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Lesson_1_Developing_a_7_Figure_Brand
https://scribie.com/files/3cf90fe651c04eb1a3ffcbad4b6b31513f048715
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Lesson_1_Developing_a_7_Figure_Brand
Hey, hey, hey, everybody Ryan here and I am just stoked I'm just thrilled to be with you guys to be
leading this training of six figures per month in six months. The purpose of this accelerator program
is to get you either to $100000 a month in sales or to add a $100000 a month in sales and to do it as
quickly as possible and to do it in the most straight forward way possible. I know what it is like to
start a brand to start a business to get your product off the ground to be plugged into a community
and to be listened to the advice of everyone else, and then to see that it happens and it kinda tag
along and not get to that goal that you have of $100000 a month or more.
I know what that's like, and I know how to fix it. So what we're gonna do is be going through what I
think is kind of the passer out, and I'm gonna be holding these calls regularly to keep you on track
to help you clear any bottle neck so that you will move forward and be able to get to that $100000 a
month over the next half year or so. Keep in mind please, that I will take your questions. I'm inside
of your member's area, so there will be an opportunity for you to submit questions for me to answer
in between some of our calls, so I will have some separate followup videos for you that are made to
address your questions. So, in between our sessions, you can ask question is, and I will be
answering them in a recorded format, so that if there are things that you want to address how we can
do so in between these calls and we can keep their momentum going, so we will do that regularly
throughout your time in this training so that you can continue to implement and move forward
without any specific things holding you back. If it's something that only I can address which may
never be the case because you are among greatness, inside of inside of your community.
Okay, so the foundation of everything that I believe in this business is that if you combine good
products and a brand with the individuals, with the people that want it, getting to that 100000 a
month mark is fairly predictable and it can happen very quickly.
I know plenty of people who do it quicker than six months, and those who struggle, those who don't
get there are usually following, a, an inferior strategy or they just aren't working the plan, and I
think we can solve that now. It doesn't mean that you will solve that it requires you to obviously put
in the time and put in the work, but I think that if you are to follow these strategies, if you
implement this in your business, you can hit $100000 a month, at least. In top line sales. So the
question usually isn't... Are you capable? It's usually not is your product good enough? Good out is
usually... Are you showing your product in front of the right people? And are you following the
plan?
Those are usually the... The questions I am of the opinion that that onshore $100 a month, that's
when you have proof of concept.
That is, when you shift from being a wantrepreneur, to being an entrepreneur that's when you really
start to fill the real business rather than think about the money that you are making the difference
there is, once you have a pass the $100000 mark and you, a million dollar business that kind of self
permission to be fulltime entrepreneur and build something real. So that's the reason why I even
care about the $100,000 a month mark.
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That's still reason why I find it worthwhile to pursue that goal.
So let's go into how we get there, and let's talk a little bit about what is required to get there. And I
remember very distinctly being about, I think it was about six months into our visit a even the...
Well, we'll just say it was six months into our business, we had a product maybe two products often
live and taking sales. And I was talking to my business partner and his name was Matthew and I
said, "Matt, how would you feel about setting the goal of reaching $1000 a month by Christmas?
Any kind of giggle? And he was like "Sure, whatever dude. Like... Fine. It was almost like it would
be nice if it happened but whatever dude, that kind of seems impossible." And I think at the time we
were doing maybe 20 or $25,000 on and I, I really, I wanna set the goal of $100,000 a month. And
he was like Fine, whatever Ryan, and he's like... No, I want I want... You would need to work it
toward a $100,000 a month. And he was like, "What, whatever man."
But the reason I tell you that, is because I approach this with the idea of that is the target that is the
goal, that's what we're working towards, and that's where we're gonna get and we're gonna attack
this and chip away at it. It's kind of like setting the goal to lose 25 pounds, that's different than
saying I'm going to lose weight, I'm going to lose weight, means that I'm going to get there saying,
"I'm gonna lose 25 pounds and the next four months means I've gotta set a plan and a strategy and
I've got a chip away and I've gotta attack that in order to get there.
