all that sort of stuff so they&#39;re doing the big audiences so everyone&#39;s heard of the brand and they take out the back page of every men&#39;s magazine and every women&#39;s magazine they&#39;re really big on the brand but then when you walk into a boutique they are very very careful and clever about how they do this whole thing so the way that they do it is they say which watch would you love to buy if you could um and they get you to pick one or two and then they say we don&#39;t have that available but what we&#39;ll do is we&#39;ll put you on a waiting list and we&#39;ll let you know when when it becomes available they typically give you a call about 3 to six months in and they say um good news and bad news bad news is I can&#39;t get you the watch at the moment but the good news is you have moved further up on the waiting list and um you&#39;re closer to the top of the waiting list and just letting you know that we will when when when we get one in um we haven&#39;t forgotten about you right so the messaging is like a bit of push pull um we haven&#39;t forgotten about you we we want to be able to get you the watch that you want um but um you&#39;re not there yet but we we will and then 6 to 9 months in they typically give you a call and say got some great news the watch that you want is available um we&#39;ve got one in I&#39;ve got a few people who want it I&#39;m going to hold it for you for 3 Days um if you want to come down it&#39;s yours if not that&#39;s totally fine I&#39;ve got someone else who wants it that&#39;s really good right so what they&#39;re doing is they&#39;re leveraging three things logic emotion and urgency so logic is that the watch holds its value that it&#39;s a it&#39;s it&#39;s a um it&#39;s a Time piece that if you buy it for 10,000 and keep the box in the papers you probably be able to sell it for 10,000 great um so it holds its value That&#39;s The Logical justification the emotion is the brand the status the achievement the signification signifying a special moment so all of those emotions are there and then urgency is that I&#39;ve been on a waiting list I wanted to get this it&#39;s only available for 3 days or else I miss out yeah so every business needs to create the conditions that people buy people buy when the conditions are right and those conditions are logic emotion and urgency so good this is no it&#39;s a big brain and and I think and you I guess you could say maybe another word for condition could be context yeah the context is right um yeah it&#39;s it&#39;s just the the forces line up yeah um we have a left brain and a right brain our left brain is logical our right brain is emotional so we need left and right brain alignment and then we need a moment to act moment to act or urgency is just simply that it&#39;s better to act now than wait yeah we need we don&#39;t need a lot of that urgency is just a spice like a little little spark but we need predominantly we need to have a logic and an emotion regardless of what you&#39;re selling if you&#39;re selling Video Production Services the logic is this is going to be good for your business it&#39;s tax deductible it&#39;s an investment into the long-term um development of the brand the emotion is we&#39;re going to make you look good right you&#39;re going to be you&#39;re going to you know gain notoriety in your industry um and then the urgency is that you know some of the other people in your industry have already gotten started and they&#39;re a little bit ahead of you you want to make sure that you&#39;re up up there with that so good you just gave me my game plan for 2025 let&#39;s go um and what&#39;s cool is when you break it down that way the perspective from the Rolex side of things is like they&#39;re not having they get they get to control the pace they control the circumstances the context um they don&#39;t have to they also don&#39;t have to be salesy out there yeah they are salesy but they&#39;re salesy in behind curtain mhm um and mind you like they&#39;re amazing they&#39;re great right the guys who work there they&#39;re always lovely and they&#39;re they&#39;re fabulous but they have a sales process yeah they they do sales training they do a phenomenal product knowledge and how people buy and how people buy Rolex and the Rolex Playbook all of that is is a is a Playbook yeah um let&#39;s not kid ourselves yeah I do think you know actually I don&#39;t know you you know otomar P so I just went into one and I was like Hey how do you buy one is it possible and they&#39;re like of course like we&#39;re a watch company she&#39;s like you just have to set an appointment I was like okay I&#39;ll come back she&#39;s like she puts it in a in a written down thing it&#39;s not even digital so you don&#39;t get reminded and she&#39;s and it&#39;s she was like just a lot for like 90 minutes I was like 90 minutes okay I&#39;ll come back Wednesday 90 minutes so I show up and it&#39;s like this she she literally this lady shows me you know all 220 pieces they have in production and gives me the background behind all of them and then I was like cool she was like I was