How to Transfer the Bad Copness....

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

How do we transfer bad copness to somebody or something else? That's why we have to have our offerings, or our model. Oh, I'd love to do this for free for you. Back quarter bob?

Back quarter, John

Back quarter, John. Back quarter for John. However, as part of the Maxwell leadership methodology, you know, we signed a code of integrity that says, We will only exchange value for value. So, John, I'd be happy to work for you for free. But I would be breaking my oath to something I signed on for now. You don't have cash, let's barter. See what I mean, right? People say to me all the time, I'm a distributor for disc assessments, right? People like oh come on Carl, just give me the link. Like I actually did sign. When I got certified. I signed a document saying that I will never give out just the link, it has to accompany a debrief. Oh, come on. I'm like, Listen, if you want a free one, they're out there. Just go online and get one. 

Just go get one.

Right, you can get one for free, or pay two bucks to this but someone's out there doing it. I'm just not going to. And they're like, alright, fair enough. I respect, you know. So you need- because I'm like, this thing's been around for 15 years. I just gave it to him. If I read tenants, right? And then now and again, I'll get Bert and I'll send someone if someone comes up to my God (unclear word follows) That's why we do a debrief.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Bad Cop

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

In the game we're in, we sell us as good as anyone and we have to sell us, alright. Now-

Nobody does (unclear word follows) 

Nobody does, right? However, I've learned a few things after certifying and helping 7,000 people like you launch their business, is you are heartless servants. You want to change the world, you want to help people, and you will work for free to help somebody else rather than make them uncomfortable by charging them. And before you tell me no, that's not me, right? It's all of us. So we need a system to be the bad cop. You need some bad cops in your life. You are the good cop. The good cop is the one who delivers on the content, who delivers on, right. So the bad cop sells, the good cop delivers. So you say, wait, does it have to be the bad cop? Your job is to magnify their emotion beyond their capacity to handle it. Yes, you are the bad cop.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

The Benefit of Having 10 Meetings Per Month

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Go on 10 appointments per month, for six months. What they've learned in this organization called the Institute for Independent Business, they had business mentors in 50 countries, so there are about almost 7,000 of them. What they learned was, if you go on 10 appointments per month, a lot of things happen. You get really good at your pitch, you really understand your ideal client, you understand what works and doesn't, you figure out how to close, you overcome the objections, you really hone your presentation. And so here's what he said, what’s that? 

Trial by fire. 

Trial by fire. And here's what he learned. Statistically, your chances of getting your client on the first 10 appointments is actually very low, very low. It's like under ten percent. Now doesn't mean that has to be your experience. You might walk out like I don’t know what happened to them, I got 8 out of 10. Good on you. Your probability of getting a client with your next 10 appointments on something that's new or something you change are actually very low. Your chances of not having a client- not having a client after 60 appointments is almost impossible. Meaning the probability of you having clients after 60 appointments is ridiculously high. The probability is ridiculously high one and a way.

It’s a count explore.

Pardon me?

It's a count explore.

It's a count explore, but you could I could, we could have a count explore 60 times and you could lose every time because why? 

You figured it out basically.

Yeah.

Because you guys are too talented not to get it.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Will Influencers and Deinfluencer be Good for Consumers

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Well, influencers are going to have to raise their game. In other words, their endorsement is not just going to be, hey, it's amazing. It's awesome. You know, it crushes it, you know, they're gonna have to have research and they're gonna have to back it up with facts and studies. So this is actually very, very good for the consumer, because we have the deinfluencer, who's coming at this concept with their own research and so now it's kind of like reviews on steroids. You'll have somebody giving a positive review, that's the influencer. Somebody giving a negative review, that's the deinfluencer. And hopefully they'll do it in such a way that we can compare facts and figures and real data, real case studies and new studies. So in the end, this will actually be very, very good for consumers.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Rise of Deinfluencers

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Yeah. So statistics show that the average person is 12% less likely to trust an influencer and that same group of people will go to a deinfluencer and a deinfluencer is really just a contrarian. They're a fact checker, if you will. And they'll say, wait a minute, not so fast. When I unpacked the box of the brand new phone, here's what I find and it's not all that's advertised. And so the most notable one, you might remember some years ago, there was a woman who bought everything that Oprah advised that you buy for the entire year and then she wrote a blog about how much did it actually change her life. And at the end of that year, I found out you know what, it didn't change it all that much.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Influencer Marketing

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

The influencer is another word for a celebrity endorsement. And what we hope when we get an influencer is somebody who has vetted the product, uses the product, done the research, done all the fact checking and are coming from a place of just sharing their experience and best practices and lessons learned with the product. But then there came a time when marketers realized, wait a minute, if I pay this influencer to talk about my product, and they have a large audience and high trust level already in credibility, it'll push my product even more and to even more people. That was the decline of the influencer at that point. In other words, what's their agenda? Are they telling me they like it because it's really that good, or because they're getting paid? And so that ushered in the time of the deinfluencer.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