Now, what happened was, a month before Christmas, Matt and I had $100,000 a month, and he was
like, "You know when you said that. I just thought you were crazy and I said it was never crazy to
me. Now, two years later, I said to him. Hey Matt, how would you feel about making it a goal to get
1 million a month? His exact words were, No Ryan. I don't want to make a million dollars a month
same story, right? And six to 10 months later we hit a million dollars in monthly sales.
And it's telling this because you will 100% of the time, hit goals that you do not get some of the
time, you will hit goal that you do set. And so, as silly as it sounds, as estoric sounds, the number
one thing you have to have in place in order to get to $100,000 a month. Is the goal of getting to
100000 a month. And I know that sounds silly and stupid, and maybe a little airyfairy of me.
But if we are not in agreement together here that the goal is to get to 100K months you won't get
100K a month.
No one stumbled their way to a million dollar business. That might be why that is nonaccidentally
falls into a hole, or they find 100000 business, they get the $100,000 a month business by setting
the goal of getting to $100,000 a month, and attacking that sucker of chipping away and saying,
This is where I'm going and everything is going to be aligned to get me there. That goal becomes
your filter.
Do I pursue this opportunity or do I pursue this opportunity? Well, which one is going to accelerate
my plan selling my path to get to $100,000 a month. Now, I know a lot of entrepreneurs who have
some success and then go into opportunity seeking where they... To talk this for a little bit they do
this for the chip away in that she away for this having the goals testing to a oratorio adding 100, 000
a month to your business align you behind a very specific goal and it serves as the filter of the
decisions that you will make.
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So I do not mean to insult your intelligence.
I do not mean to tell you anything that you don't know and telling you that if you set the goal of...
I'm gonna add 100k a month to the business, there's a good shot, you will get there if you don't set
that out of the site, if you don't write down that as the goal, then there's almost a 100% chance that
you will not get there.
So your first assignment is just pull out of sticky note and to write down. I run a $100,000 month
business or add $100,000 a month to whatever your monthly sales is use that as the target and date
it six months from now and put it on your desk, that's the target, that's where we're going. There's
something very powerful to just setting the goal and going after it and attacking it.
There is a chance if you are an entrepreneur who works from home that you sometimes wake up
and you go. I'm not sure what to work on decision.
I will have a lot of entrepreneurs who do that. Sometimes I do that, but when the goal is very clear
and we're gonna be working on the plan, we'll be working on the strategy together. You'll know
what the broad strokes are that will take you there if you set that as the goal, you will wake up
knowing exactly what pieces will take you there. And my guess is that a few months from now,
probably faster than you think, you will have... You will have way more momentum than you
expect it. There are some people I have students who have done it, and far shorter time than six
months, I have tons have done it, and in three months, I have a student that have taken a little bit
longer than six months but six months seems to be the magical point for individuals who already
have at least one or two products up and selling consistently, we can now accelerate the plan to
getting to or passing $100,000 a month.
Now, I want to recap with you the math behind $100,000 in month, because this will remove the
heaviest, and it will make the past absolutely crystal clear on in the wet months to one million plan,
meaning that you're starting from zero.
He outlined at the math looks like three to five products, selling between 20 and 40 sales per day at
an average price point of $25 equals about a billion dollar business.
Wanting to 40 sales a day over three to five products and an average price point of 25 to 30 is about
a million dollar business.
So what all we did was a three products that sold on average 35 sales day over the next six months,
had an average price point of 25 to 30, we would add about $100,000 month, about a million dollars
to our top line revenue. That would be pretty cool.
So that is going to surf as our guy that is going to serve as our outline that is going to be the
overarching curriculum that we follow.
