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MDH 70 Fabienne | 6 To 7 Figures

MDH 70 Fabienne | 6 To 7 Figures

 

You can reach your end goal without sacrificing important things in your life by just knowing and doing the right things! You don’t have to sacrifice your family time to earn a huge amount of money. Instead, take care of yourself and the people that you love. In this episode, author, mentor and coach Fabienne Fredrickson discusses how to go from 6 figures to 7 figures and get your life back. Most often than not, people earning this much with their job have to trade it for something else in their lives. It could be sacrificing their time and health. It’s time to get your life back!

Watch the episode here

 

Listen to the podcast here


 

A Proven Recipe To Go From 6 To 7 Figures Without Getting Overwhelmed With Fabienne Fredrickson

I am so excited about this episode. We have some amazing guests every week with incredible expertise who is generous with their time. This particular guest’s story is so familiar to me. If you’ve been following my show, you know a lot about my story. Her way of getting to the end goal and everything about her is very similar to my own story that I had to have her on. Her name is Fabienne Fredrickson.

She’s the author of a bestseller, The Leveraged Business. She also runs an amazing community of thousands of women on her website BoldHeart.com. Before I ramble on about her expertise and background, I’m going to have her come on the show and explain to us why she does what she does and why it’s important to have some sanity and balance in our lives. Welcome to the show, Fabienne.

Thank you, Victoria. I’m delighted to be with you.

Tell us a little bit about your background, what you do, why you wrote your book and so on.

I realized back in 1999 that I was unemployable and had to get out of corporate because it was never going to make me happy. I left corporate to open up my own nutrition practice out of my home. I thought, “I’ve been in advertising, marketing and sales. I’ll fill my practice. It will be fine. If I could make $65,000 a year, which is what I last made in corporate, I’ll be so happy.” I realized that when you’re selling yourself, it’s not easy to do that. It was a lot of dark nights of the soul, “Do I stay self-employed but very unhappy and struggling or do I go back?”

I decided to stay self-employed and create a client attraction system for myself. I filled my practice within eight months to full capacity. Other people started asking how I did it. A year and a half later, I became a business coach. I’ve been teaching women for many years how to use this client attraction system to get to $10,000 a month consistently.

MDH 70 Fabienne | 6 To 7 Figures

The Leveraged Business: How You Can Go From Overwhelmed at Six Figures to Seven Figures (and Gain Your Life Back)

Once I went to multiple 6 and 7 figures, other people started asking me, “How did you do this, especially with three small kids at home?” I said, “Let me reverse engineer what I did. First, I leveraged my team, systems, etc.” It has now become a proven recipe that you follow if you want to go from overwhelmed at 6 figures to multiple 6 figures and eventually 7 figures with your life back.

I believe that most people who are at that critical juncture of six figures are overwhelmed. They work evenings and weekends. They don’t pay themselves enough. They say too often, “One more email, and mommy will be right there,” with pangs of guilt. It doesn’t have to be this way. This is the process that I’ve reverse engineered, and now I teach it to thousands of people around the world.

That’s interesting because I’ve been there. As a daughter of immigrants, my parents told me that you got to get hyper-educated, become a doctor, lawyer or get an MBA, and get yourself a great job with upward mobility. That was your quickest and surest way to reach the American dream. I did all that and did get my job. What I quickly found out was that the higher up I got, the more hours came with that higher pay. I never got to see my kids. You have to wonder, “Why am I doing all this? What’s the end goal?”

You want to provide for your family and all that but you weren’t there. That’s the most important part of what you’re providing for your family, you’re not there. Other people are taking care of your kids and all that. For those of you who are reading this now who are overwhelmed, I talked to many of you quite often because a lot of you live locally here and you see me. You’re doing mid-six figures and you’re overwhelmed. You’re working crazy hours, seven days a week. You got your phone and email system attached to your hips. As you said, “One more email. One more client. One more product to develop. One more thing.”

When my kids were younger, you think, “It’s going to get better when I get the next $100,000 or something,” then that comes with more work. It’s very easy to get overwhelmed and not even realize that you’re overwhelmed. A lot of entrepreneurs, especially women, are now working more hours than they did in corporate. You’re making less money than you did in corporate with less job security. You don’t have healthcare benefits. You don’t have a lot of the stuff that comes with the structure of the corporate.

Especially those who have great college degrees wonder, “Should I go back to work because my life might be simpler or do I stick with this?” I love that not only did you survive this, but you’ve come up with a system that other people could follow. I love that The Leveraged Business book goes over the system of how you can economize scale and do all that stuff with small children. Tell us a little bit about the meat of the book. What’s the whole premise of it? What does the reader get out of that at the end?

 

We are always improving above and beyond positive and loving.

 

What I realized long ago is the recipe to get to 10,000 a month or get to six figures in the first place requires a lot of digging deep and doing everything yourself. It requires long hours of learning. You’re building the plane as you fly it. Once you get to $100,000 or more in your business, what got you here won’t get you there. There meaning 7 figures with 14 to 16 weeks of unplugged vacations a year. For you to grow from six figures and get your life back, you need to do less better.

I believe there is no such thing as a self-made millionaire in the sense that you cannot do it alone. You need the right people that you can trust so that you can stop white-knuckling it and let go. It’s going from the control enthusiast to the person who can delegate more fully to the people in her care, then it’s about creating systems for everything. Most of us start our business based on our personality. It’s us doing everything.

After a while, the mindset that needs to be adopted is that we become a process-driven company, not a personality-driven business. When everything is documented, has checklists, and runs like a well-oiled machine, fewer things fall through the cracks. You know this, Victoria, because this is how you have been so successful. When you take these two elements, because the right systems and processes are there, you can fully delegate to your team. This allows you to leverage your time. You leverage your team and your systems.

Now, instead of being a doer who has got her hands in everything and becoming a bottleneck for the company, you begin to use your time in a more leveraged way, focused entirely on what we call in the book as EGAs or Exponential Growth Activities. Those are the things where several of our clients will get to $1 million in a year or two because they are using their exponential growth activity days to create way different results and to change.

You leverage your business model instead of working hours to dollars. You’re working one too many and scaling your business. There’s more but if we focus on those first four first activators out of the eight activators, that’s when you can rapidly grow your business. It doesn’t matter what business you’re in or what you do, this is proven to work when you follow those processes.

I agree with you on that. Most people will agree that you can’t do it all. You need some help. I’m going to be a contrarian and ask you a couple of questions because that’s what this show is all about. The first thing is the agreement part. Look at companies that are successful out there like McDonald’s. McDonald’s started here in San Diego, not too far from where I live now. First, it was the owners flipping the burgers, packing them, talking about it, going door to door and buying all this stuff. All the relationships and the know-how were with them.

 

MDH 70 Fabienne | 6 To 7 FiguresMDH 70 Fabienne | 6 To 7 Figures

6 To 7 Figures: The recipe to get to 10k a month to get to six figures in the first place requires a lot of digging deep and doing everything yourself. It requires long hours just learning. You’re building the plane as you fly it.

 

They realized there was more money in franchising and systemizing what they were doing. Now they’re talking about a robot doing it. It’s a full-proof system that they have. There’s nothing that could go wrong in their system. There are 21 steps to make their fries and you don’t skip one so it’s exactly the same.

I agree with you that building a system is critical to growing. You can grind it out, grow and work more hours, but that is not the quality of life that we all aspire to have, nor was it what we envisioned with us working more hours. When you don’t delegate and don’t realize this, all your relationships with your vendors, clients, students and IT person are all with you. That means every phone call has to be initiated and answered by you. You don’t have enough time of the day to do that.

You work with a lot of entrepreneurs, especially female entrepreneurs. We’re very control freaks. This is how we became entrepreneurs. It’s hard to let go of that control. Do you think that it’s because we don’t trust other people and we don’t trust something is not going to go well? Why is it so hard for people to let go of some control? What do you think?

From my experiences, when we open up our own business, very few of us are taught how to hire strategically. What happens is when we are freaking out, working sixteen-plus hours a day, our instinct is to find anybody with a pulse to stop the bleeding. We’re just grabbing the first person who seems sane, a neighbor or a friend. We say, “Do this,” and we’re just focused. There are so many plates spinning in the air that we don’t hire strategically. We don’t use assessments to put the right person in the right seat. We don’t have most of us everything documented so that even a six-year-old could follow the process. What happens is we say, “Do this and I want it by tomorrow.” I’m exaggerating but not really.

I call this drive-by delegating, which is you’re throwing a hot potato at somebody. On the receiving end, that assistant or even a CEO that you hire doesn’t know what to do with the hot potato. You haven’t explained what it’s supposed to look like. You haven’t given examples. You didn’t take into account how much else they have on their plate. You didn’t tell them when it was realistically due. They either stand there frozen.

A lot of them are in fear because they don’t want to disappoint you, but they have no idea how to get it done, or they go down a rabbit hole for three weeks, and then they come back scared and proud of the work. They say, “Here you go.” You look at this and say, “Three weeks into this? This is not at all what I wanted. I could have done it better myself.”

 

When you have hundreds of women blowing wind in your sales, there is nothing you can’t do.

 

Do you think that sometimes, as entrepreneurs, we tend to hire the people we like or people we think could do multiple things as we do? Do you think you’re better off hiring a specialist that you are not good at? For example, I’m horrible at IT. I would hire somebody who talks like me, who is creative and all that which would be a real mistake in the IT world for my business. In IT, you want to have a system that works and that you can count on all the time. Do you think that’s one of the problems? You wrote a whole book about it, The Leveraged Business.

What do you think? Are we hiring people that are experts at specialties that we’re not good at? As an entrepreneur, you’re used to doing everything. We expect our employees to do half as much as we do. A lot of entrepreneurs tell me that. The reality is that most people who are going to do twenty things at the same time aren’t going to be working for anybody. They will be working for themselves.

Here’s a secret that I used to get to $1 million. I hope it’s helpful for the people who are here. I’ll talk about the four ways that I’ve discovered to hire the best people. When I started taking assessments early on being a business coach, I realized that I am a high idea generator who loves to start new things and entreprendre. I’m half French so I know this. Entreprendre means to initiate. Many of us entrepreneurs, 95% of us from my recollection, love to start new things but are not also wired to finish them.

The secret that I figured out is that I don’t have to change. I am who I am but I must surround myself with people who are wired to finish things, who are not coming up with sixteen fabulous ideas a day, but more who like to dot the I’s cross the T’s and are wired to follow through. The more you have people like that on your team, the more they can help you discern whether all those sixteen ideas are worth working on. They will basically take whatever you’re working on and make it happen. That’s one of the ways that you get there.

When you are looking to hire strategically, what I’ve discovered is you’re looking for four things. The first one is a skillset. Can that person do what you want them to do? The second is experience. Have they done this a lot before? Believe it or not, those two things are not always necessary. If you don’t have a lot of funds, you could hire some 23 years old from college as we did in the beginning, and you teach them the skillset. Eventually, they will have the experience. What is non-negotiable is the last two quadrants or elements, which the third one is wiring. Are they wired for the job? A lot of times, we hire a person to do coding, admin stuff and input, which is very dry. We also want them to pick up the phone and sell. You can’t do that. The wiring is strategic and so helpful. That is non-negotiable.

The fourth thing is culture fit. In my company, we are always improving above and beyond, positive and loving. We own it when we speak up. If somebody on my team is not positive and loving, they don’t own it, and they are just trying to clock in and out, they’re not going to fit with us. They’re not going to fit with our clients.

 

MDH 70 Fabienne | 6 To 7 Figures

6 To 7 Figures: When you are looking to hire strategically, what I’ve discovered is you’re looking for four things. The first one is skillset. The second is experience. The last two elements, which are wiring and then culture fit.

