Preeminence Unleashed

“The most effective marketing is understanding where people are coming from and just saying, ‘Hey, I get you’.”

We hear the word “marketing” a lot. How many of us actually understand what it is? This week on Preeminence Unleashed, Nic and Jeff set out to define marketing and what it means.

Nic points out the number of times he’s been told “You’re so good at marketing,” even though that’s not how he defined himself, and the truth of the matter - that he’s laser-focused on becoming more aware of the way people think and behave, and why so. The key piece, according to Nic, is proactive empathy. Being able to say the things people feel but cannot articulate, and devotion to understanding what those things are, constantly.

Jeff adds his perspective:

• Marketing is everything: the before unit, the during unit, and the after unit
• The purpose of marketing is to drive new, increased, and/or profitable consumption of your product, service or message
• True growth = new business - lost business + penetration over last year’s business

“When you can articulate the needs, desires, challenges, fears, and aspirations of the other person - not better than they can to you, but better than they can to themselves, you have now passed the tipping point of being their trusted advisor. All you need to do from now on is communicate with them with that level of understanding, and you will be their trusted advisor for life.”

Humans, at their base, share the same universal frustration: We do not feel understood. The reason Nic is good at what he does is that he is a human that cares and helps people elevate and upgrade their lives.

“Marketing is solving somebody’s problem. Not trying to enroll people or take somebody’s money to solve your problem.” - Nic

Being a trusted advisor is being able to tell people what is best for them. How does this happen? Understanding is the key. Removing judgment and re-adjusting your perspective to get in people’s heads. Not what they tell you, but what’s really going on.  

Preeminence is not “How can I help you,” but instead being a student of the people you serve. Take your experiences serving and use them to elevate the lives of the people you encounter.

“In the end, it’s going to be okay. If it’s not okay, it’s not the end.”

Nic reflects on the 23 questions he learned from Jeff that force you to puzzle through what’s really going on in client’s lives. If you go through these questions for your clients, then rinse and repeat, you’ll end up with a heightened understanding of each client -  which makes you the obvious choice to help.

Learned helplessness puts your clients in a state of “Screw it, I’m done,” and hearing about challenges and victories over them is what brings clients to the point where they trust you and can motivate themselves to make a change. If you can be the one to tell them about those victories, you’re in the best position to earn their trust.

The guys describe the Best Process call that Nic guides clients through, and the Deep Impact process, and why these allow them to go beyond the obvious and do the extra work to understand and thereby serve their people.

The Deep Impact sheet is available for members of the Vault and listeners of this podcast at preeminenceunleashed.com/impact. Go fill out the sheet and find out which parts of it are difficult, look at the people you’ve already worked with and let your experiences with them help you focus in.

We also have 50 Shades of Jay to look forward to with Jay Abraham - the link is in the Facebook group for Preeminence Unleashed!

If you’re craving more of Nic and Jeff and the insane value they’re giving out, keep an ear out for the next episode and visit the guys on Facebook and through the website.

Some Topics we talk about in this episode:

• Nic + Marketing - 1.05
• Proactive Empathy - 1:50
• The Growth Formula - 3:15
• The Universal Communication Problem - 4:15
• Ask Not “How Can I Help?” - 9:25
• Deep Impact - 10:45
• Wrap-up and Takeaways - 30:00

How to get involved

• Join the “Preeminence Unleashed” community on Facebook.
• Sign up for Nic’s Network Newsletter

If you liked this episode, be sure to subscribe and leave a quick review on iTunes. It would mean the world to hear your feedback and we’d love for you to help us spread the word!

“I realized this is the missing piece - beyond Facebook, beyond funnels and webinars, messaging is what is holding these phenomenal service providers back.”

On this episode of Preeminence Unleashed, Nic and Jeff sit down to talk over the importance of effective messaging, and its potential for unbelievable positive impact.

Even the best service providers out there, people who are growing and pivoting constantly, will experience a moment at which they realize they can no longer clearly describe what they do. At that point, just a couple of small tweaks to their messaging can yield mind-blowing results for conversion rates and revenue. The ability to simply and effectively tell others what you do, how you do it, and for whom is crucial.

“To watch somebody, as we’re doing the messaging, light up...They’ve just become something more. That’s where messaging just excites the hell out of me.”