So your goal as a business owner from a blade stroke is over the next six months, can we add at
least three products to our existing lines and we get those products to about 30 to 35 sales per day
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over the next six months and can we do it at a price point? A book about five to 35 that is going to
be an overocean principle. Now we can play with these numbers a little bit.
We could have one product to 100 sales a day, Which full disclosure, I have had new products go
from zero to 100 sales a day in x60 days, that has happened, that's the exception, but it has
happened on the other side. We could do products that didn't quite do 30 sales a day, but had a lot
bigger price point. So I've had 50 or product sell 20 sales a day, which is still a nice chunk away at
the overall plan. It at 5050.
20 sales is it still falls into that criteria is actually from the profit perspective, it was one of our most
profitable products, we could also just relieve 10 products that did 10 sales today, but I think that is
an inferior way to look at it, I think we should be doing fewer product that higher profit margins,
with more sales, and we're gonna look at... We're leasing at least three products over the next six
months, so every two months or so, we need to be releasing a new product now I need to be
launching it strong enough to be able to get that to 25 to 40ish sales a day, and we need to operate
at a price point that allows us to have healthy profit margins and be able to get over that 25 sale
month and we're gonna be going through, throughout the next several months together, we'll be
going through how do we protect those profit margins, how do we launch so that we have the
volume that we need, what products do we add our arsenal? So this is going to the overall
curriculum and our calls on a regular basis are going to support those overall goals. They're gonna
keep us on track to get to the at 100 per month right?
So there are a few things that will help accelerate this plan and I'm not like that. Three, four, you...
There's really three things that that will... If we had a magic button, if we had a magic wand that
allowed us to go faster, or make this easier. This magic wand would give us three things, it would
give us high profit margins, meaning the products that we sell, our positions to the high profit
products. And the reason why this is important is because it's going to allow us to spend money on
advertising, it's going to allow us to be more aggressive in our marketing, which is going to allow
us to sell more volume and get over $100,000 a month. The second is volume. If we're just in a
huge space, getting the smaller piece about tape is going to get us over that 25 sales per day mark.
And the third piece is going to be your repeat customers.
It's gonna be our existing customers to repeat customers so that we can have an easier time foraging
new products, and so that they're with us longer and we can spend more money on advertising to get
that first customer, because we know that they're gonna come back and buy more what they're going
to buy additional products profit margins Volume I and the repeat customers or three levers that we
can pull in order to accelerate that plan of getting those three to five products as a five to 35
products day at 25 to 35.Those are the three levers that we can pull. So I will let you guess here
where we're going to be focusing a lot of our attention, we're gonna be focusing on how do we get
our profit margin up.
How do we get our products to be possible even in a really competitive marketplace, how do we
make our product stand out so that even if other brands have better ranking than us or they have
better exposure then, us or they have more reviews than us or the... The big dog in town.
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We still make a lot of sales. How do we position it that way?
I would even say, "How do we make more sales of other people are cheaper than us? And spoiler
alert, price is the worst differentiating factor in business is lit in most cases, only have the person at
the low end, who is marketing to Walmart shoppers they often win a certain section of the market,
all of the other actions, happens elsewhere.
So one of the big mistakes I see people make, is they say, "Well this person's charging, less than
me, I'm gonna drop my price.
Only one person can win that game and that is not game I wanna play, I do not wanna play the low
price game, I wanna play the high profit margin game, and the high volume game, and the repeat
customer, game. I do not want to play the low price game, so a lot of your competitors are thinking
in how do I charge less money and make less money, so I can beat the other guy and there the
house, a really hard time.
I wanna play a completely different game and if to play a different game, I think, you will get there
faster.
I think that you will get to $100,000 a month mark way faster than if you are playing the game in.
How do I charge even less money, how do I underprice to the next guy?
So we're gonna spend quite a bit of on the time focusing on those three keys. The 3 keys being is
being hit profit margin high volume, and repeat customers once again, to make it easier to release
new products charge higher prices and get our volume up, and that is going to give us the $100,000
per month... Not a oneonone. In my mind there is only one way to do all three.