 

The culture fit is necessary. Once you’ve got at least the bottom two, which are the wiring and the culture fit. Ideally, you’ve got the skillset and the experience. That’s when with the right systems, you onboard and train them in a certain way that eventually, you let go and delegate safely and show them how to pay for themselves in the first 3 to 4 months. You can then move on knowing that you’ve got the right team you trust. They’re taking non-necessary things off your plate, and then you can go and scale the business.

That’s interesting. I love the word you used there. This is the sweet little sound to entrepreneurs, delegate safely. It’s like your other child when you give birth to your businesses especially those of you who are in that physical business and restaurant business. It’s those hours of grinding. Every single time you serve a meal, that’s your product and consistency going out there. When you delegate, it’s scary because your reputation, future and everything are on the line, especially the perfectionist. I happened to be one who used to be guilty of that.

I had let go a long time ago because my kids were sick a lot. I had to count on some people and let go. That was the best thing that ever happened to me. I love the title here, The Leveraged Business: How You Can Go from Overwhelmed at Six Figures to Seven Figures and Get Your Life Back. That’s what we all want. We want to be able to grow by working fewer hours with less resources because you’re much more efficient and you can scale upwards.

I’ve done the 8 and 9 figures. I can tell you that it’s much easier going from 7 to 8, and then the 8 to 9 almost happens on its own. My daughter is 30. She has a child. She started her own business pretty young realizing, “There was no way I could sustain this life.” Her child was born during COVID. She spent a lot of time at home and then she’s like, “Now I got to go back to work? What do I do?” What advice would you give to a younger you many years ago?

It all depends if the person already knows what business they would want to start. If the answer is no, one of the things that I have people look at is a four-question process that doesn’t need to take more than 30 minutes. An hour is ideal. It’s to answer the four ikigai questions, the reasons for being. The questions are these, “What do I love and what am I passionate about? What am I exceptionally good at, even if I take it for granted? What does the world need? How can I get paid?”

When you ask yourself these four questions, you receive a huge amount of clarity as to what you can do in the world in a way that has you passionate about using your skills so that it lands and it’s relevant to what the world needs according to why you’re here and how you can get paid. When you have those four things, it’s about giving yourself permission to start.

 

Leverage your team and systems.

 

The permission train isn’t coming, especially for young women. We’re waiting for people to give us permission. You give yourself permission and you go out there. Self-belief is a huge thing. I know you could say, “Self-belief? is that the secret?” I’ll tell you this. In my communities of women who are from all walks of life at all different levels of business, this feeling of inadequacy among women of, “I’m not good enough. I don’t know enough. I’m too much,” the self-belief changes everything. It’s about learning how to get to $10,000 a month and get to $1 million and more. It starts with that.

I completely agree with you on the whole self-belief thing. If you go into your first entrepreneurship business without fully believing in your business or yourself, and you don’t have a community like Fabienne’s community or you don’t have a mentor like her, what happens is you’re wondering, “Am I doing the right thing? Is this going to work?” You’re spending your time doing that. The first time something goes wrong, you’re going to give up.

That’s because our society and the school system are set up to create workers in factories. The minute you hit a bump in the road, your best friend, sister and even your spouse will say, “Maybe you’re not cut out for this. Maybe it’s time for you to get a real job.” What happens is you’re hearing all these toxic voices, which are creating toxic thinking in your own head. Society rewards the masculine, especially in business. You’ve got these little kids, and then you feel guilty all the time. When you’re working, you’re thinking about them. When you’re with the kids, you’re thinking about work.

There are so many toxic voices that have you question whether you are cut out for this. Get yourself in an intentional community, not an accidental community, meaning neighbors, people at the club or whatever. Forgive me, gentlemen, if you’re reading this. Many women benefit greatly from being in an intentional community with other women in business. Why? It’s because we are wired differently. We are wired to need to talk ideas through.

We don’t need everybody to fix us. We need the bonding chemical oxytocin. We need to feel elevated by other women, not women who will compete with us or try to tear us down. It’s a community where a rising tide lifts all ships. There is extreme generosity and encouragement, “If you can do it, I can do it. If I can do it, you can do it.” However cheesy this sounds, when you have hundreds of women blowing wind in your sails, there is nothing you can’t do.

It doesn’t sound cheesy at all. I’m old enough to have been born at a time of working women. Very few of them actually worked as an entrepreneur when I started my company in 1989. When I was working in corporate, women were often the people that would compete with you and compare. It’s time to stop competing and comparing and start to lift other women and collaborate.

 

MDH 70 Fabienne | 6 To 7 Figures

6 To 7 Figures: Women are wired differently. We are wired to need to talk ideas through. We don’t need everybody to fix us. We need the bonding, a chemical oxytocin. We need to feel elevated by other women.

 

Everything you said resonates with my own story. You talked about passion and purpose. I wrote a book called Million Dollar Passion. It’s about turning your passion and purpose into a dream business. One thing we didn’t get to talk about here is that Fabienne is a mother of three children. She has built this incredible business and community, and lifting thousands of other women with her children being a full-time mom. That’s the real jam. It is possible. I’ve done it, you’ve done it, and we both know a lot of other women who’ve done it. You can all do it now.

You have to take a deep breath, scale back a little bit, and figure out what you’re best at and what your passion is. We all do things we don’t want to do. I hate selling. I go on TV and sell. I hate being pushy. There are a lot of things that we don’t like doing. I have other people who do the selling for me. Figure out what you’re best at and what your passion is. Focus on that and delegate the rest. If you are scared of delegating or don’t know how, there’s a great book that Fabienne wrote, The Leveraged Business. I suggest that you check that out. Fabienne, how do people connect with you if they want to learn more about this fascinating subject?

One of the best ways to find out more and even get the book if this speaks to you is to go to BoldHeart.com. Put your ear to your heart and then boldly go and do the thing. The book is free there. You just cover $2.95 in shipping. You can read hundreds and hundreds of stories of other women who have gone from being overwhelmed into creating businesses with little kids at home. I invite you to watch those videos and read those stories so that you can increase your own belief in yourself. If others do it, there’s no reason why you can’t put the same resources.

You can’t put a value on that. I’m sure anybody has done it. The road is not smooth. It’s full of landmines, sharp turns and some disappointments. It’s how you handle those. When you connect with other women who’ve been there, seen things and have experienced things that you can’t see now, there’s a lot of value in that. Unfortunately, when I started my business, I didn’t have mentors. We didn’t have online communities. There was no Facebook and internet. Microsoft was formed in ’89. That’s how far that goes. There was no community of online people that I could connect to or mentor.

I didn’t even know there was a mentorship program or anything like that. I went to USC and there were some mentorship programs, but they were in real estate or something. I design jewelry. Talk about having people tell you, “You need to get a real job. Let me tell you something.” I got that a lot. The best benefit of living nowadays if you’re a Millennial mom is having that online community and other people. The internet has opened a lot of doors, mindset and free books. It’s amazing. Take advantage of all of it.

As we close, I want to remind you, please stay happy and healthy. Happiness is a choice. I hope you make great choices. If you have not subscribed to the show, please subscribe and share it with at least one person so we can amplify our voices and help more women out there. That’s why I’m here. I’m here to help other people succeed because, in my culture and family, you are not successful until you help other people succeed. I’m here paying my dues. Thank you so much for coming to the show, Fabienne.

Thank you, Victoria. Thanks, everybody.

 

Important Links

 

About Fabienne Fredrickson

MDH 70 Fabienne | 6 To 7 FiguresFabienne Fredrickson is a beloved mentor to thousands of women in business. As founder of The Leveraged Business program, Fabienne has reverse-engineered how she scaled her business to several million annually, while remaining powerfully feminine.

Her book, The Leveraged Business: How You Can Go From Overwhelmed at 6-Figures to 7-Figures (and Get Your Life Back) is the definitive roadmap showing women how to increase their income and impact with heart. Find her at Boldheart.com.

MDH 66 | Montessori School

MDH 66 | Montessori School

 

Montessori school is individualized learning; it allows the child to be who they truly are. Victoria Wieck introduces Brigitta Hoeferle, the Founder of The Montessori School of Cleveland. Brigitta shares how she wanted her children to go to a Montessori because she didn’t want to push them into one classroom. Since there weren’t any around when her first child came, she created one herself. Join in the conversation to discover how you can start your business ventures with your current resources. Start with a big vision in mind, but with small steps. And make sure to create a detailed business plan. Tune in to learn more!

Watch the episode here

 

 

Listen to the podcast here

 


How Montessori Schools Support Individual Learning With Brigitta Hoeferle

I’m excited to discuss some very needed topics in this day and age and someone who can speak from firsthand experience. Her name is Brigitta Hoeferle. She immigrated here from Germany with a lot of skills and had to start her life over here again. She’s taken all of the great things that she’s learned in Germany, as well as what she learned as an immigrant here, and started some amazing things. I will let Brigitta speak about her own journey here so that it will be a little bit more accurate and interesting. When she speaks about her herself, it’s a little bit more interesting than if I can read her bio. Welcome to the show.

Thank you, Victoria. Thanks for having me. This is exciting.

Tell my audience a little bit about your background. What fuels you? What it was like to come here and start your life over? What age was that when you came? You don’t have to state the age and what year but I want to know if it’s teenage years or later on.

I will give you the whole rundown. I was born and raised in a very small village in Germany. It was 600 people. Gorgeous Southern part of Germany, vineyards all around, and we played in the vineyards but it was very small-minded as well. I couldn’t wait to get the heck out of there. I went to school in Germany, all the way through my university times. I have two degrees. I started my life in Germany. I climbed the corporate ladder in Germany. I met my husband in Munich. I’m not originally from Munich but I worked there in a large publishing house.

When we met, I was in my very late twenties like 29. It was that late. We decided to get married and have children. Me, being a student that never liked being in school, although I hold two degrees, I hated school, probably because I was bullied and overweight. That’s a story for a whole other time. One of the degrees that I hold is in Social Pedagogy, and that is to be a teacher. I never did anything with it.

When it was time for us to have children, I didn’t want our children to go to a Montessori school, which is very individualized learning. It allows the child to be who they truly are and not try to push children in one classroom, and they are all in the same box, if you will. Through my education times, my university times, when I learned about the methodology of Maria Montessori, which has been around for more than 100 years now, I thought, “What an incredible methodology. How come I never went to a Montessori school?”

It was clear to me that I wanted our children that were not even born yet, weren’t even conceived yet, to go to a Montessori school. I created a Montessori school out of necessity because when it was time to give birth to our first child in Munich, the waitlist for Montessori schools was three years. I didn’t have that time because I loved what I did, and I traveled a lot through Europe into the United States, back and forth for the publishing house, with the organization that I worked with. I couldn’t do that, being a stay-at-home mom, waiting three years to have a space in a Montessori school for my child, our daughter, Emily, I said, “I have the degrees. I have the knowledge and marketing. Why don’t I start our own school?” I did that.

I was 32 at the time when we moved to the United States to grow the business because I came to a place where I needed a much bigger facility in Munich. If you know anything about Munich or German real estate it’s, A) Very hard to get and, B) Very unaffordable. For me to grow into the big vision that I had, my husband and I said, “How about we moved to the States?” We made that decision and did that. Now that I’m talking about it, it sounds very simple. It wasn’t all that simple moving an entire business and household with a small child but we did it. We started with our own child, the school, and grew rather quickly into 125 students that we have now.

 

Montessori school is individualized learning; it allows the child to be who they truly are.

 

You basically started your first Montessori school out of necessity. You had to go abroad to live out your vision of bringing that experience, an individualized learning experience, to other people.

I want to. It was a choice I made.