To put it Nic’s way, “More complicated almost never means more effective”. One of the most important steps in Jeff’s ValYou Discovery process is implementing “Via Negativa” - taking things away. When you stop reaching for the esoteric and adding more to your messaging, you can articulate what you need to far more effectively. Jeff points to John Lee Dumas’ policy of condensing messaging down to 50 words or less, trimming away redundancies and unclear language.

The ValYou Discovery session is a world-class force multiplier. It helps your clients and the people around you evangelize you well - you give people the tools to refer to you. If they can see your vision, they can share it. When you write a Compelling Introduction as part of this process, you outline:

• Who you are + what you do
• Who is your client (singular - the closest thing to “anyone” is “no one”)
• What is that thing you provide that makes you different?
• How do people brag about you?

“This is our mission. We want somebody to come in and be the subject of their feel-felt-found.”

Jeff points out that all bragging is done in “feel-felt-found” language. No one is going to evangelize you and tell their friends simply that you’re smart. They’ll talk about the journey you took them on and how your service made a difference to them. The mechanism says, “I know how you feel, I felt the same way, I found this person who helped me.”

The last question in the Compelling Introduction is, “What do you do that makes you the best in the world in the eyes of your customer?”

Hint: There’s a right answer, but Nic and Jeff are keeping mum about it until a later episode! For now, check out the training in The Vault (check out preeminenceunleashed.com/valyou) to see Jeff work.

That’s just the beginning. Stick around each week for actionable advice and valuable extras from Nic, Jeff, and expert guests.

Some Topics we talk about in this episode:

• Introduction - 0:00
• The Importance of Messaging - 5:00
• Cut it to 50 Words - 6:55
• The Referral Tool - 9:30
• Compelling Introductions Origin - 12:30
• Feel-Felt-Found - 14:05
• Teasers for Next Episode - 15:20
• The Vault + ValYou - 15:55
• Wrap-up and Takeaways - 18:25

How to get involved

• Join the “Preeminence Unleashed” community on Facebook.
• Sign up for Nic’s Network Newsletter

If you liked this episode, be sure to subscribe and leave a quick review on iTunes. It would mean the world to hear your feedback and we’d love for you to help us spread the word!

“We are so excited for not what this is today, but what it will become.”

Welcome to Preeminence Unleashed.

In this first episode, Nic Peterson and Jeff Moore sit down to jam on what it means to be preeminent - and how preeminence will revolutionize your business and the way you serve the people around you. This is a concept that has the potential to carry over to every piece of how you live and what you do, and to make your work transcendent.

“That’s what Preeminence Unleashed is going to be: someplace where somebody can go and hear stories and examples of somebody being preeminent, somebody that had persevered through this world of sameness and mediocrity and taken that big step into becoming more and really evolving into preeminence.”

Nic and Jeff also touch on the spirit of collaboration that flows through every network, gathering, and interaction they take part in. One of the principles that drives this community dynamic is the idea that, “An entrepreneur alone is an entrepreneur at risk”. Throughout the episode, the guys describe doing vs. being, living out the philosophy of preeminence, and learning from the legendary Jay Abraham.

“Being preeminent is about becoming part of that person’s story.”

And this is just the beginning. There’s so much great insight and actionable advice in store from Nic, Jeff and the superstar service providers they collaborate with day to day. Some of the most potent takeaways from the kickoff episode include:

• How to simplify
• The “long game”
• Practicing proactive empathy

There’s a wealth of information to come as the next episodes roll in. Come for the personalities, stay for the opportunity to learn what preeminence means and to put it to work in your life and your passions.

Some Topics we talk about in this episode:

• Introduction - 0:00
• Becoming - 4:50
• Philosophies, not tactics - 8:45
• Why community matters - 12:00
• “Stop doing it” - 15:00
• Options, opportunities, offers - 19:04
• How can I help you? - 20:25
• What’s coming up - 24:00
• Wrap-up and Takeaways - 30:00

How to get involved

• Join the “Preeminence Unleashed” community on Facebook.
• Sign up for Nic’s Network Newsletter

If you liked this episode, be sure to subscribe and leave a quick review on iTunes. It would mean the world to hear your feedback and we’d love for you to help us spread the word!