And the way that you do all three is by building a brand.
First, she selling a product. Most of your competitors got into this game because they wanted to
sell, they wanted to make some money and they think, the way to that money is by releasing a
product and they really struggle.
I'll take you back a few years, if any of you are old enough to remember. The product this
shamwow while the shamwow was superabsorbent towel that was marketed over over and over
and over again on TV, and they made a ton of money selling this product and today it is nowhere to
be found in the spokesperson is in prison.
So the that is selling a product, it's very difficult to sell a followup product to the shamwow, what
else are you gonna sell? Like the shamwow too... It would be very difficult to think of a new
product that you could sell to existing shamwow customers.
Another example, would be the snuggy now the snuggy made a lot of money, but after you sold a
lot of snuggies, you could sell the snuggy for dogs. But are you really able to create additional
products that you can sell to that group? It would be really hard to do that, but if you have a brand
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and then a counter example of the ShamWow would be a company like Seventh Generation,
Seventh Generation sells paper towels, toilet paper, diapers, laundry detergent, this detergent, it I
sell all kinds of things. Same type of a customer, but the customer has multiple things that they buy,
and there are, there is a clear thread between seventh generations time all the seventh generations
products have a common theme of being free and clear of dyes and clear of bleach of being gentle
on the environment. They have all of these things and they have got one thing in common, among
all of their products because of that. It makes it very easy to release new products but even more
importantly, it makes it very easy to market your products to the right audience.
When you sell a Sham Wow when you sell a thing, you have to scorch the Earth with advertising,
and that's what shamwow did, had commercials all over the place. So did the snuggy.
So they spend a great deal on advertising in order to acquire those customers. And the only thing
that they had to sell that person was more shamwows or more suggies it would be very difficult to
come up with other products to sell to it, so they just advertised until they went out of business and
ended up in jail.
Seventh Generation. You don't see advertised all over the place, but when people are seven
generation, customers, they are rabid customers and they buy all of the products. That's the
difference that makes it much easier to get it to 100000 a month, it or the more the sham wow
business is out of business. Seventh Generation sold a Unilever for 800 million, that's the
difference. Seventh generation had a clear customer with multiple products, modest advertising and
strong brand identity and it sold for hundreds of millions of dollars, shamwow, is out of business,
and in prison.
Same type of a customer, same type of a product very different approach.
I choose to do the seventh generation approach, I choose to build brands.
The reason I pounded a $100,000 a month into your brain is because it's my opinion that are 100000
a month. You have... You have something... You've got enough to stand on, you've got a scalable
business, you have proof of concepts in the marketplace this is where I... As an investor can come
an advisor or invest in you, you can think about taking out to Capital, it's when you could think
about spending more money on advertising, it's when you can think about retail, and when you've
brought up a land with a clear differentiation it makes it an easy sell to investors, it means that it's a
much easier business to sell if you want to exit at some point.
Investors are familiar of the difference between a shamwow and seventh generation. If you've got a
shamwow they know that's got a Life Cycle, meaning you're not gonna be around forever, if you
sell a shamwow and somebody else comes out with the exact same product but for a less money,
guess what? You're out of business or you're gonna have a really hard time.
But with seventh generation you could have a competitor come in and charge less money, but the
customer the person who is choosing is going to have to shift their identity, their identification with
the brand.