It’s true but if you are living in a place where you’ve got 600 people living there, it is pretty limiting. It is a choice but I would say, either way, you made that decision. It’s interesting because I come from a whole family of school teachers, and I was not a great student. As with you, I have degrees from very prestigious universities. I did get pretty good grades. I didn’t enjoy it. I didn’t like it and don’t use it. I’ve got two MBAs and all that stuff. I have never used it because I’m an artist. I make a pretty good living practicing my art.

The conventional thought of becoming a doctor, a lawyer, an MBA or whatever, to gain your freedom, didn’t apply to me. I sometimes think to myself like, “How much more successful I would have been if I was allowed to become an artist ever since I was a kid?” I never went to art school, any design school. I created an amazing business for myself. I agree with you that people, especially children, should be nurtured for their individuality and work with them. They develop at different ages, different things. They have different dreams. Not everybody fits in that same set of boxes that they put us in.

Let’s go back to what it takes to start a school. Not only start it but sustain, then grow and scale it. All those things came in handy here. By the way, I do think that in America, I wish there were more Montessori schools, more school choices because when I sent my kids to school, as you said, there were all these waitlists. We didn’t have those choices. My kids literally went to part private, part public, and part homeschool. I have one child who excelled in Literature but hated Math. That child needed specialized education to get to the national average. She excelled in Literature. She could have taught her teachers a few things.

The other one was good at Math and Science. She took after my husband, who went to Harvard with Math and Science and all that stuff. She hated Literature. They were in the same school, as you can imagine. We need a lot more of the Montessori school or types of school that you have created. I wish you all the best in the future because I’m sure you haven’t stopped helping other people. In terms of how do you start, what do you get funding for? How do you go find your target audience? How do you talk to them? How do you convince them that this is their thing?

I have funded it all through my own capital that I brought from Germany and I didn’t bring a whole lot. It varies oversee a full amount that I brought.

When you were in Germany, how did you fund the first one?

 

MDH 66 | Montessori School

Montessori School: You need to have a team, and you need to know how to delegate.

 

Through my own capital. I didn’t have any investors. Everything that I have done up until now, I have done through my own efforts. I never looked for investors. I did have some investors that wanted to be part of it. I said, “When I need you, I will let you know,” but we have organically grown from facility to facility. We started out with a small facility went into a medium facility. We moved over the pandemic in July 2021 into a very large facility and are now able to take even more students. We haven’t started high school yet. That’s a whole another can of worms that you would open.

How did I start out? I started with a business plan. Being in marketing, a smart businesswoman, I knew I had to have a very clear business plan laid out. I knew I needed to start not big with a big vision. I needed to start with a vision in mind but with small steps. What can I do with everything that I have? What can I do with the funds that I have now? What can I do with the knowledge that I have now? I knew continuously pouring into myself as the owner of the school will help me with the growth as well.

For the business to grow, I’ve got to grow as well. It’s going to have to start with me, so business plan. Starting with a handful of students. We started with seven students in Germany. Out of that, I did some market research. Who is my target client? Who sends their kids to Montessori school? What do they appreciate? For what reason would they send their kids to a Montessori school and pay high tuition rather than sending them to public school?

I did all of that research. That was all part of my business plan. With that, we left Munich, and we went to Cleveland. When we touched down in Cleveland and bought a building, and started there, I immediately became a member of the Chamber of Commerce. That was one of the first things. I became a member of the Chamber of Commerce, and I’ve also got some help from the Small Business Development Center, which most small business owners don’t even know that they are around. They are paid by our tax money, go and use their services.

They helped me tremendously, especially coming from a different country. It might be easy to cross cultures from Germany to the United States until you do it and get everything set up. If you are not familiar with the ins and outs and the banking in a different country, all of that is a learning curve. All of that takes time.

I became a member of the Chamber of Commerce, and out of that, my first students came about. A lady that I met at the Chamber of Commerce. She had twins and a little one. Her twins were a little bit older, and she had another little one. She spoke German, and that’s the connection that we made. Connections are always made with people that you sympathize with and that you know, like, and trust. There was that immediate connection of the two of us being German. She says, “I love that.”

Out of that, within the Montessori school, I then created the German language school. I was partnering with the General Consulate here in Atlanta. All of that happened organically. I continued to pour into myself, into my staff, into the business. By that, I mean in knowledge, in wisdom, in mentorship and learning, and coaches that would come in and help us grow. That’s why we are where we are now. I’m not in the day-to-day operation anymore. I live in Atlanta now, and the school is still up in Tennessee.

There’s a lot that small business people can learn from what Brigitta did. Basically, you, starting up a school or any business, it starts with identifying your target audience then finding out their need. What are they hungry for? What are the needs that are not being met? What are your competitors doing? Competitors in your case were public schools and maybe some super expensive private schools that are doing the same thing that public school is doing with a controlled environment for a little bit more money. In your bio, one of the things that you listed that stuck out right away to me and I have it highlighted here, which is active listening.

 

Start with a vision in mind, but with small steps.

 

A lot of people say listening is important. All of that becomes a buzzword. A lot of times when you are talking, and you know somebody is listening to you, especially when you meet somebody at the Chamber of Commerce or wherever like in a big function, they are listening to you. They are still looking around. You almost see their heads spinning, trying to figure out how to respond to what you are saying before you even finish what your sentence is. To listen with empathy, listening actively, listening with care, their care in mind, what their needs are that was your first step, whether that’s one person at a time or as a community of school moms who have this need.

For those of you who are reading, these are the stuff that we talk about the week in and week out, identifying your target audience. It wasn’t all school moms. Some school moms love being in public schools. They think Montessori schools are great. They don’t even know what that is. It’s fine but that was not your target audience. You went there. You look for help.

By the way, on your first remark, Small Business Development Center. There are many associations, so much help out there that a lot of small business people don’t know to look for. I, myself, volunteered at SBA. We have chapters all over here, retired people from all over the country volunteering their time, mentoring, finding money for you. That is a great resource that you mentioned. Scaling your business now, this is how you’ve got started, how you identified yourself.

Now, what did you do to scale that business? As you said, you are not there actively day-to-day. I identify as scaling your business differently than growing your business. Growing your business means you are putting more resources, working more hours, putting more money into something to grow at. Scaling your business, you are working less, fewer hours. You don’t have to put in proportionately the same amount of money to grow it exponentially. Tell us a little bit about how you scale your business.

As I already said, I’m not there at all anymore. I have meetings once a quarter, and that’s it. I have a great team that runs the business, an incredible team, and a big shout-out to them. Now that we have 125 students and we started with 7 students in Munich and 3 students here in the US and grew it from there, we started with one classroom. If you know anything about Montessori, there’s one classroom with many teachers. I had to choose to have quality teachers and train them in the Montessori method. They went and got their diploma in the Montessori method as well to put an official approval stamp on it.

There are a few components in scaling. First of all, you’ve got to have a good team. Second of all, you’ve got to know how to delegate. You’ve got to know what the big picture is. How are you going to get there? How can you reverse engineer of seeing that big picture? What do you have to do now to get to those steps?

That’s where most business owners fail because they see this big vision. They want to scale, grow but then they don’t know which next steps to take, then they get frazzled, sidetracked, and it all falls apart. They never get to the growth that they desire. We started with one classroom. As we had enough funds, we added another classroom because, organically, this is what happens. The children in our one classroom grew older, grew more mature then were ready for the next classroom.

We were organically filling our next classroom. I often ask my clients as they are scaling their business, “What do you already have that you can use to not recreate the wheel but you can use and utilize that and use it in your growth that you don’t have to go out and buy another this or do another that?” No, use that very strategically for something else. The something else was another classroom with students that we already had.

 

MDH 66 | Montessori School

Montessori School: Where most business owners fail is how they see this big vision. They want to scale and grow without knowing which next steps to take, then they get frazzled, sidetracked, and it all falls apart.

 

Constantly, we are working on getting new students in, and it was word-of-mouth. I hardly ever did any marketing other than being very involved in the Chamber of Commerce. To a point where they asked me to serve on their board, which I did. I was then asked to serve on several other boards, and that helped me to be visible. Visibility plus credibility. I had the huge credibility that I worked for. I had credibility coming in with the credentials that I brought but being in a community like Cleveland, Tennessee, there wasn’t any other probability than the official stems that I had from school.

I had to work on that. I had to work to make a name for myself. Being invited to serve on the Chamber of Commerce board was a huge credibility piece. I was the only female person around the boardroom table, and I was about a good 25 to 30 years younger than everyone else around the boardroom. All of that to say is, you’ve got to be out there. You’ve got to be visible. You’ve got to be credible to be profitable. All of that helped me in scaling my business, and that’s where I’m coaching other organizations to scale their business.

Basically, you have a great team behind you, build an amazing system, usually by testing, growing, small steps at a time. I’m going to take it a little bit even further back to your original. When you first started out, it was very similar. You started with seven students. That was a great flexible testing ground or because you were truly meeting each individual person’s need.

You know the names of every single person there, probably their parents and grandparents. You basically built and accelerated the growth a little bit when you came to America. I love that business model. Going back to a little bit about visibility. People have to like you. You have to be credible. They have to trust and respect you before you can even get visibility.

The way you do that is by getting out there like you did, meeting all people, not theoretical people. You would be amazed at the doors that open for you if you truly are authentic and giving your heart, your expertise, and your share freely. All those things come to you. Believe it or not. That’s a great lesson to learn, and you’ve got great firsthand experience in that. As I said, there was a lot of need for all types of schools. I’m not advocating Montessori. Maybe your kid needs a structure.

I have two children. My one child wanted to be in the biggest school. She went to UCLA. She thrived there. There are 100,000 kids there, and she loved it. My second child didn’t want to be in a big school. It was overwhelming, and they wanted a 3,000 school-type thing, and that’s okay, too. Not one is not better than the other. Giving accurate and tailored information, offering options that fit a lot of different kids, you are doing an amazing service for our youth. I have this one little beef. Maybe you can since you are in that position now to help. I’m not trying to pitch you on this at all but I’m passionate about it when it comes to children. I found that with my own two kids going to college and they are now older than your kids are.

I found it interesting that our schools here in America, at least, we teach Math, Calculus, Algebra, Geometry, all these things but we don’t teach any relationship with money and life. All of a sudden, they go to college and get so awestruck by the kid who can buy $100 worth of whatever. I’m actively involved here now in California, trying to bring a little spirit of entrepreneurship early on because what does entrepreneurship mean? As you said, it requires you to understand other people. When you understand who your target market is, what do they need? You’ve got to find out what they need, what are they willing to pay for it, and how often.

When you have conflict resolution between your vendor or your customer, they want to pay you, let’s say, $10 for the iPhone case. You have to charge $30. “Why are you charging me so much money? We are friends.” The kids can learn negotiating tactics and understand conflict resolution pretty early on. I wish that somebody would start doing something like that in school. Especially when they are a little bit older like a sixth grade on, that would come full circle even if they don’t become entrepreneurs later on.

 

Connections are always made with people you sympathize with, like, and trust.

 

I agree with you. Our daughters go to an entrepreneurial high school here in Atlanta, and they do that. They have to build a website for their business. They have to create a business, finding something that they are passionate about. If they might continue it after high school or not, it doesn’t matter but it teaches them how to build a business plan, how to create a budget, and how to stick with the budget. What does stuff cost?

It’s interesting that you brought that up because within building my Montessori school and being invited to speak at all conferences on that topic, I found that the work with children is easy. I love working with children. It’s the parents and adults around them. That’s why I created another educational facility for adults because we can pour into our kids over and over again.

If there are certain adults around them, thought leaders, parents, aunts, uncles, family members, religious leaders, teachers. You name them. They are not in the right mindset, then that has an impact on our kids. The work is not being done on our kids. The work needs to be done on the parents, the thought leaders, and the teachers.