like where do we go from here and she&#39;s like oh you have my number now she&#39;s like just text me the watch you want with 100% commitment but here&#39;s the thing and I think I I knew what she was saying she was saying uh we&#39;re looking for variety that&#39;s the reason why we kind of educated we wanted you not to buy it because all the celebrities are watching out I wanted you to buy it because of the history we just talked about and the craftsmanship and all that stuff they&#39;re like mix it up you know offshore dress watch and then you know throw in the Royal o and I&#39;m like I just want the Royal H you know and just by that I&#39;m like wow like it&#39;s a different way but I I I I don&#39;t want to send a watch that I&#39;m 100% committing to that I don&#39;t really want yeah the funny thing is is that there&#39;s this psychological principle that people buy what others want to buy not what others want to sell so what they&#39;re doing is they&#39;re actually building a process that communicates that this is something you aspire to other people would want this this is not just something you want to like we&#39;re not trying to sell this to you you&#39;re trying to buy it so they&#39;re just repositioning crazy that right and they also want to they understand that in every interaction they&#39;re building a brand yes so when they educate you about the product you&#39;re then in a position to educate others about the product right so then the brand is built so good so they&#39;re actually constructing a brand in real time in your head yes because that&#39;s where Brands live they live in our heads wow so your entry level understanding of the brand is oh you know I&#39;ve seen cool people wearing this watch and I think it&#39; be cool to have one and then it&#39;s like oh actually no first we&#39;re going to deepen your understanding of the brand and then you&#39;re in a position to be a brand Advocate as well as an owner of the product yes um now we can learn from this we can absolutely learn from this people like education and entertainment before they buy every business every every brand small or large can do more education and entertainment they can educate and entertain their buyers there&#39;s this um rule or law or um uh strategy that&#39;s talked about by a guy called Professor Robin dunar now he&#39;s a professor in how people Bond how people fall in love uh how people connect how people remember names and faces how people build friendship circles that&#39;s what his expertise is one of his rules is called the 7h hour 7 hour rule so he talks about when you spend 7 hours with somebody uh you end up placing them at a at a high level of connection and significance so there&#39;s this kind of amplifier effect at the 7 hour mark So if you imagine that you&#39;ve got a wide group of people that you know their name and face and then people you&#39;ve spent seven hours with you call them friends or you call them uh close acquaintances um so one of the things that I look at when I&#39;m building any business or any brand is I look at have we got seven hours worth of content available wow like can can we do a 7h hour run um you know so if I&#39;m if I&#39;m looking at someone&#39;s business and I say look I Google you I look at Amazon I look at um YouTube and I go there&#39;s just not a lot of stuff here we&#39;re not in even we&#39;re not even in a position to scale we can&#39;t do it yet um so we have to build the seven hours worth of content so that we are in a position to scale at some point hey question for you what would your business look like if it got the attention that it deserved you probably wouldn&#39;t even have a business problem most people don&#39;t have a business problem they have an awareness problem this is why you&#39;re invited to join me on the next content to cash challenge that is coming up in 5 days you&#39;re going to be getting the system that I have implemented in my business that&#39;s allowed me to be a part-time seven fig entrepreneur yes because I built my personal brand online it&#39;s opened up opportunity more importantly it&#39;s given me more time to spend with my family and my community the link to join this challenge is down in the description below and I want to encourage you to take the VIP experience where I&#39;ll be doing 1 hour of Q&amp;A every day of the challenge and nowhere else do I Avail myself in this capacity and so I hope to see you on the cont content to cast challenge coming up and then you also talked about when I saw you about the same kind of idea but in a restaurant that like a restaurant that has people waiting outside is better than a restaurant than that could house unlimited you know everyone yeah so this is about the idea of protecting the experience for the customer yes so you you&#39;ve got to recognize that you&#39;re in the business of leaving people feeling delighted every business is in the same business and the business is that no matter what you paid right or what we did for you you feel delighted to the extent that you would definitely do it again and you&#39;d recommend others do the