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In order to move from being your customer or the seventh generation customer, so someone else is
the sure they have to make a change, something has to change in order for them to choose a
different brand, that's a much more difficult sell, meaning that if you brand the right, you keep
customers longer your profit margins go higher, your marketing is easier and you are more sellable
as a business in end of the company. So if you put in the work to brand yourself rather than just
relief products it makes it easier to make money, you get more customer loyalty, your profit
margins can be higher, your volume can be higher, which makes the three to five products easier the
profit margins higher, which makes the 100K much faster and easier with me so far. You see how
the pyramid is starting to be built here, so there are a few elements there are essentially, four
elements to a brand. And I borrow to... This is directly from a mentor and friend of mine, Ron
Lynch he is based here in Austin, Texas, he spoke at the capitalism conferences year on a panel. He
has been responsible for creating the marketing messages behind about 4 billion in profit our
Samsung, Ryan Seacrest, Go Pro. He has been behind a bunch of super successful infomercials. So,
Ron Lynch gave needs for element of a brand and they are a profit margin. T, I read that number
one is because it's hard to sell a product or build a business it out profit margin.
This one, it number two is: If friends different Where are you different?
So many people in the physical product space focus on where they are the same and the only way
that they are different in price and reviews. Shoot me in the head.
It is way easier to have a margin, and to stand out if you are different, different is better than cheap
"Different is better than same "Different is better than better saying, "My product is better than the
next guy.
It's not a very good differentiator. Say My product is cheaper, and the other guy is not a good
differentiator begin. Different is better than better. Profit margin is number one, difference is
number two, the third is audience.
Who are you launching to, who is your product for who do you communicate the difference of your
product or your brand to how big is the audience... Where do they hang out?
If we deliver to an audience, a clear differentiating factor and we target price, that has healthy profit
market and now we're starting to see how we can make this effective and simple our job is to relief
different products at a healthy market to an audience that's gonna be the foundation of everything
that we do together.
And then, the fourth element of the brand is kind of the cherry on top, it's the warm that creates
loyalty, it's the one that creates repeat customers it's the one that weaves everything together and it
is your brand story, your brand story is not necessarily how you found it the companies, it is not
necessarily that it's a deep... In the Amazon rain forest, there is a bug and we crush up to this bug
and put it on a product. It is not necessarily that. Your brand story is what you stand for, your brand
story is what you represent, your brand story is that unifying web that connects all of your products.
Seventh Generation does this well, in having product that all connect they all serve the same
audience, the same market, but if we look at these four brand elements under the umbrella
generation as an example, we can say this, the brand story of seventh generation, is that there's no
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need for extra dyes or bleaches to be on our skin, and those are bad for us. So this is a line of four
that is pretty clear and still effective.
We release that to an audience of moms, and parents who care about their kids, Kiel who care about
being super green and super coin.
The difference of these products is that they have no chemicals they have no synthetics. And as a
result, we're able to charge a much higher profit margin. In fact, I ran the numbers once in seventh
generation toilet paper and Seventh Generation diapers. Are twice the price of everybody else, so
they have a simple but clear brand story. They know who the audience is. You know your
differences and as a result, you have really high profit margins pretty simple, right?
It is a rocket science, it's just very few people in your space do it, which is why you're going to win,
which is why if it's easy to carve out a million dollar path for yourself, look again in the four
elements: Margin, difference, audience and story.
Another great example of this would be bullet proof, some of you are familiar with or proof copies
started by Dave Asprey.
He is such a great example of someone who tells good stories, right?
His story is when he was in Tibet is meditating has a Yak butter coffee or yak butter Tea and lit him
on fire. And it made a research all of us, I don't know, they have gone this path to research of all of
these health breakers, which I now promises as part of the pro brand.
Now bulletproof. Their story is that their brand story is the tagline is power, mind and body. So
they're all about vital hacking, they're all about the idea of a state of high performance.
That's the brand story in Dave of course tell us all these stories about the products and how we
discovered the great storyteller.
The audience is biohacks. His audience is not everyone.
Now everyone wants... And the NCT oil, not everyone one brain octane oil, not everyone wants
grass fed butter, but see those who his audience is. The audience for both the audience that will
recall resonates with the brand story our vital hackers health and food is people who listen to his
podcast and read his blog that's the audience the... Difference, is processed in a bold free
environment, bulletproof different was to mold free coffee and you would tell the story of a
drinking inferior coffee and how it made them clash.