I heavily pour it into and continue to pour into our staff, into our parents. That’s why I started coaching parents because I had parents come to school. They would have a meeting with me and say, “Something that I’m not getting here. You seem to have a completely different child at school than I have at home. What is up?” We said, “There are boundaries. There’s a very clear structure. Within that structure, there’s also freedom.” That beautiful balance, I’m not saying all of the kids but a lot of kids are not getting that at home.

There is no enforcement of boundaries. There’s no positive enforcement of empowerment of a child. I took it on for parents to learn that because that’s where it starts. I want to share with my child what it takes to open a bank account and what it takes to budget or make sure that we have enough money for groceries this month. It’s all about being active in the family, too.

As we close, how do people get ahold of you? Do you have any last-minute advice for young entrepreneurs, young entrepreneurial moms?

The advice that I have is don’t give up. Keep going. You are doing this for a reason. Be mindful of what the big picture is and keep going. There are no unresourceful people. There is only an unresourceful state of mind. You might at times find yourself that you are not resourceful, which is not true. You are in an unresourceful frame of mind. Find someone that can be a resource, and I would love to be that resource, Brigitta@Hoeferle.com. If you google my name, I’m the only one that comes up with that name. That’s how you get ahold of me.

Her name is Brigitta Hoeferle. I wanted to thank everyone for reading because this was very meaningful. Many of you, not only are you business people but many of you are young moms. You’ve got kids anywhere from 2 years old to 18 years old. You are not alone. You have choices. You might not know you have all these choices because I run into people who don’t think they have choices but you do have a lot of choices to give your children the education that you envisioned. Anyway, thank you so much for coming to this show. I wish you all the best in your future endeavors, Brigitta.

 

MDH 66 | Montessori School

Montessori School: The work needs to be done on the parents, thought leaders, and teachers.

 

Thank you, Victoria, for having me.

For those of you, I always sign off by saying, please stay healthy and happy. Remember, happiness is a choice. I hope you make great choices this coming week. Thank you.

 

Important Links

 

About Brigitta Hoeferle

MDH 66 | Montessori School

Brigitta was born and raised in Germany and resides in the U.S. since 2004 with her two wonderfully independent
and successful teenage daughters, and her husband, the renowned Culture Guy. She is the award-winning founder of the German Language School and the Montessori School of Cleveland.
As the Founder and Shareholder of The Montessori School of Cleveland, and as CEO & owner and Grandmaster of The NLP Center, a global institute located in Atlanta, GA she gives full credit for her success to her unique communication and listening skills, her tenacity and her never-ending desire to take something from good to outrageously great. To add even more fuel to the fire and more credibility to her work, Brigitta has created Coaching Programs for large Corporations and conducts extensive trainings for Corporate and Government Organizations,
leading The NLP Center with knowledge & heart as the CEO and master trainer.
MDH 62 Tim Fitzpatrick | Key Marketing Fundamentals

MDH 62 Tim Fitzpatrick | Key Marketing Fundamentals

 

Learning the fundamentals of something is important if you want to get good at it. The same thing applies to the key fundamentals of marketing. Having these in your pocket helps make marketing your business easier. Victoria Wieck and Tim Fitzpatrick of Rialto Marketing get into the basics. They discuss the concepts and how each is an important part of the whole. Tune in and see the breakdown of marketing your business.

Watch the episode here:

Listen to the podcast here:

The Key Marketing Fundamentals For Success With Tim Fitzpatrick

Many of you, readers, are already entrepreneurs, and quite a few of you are successful. Some of you are struggling. I always like to start my show with a proposition, also to solve problems that you are facing every single day. One of the first things that a small business entrepreneur has to navigate, if he or she will be successful, is the whole idea of marketing yourself, getting yourself out there, getting visibility, letting people know what you do, how you serve them, and why you are the unique and the best in that field.

Why will they give you a try? This is all part of the world of marketing but we are living in a world of so-called experts who tell you what marketing is. It could be digital marketing, advance, use slick ads, all those things come into play. I’ve got somebody here who has grinded it out over several businesses that he has founded and worked through. This isn’t marketing solutions for people who’ve got millions of dollars to spend. This is for those of you who have to watch your money, actions, and time as well. Without further ado, I want to welcome Tim Fitzpatrick, who is a marketing expert. Welcome to the show.

Victoria, thanks for having me. I’m excited to be here.

First of all, give our audience a two-minute overview of how you became a marketing expert and why you are uniquely a different kind of marketing expert.

My entrepreneurial journey has not been a straight path. I don’t think any of them are but when I graduated from college, I had no idea what I wanted to do. I was a Math major. My dad had been an entrepreneur for a long time. He had started a wholesale distribution company a couple of years before I graduated. I knew he needed some help. He had no full-time employees at that point.

I said, “Let me work for you for three months. Give me time to figure out what I want to do with the rest of my life. You need the help.” He said, “Yes.” I jumped in. We were selling consumer electronics and home theater equipment to contractors. After three months, I was hooked. I loved it. I became the first full-time employee. I was wearing every hat. I was, “Let me pick up this phone.” I’m doing AR, “Let me do this.” I’m doing sales. It was an awesome experience. My dad and I grew that company about 60% a year for nine years, and then we sold it.

I learned more doing that in 6 months than I did in 4 years of college. It was an amazing experience, one that I would never want to change. When I’ve got out of that, I needed to do something different. I shifted gears. I’ve got involved in residential real estate for a while, which I did not like. The one thing I learned from that was how to put myself outside of my comfort zone. There’s not much I’m not worried about jumping into.

When I decided to get out of real estate, I was waking up each day going, “I hate this.” Why own a business if you are going to be in that position? I shifted gears again. That’s when I’ve got into what I’m doing, which is marketing. We focus on the fundamentals, keeping marketing simple. It is so easy to overcomplicate these days. I love marketing. It’s dynamic. It’s always changing but the fundamentals of any discipline do not change.

I agree with that 100%. I forgot to tell you this but I have a Master’s degree in Marketing. I was told that I was not going to be good at Marketing because I didn’t understand the nuances. My professors were looking out for me. They didn’t think there was any future in me with Marketing. They convinced me to change my major from Marketing to Finance.

Marketing is dynamic. It’s always changing, but the fundamentals do not change.

I had taken too many courses at that point to give up on the majors. I went ahead and finished that out and I still got a degree in Finance, neither of which I use. I wouldn’t say I don’t use that Marketing degree per se but a lot of the things that they teach you in school are not applicable for a small business. They are made for plugging into a large company and learning how to spend their money. In your case, in your father’s company, that’s where you probably have learned a lot about marketing principles.

In this day and age of all the slick, the buzzwords, and the new trends in marketing that comes and goes, the basic principles of marketing don’t change over time. How human beings react to something, a word or a message, how they feel about how somebody touches you in terms of the wordings, whether you do it digitally, TV or in person, they don’t change. All of a sudden, it becomes some sort of an animal. In your opinion, what is marketing if you have to describe it simply? What are some of the principles, and why are they important?

To answer your first question, what is marketing? Marketing to me is getting someone who has a need or a problem you can solve to know, like, and trust you. That’s it. We all buy from people we know, like, and trust. The job of our marketing is to get in front of those people, get them to know, like, and trust us so that when that need or problem they have that you can address becomes great enough and they raise their hand, they think of you, and then it’s transitioning to sales.

When it transitions to sales, it’s not a cold conversation. It’s a warm conversation. They already know, like, and trust you. That conversation then becomes so much easier. To me, that’s what marketing is. Why the fundamentals are so important? The easiest way for me to describe this is from a quote from Michael Jordan, “Get the fundamentals down, and the level of everything you do will rise.”

I don’t care what the discipline is. The fundamentals do not change. The fundamentals of shooting a free throw are the same as they were years ago, and they are going to be the same 50 years from now. The fundamentals are immutable. The fundamentals lay the foundation for you to build the rest of your house from.

If you skip them, you are building a house without a foundation. You can have success skipping the fundamentals but it’s going to take a lot longer. You are going to waste time and money. At some point, it is going to come crashing down. You are going to hit a ceiling that you absolutely cannot push through. A house without a foundation will stand up for a certain time but when stuff goes bad, it’s going to fall down and crumble.

There are plenty of people who skip the fundamentals. The biggest mistake I see is most people skip the fundamentals and get tactical immediately. You mentioned this, Victoria. There are all kinds of shiny objects in marketing. We see people battling information overload. You need to be on Clubhouse. You need to do TikTok. You need to have a blog. You need to have a podcast. It’s like, “What do I do? There’s so much information coming at me. I’m overwhelmed. I don’t know what the next step is.”

That’s why we need to get back to the fundamentals. When you get the fundamentals in place, it helps you eliminate all that information. It helps you cut through the noise and outline what your priorities are so that you are not overwhelmed. You know exactly what you need to do when you have clarity but you can’t do that until you have the fundamentals in place.

There’s quite a bit of information that you unloaded there. It’s interesting because my husband is in real estate, and he used to do commercial property. He retired. It’s interesting that we still build our houses and any structure in the same way. We don’t build a roof first. You always start with the foundation because if you build a great foundation, later on, you want to add a second story, you can do that.

MDH 62 Tim Fitzpatrick | Key Marketing Fundamentals

Key Marketing Fundamentals: One thing we learned from real estate was how to put yourself outside of your comfort zone.

 

You don’t ever start building homes or anything else with the roof because it’s more convenient, or it looks shinier or prettier. You are going to end up having to go back. When you said you can achieve success, skipping some of those foundations but eventually, the way you succeed is you stumble onto some of those basic principles, whether you like it or not, because some of the key principles have to be there.

We are going to get into the key principles. Tim said earlier his definition of marketing is getting in front of your target audience and get them to like and trust you. Let’s go back to that very basic principle in the first place. One of the first mistakes I see a lot of beginner entrepreneurs and those who succeed in the first five years after you figure this out is identifying your target market in a way that’s too broad or narrow sometimes. You can have the right product for the wrong people. You could have the wrong stuff to the right people. When do you know when you have your target audience nailed down?

You have your target audience nailed down when you are working with people day in and day out that you love working with, that are profitable, that you get great results for. There are too many people that their target is too broad. Unless we have an unlimited budget, we cannot target broadly. When we say narrowing down that target market, that doesn’t mean those are the only people you are doing business with. That means those are the only people you are targeting your marketing towards.

When you can hone in, and you know who those people are that you enjoy working with, why do you want to be in business and bang your head against a wall every day? If you are going to stay in business, you need to work with people that are profitable. There’s nothing wrong with making money. If you are going to work with people and stay in business, you have to get great results for them. You have to understand who those people are.

Initially, when you first start, it can be hard to know that. Unless you have prior experience in the specific market that you are going into, it’s hard to target it narrow. What you need to do in that case is do a little bit of research and get an idea based on what you know, who you believe is going to be best. You need to take those assumptions, go out there and test them.

Based on what we know, we believe these types of people are going to be best for us. Let’s get out there and start to market to those people. Once we start to have some success and do business, then we can dig deeper and hone in on it. A lot of the people that we work with have been in business for a while. They have current and past customers. That’s when you hone in on your ideal clients, you look at the people you have worked with and ask yourself three questions. “Who do I love working with? Who do I get great results for? Who are our profitable clients?”

When you ask yourself those questions of the people you have already worked with, you end up with a subgroup of customers. It’s that subgroup that you can start to dig deeper in, to look at the demographics like, “What are the numbers around these people?” More importantly, though are the psychographics. What are their thoughts, their feelings, the results they are looking for? What are their behaviors? As you start to identify those elements, inevitably, what happens is some smaller groups with commonalities come to the surface. Those are your ideal client types.

Why is it that once entrepreneurs, even experienced ones, have a little bit of money, their first thing is to go out and try to broaden their target market? I do a lot of mentorship work, free speeches, and workshops. I’m doing quite a bit of volunteer work. When I work with new entrepreneurs, they are so insecure about identifying their target market in a narrow way.