same thing we&#39;re all in that business so when we realize that we&#39;re in the business of delight and Manufacturing Delight then what we need to do is protect our ability to do that so if I&#39;ve got a restaurant and it&#39;s got 50 tables 50 chairs right 50 50 settings if I know that when it&#39;s full with 50 everyone&#39;s delighted but if I start cramming in 6070 80 people no one&#39;s delighted the team don&#39;t like it the chefs don&#39;t like it the people in the restaurant don&#39;t like it no one&#39;s having a good experience from that lens we know that my capacity went from 50 happy customers to zero happy customers I destroyed my capacity wow so you&#39;re better off making people wait outside and telling them the reason that we do that is to protect the experience when you&#39;re inside so when you do finally get into this restaurant it&#39;ll be a great experience because we protect it that&#39;s really good now everyone can once again any business can use that principle yeah yeah you know what also who else can use this principle and I actually think maybe you haven&#39;t spoken into it are churches you know uh we&#39;re I&#39;m one of the pastors at a church and we&#39;re experiencing incredible growth and what we now have I mean the thing is though in churches we have to accommodate we have to do our best to accommodate even when the the auditorium can&#39;t fit and so we&#39;ll have like an overflow room but like like even in that room that exper needs to be protected um and because yeah I you know but you know let&#39;s take the principles we&#39;ve just talked about um someone wants to join the church we say look we we&#39;re not about just having people join and come in and out when they feel like it we want people who are part of a committed group of community um our church is built on stronger bonds than most um so book a 90-minute appointment come in through the week have a 90minut uh one to one and in the minute I&#39;m going to tell you about our history and I&#39;m going to tell you about our background I&#39;m going to tell you what we believe in I&#39;m going to now you&#39;ve got my number text me when you want to come down I&#39;m going to welcome you in for for your first session treat it like an AP experience dude so good you could even put people on a waiting list you could say our church gets pretty full um and we want to onboard you in the right way so the first thing you do is join the waiting list and then once you&#39;re on the waiting list we then make a time to do it properly yeah um so I the I love it I love it though the truth is I actually have a number of um churches that use the oversubscribed principles and the kpi principles um yeah I get that I get those messages quite a bit so cool okay so um we&#39;re from the church to cash you know like we um you&#39;re saying so now we built that brand people know more about what what is we do what we&#39;re about uh you talking about the four ways of of turning them into customers and clients so let&#39;s say you&#39;ve got an audience and you want to do an elegant understated way to generate clients so the first way is a waiting list we just talked about it so never promoting that you&#39;ve got something to sell promote the waiting list that there&#39;s something going to be available in the future so good so we&#39;re going to be launching a new software product if you&#39;re interested in being part of the beta group join the waiting list um we&#39;re going to be launching a training program it&#39;s for 150 people you&#39;re in the waiting list and then we&#39;ll get you to fill in the form and then you can be selected SO waiting list first um there&#39;s something about telling your audience that something&#39;s available but it&#39;s not available it&#39;s behind the waiting list that just keeps it elegant and understated right rather than I&#39;m pushing this on you I&#39;m just saying if you&#39;re interested you can register but it doesn&#39;t mean you you will actually get the thing yes um so so a waiting list is number one um would you say that&#39;s better than that&#39;s probably better than just joining a newsletter oh yeah yeah yeah okay newsletter is basically giving someone giving a business permission to send me education and entertainment yes right saying yeah I want to be educated and entertained by you but ultimately I&#39;m still in the driver&#39;s seat I&#39;ll unsubscribe if you&#39;re no good the waiting list is a little bit different it&#39;s like hey I&#39;m really interested in what you&#39;re up to and I&#39;m waiting I&#39;m waiting for it to come I&#39;m waiting for more um Elon Musk is famous for waiting lists he loves doing waiting lists cyber truck waiting list I think they they did like 10 100 million with a waiting list they did 100 million of $100 deposits right yeah and they took that and then got funding yeah they&#39;re crazy and they built the factory for the Cyber truck um so he&#39;s always a big one for waiting list you can&#39;t you can&#39;t buy a roadster you can join the waiting list for a roadster M you know so so waiting