You Write A Book For 3 Reasons

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Okay, so you write a book for three reasons, one of three reasons: I want to get rich, I want to get famous, or I want to get something off my chest, right. So most of the people I believe you're working with are trying to get rich or trying to get famous. Some might be writing something to get off their chest, but I suspect that's probably not the case. I want to get rich meaning not just from the book, but I want to use this to catapult my next part of my career, or I want to be famous. I'm using it as a brand building opportunity. Is that fair to say that it probably falls in those two, three? 

Yeah, I would agree. 

Okay, so there you go. So they're likely not 100 years old, they're likely not over 70. What is their age group likely? I'll give you a hint. The average age of an entrepreneur's 42 years old.

I was just gonna say about 45. 

There you go. So who are you really talking to? You're talking to that group right in their, in their 40s looking to, you know, start to grow their thought leadership, right? They've gone to their 20s and 30s. They've done all the hard work. And now they're looking to take advantage of that experience and wisdom and start to help others and scale and expand their business. So I might–now again, somebody at 60 years old comes to you and says I want to get something off my chest. God bless them, take them all day long. But if you nail that group who's trying to get rich, trying to get famous, you'll get the I want to get something off my chest.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Think of Your Business as an Exclusive Club Pt. 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Years ago, when I was working with Tony Robbins, he was trying to do a deal with a guy in Australia, who's the largest promoter of motivational and personal development seminars in the world. This guy will happen to be in the US to meet with Tony and do a firewalk. I was running the training for the firewall team. And then I was assigned a lane. Well, I didn't know this. But this guy came to my lane to walk the firewall and we have a rule. If you smell alcohol on anyone's breath, they're not allowed to walk. And apparently the guy had a drink or a beer beforehand, wasn't drunk, but he had a beer. I didn't let him walk. I denied him entry, denied him. I didn't know who he was. But I denied entry. He goes back to Tony and says, Can you believe–you know, he was half impressed, half pissed off. But he went right back to Tony and said, Hey, this guy, the lady next to you didn't let me in. So I get the phone call while I get the call. We're all together. Hey, did you deny entry to so and so like, oh, I don't know how that's what he was. And they described them like, Oh, I remember that guy. I smelled alcohol on his breath. I told him he can't walk. And they were like half mad like, Oh my God, what do you do and you blew the deal. And the other half of him was like, by the way, he was impressed, right? Make your business an exclusive group.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Think of Your Business as an Exclusive Club

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Think of your business as an exclusive club. Okay? Now we say with the ideal client, who do you want to define so you can get in? I want to put another challenge to you: make your business for the moment an exclusive club and make a list of all the people you're not letting in. I am not letting in the following, even if they want to pay. Who am I not letting in? Hmm, who am I not letting in? At least for the time beard–time being? I'm not letting in the following people and make that list. Because by not letting them in, you can create even more attention for your business. Perfect example, about five years ago at the Grammys, there was a rapper who won a Grammy and it just so happened he was throwing a big after party, right. The next day, it was in the news everywhere that Paul McCartney from The Beatles was denied entry to the party. He didn't let Paul McCartney in. So I'm on my radio show the next day and my co-host Gibbons says did you hear about this? This dude didn't let McCartney into his party. What was he thinking? And I said, effing brilliant. That was brilliant! And he's like, what are you talking about? I said, think about it. If you let Paul McCartney into his party, would we be talking about this today?

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

The More Narrow You Define Your Avatar the Wider Group Your Will Get

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

We want to get to the decision maker always, we want to understand what's going on in their life, and really narrow the focus. This will sound counterintuitive. But the more narrow you define your avatar, the wider group of people you can ultimately get. Okay? The wider you start, the less chance you have of scaling. Okay. And here's what I mean by that. I'll give you a case study. For those of you that remember, Facebook was the most exclusive social media platform on the planet, you not only had to be in the Ivy League, you not only had to be at Harvard, you had to have a harvard.edu email address. And that wasn't enough. It was invitation only. That's how Facebook started. Facebook became a phenomenon on Harvard campus, because nobody could get in. Not even if you're in Harvard. And if you think about it, Harvard is so exclusive, that if you have a Harvard address–or you can get in anywhere, if you have your student ID, you get into all the clubs, you get into the bars, you get access to everything. But within Harvard, there were exclusive clubs and Mark Zuckerberg made Facebook the most exclusive, hardest to get into club in Harvard and as a result, it became a phenomenon everyone wanted in.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.