For example, I sell jewelry. If I say every woman loves jewelry, that’s great. I always tell people, “Try to think about placing a Facebook ad. If somebody gave you free money and you had to place a Facebook ad, and your target market is all women, what would your ad say?” You might say something like, “All of you love this stuff. It’s 25% off or whatever.” You can’t identify certain types of women.

If you’re going to stay in business, you need to work with people that are profitable. There’s nothing wrong with making money.

In my case, when I first started my company, I targeted working women because I was the first generation of women who went outside the home and had titles like Director of Marketing. We weren’t in an administrative capacity. A lot of us left our kids at home, making good money. We had to stand out in a workplace that was very rigid.

My ad would have said, “This is great for a workplace where you can look polished. You can add a little femininity with a lot of affordability. When you are done with that, ten years from now, you can pass it on to your children for peace.” That was very targeted. By the way, working women had money.

When you are staying at home as a stay-at-home mom, and you are working on one income, the husband’s income, and you are young, your husband is not making a whole lot of money yet because they are not at the peak, you don’t have money for one. Number two, you don’t have a need to go anywhere to look for jewelry. You are not buying anything.

Identifying that working women in a corporate environment was the smartest thing you could do at that time. A lot of times, by identifying a target market that’s narrow will narrow your marketing message. The other thing too is you also know where they hang out so that you can connect to them quickly with less expenditure. I love the fact that these are basic marketing principles that a lot of people like so-called experts, don’t talk about because there’s no money in it.

Like a lot of drug companies won’t tell you if we find out that spinach is a cure to cancer. They are not going to ever talk about that because there’s no money in it for them. A lot of your experts out there doing these masterminds and everything else will charge you all this money to come up with the new sleek campaign about the unique selling proposition.

You have to get down to the basics first. Understand who you are dealing with, who you want to do business with, and how you can make money before you play with all these other variables that come into play that can amplify more once you have those basics. In terms of your principles, are there any other nuggets you want to share?

You touched on this a little bit. Once you understand who the target market is, then you can determine where they hang out and congregate. You have a list of where you can be to get in front of the people that you want to attract. Rather than casting a line out into the ocean, seeing what fish you catch, you are casting a line out, knowing exactly where you need to fish to catch those exact people you intend to work with.

It’s super important. Many people go out there and throw up over everybody, and it doesn’t work. The first fundamental is the target market. The second is your message. How do you communicate your value in what you do? How do you gain their attention and grab their interest? You honed in on working women. The message to working women is a completely different message than to a stay-at-home mom. It’s not to say that one is better than the other.

The message is different. If you try to put that message for working women to stay-at-home moms, it’s going to fall flat. It’s not going to go anywhere. When you are targeted, and you know who you are going to attract, and you understand them as well, if not better than they understand themselves, then and only then, can you create a message that is going to get in front of them and grab their interest. It’s super important.

MDH 62 Tim Fitzpatrick | Key Marketing Fundamentals

Key Marketing Fundamentals: It helps you cut through the noise and outline your priorities so that you’re not overwhelmed and know exactly what you need to do.

 

The third thing is we’ve got to have a plan. What’s our plan going to be to get that message in front of those people? Too many people don’t have a plan. When you don’t have a plan, everything looks like an opportunity. When I get an email that says, “You’ve got to check out this newest marketing tactic.” If you have no plan, you are like a squirrel chasing a nut. You follow everything, spin your wheels, and don’t get consistent, repeatable results. You get overwhelmed because you can’t sort through all the information overload. You’ve got to have a plan to get started.

Tim Ferriss talked about the 1,000 raving fans. You don’t need 10,000 people to like you on Instagram, especially if your customers are not on Instagram. TikTok could be the new, big thing. If you are selling anything serious like marketing or even expensive jewelry, TikTok is not your ideal customer. You can get a lot of followers there but it’s completely useless.

You have to figure out where your ideal customers hang out and engage with you. You have to get your people. When you are first starting out, if you are launching a new product, you are better off getting those 1,000 raving fans who are fanatical about you and your services so that if they tell 10 people, each person, there’s your 10,000.

With that, you can do a lot. You can do quite a bit of business. You can do a lot of research. There’s a lot to build from. Understand your market. I’m out there. I work with the Global Society for Female Entrepreneurs. Whenever I’m talking like how you and I are talking, a lot of women will say, “This is so much information. I’m overwhelmed. I’m overloaded.”

If you are reading, and feeling overwhelmed and overloaded, don’t worry because you can go to Tim’s website. It’s RialtoMarketing.com. If you do that, you are going to get a lot of free information there that’s downloadable. You can learn a lot about this. I love free information. Even if I go through the whole website, I find one thing that I didn’t know before, it’s worth it.

If you want to connect with him further, you can go to RialtoMarketing.com/million-dollar-passion. Don’t be overwhelmed. We are having a conversation here. You go through all of Tim’s materials and narrow it down to actionable tips. Strategies are great but without logistics, a real action you take in a certain order is going to help you more than just talking about strategy forever. Go to those actionable tips. The easiest way for you to be un-overwhelmed or feel like you can tackle this is doing your homework.

Find out who you think your target market is and where they shop. What TV programs do they watch? You can do a lot of research on the internet. You can put a call. If you get 20 to 50 random people, not your friends, mom, and dad but random people to give you feedback, you have a lot of information there that you can chew through. Do your homework, ask them questions, and be vulnerable. Let them know that you are not perfect.

Let them know that as a small business owner, this is your distinctive advantage, being able to be nimble, personable, likable, and somebody you can trust. A lot of Corporate America doesn’t look like they are cuddly, nice people that are going to care about you. They can’t because their personas are already out there.

It is so easy to get overwhelmed as business owners. There are so many different things that we’re working on that it’s very easy to fall into that place.

Do your homework and educate yourself. That’s the other thing. I built my business. Many of you know my background. I built an over $500 million company without any money. I have spent less than $10,000 in 35 years of advertising. Think about that. I was grinding it out, understanding who my target market is, and keep on evolving, whether you like it or not, your customers are constantly evolving. They move away. They do all these things. You have to keep on evolving and elevating. If you don’t have the foundation, to begin with, you are going to have a hard time elevating or innovating. Is there any other information you might want to share more on this path?

I will add to one of the things you said, Victoria, which was about being overwhelmed. It is so easy to get overwhelmed as business owners. It’s very easy to fall into that place. One of the things that have always helped me there is focusing on the next measurable step. When you look at the high level, there are all the details and all these things you have to do. Do the first thing you need to do next that you can measure to get that much closer. When you get that done, then you go to the next one and the next one. It makes it so much easier and less overwhelming.

The reason why many small business owners, anybody who’s doing that $5 million and under, feel uncomfortable that this is a territory you don’t know is that you are bombarded with experts telling you all the marketing tactics, the trends, and what’s working. Most small business owners are good tacticians and technicians in what they do. They are passionate about their product, the marketing, the legal, the admin.

These are all the stuff that they’ve got to do but they don’t know it. They think, “Can I do this?” The answer is, yes, you can. You are better off doing it yourself than hiring somebody else because those other people don’t know your business, your heart, and your product. You have to pay them to educate them. They’ve got 200 clients.

Learn how to do it yourself. When you do that, when you understand your business, when you understand your target, then you can hire an expert who’s fit for you that you can work with that is going to be surgical about your business in your effort to market and do whatever you have to do. Talking about short attainable goals and being able to measure them and keep yourself accountable, whether that’s weekly or monthly, the next measurable step.

Every year, 75% of Americans have a weight loss goal in their New Year’s resolution. By February 15th, 80% of those people had given up on their goal already because their goal was something like, “I’m going to lose weight. I’m going to get into this. I’m going to get healthier. I put it off for 5, 10 years. I’m 20, 40 pounds heavier. I’m going to lose weight.” This is their goal.

You try to lose weight. You don’t know where to go. You do know. You have to cut down on eating and probably have to exercise but you don’t have time. It’s the last thing you do. The next thing you know is, “I’m going to get to it later.” The next year comes, it’s the same thing. If you said to yourself, “I am going to lose 10 pounds in the next 10 weeks. I have to lose 1 pound a week.”

MDH 62 Tim Fitzpatrick | Key Marketing Fundamentals

Key Marketing Fundamentals: Don’t skip the fundamentals. The fundamentals are the fuel behind the tactics. Any tactic can work; it’s what you put behind it that will determine whether it works or not.

If that was your goal and you say, “What do I have to do to lose one single pound a week?” You have to cut out 300 calories a day. You are like, “I can cut out my wine in the afternoon or my toast in the morning. I’ve got to walk my dog anyway. I will do that.” Ten weeks later, you might lose 7 pounds, not 10. You might lose 15 pounds but either way, you’ve got momentum. You are better off then.

If you didn’t get to the goal, if you’ve got the 7 pounds off, the next 10 weeks you do that, you might get another 7 pounds. That’s 14 pounds off, and that’s 20 weeks. Think about that. It’s the power of setting those very short, attainable goals that you can achieve. That’s true with marketing, whatever you do, think that, “I love that.” That’s how I built my business. I started my company, trying to make $2,000 a month so that I can feed my kids.

I was driving a car with 150,000 miles on it. It was a Ford Pinto that blew up. It was known for fires and stuff. This one didn’t make it. I bought the whole car for $1,500. I drove that thing for five years. I was trying to make $2,000 a month. The next month, I was trying to make $3,000 a month. Once I’ve got to $5,000 a month, I was making $20,000, $30,000. I did more than $1 million in the first 18 months by doing that. When you do those short attainable goals, it makes you good at the things that you focus on. You don’t relearn that skill.

On the first day, you might walk your dog down the block and have cut out one piece of toast. After ten weeks, you might go, “That wasn’t so bad. Maybe I will cut out the toast and the wine. Maybe I can go down two blocks because when I went down that block, I saw a little lake there.” The next week you might go three blocks. It builds momentum. You already know the two blocks along the way. It becomes easier, and your dog is conditioned to doing this. There’s power in everything you have said. Tim, as we close this episode, do you have any last-minute tips?

I’m going to sound like a broken record here, Victoria, but don’t skip the fundamentals. The fundamentals are the fuel behind the tactics. Any tactic can work. It’s what you put behind it that’s going to determine, whether it works or not, whether you choose to have me help you with those fundamentals or not, don’t skip them. You will be so much better off. You will get to where you want to go faster by taking the time to get these in place.

How do people find you, Tim? What’s the best place for people to connect with you and find you?

Our website at RialtoMarketing.com is the best place. If you want to connect with me personally, LinkedIn is the best place for me, it’s www.LinkedIn.com/in/timpfitzpatrick/.

Thank you so much for reading. I sign off every week with wishing you health and happiness. Remember, happiness is a choice. I hope you make great choices this coming way. Thank you.

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About Tim Fitzpatrick

MDH 62 Tim Fitzpatrick | Key Marketing Fundamentals

I am an entrepreneur/business owner with expertise in marketing and business growth. I have 20+ years of entrepreneurial experience with a passion for developing and growing businesses. That passion served me well in operating and managing a wholesale distribution company I co-owned for nine years. Our company grew an average of 60% a year before being acquired in 2005.
Since then, I’ve had failures and successes that have helped me continually grow. I started Rialto Marketing in 2013 and have been helping service businesses simplify marketing so they can grow with less stress. We do this by creating and implementing a plan to communicate the right message to the right people. Most people overcomplicate marketing. It doesn’t have to be that way.
MDH 60 Rocky Buckley | The Power Persona Project

MDH 60 Rocky Buckley | The Power Persona Project

 

How can you maintain a thriving business? Sometimes, you can’t just stick to what you’ve been doing when it’s not working anymore. You have to recognize that it needs fundamental changes. For more than 20 years, Rocky Buckley has been helping publishing companies in creating and selling products through books, courses, training by working with authors and experts. After that, he realized that he could do more by creating The Power Persona Project, which aims to reinvent organizations’ brands, strategies, and business models to achieve better results. Tune in to learn how he created the new business where he’s the public figure for the first time.