list is a good one uh number two is a discussion group okay so you launch the discussion group before you launched the thing um or you launch the discussion group for the thing now this goes into a little bit of marketing geekery so I&#39;ll just go into a little bit of theory here but there are two types of buyers or potential buyers there are people who are what&#39;s called Problem aware people who are solution aware MH so if I stand in front of a big audience and I say who here right this minute is like in the last few days or weeks you&#39;ve been searching for a CrossFit gym that you want to join CrossFit no hands go up if I say who here is less than 100% satisfied with your current level of fitness and you&#39;d love to do something about it it everyone&#39;s hands got yes so this is the difference between solution CrossFit or problem I&#39;m not 100% satisfied oh good so the one of the most powerful things to do is rather than launch a solution launch a discussion group that relates to the problem so it&#39;s a discussion group around the problem wow yeah and the way you do it is just would you like to improve broad thing join the discussion group if you want to improve your video quality cuz people will never say um my fitness sucks they&#39;ll say I&#39;d like to improve my fitness my relationship sucks I&#39;d like to improve my relationship wow right so you just say would you like to improve thing broad thing if so we&#39;re running a discussion group on how you can improve that and inside the discussion group you can discuss the problem and then introduce the solution now what if you want to sell a lot of CrossFit subscriptions if you want to launch a CrossFit gym launch the I&#39;d like to improve my fitness group mhm and then introduce them to WIP CrossFit is one of the best solutions for that let&#39;s say uh and then you start with a big group and then you can uh discuss that as a particular solution it&#39;s really good and um and your I mean the new the the maybe way of saying that now would be just like like a school Community a Facebook Community yeah Facebook even WhatsApp whats WhatsApp is like it&#39;s on everyone&#39;s number one screen on their phone um it&#39;s it&#39;s very good at messaging you um um you&#39;ve got permissions on so just like a WhatsApp Discussion Group even if it&#39;s a 7-Day popup mhm super powerful dang it&#39;s crazy because it&#39;s like the these aren&#39;t Ora archaic they&#39;re they&#39;re principles that you teach that I think we Overlook because we&#39;re always looking for the new trend but there are things that have just worked these are just how humans behave and have behaved forever yeah yeah so waiting list discussion group number three is called an uction event an introduction event is an introduction to blank and it&#39;s a live event and um and you join the introduction event it&#39;s an hour um and it just introduces people to the stuff that you know so an introduction to scaling Church attendance right I&#39;m going to tell you the five principles that we&#39;ve learned y this uh an introduction uh to weight loss the five principles of of weight loss an introduction to better relationships the five principles of better relationships an introduction to building personal brand scaling a business hiring a salesp person whatever it is that you do you got to remember that if you&#39;ve been doing this for years it&#39;s like a fish that&#39;s always been swimming in water you just forget what water is but for someone who&#39;s getting into the water for the first time it&#39;s very new experience so the things that are completely old hat for you boring for you you totally take it for granted I mean actually let me just step out of this podcast for a minute these campaigns I&#39;ve been running these for 20 years yeah and yet I&#39;m introducing them to people and saying these are the these are some campaigns so for me it&#39;s like oh yeah I I just take it for granted I know how to do this I do this all the time but I&#39;m doing an introduction to four campaigns wow so when you introduce people to your world that is a really powerful Zoom event live event um on on one end of the scale you can do these as breakfasts lunches or dinners so you could do private dining let&#39;s say you want to sell something high-end like super high-end coaching or something like that um you work with manufacturing companies to improve safety standards we&#39;re running a breakfast for people who are senior Executives at manufacturing companies um come along to a breakfast and we&#39;re going to have a special quick conversation around an introduction to using AI technology to improve safety conditions um okay great so now I&#39;m going to go along to that so that would be a high end and then right down the other end we&#39;re just going to do big group on Zoom um it&#39;s going to be an introduction anyone anywhere in the world can join it&#39;s free um but it&#39;s an introduction presentation I&#39;ve scaled seven businesses Z to a million in the first 12 months and all of them have involved a rolling schedule of introduction