He did all this research to discover that there was mold and coffee and that's what caused the crash.
He would tell that brand story to audience, a podcast less nurse and his difference would be... Well
this is lab tested, to be moldfree coffee. I guess that that did it gave him really healthy profit
margins that gave him a coffee that was twice the price of his competitors. Some of you think that
you're in competitive markets. Try going into coffee where all the coffee Looks smells and tastes
the same.
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And there are a thousand brands trying to do exactly that, do you think you're in a competitive
market? Look at coffee, and then look how "fulro coffee for a brand story.
We'll lease it to an audience or the clear difference and have really healthy profit margins as a result
that became an 8 or 9 figure business within a couple of years. That is a perfect example that is how
you call out space in a very competitive marketplace.
That's how you win this game now as a result of having a healthy profit, margins, he's able to
advertise more effectively, he's able to spend more money to get a custom he's able to spend money
to build his audience. This makes the next product to launch faster this makes the next product take
off faster this creates more loyal fans, which allows you to release additional products to them and
get feedback, and it creates a raving group of fans from talk about you, you want some of you ask
the question, "how do I get ambassadors and influencers to talk about my business?
What you have to... No difference, no audience, and no brand stories, an easy way to get people to
talk about you, is Have a good brand story, an audience and a difference so that you have the profit
margin to pay influencers and pay ambassadors to represent your brand story build your audience
and talk about your difference.
You do all that in everything else becomes much, much easier.
So the elements of a brand profit margin different audience and brand story, when you tie these
together to have tire profit margins and your competitors, the value and create repeat customers, it
becomes really easy to release three products at 25 to 35 sales a day at 25 to 35 dollars, and that
makes it easy to get to the extra $100,000 a month.
So that's how we get there.
That is the foundation of having a profitable business that we can spend money on advertising, to
acquire and how we can very quickly and easily release new products that get us to that goal so we
all know that we're leasing new products with high profit margins, derive the value and drive the
top line revenue of our business, so our job together, is going to be, how we can accelerate that
plan, how we can accelerate that process, as much as humanly possible, how can we accelerate the
longest process, how can we accelerate the audience size, how can we work to make it faster, easier
and more profitable to all out additional products at higher profit margins, that's what we'll be going
through over the next few months together.
Everyone else is trying to figure out how they can undercut the next person, how they can copy
what somebody else is doing, how they can carve out a small piece of what other people have built.
I say, "Let's go out and get the people that resonate with our story, in our audience. So it's easy for
us to release new products as Lefferts. Questions to ask.
One, is reactionary to the marketplace, one is building a business, what is building a brand that
people want to buy from, and that companies want to purchase meaning companies want to
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purchase that brand, they want to find your business.
This is why I teach this stuff because if do you do this work, and you cost 100000 a month? There's
a good chance I will want to invest in you, or I want you a part of our back room, which is where
we do rollups together and we scale to 10 million so that we can sell for hundreds and millions of
dollars.
That's why I teach this stuff is flying in a few days.
One of your fellow community members will be here in Austin, Texas. I will be writing them a
check investing in their company, and then serving as their advisor to help him grow to 10 million
and beyond.
This is why I teach this stuff to be the online charting and it's on you to build that brand story and
the audience of the difference. So you can release, do products on the high profit market it A it is
how you protect and even grow your profit margins while everyone else is racing to the bottom.
Those of you who specifically sell on Amazon, or seeing it happen more and more and more, where
more people are coming to the marketplace, lowering their prices only try and compete on price
leaving negative reviews on each other's listings because there's no other way for them to compete
in the marketplace.
There's a no other way that they can stand out.
So if you have a difference, if you got...
I am story and an audience you can come into higher profit margins, if you look, here are a couple
of examples for you.
If you look at the product, the brand, or identify they're a greens powder, they're silly time is the
price of their competitors, and they out sell most of them, even though their reviews aren't that
great.