Watch the episode here:

Listen to the podcast here:

Reinventing Your Brand, Strategy, And Business Model Through The Power Persona Project With Rocky Buckley

In every episode, I try to come up with problems that a lot of us, small businesses, owners face and bring in experts that can help us guide us through that. The problem here that I want to address is that many small business owners don’t even realize that you do need to build a personal brand. People have to like and trust you before they will buy anything. Building a personal brand is the fastest way to gain some traction, growing your business and positioning your brand as the next thing.

How do we do that as small business people? We all are tasked with many things to do and there are many competing needs for our funds. I thought I would invite an expert in this area. His name is Rocky Buckley. We are going to have him go right into this and tell us a little bit about how he came about becoming the expert in this field of building The Power Persona Project. He is the creator of it. He is also the creator of a program called Gold Platinum by reinventing its brand strategy and business model. Welcome to the show, Rocky.

Thanks for having me.

You have helped thousands of companies build their brands and create their premium branding in the minds of the consumer or clients. You are trying to help the smaller businesses or newer entrepreneurs to go on the same path without their hundreds of millions of dollars. Tell us a little bit about how you came about being this expert on how you help people.

I wouldn’t say I have helped thousands of companies. I started in the business years ago. I worked with some of the biggest publishing companies in the world. I helped them to create a lot of products. Over that time, I was working with authors, experts and people like that. I was helping them to extract their expertise and put that into products whether that was books, courses, curriculum or training. I did that for a long time.

I helped those companies to bring these products into the market. I helped these experts and authors to stand out and sell their knowledge. I did that for a long time. I got to know that process inside and out from being an author myself to developing all sorts of different training online and offline in thousands of products for that year.

During that time, I was completely behind the scenes. I was somebody who was primarily operating as a consultant. I was like a secret weapon for a lot of these companies. I would be brought in and help them to get done what they wanted to achieve. Over that time, I had never been in front of a camera. I had never been somebody who was that public. I had a very small social following, which was mainly family, friends and people like that because my business was completely behind the scenes.

As I started getting around that twenty-year mark in business and getting to a certain age, I started realizing that there’s a lot more that I want to do. I realized that I was sitting on a lot of untapped potential within myself and the expertise that I had. I started to go through this journey of reinvention. I decided at a certain point, “I’m going to transition out of this business that I have built for twenty-something years and been successful at. I’m going to create a different business where I would become a public figure for the first time. I would bring myself out in front of the camera.”

I had to go through a journey of exploration. What did that mean? How did I stand out? How did I differentiate myself? How did I position myself properly? Also, how did I extract my expertise and turn that into products, programs and training? That was the path that I went on. It was more about, at some level, dissatisfaction with the kind of business that I had built. I realized that there was a lot more potential for me to do something more fulfilling that tapped into what I was passionate about, my gifts and talents. The question became, “How do I put all that together and build that into something?”

You can grow up without any real frame of reference in business and still pursue establishing one.

Interestingly, you say that because a lot of people go the other way with their products and expertise. They have done things such as creating their social proof and yet they don’t have a book. Some people do it the other way. They’ll find out that when they write the book and the book gets traction, then you can come full circle too. I come from a retail background where when you are on TV and you have six seconds at a time to try to convince people that you are an expert, why they need the product and why they need that product, it comes down to helping the customer understand who you are, that you are authentic and there’s a person behind the brand.

There was the power of the persona. Years ago, when you started, it wasn’t always so that people bought because they understood who the founder was, the genesis of the product or a program. Nowadays, that’s a must. Look at the Millennials. You are probably a Millennial yourself even though you say you are twenty years old. Millennials are going out of their way to buy things from a smaller company. They almost take pride in, “There’s this cute little company that does watches or protein bars,” whatever it is. They find reasons why they can connect with you.

Even though they don’t have money, they’ll pay more money to buy from somebody that they connect with, that they believe is good for society, good for you and looking out for you. Your timing is perfect. I understand that this was a long-year journey in terms of gaining knowledge, talents and putting them all together. You have helped bring out a few 100 or 1,000 people bring their ideas and products to life, see the birth and growth of that. You almost had like a petri dish for all these ideas, incubated and watching them from the sidelines.

Someone like yourself who has seen diverse categories, expertise and then different stages of businesses, whatever you have to say here would be very valuable to someone who hasn’t gone through that journey. When a small entrepreneurial starts a business, typically, they are busy trying to make profits, more sales versus expenses or they have some profit and they are busy doing that. They forget that without building a brand, without having your product stand for something and having that person who’s founded this company to be the person behind the product and the reason behind why you should connect with them, that’s a tough road.

That’s what we all do. First of all, I will refer back to something that Michael Gerber talks about in his book, The E Myth. Most people start their businesses as a technician. That’s somebody good at what they did. They wanted to be their boss. At some point, they decided to hang out a shingle and start working. That’s exactly what happened to me too. I grew up without any real frame of reference in business. Nobody in my family was in business. When I first started, my drivers were to be my own boss, make more money and do things like work from home. I wanted to be a very hands-on dad with my kids. Those were the motivators.

I never thought about business from the standpoint of playing the long game. It was much more about like, “How do I get the business?” If you are good at what you do, which I was, I got busy right away. I stayed busy. I never got a chance to think all that strategically about my business and especially about me, “How do I differentiate?” I was learning all this stuff because I was doing things for clients. I was creating books, programs, curriculum but also online websites and their marketing campaigns. I would find that as I was working with clients, they often didn’t know how to articulate who they were and what they were doing.

If somebody hired me to do web development for them, design their whole web package and so on, I would have to get things like images from them or write copy for them. To go through that process, I had to extract out of them the things like, “What do you believe in? What are your values? Why do you do what you do?” They often didn’t know. When you are trying to do things like design work, a logo, look or style, they can’t articulate it. What led me into marketing was that I had to help my clients figure themselves out. It’s such a tremendous need for small business owners who get busy and learn a lot of things online from gurus.

The gurus are teaching them tactics, silver bullet-like, “Do this.” They get tactical right away and start taking a lot of action. At some point, they start realizing, “This isn’t connecting or resonating. I’m doing Facebook Lives. I’m putting out all these posts. I’m dancing on TikTok. Nothing’s hitting the mark.” That’s where I come in and try to help people figure themselves out. That’s the foundation of all the tactics. If you figure yourself out well, that’s when the strategies and tactics work out but it often has to be done from the inside out.

You brought up a good point that there are so many mastermind classes. Some gurus teach you how to do what they know how to do. A guru might be a digital marketing specialist and your business might be a brick-and-mortar store that could use online as an add-on. I had this conversation with somebody else that, “The only way you can build your persona is when you understand what it takes to do that.” Whether you are at the beginning stages of a journey, maybe you are starting a side hustle and thinking like, “This could be a permanent job,” or you have been in business for seven years and you’re doing six figures but you are stuck there.

MDH 60 Rocky Buckley | The Power Persona Project

The Power Persona Project: There comes a point in your life that you realize there’s a lot more that you want to do.

 

The only way you make more money is by working more hours. Many of you are reading at different stages. Some of you might be overwhelmed with what you are reading. Some of you might be saying, “I’m already doing that but I’m not getting traction.” Rocky has created a Facebook platform that is completely free. You can go Facebook.com/groups/powerpersona. You’ll see all these people at different stages doing their different things. You can connect with people so you can get some support. I always say, “Don’t try to go on a road by yourself without ever seeing any landmines. Talk to people who have seen it before.”

Even if those people failed along the way, they could still teach you something that will still save your time. That Facebook that he has is something I would start to connect with right away. I am a strong believer that if you don’t build up a personal brand, it’s hard in 2022. There are some things about COVID that are going to stay with us forever. We are prioritizing our lives and looking at what we do value. People value meaning, purpose and passion-driven CEOs, even if they are small. They are hungry for this. They are seeking out. The faster you get to position your brand as something that you stand for and that you align with, the faster your business is going to grow more solidly. You have a foundation that connects with you.

More deeply as well. The secret is that you are connecting with people at a very different level and on a values level when you can build a personal brand.

I’m going to put you in the hot seat here. What are the top three things that will help us build that personal brand?

The first thing is taking a step back and doing a bunch of inner work. That’s getting clear on first, your life vision. If a lot of people do get strategic about their business, they can think about the business at the 30,000-foot level but they don’t go to the highest level, which is the life vision. I believe that for someone to create a personal brand that’s highly charismatic, magnetic, resonates with people and taps in on a values level, a person needs to understand who they want to be in life in the big picture? “Who is it that I want to be in the world? What are the things that I care about?” Get very connected to those things.

Allow that to shape the business vision. I view business as a subset of your life vision. When you can step back and go, “What am I all about here? Who do I want to become? Who am I?” When you are getting started on these big picture questions, they have a direct and very actionable impact on the way that you see your business and the way that you run your business because when you can get clear at that level, it shapes everything else below that. It’s the strategy.

I’m going to unpack each step that Rocky is giving. With the first step, I agree with you because I can’t tell you how many times I’m interviewing somebody for my segment or on a different show and normally I am not like this but I’m like, “Stop right there. Who are you?” If you have completed two different personas, “I’m a business person. When I’m in business, I’m wearing my suit and I would talk like this but when I’m at home, I’m a different person.” I’m like, “First of all, those two need to be aligned.”

Aside from what you said embedded in that is also a lot of times people think, “If I show my real self, tell them what I think or give a real opinion about what I believe, I’m going to lose half the audience. They may like me, not like I or I may not resonate with them.” Take a chance because if you are so preoccupied with what other people think, you are not going to ever convince 100% of people. You are better off attracting the people that are aligned with you from day one. It’s easy to work with them. What goes along with that is your vulnerabilities, the things that you fear and you are not perfect about. It’s okay to share them and be honest with people.

A lot of times, when I get interviewed and somebody asks me a question, I would say, “I’m working on that myself personally because that’s one area of my life that I still struggle with.” It’s okay because nobody’s perfect all the time. I am not perfect at any time. It’s okay to be vulnerable at times because that’s what makes you real. Your life vision, meaning all the things that you align with things that you care about, how you want to spend time with, that’s how you are going to be relatable to your target audience but also that’s how you can ultimately help them because you understand that you have to also add value to them and how you can add value.

Marketing helps my clients figure themselves out.

I built my business without ever compromising the things I want in my life. I started my company so I can spend more time with my kids. As my business grew, like people from Dubai, Turkey and Japan were calling me, I wasn’t on a plane going there all the time. I sent them a fax saying, “I have got kids. I have got to get to a soccer game. I can’t do this.” It turns out that I ended up losing some potential clients but the ones I had valued if they were okay with that. I agree with your step number one, which is to figure out what you want out of life and there is a value in who you are to add value to other people’s lives and that you want to help.

Especially from a vision standpoint like, “How do you envision your future? What do you want to be in 5 or 10 years? How do you chart a course to become and embody that? What does that mean for your business?” Your business model will change when you get clear on your life and what you want your life to look like. In your case, your family was front and center and was a very high value for you. That excluded a lot of business models. You couldn’t do certain things and you wouldn’t. Your values and life vision informed your business vision. It put your business vision in a box. It started to shape what kind of business you would have, what you would be selling and what kind of things you’d be offering.

Within that, that’s where your brand starts to emerge. It’s like, “I want to serve these kinds of people in this way. Who do I need to be to resonate with those people?” That begins step two. It’s about becoming self-aware about yourself. What are aspects about your identity, personality, life story or history that you can go conscious and become aware of your background and history? Start extracting these things out of yourself so that you can shape and craft them into that very targeted public persona that resonates with those people you’re looking to connect with.