events every single time uh so two three times a month we&#39;re running the introduction event so good and it&#39;s the same event it&#39;s the same slides I I think some people think that everyone&#39;s going to go to the first one so doing it week two like I don&#39;t want to do the same thing but the reality is is like creating the predictability is what you want to do uh I grew one business to 10.7 million from from 0 to 1 million took a year and then uh 1 to 10.7 million took two years and we did that by running the same event 173 times it&#39;s crazy now think about this Coldplay they don&#39;t make up the concert every time yeah three times a week they played the same concer Ed cheeran touring around doing the same concer Taylor Swift same coner three times a week so good you know like we got to stop trying to reinvent stuff if you&#39;ve run a launch event let&#39;s say you&#39;re running a new business and you&#39;re run a launch event like why would you not do that three times a month M why not do it three times a month for a year whatever you did in the launch event just repeat it yeah no it&#39;s so good I it&#39;s just that people it&#39;s just that perfectionism want wanting to show up make sure it&#39;s perfect but every successful business is iterating not even perfectionism it&#39;s people love novelty H but what works is doing what works over and over Roger federa doesn&#39;t reinvent his tennis game every time he does what works over and over and over Ed sharan does Edge sharan songs Coldplay do Coldplay songs Metallica do Metallica songs they know what works and they repeat it um I have seen people launch a book where all these people turned up to their book launch 40 50 60 people showed up and five six seven people signed up as clients off the back of it and they&#39;re like oh now what do I do run it again yeah run it again right I&#39;m launching my book again yeah um you know I&#39;m or just to I&#39;m doing a short introduction to becoming a key person of influence I&#39;m doing an introduction to getting over subscribed whatever the book is about yeah just run the damn introduction again so good yeah um what would you say could could you break down like what that hour should look like yeah let&#39;s let&#39;s do it so the first two things is Clarity and Authority so Clarity is this is what I&#39;m going to be talking about Authority this is why you should listen to me uh the next thing is problem solution this is the problem that we see and why it&#39;s important to solve it and the ongoing impacts if you don&#39;t solve it and this is how we solve it these are the pillars and then problem solution the greater why the bigger why the problem solution the why and then finally opportunity next steps so this is the opportunity for you today or in in the week ahead these are the next steps if you want to seize that opportunity take on that opportunity and finally is the um emotional uplifting energy at the end or the um Essence I call it um the so so it spells out Capstone Clarity Authority problem solution the why opportunity next steps in the essence the essence is finish on uh finish on what the brand is actually about don&#39;t finish on a sales pitch always people always remember how something finished finish on the uh brand Essence M so good so that is that introductory event introduction event do it three times a month yeah and like don&#39;t get sick of it no well get sick of it but do it anyway yeah I&#39;m sure I&#39;m sure Coldplay gets sick of cplay that&#39;s true yeah so good okay so uh wait list weit list Discussion Group introduction event um and then the fourth one which is just such a powerful one this one is like this one is like almost just talking about it and giving it away if people knew how powerful it was they&#39;d be like why does this guy give this away cuz this thing I should this this one I could consult and just charge 50 grand for and and it would be worth it and that is uh the online assessment the online assessment if you think about this idea of assessment based selling right so you never sell what you do you sell the assessment for what you do like a doctor right imagine you go into the doctor you say I&#39;m not feeling well and they go oh um well if you&#39;re not feeling well we need to put your arm in a cast mhm you go what that makes no sense you don&#39;t even know I haven&#39;t even told you enough about me oh well I get paid to put people&#39;s arms in a cast right so that&#39;s that&#39;s where I make my profit so I&#39;m going to recommend putting your arm in a cast I don&#39;t want to put my arm in a cast I didn&#39;t even tell you my arm was sore yeah right if they say look I don&#39;t know what&#39;s wrong with you we&#39;re going to do an x-ray an MRI and a blood test and that that&#39;ll tell us what&#39;s wrong with you and then you get the results back you say ah this is what&#39;s wrong with you you can see it okay now I&#39;m open to whatever it is that we need to do so the the assessment comes first now if you want to sell to corporate or government sell them the assessment and then the solution