Now why is that?
It's because they have a clear difference they have an audience they have differentiating factors, so
they can charge fair prices, they routinely sell for between 60 and 80 dollars a top while they have
competitors, who sell for 20 dollars a top they have fewer reviews and a fewer star rating than most
of their competitors and they outsell most of them because they're able to do those things. I don't
like to play the price game I don't like to play the review game, I like to play A brand game, I'm in
control of the profit margins and then to drill the customer experience, which makes it faster and
easier for me to get to that 100 000 month mark, which means I can scale it to the multimillions to
an eightfigure business, and sell for a big payday, and buy the Cleveland Indians by the way
someone in my network right now is actually trying to acquire the Cleveland Indians and may open
it up to investors. So fingers cost over here, it is gonna happen Ladies and Gentlemen.
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Okay, so the way I wanna spend the rest of our time is very simple, because the first step of this
overall process, the first domino that we have to be incredibly clear about is, who the person is
behind the product.
Listen, it is very hard to sell products, it is very easy to sell to people selling products. Saying I have
this thing who wants... It is really hard.
That is a difficult game to play, but if you've got people, it's very easy to sell products to them when
you go to... And just getting more sales is hard, that is hard to do when you've got people with very
specific demands and desires, getting product to them is really easy.
So our job is to know very clearly who the person is behind the purchase because we can go out and
get as many of those people as we want.
In fact, I have essentially four steps to adding six figures per month in six months. This is a writer
downer.
Step one: Define the person Step 2: Get in front of the people or collect as many of those people,
those persons as possible. Step three, communicate your difference and the step four, send them to
Amazon step one to find the person Step two get in front of the people, step three, communicate the
difference step four, send them to amazon.
Those of you and most people in the physical product space are doing this in reverse order they're
doing step for get on Amazon step three, communicate the difference which on Amazon is price and
reviews, Step 2 get in front of people state the benefits on your listing. And I don't really care where
the person is, so I just wanna sell product that is most people in this space, or when you, what flip
it... And you define the person, get them communicate the difference. And send them to Amazon,
this becomes very easy and it becomes a very regain for example, I have a one sip left, in my for
symmetric hot chocolate. Take this laser over here. Matic is a brand mushroom drinks. They have
mushroom coffee, they have mushroom supplements they have much room hot chocolate.
They are a mushroom brand now.
They knew that the selling mushroom coffee could be a little bit weird and that was gonna be a
weird self. So, it one for them to do that. They had to be very clear about who they were selling to
and why they were selling to that person.
What was the benefit that that person would experience as a result of having mushroom coffee?
So I, too, with a cognitive and answer.
So who would want a cognitive answer? Well, people who were bio hackers people who were high
achievers, people who were... Is seeking a high productivity.
Okay, now I know who the posting is. The person was someone who wants high productivity the
person is a bio hacker or a high achiever.
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Where does that person hang out?
Well, I, Mollie to podcast.
So for GMAT started advertising on podcast advertising, the tempers. They advertise for it. The
advertise... On the Ben Greenfield podcast, they advertise on Health Pod cap in performance
podcasts guess what? I have been the license of those podcasts I bought for SIG that coffee, I
enjoyed it.
I now am on autoship at the office and the whole office drinks for sigmatic coffee and for sigmatic
hot chocolate.
So, they define the person that got in front of those people, then they communicated the mushroom
difference, then they sent them to Amazon and guess what, the line, the millions of dollars on
Amazon without worrying about where they rank for keywords.
Now, they rank for great key words in fact. Now, if they were to do a Viral Launch or if they were
to email their list or they were to worry about super URLS or Amazon, people lie, it would
massively impact with they ranked for keywords, but it's easy for them because they did the other
stuff first.
Most of you and most of our competitors are trying to do the Amazon has, which is great at the
beginning, but if you never make the pivot to this other stuff you will never have a real business,
you will never be able to command a multimillion dollar check when you sell.