I’m glad that you transitioned into step two in that way because they work together. Many of you who follow me on this show came to me from my TV shows. You’ll know when I first went on TV in 1998, they had all these movie stars that were on the same network talking about, “When I was on this or that show.” I hang around with all the pretty people in Beverly Hills on yachts and these mansions. I’m a little mom with two kids. Nobody knew who I was.

I go on TV and say, “I do a lot of work in the studios. I work with a lot of clients to pay me good money to do their pieces but I’m here to share the struggles I have, which is I don’t have help at home. I take my kids to school. I’m an active mom. I go to their PTA meetings and soccer games. When I’m in those places, I still want to look good and feel feminine. I want to have something neural sparkly. I don’t want to have to spend a fortune paying for jewelry that could go to my kid’s tuition. Here’s an affordable line of jewelry that’s done with the same care and artistic talent as the stars are using because I was doing a lot of work in the studios. You can buy them for $99. It could be an heirloom piece because it is done with high quality.”

What happens when you do that is you come up with versatile things. You don’t come up with things that you can only wear on the red carpet, those shoulder dusters or big hoops. You are going to come up with a line that’s very elegant that you could wear from day to evening. That messaging is a part of you. It’s not online that you have to script and memorize. You are going to develop products, courses and everything else that aligns with that. That’s natural to attract people who would be inspired by your story and you.

If people reading are interested in the subject of crafting yourself first but then targeting this raving fan group of people who connect with you, I would refer them to an article that I learned about from Tim Ferriss, which is by a man named Kevin Kelly and it’s called 1,000 True Fans. That concept was very influential on my thinking about this. It’s bringing out those aspects of yourself, even if they are peripheral to your business. They don’t necessarily have to be directly related.

It might be the music that you like, sports teams or whatever but you are bringing some of those flavor points into your brand. People are connecting with you on those things and that’s when they become enthusiastic about being in your world. To refer people to that as a reference point, that’s an article that’s a must-read, in my view, in the personal branding space

Tim Ferriss’ books have a lot of golden nuggets. I do agree with you that raving fans are better than 10,000 followers on Instagram that don’t know you. They’ll just hit the like button or something like that. I would rather have that 1,000 raving fans because they are more likely to tell 10 people. That’s how my business grew and I can testify to that. What’s step three?

MDH 60 Rocky Buckley | The Power Persona Project

The Power Persona Project: For someone to create a personal brand that’s highly charismatic with people and taps in on a values level, a person really needs to understand who they want to be in life and in the big picture.

 

First of all, you got to be clear on your life vision. You have begun to do that inner work going conscious about all these things that you bring to the table, all these aspects of your beliefs, identity, personality, history, life story and point of view. Get clear on all that stuff so that you’re conscious about it and then you can design that public persona. Once you start stepping into that public persona, you can become very strategic. It’s about understanding your market. It’s about doing work in the areas of market research, positioning, strategy and figuring out those aspects of what makes you unique. Ideally, what makes you the first one and the only one like you?

Get clear on what those points are because that’s what you are going to lean into as you create your brand. All the other stuff that follows from 0.3 is all about strategy, tactics, productizing your knowledge, developing a portfolio of products and offers, eventually elevating your price to a premium brand. There are ways to do that. That third step is all about that positioning, strategy and differentiation part because you’ve got to be clear on that to have effective messaging.

You can be very talented in front of a camera but people can’t follow what you are saying, they don’t know what you are talking about or what are you selling. You are great on camera but your messaging isn’t clear. It all has to come together. The personality, charisma and all of that need to marry itself with the message and go forward from there. It’s about articulating this into a real-world thing that you can act upon. You can start putting out content and so on because your messaging is sharp at this point.

Embedded in what Rocky and I are talking about here is the assumption that you do have amazing knowledge, product and expertise that you can share. BS factors don’t work. All the things that we are talking about, if your product sucks then it dies. Experienced entrepreneurs who give their heart and soul, know their product inside out, are experts, can tell you every screw, little line and their copy but haven’t crafted personal branding persona, that’s where this expertise comes in.

If you don’t know what you want then you are not going to ever get clear on your product, messaging or can anybody refer to the product itself even if it’s an online course? You don’t have anything to add and value. The first thing I would say is to try to figure out what value you are adding to your potential audience. Are you saving them money, time or future disaster? There are all these different ways you could position yourself as to why you are needed in their life.

Thanks to social media, we’re in an age of influencers. We are in a time where people on the power of their personality, what they’re interested in, what they do and how they spend their days. They don’t have any true value or expertise but they can get clear on the persona that they are presenting to the public. They can be outrageous, fun or whatever that kind of archetype or that style that they are. They build a following around that. There’s a lot of business to be done there because, from the face of other programs, they can recommend other people’s stuff. There is an opportunity that may or may not have been in the past. Be like a personality. If you can be strategic about it, you can build a nice business off of YouTube, Instagram and TikTok but getting clear on yourself, even if you want to be an influencer is still the essential key that unlocks everything else.

Even influencers that I know are pretty successful. Years ago, they stumbled onto something but once they become that and they want to be successful at it, they then still have to understand the product that they are influencing with. There’s a lot more work than most people think it is. Let’s switch gears a little bit about those people that have the expertise and have gotten some traction. You talk about how then they productize their knowledge. Specifically speaking, the one thing I’m very passionate about is the idea of generating passive income. Online classes or high ticket training courses, how do you go about converting from an expert or somebody with a product to then creating high ticket online training courses?

The first real step from that is looking at it from a business model standpoint. Most people who are experts find themselves trapped in this one-to-one business model, where they are getting paid for their time. When you are trading time for money, you are trapped. You get stuck in this situation or even if you’re doing well, you have got a nice six-figure business, there’s a ceiling because you have no more time. If you’re not confident about your pricing and you’re thinking about competing based on price, you got a double bind. There’s no way out of that. You find yourself trapped.

Everybody needs to turn their business into their soul.

At a business model level, that’s where experts need to start rethinking what they are doing and say, “Is there a different way for me to deliver my expertise in ways that could scale and become passive, also in ways that down the road, I could structure my business to sell to somebody else or license my intellectual property?” Many of us that are experts who are trading time for money built ourselves a nice job.

I like to think of it like a sandcastle that at the end of the day, after many years of working hard, you have built a sandcastle that gets washed away. When you stop working, there’s nothing left. How do you take what you already know and tweak or shift it in different ways? You don’t need to learn anything else or add any more expertise. You just need to change the way you’re doing it.

I find with a lot of experts reconfiguring the way they’re doing things, put themselves in a completely different business model where they can charge a lot more and have a lot more time and lifestyle, freedom and passive income from selling things like courses. As well as having a business that you can sell at the end of the day, which is a huge factor that very few people even think about. That’s a big consideration when you go into when you have this kind of a business. All those structural elements would be that next step. “How do I take what I already know? I’m sitting on all this untapped potential that if it were configured differently, could rocket me in a different area and take me to another level.” That’s what a lot of experts are sitting on.

I have a couple of doctors in my family and a brother and a sister who are lawyers. My brother was a real top-notch lawyer. He’ll charge $1,200 an hour. He’s charged that for the last years and he’s very proud of it but I always say, “You still have only 24 hours a day. Whether you were charging $1,200 or $400 in 1 hour, those are cap, unless you want to not sleep for another 6 hours. You are still trading high dollars for one hour,” whereas somebody who’s trading stocks.

Let’s say hypothetically I bought the right stock and in 3 minutes, I could make $10,000 if I was right on that. I try to tell him to create an online course that he can sell because he’s got some amazing expertise but he’s doesn’t have time to create an online course because he is too busy trying to make money doing the other stuff. They are trapped.

Not everybody needs to turn their business into their soul way that they’re making an income. My sister is a very high-powered attorney in Manhattan, partnered in a big law firm who makes probably similar money but she’s able to take that income. If you can divert that into other passive income-generating properties, that’s great. You don’t need to turn your business into a thing. If you want your business to mirror up with your lifestyle and this is who you want to be, your business is your passion and everything comes together in your business then you want to build your business in a way that can become a passive income property.

If you are high dollar and making money by the hour, you can take that money and put it into something passive like real estate, stocks or crypto. It’s cool but I don’t think everybody necessarily has to go that direction. It makes sense if your business is all about your expertise. If this is what you love and where you are getting your fulfillment from then why not do this business in a way that gives you all of those factors at the same time? You can make a lot of money, fulfill your lifestyle, talents, gifts and leave a legacy. All of that comes together in your business. Not everybody has to do that. If you own a string of laundromats, that’s great. You don’t have to feel passionate about it but for a lot of us, we do.

MDH 60 Rocky Buckley | The Power Persona Project

The Power Persona Project: We’re in a time where people are just on the power of their personality, what they’re interested in, what they do. They’re able to get clear on the persona that they’re presenting to the public.

 

In his case, he tells me every time there was a major crisis he is dealing with, usually, he does like a middle-sized company. It is about $15 million to $50 million businesses. They are pretty good. Unfortunately, the only times he gets involved because of who he is and what he does is when they’re in major trouble. He says, “if somebody needs to be out there telling people how to prevent some of the problems, lawyers should be hired as a precaution at some point but people don’t do that because they’re expensive.” People don’t call a DUI lawyer until they get something or they don’t call somebody until they get sued. There’s a huge market for that.

It is difficult to sell prevention. My dad has successful long-term corporate security. He works at high levels with very big corporations and deals with the risks that they have. Selling them prevention in advance like, “You have these vulnerabilities. Your physical building is vulnerable to attack,” it’s very difficult to sell prevention. Selling the cure to a high-value problem is one of those secrets to selling it at high price points and going premium with your pricing. It’s figuring out, “How could I take what I already know but apply it to an area where there’s the urgency?” Somebody has a bleeding neck problem where I can take what I already know and focus in that area.” All of a sudden, you can jack your price way up. The cure is the secret where you can elevate your pricing significantly.

Is there a secret to selling high-ticket online programs?

There are many secrets but one of the ones that I like to focus on specifically is framing your solution as a well-designed system because when you can package your expertise as a system, it demonstrates that you have mastery over that problem. You solved it enough times that you have can package it together as a 3 or 5-step system. That gives you tremendous leverage from a marketing standpoint because it allows you to articulate your message concisely and clearly in a way that makes it feel like the solution is fast, simple and easy as much as possible.

I’m sure with all of your work over the years, there have been so many products that have to do with weight loss or something like that. When you can package, let’s say, a weight loss solution, “It’s an easy three-step system. It’s something that you can do without having to give up all the foods you love.” It’s in that packaging, taking what you know and shaping it into a systematic formula.

It almost sounds like a plugin system. Other people have done that before and it’s easy. It’s all done for you.

It’s a brilliant way. First of all, formulate your intellectual property in a way that you can sell to somebody else. That’s what we talked about in terms of legacy. You take your IP and turn it into something that you can sell. Also, from a marketing standpoint, when you can articulate, “What I got here is a proven system and it’s consists of this,” people are buying into not only the solution that you’re selling. It might be, “Burn 30 pounds of fat in 90 days. I’m going to help teach you how to do that in these steps. I can teach you that the process is going to be fast, simple and easy as much as I can.” When you can put those things together, it makes it much more marketable and palatable.

It seems almost like a magic bullet solution. People are willing to pay a lot more because they know what the promise is. It’s very clear, “In 90 days, I’m going to get this result.” When you sell your time one-on-one, it feels like an open-ended process. “We’ll work together. We don’t know when we’re going to get there. You pay me by the hour.” When you can sell a system, it changes the game for you. I always recommend every expert learn how to do that.

The second piece of that is in terms of you creating the system, how do you convince them that they need to buy it?

Formulate your own intellectual property in a way that you can sell to somebody else.