you go into a large corporate trying to sell a solution they&#39;ll always push back but if you say um one of the things we&#39; like to do is we&#39; like to do a happiness at work survey we get 70 of your employees to fill in the happiness at work survey we identify three to five problems if they exist at all um and then we present those back to you with our recommendations and they&#39;re like oh how much is that you&#39;re like it&#39;s two grand and they go oh really okay great I&#39;m done but as soon as you go back with what this assessment says it&#39;s like well it&#39;s Grand to fix yeah so they&#39;re they&#39;re all in at that point um you show them the data show them the assessment they&#39;re they&#39;re going for it um so life coaches life coaches should never sell life coaching no sell The Wheel of Life assessment say look all I recommend you do is do a wheel of Life assessment let&#39;s discuss it let&#39;s talk about W The Wheel of Life just come known for let&#39;s do a monthly Wheel of Life assessment and talk about talk about your improvement um if you take uh someone who does you know it Services Let&#39;s do an IT audit let&#39;s do a digital asset audit and then we&#39;ll come back and we&#39;ll say what we think is strong and what we think is weak um in your in your um thing so assessment based selling is super powerful so you set up an online assessment and you got the thing called the scorecard scorecard yeah so score you have a book called scorecard marketing which is phenomenal which is the assessments um so scorecard marketing score app.com all of my templates are there on score app.com and you can get them for free if you sign up for an account there&#39;s like 90 templates all ready to go you just plug in your logo and your colors and and they&#39;re there um so score up.com uh the assessment are you ready to blank are you ready to scale are you ready to get a better relationship are you ready to start dating are you ready to enroll in University are you ready to do an MBA are you ready to um uh improve C security so good build personal brand are you ready to blank yep so powerful 10 answer 10 questions and find out um so that&#39;s one or which type are you which type of Father are you which type of um Christian are you which type of sales person are you which type of um uh marketer are you right so then you answer 15 questions and it says you&#39;re either type A or C uh and here&#39;s what to do about that so A which type of you uh five love languages is a which type of you um 16 personalities is a which type of you uh so people just love this stuff yeah so any of those super super powerful the one I did was called the key person of influence assessment 90,000 people filled it in and we did 20 million dollars worth of sales wow all right because like I&#39;m like okay there&#39;s the wait list or there&#39;s just the survey like I don&#39;t want like a ton of links in my Instagram or my or my YouTube description yep um would you do like the survey over the weight list like which one would you the the weit list is if you genuinely have something coming okay like something something like do you ever run Retreats or do you ever run I do like a a Content Workshop content Workshop so join the wait list for the next content Workshop so definitely put that in um that&#39;s way more powerful you put all the information about why a Content Workshop is incredible but you can&#39;t register for it can only join their wait list mhm um and then when the power of that is you go and say look we&#39;ve got 400 people on the waiting list I can only take like 45 people on the workshop people like well how do I not miss out yep okay um do you actually have something coming the the survey this the scorecard is um is like an evergreen one so this is like uh your content score so um you know take the answer 15 questions to find your content marketing score um if you score above a 90% your content marketing will take on a life of its own it will grow it&#39;ll scale it&#39;ll deliver results if you go 70 to 90% you&#39;re keeping your existing Market warm under 70% you&#39;re missing massive opportunities and you need to up your game take the question find out where you score yeah and what did what was the offer on the back end of your key person of influence yeah so that was 40 questions measuring you in pitching publishing product profile and partnership once you filled that in you booked a a oneto one with one of my team Y and then we basically gave you a proposal as to how we can address the thing that&#39;s weak yeah right how we can improve how we can improve those scores were you a part of that fulfillment or did you have some part of it yeah but I&#39;ve got I&#39;ve got a A Team I&#39;ve got a coaches and stuff collaborators and coaches I&#39;ve got um yeah a cohort of um of like people who who do it a faculty yeah no so good and we&#39;ve got Services lots of like actual Services done for you Services yeah dope no and and okay so yeah you just you have multiple offers on that back end but the point of the scorecard from the business side of things