So step one to find the person step to get in front of the people. So we communicate a different step
for send them to Amazon.
Your intent, your no one saying that you have to address, is who is the person behind your product?
The person behind more purchase here is the question I would like to ask you, in order to make this
easier, this is the question you have to answer.
What group of people most enthusiastically desire, your product or service, what group of people
most enthusiastically desire product or service put differently, they most enthusiastically pursue the
benefit that your product or service provides what group of people most enthusiastically pursues the
benefit that your product or service provides.
The question is, what group of people most enthusiastically pursue the end benefit that you provide
they're pursuing it and they're enthusiastic about it.
So when you say, "Well I have construction workers who buy my clubs, I've got weight lifters who
buy my gloves.
I have a... Wood working people buy my gloves. A which one most most enthusiastically pursues
the benefit that you provide?
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Now we can get other groups to buy as well, but we're gonna do a brand right, we've gotta get the
people who most enthusiastically resonate with our benefit. My favorite example of this right now
is black life coffee like Please go watch every video that black rifle coffee has done.
Their tag line is this, are you ready?
Buy our coffee or don't... We really don't care.
Black rifle coffee markets, to conservative gun owning men, that is their market. They don't care
about getting any other demographic I guess what there are... Plenty of conservative Gunowning
men who buy coffee to have a multimillion dollar business, they don't have to get any other
demographic they don't need the other people is, if all they get is the conservative gun owning male
to drink coffee they've got a multimillion dollar business, so all their videos are specifically
targeted to that individual they're specifically targeted to get those people. The coffee is an after
thought. The product is an after thoughts.
The marketing is again in front of the person to get in front of the people.
The product and is it benefits are secondary.
They just get the brand story in front of the audience, then they communicate the difference which
in this case is it's good or It's not Starbucks and as a result, they're able to charge way more money
for their coffee than their competitors.
When you put in this work, everything else becomes easier or on necessary.
So, that is your assignment. It is the first and most important piece of this process, it is the
foundation for all of this. If you don't do this it is unnecessary for you to continue because the entire
brand process is dependent a part.
This specifically it is dependent upon you doing that work.
So your assignment define the person by answering the question: What group of people most
enthusiastically pursued the end benefit that you a product or service provides?
Let's recap in reverse order our first step is gonna be defining the person, the four steps to six years
per month and six months is to define the person get in front of the people communicate the
difference and then send them to Amazon by doing so, we can deploy the four elements of a brand
to which a our brand story, the audience the difference in the profit margin by being in front of the
people and having a clear brand story and an audience and a clear difference "cannington it's easy
for us to have higher profit market. An example of this would be bullet proof, which instead of
selling coffee, they started with a story, and they allocated an audience around that story that then
communicated the difference, which was bold free coffee and they charged twice the price of
everyone else.
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When you do this, when you have the people and the profit margin it makes it very easy to release
free products over the next six months, and when we do that, and we launch it to an audience, it's
going to be very easy to get to 25 or 35 sales per day at higher profit margins, with a price point
being between 25 and 35, which will add 100, 000 a month to your business, that is what we will be
doing at over the next few months. And your assignment to start, it's defined the person and that
will send that was set the foundation for everything else that we do together.
Okay, so if you have questions that you want me to answer. You can submit them in your members
area, and I will take them in between our calls, but your assignment until then, is define the person
and moving forward, we will be working on gathering as many of those people as possible, we'll be
looking at our differentiating factors and how we can release and communicate those differentiating
factors to the audience that we build up and how we can protect our profit margins will least do
product to them, turn our customers into raving fans and build upon this foundation that we've built
but we can't do that if we don't know what person is don't.
That's your assignment. I encourage you to work on it now because you have all kinds of has over
the coming days, in weeks and I will take your questions in between our calls inside of your
members are... You can support it.
Have a great week, everybody go do your assignment and I will see you on the next training.
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