is you get that information to be able to prescribe somebody make a recommendation and you&#39;re saying like you show up to that sales call or your sales people show up to that sales call so well informed about this human being we&#39;ve got 40 pieces of information about them yeah yeah and what we&#39;re doing is we&#39;re then able to zoom in on the actual thing they need right right I don&#39;t have to put someone&#39;s arm in a cast if their arm isn&#39;t broken exactly um but if they&#39;ve got a broken ankle let&#39;s put the foot in a cast let&#39;s fix the thing that needs fixing so you know what&#39;s cool is that we&#39;re already in alignment with our customers they&#39;ve already told us enough information for us to immediately say this is what you told us yeah like you don&#39;t publish enough stuff you&#39;re just not publishing how about we get you um a publishing strategy let&#39;s get you a book deal um let&#39;s get you you um set up with a an agency that can do a publishing schedule we can interview you once a month and then put that into a publishing schedule get this stuff going so that you&#39;re not missing that opportunity which you told us is the opportunity that is is the you know the biggest Gap yeah so I I like that I&#39;m like here&#39;s what my brain&#39;s doing it&#39;s it&#39;s uh categorizing how you would love to help people and like the various different verticals that a person would need help based on how you like generally helping them and then actually coming up with offers for each of those verticals yeah that&#39;s pretty much what you did like you scaled to 20 million because you had an offer for every pain Point yeah basically yeah how do you not get overwhelmed by offering so many offers you just have a team okay you know I it&#39;s funny if I look at a business that has a thousand employees I&#39;m like damn how do they How do they organize that many people people look at me with 150 you know people on the team and they&#39;re like okay how do I do that I remember what it was like having 15 people or five people and always it looks complicated at the next level and it&#39;s like you just you just build a bigger team yeah what have you learned building a team to 150 uh I&#39;ve learned that it&#39;s a you can learn a lot from the Army so the Army has two person Scout teams four person fire teams eight person squads platoons uh batt companies and battalions so the Army&#39;s done hundreds of years worth of research into this and they&#39;ve tried everything so I just do the exact same thing the Army does with with my teams now I go 24830 right so like we go 24830 150 so it&#39;s basically like um like a a great strong unit in business is like a squadron so there&#39;s Corporal Lance corporal and six people on the team um and same thing I&#39;ve built a lot of companies where we very rapidly become a a unit um in the UK we call it a um a section I think it&#39;s called a squad here you very rapidly become a squad you have a Corporal Lance corporal and six people yeah um so you got your team of eight that is your core unit for doing seven figures of Revenue once that works you scale up to 30 um and that&#39;s your core unit for doing eight figures of Revenue so good I was actually in the Army National Guard yeah but the way you&#39;ve just equated it to business and how it&#39;s the breeding ground for a certain you know Financial Revenue goals is like really yeah so like when I&#39;ve got an idea I put a twers scout team on that idea and I put two people on it and I say can we sell it can we build it can we sell it can we deliver it and then come back and then we do a four person fire team to run a launch campaign and then an eight person Squad and then PL so good yeah you can learn a lot from the military yeah no 100 I mean I it&#39;s it&#39;s been foundational because I I um I did RC at became an officer and just the the leadership skills too like situational awareness you know your bearing like how how you how people view you is so important all those things like even in a room um how like I&#39;d love to know like when did you know you were like someone to to pursue your thoughts like you&#39;re a thought leader and you it seems like you&#39;ve put a lot of work even just when you talk you know the the P&#39;s the Frameworks the the scorecards yeah yeah I would like to know like how you when you that clicked for you well the answer is when it clicked was around 20091 okay I started blogging and putting stuff on this a couple of platforms that I was on start I joined Twitter started tweeting um so as around that time I became really kind of aware that you could publish content without a filter and you kind of needed to have a bit of a theme of this I published some stuff around the Obama awake campaign where I talked about how his Obama everywhere campaign was really showing businesses how to structure a personal brand um Le campaign wow um and that really took off and I talked about this idea of positioning as a key person of influence and essentially what we can learn from from that campaign um I I believe that um presidential elections are always like the Formula One of marketing you see things that are like cuz it&#39;s such an aggressive big budget and intense campaign yeah that you see things that you know it&#39;s kind of like Formula One you you see the aggressive strategies that they&#39;re trying to um you know put into to put into winning so um I&#39;m always paying attention without the politics without the emotion around politics I&#39;m just paying attention to what they&#39;re doing in 2016 it was data analytics it&#39;s all about data it was about hyper personalization hyper targeting um bre you know breaking things up into little grids um and now they&#39;re freaking out worried about the influence of AI yeah right so they&#39;re not necessarily trying to do AI but they&#39;re worried about what AI can do that&#39;s telling me that&#39;s what we&#39;re in right now yeah so good what what are you wanting to figure out now um what am I wanting to figure out I mean I just enjoy the times that we&#39;re in I think we&#39;re I think we&#39;re living in incredible times um I&#39;ll tell you what I&#39;m trying to figure out right now I&#39;ve got three little kids and the whole schooling system was designed for the Industrial Age and the Industrial Age is well and truly over MH and I don&#39;t know what to teach them going into this AI age yeah like I&#39;ve got hunches but what do you teach kids because the schooling system as it currently stands teaches kids to be a large language model it teaches them that if I prompt you you&#39;re going to hallucinate the right answer um now when that exists as a product and it&#39;s free then it&#39;s like well we have to flip that and say the kid is not the llm the kid is the prompter right so how do you become a critical thinker who knows what to ask as opposed to uh someone who can be asked and knows how to respond so yeah I&#39;m trying to figure out like how do you raise kids no it&#39;s it&#39;s crazy because um [Music] like I I remember I feel like the only goal when I was growing up in school was to just become a brilliant or not even brilliant but like phenomenal at phenomenal at memorizing things memorizing stuff and only only for the test and only for the test although I still I still have some weird stuff memorized yeah I still know that in 1932 there was a court case called the snail and the ale and that was like a a landmark case yeah for contract law still in my head from some I mean there you go that&#39;s that&#39;ll take you to the next level right there Donna Hugh versus Stevens yeah no and and and you look at people who are influencing the world and culture they&#39;re innovators and creators and critical thinkers and it&#39;s it is it&#39;s wild like yeah we recently I have a 5 and a half year-old and a six-month year old uh but our daughter we we actually pulled her out she was at a phenomenal School uh and you know like her watching me do the thing I mean my phone&#39;s over there she&#39;s sending me like selfie videos of July 4th cuz they&#39;re they&#39;re in Utah like they were doing fireworks she&#39;s like look pop like she knows how to show the phone and like what she&#39;s doing and and I actually like it so maybe there&#39;s some parents are like no dude the screens but I&#39;m like really hard balance yeah really and I can understand both sides yeah right um but that that&#39;s cool I I love that I love that you&#39;ll come up with a framework and like we&#39;ll find out how to raise our kids maybe I just ask chat gbt dude I appreciate you where can people find you I&#39;ll link up your books and stuff but yeah yeah uh LinkedIn I&#39;m I&#39;m quite active on LinkedIn so um follow me there uh X or Twitter um Instagram those are sort of some of the places where I post regularly I&#39;m also recently I&#39;ve been posting like a 10-minute video every single week on YouTube I&#39;m not sure how long I&#39;ll keep doing that for but there&#39;s an archive all this year of like 10minute videos on this this this and this m you can run down the YouTube rabbit hole if you want to yeah it&#39;s good is that the key person of influence uh Channel how come you don&#39;t just call it Daniel Priestley because I&#39;ve got eight different companies so I I am probably going to build the Daniel Priestley Channel but I kind of want people to show up to see me at that particular brand okay um so like you know there&#39;s a score app Channel as well okay and I&#39;m quite active on that one um so what I&#39;m what I&#39;m doing is trying to transfer a bit of brand Equity into those those channels there will come there will come a point where those business businesses may be sold orend you&#39;re think because the keyman risk yeah so I&#39;m trying to essentially build that as a destination and then we bring in other personalities as well yes that&#39;s so good dude great all right we&#39;ll link it up and I appreciate you thank you for making this happen this was a dream honestly this was great thank you peers

Transcript for:Business Strategies and Branding Insights

Transcript for:
Business Strategies and Branding Insights