The solution that you solve should be a high-value problem that people are already looking for. You don’t have to reinvent the wheel and say, “I’m the first one who’s ever solving the problem of weight loss.” It might be that within weight loss, there is a specific problem or let’s say, for people who need to lose 50 pounds or more. It’s not the person that just wants to lose 10 pounds. It’s a person that has a more serious problem. They want urgency. They need this thing fixed. Those people don’t need convincing that they need a solution but when you can get those hot areas where people are already looking for solutions or already spending a lot of money, they are serious and want to get that fixed, that’s where you can step in. When you can articulate a ready-made solution that feels very doable for them, you can almost charge what you want.

You are right on track on that because I have a $5,000, $25,000 and $75,000-course. It’s interesting because after I give a compelling speech like I do a lot of keynote speeches, 30 people will come after me. They want to connect with you and talk to you. It’s easier for me to sell the $75,000 course 10 times a day, than the $5,000 one because these are people who are doing 7 or 8 figures already. With the 7 or 8 figures for a small business, that’s funding everything on their own. In every action, the stakes are so high.

They are one moment away from going bankrupt or setting themselves back in a financial situation. That’s interesting. The $5,000 one to me is the hardest one to sell because that one has less value. You got some beginning entrepreneurs that don’t understand that it’s hard, even though that’s probably the best value. Aside from that, this was a very productive and informative conversation about all the different things you could do whether you are selling products, an author or expert who is trading time for money even if you’re high paid like a CPA or if you aspire to create a side income. With my brother, I say to him, “If you can come up with even a $200 course, when you talk to people come up in the NDA form, that’s not offensive so that they are keeping their intellectual property,” and little things like that.

I agree with you that trying to sell prevention at $10,000 is tough. There are a lot of different ways you could impact a small business person. In this conversation, we covered a lot of ground on how to build your brand persona. At the end of the day, all of you who are reading know that I say this all the time, “If people don’t like, trust or respect you, they are not going to buy anything from you.” That’s the beginning of this. To get the first 1,000 raving fans who are going to talk about you, elevate your message and amplify your voice, Rocky, you came in and shared a lot of wisdom, knowledge and nuggets. How do people find and connect with you and find out more about your community?

The easiest way to enter into my world is through the Facebook community, The Power Persona Project. The easiest way to go there is through the URL at PowerPersonaProject.com. You can hop into this free group. I’m in there. It’s a highly engaged, interactive group. I have interviewed people there like Kevin Harrington from Shark Tank, Stu McLaren, Bob Burg and a lot of luminaries in our industry. There’s a lot of great content, conversation, connections and networking inside of that community. Hop in there. Get to know me from that point.

Thank you so much for coming in.

It’s my pleasure. Thank you.

For those of you who are reading, thank you so much. Until next time. Please stay healthy and happy. Remember, happiness is a choice. I hope you make great choices.

Important Links:

About Rocky Buckley

MDH 60 Rocky Buckley | The Power Persona ProjectRocky helps experts, thought leaders, and influencers to “Go Platinum” by reinventing their brand, strategy and business model. He helps transform what experts, influencers, and thought leaders already know into high-priced training programs, so they can generate 5-figure clients and create lucrative lifestyle businesses they can run in a few hours a week.

MDH 36 | Publish A Book

MDH 36 | Publish A Book

 

Do you have what it takes to author a book? The process doesn’t just end after you’ve written it. You still need to publish and market your book for your message to reach its intended reader or audience. How do you do that? Today’s guest, Mario Fachini, has all the answers you need. Mario is the Founder and CEO of IWDNow Marketing & Publishing. He is a speaker, author, and host of the Expert Authority Interviews Podcast. Joining host Victoria Wieck, Mario discusses the process of how you should think about writing, publishing, and marketing your next book. It all starts with your mentality and purpose. Learn more and get solid expert advice to guide you on your next publication.

Watch the episode here:

Listen to the podcast here:

Mario Fachini On What Makes A Good Book And How To Publish It

We all dream of becoming an author and most of us don’t write books. I’ve always wanted to do that and I did end up writing, which is a lot of work. If I thought that that was a lot of work, marketing the book and getting other people to read your book is an even bigger issue. As many of you know, every business owner should write their own books because that’s the easiest way to impact your circle of people that you serve, as well as increase your expert authority.

We’re in such a treat because I have the best person when it comes to marketing your book on the scene. He happens to be somebody who’s helped me with my book. It’s not launched yet but he’s helped me a lot and he’s going to help me through the whole process. His name is Mario Fachini. He’s a bestselling author himself and he’s also the host of a podcast that helps you create your personal branding, elevate and amplify your voice with his publishing expertise. Without further ado, I want to introduce you to my friend Mario. Welcome to the show, Mario.

Victoria, it’s great to be here. I can’t wait to share with your audience.

I was asked to write my story, my journey and a lot of my fans wanted to know how I did it and they want to read my books. Writing a book is scary if you think about it. How long does it take? If I write a book, is anyone going to read it? What do I write? Where do I start? These are all these questions that people have. I know that you have been serving many people. You’ve impacted many lives with your clients but also their clients as well. For those people who are wondering if it is worth all that time, what would you say?

It is worth all that time because you have your expertise. We all have it. Regardless of what it is, most people have years and years of expertise and they do a bunch of different appointments. They go to different meetings and all this manual stuff that’s time-intensive. When someone asks them a question, “What do you do?” they get lit up, “I get to explain what I do to everyone.” No one bats an eyelash at that point. They’ll go on for 20 minutes, 30 minutes, maybe an hour, “Here’s what I do.” They tell their whole life story but it’s very time-intensive.

If you want to talk to 10 people and get 100, 1,000 or 10,000 leads, you have to do that exact process 100 times or 1,000 times. This is where people go, “I don’t do that. I have my team do it.” The thing is now you have a watered-down version of whatever you’re trying to get them to say unless you can clone yourself or duplicate yourself. Even if you do and you do it in the wrong voice, it’s not you coming through. It’s some variation of what you’re trying to say. There’s nothing better than to be able to have your expertise packaged up professionally in a book and hand it to them.

You can print 1,000, 10,000, 100,000 copies. You don’t need to be the one there taking an hour of your time to explain yourself to someone. You have the positioning and it acts as a sales mechanism because, by the time they read your book, they go through all the stuff. Where do you think they are? I call it the Road to Profits. If you meet someone today, it’s going to take some time to get to know them before you want to buy from them.

You have written a bestselling book on that. You have a book about publishing, so you’re publishing a book about publishing. What was it like for you to write your first book? Why did you write your first book?

The book starts with your mentality and purpose. Who are you looking to serve?

To serve more people. I failed English seven times. I’m the last person on Earth who was like, “I want to be a writer, a publisher and do all these different things.” It scared the crap out of me but I knew all the people I could help. Once I thought about it through that lens, I was like, “This is a no-brainer.” That was always my goal.

I understand that you have this desire to help a lot of people, but how do you go from failing English seven times to writing a book, which then became a bestseller? What are the types of things that you had to answer yourself and overcome to start writing? When you start writing, how do you know what to write?

For me, it was more coming and getting past my own mindset because at the end of the day, I had my expertise. We could talk for hours. I was already speaking on it, doing training and helped hundreds of people. In my mind, I have this mountain to climb of “I’m not Hemingway.” I don’t have years and years of writing experience but that doesn’t matter. I had my expertise but in my mind, I’m not qualified because the reality has nothing to do with that, it has to do with my area of expertise.

When I reframe that to say, “This is a no-brainer,” I started thinking about the people I helped, the people I wanted to help, and the stuff I’ve always said. My first book is Video Marketing for Business Owners so I thought about who I helped and how I was helping them. What I love doing with people is the process. How do you create the chapters? There are people that I like having fun with because they’re nowhere near as bad off as I was but there’s still that hesitation.

You’re a jewelry expert. You have over 25 years and sold over $500 million in jewelry and all this stuff. I know you’re a good writer but if for example, you said, “I’m not sure what to write,” I’d say, “Don’t worry about what to write but talk to me about jewelry. How do you start? How do you pick out the design? How do you do this? How do you pick up the color, clarity and carat? What are these things you’re thinking about?”

I’m confident that within five minutes, I could get your wheels turning and get you so excited talking about it. It flows out of you. When you can capture that, your essence and your expertise, that’s all you need to do, truthfully. You need the cover, the title, the subtitle and all this other stuff. At the end of the day, we’ve gotten good at capturing entrepreneurs’ expertise and then we can take care of the rest. Once we have that, it’s a done deal.

What I heard you say is you failed English seven times. I asked that question repeatedly for a reason because many of us think that we’re not great writers. Many of us think that writing is a separate expertise. We think about ourselves as designers, engineers or health experts but we don’t think of ourselves as good enough writers to write, even if we wanted to write the book. What you were saying is that with your first book, what you were trying to do was to convey information. It wasn’t about flowery writing or beautiful language writing. It has to do with sharing valuable information and adding value to other people and their businesses.

I took a look at your book that hasn’t been released yet. What struck me was the 7 Ps. You’re going to have to go through the 7 Ps because I can’t remember all of it. I’m a couple of years older than you. The first P was the Purpose. I love that because when we start writing, a lot of us forget why we’re writing. You have all this but you forget why you’re writing. The purpose to me is important because when you start with that, then the rest of that stuff flows. Your purpose isn’t like, “I want to be a New York Times Bestseller,” so it’s going to be an ego booster. The purpose of your book in your first and second book is to help your audience. If you’re going to do that, then the book will be rich with that purpose like all the things that fulfill that purpose. Wouldn’t you say that’s true?

I harp on this a lot because I’m so adamant. Many people and other publishers say, “We can get your book on Amazon.” It’s frankly not that hard. They focus on the cover, the ISBN and what format it is, “Should I do Kindle or paperback?” These are questions you should ask but they’re not the right questions coming out of the gate. I take a different approach and always have. The book starts with your mentality, the purpose, who are you looking to serve. There’s a lot of vanity publishing out there. People can do whatever they want. I’m going to behave but I’ve always wanted to help people and that’s who I attract.

MDH 36 | Publish A Book

Publish A Book: There’s nothing better than to be able to have your expertise packaged up professionally in a book. You don’t need to be the one there taking an hour of your time just to explain yourself to someone.

 

The people who apply for my author program in the concierge level, if I get the littlest bit of sense that they don’t want to serve people, it’s definitely not a good fit and I’ve turned down a lot of people. If you don’t have your vision and your purpose clearly identified, what’s the point of doing the rest? If you’re looking for something to hand out to someone, you don’t need to do a professional book. You can do a lead magnet, which is the marketing term to create a 2 to 3 page, maybe a digital PDF. It can look nice, where you put it on your website, people download it and they give you an email opt-in. That’s a totally different purpose and it’s infinitely easier to do.

When you identify the purpose and you say, “I’ve been doing this for 5, 10, 20 years or maybe longer. I’m serving 1,000, 10,000, 100,000 people and I want to now serve 10,000, 100,000, 1 million-plus, maybe 10 million,” it gives you a different frame of doing this all through. To me, it’s the commitment level. How much do you want to invest in this? Just like cars, houses, businesses and everything, there are bad ones and good ones.

Getting it done is not rocket science, especially with me and my team but I always make sure we’re in alignment so that way we know, “You want to do this in a big way to serve more people, all we need to do is to answer some questions. Tell me about your business. What about this?” We go through a process of pulling that out of people and extracting the expertise. It’s an actual thing that you can use. It’s a business asset. The book we’re referring to, Video Marketing for Business Owners, was years ago. I still get royalties from that. I’m still able to give it to people and help them with video marketing.

We’re on video and I’m implementing some of this stuff at this moment that I’ve been teaching for years. When I was able to wrap my head around that I go, “I want to help more people. I want to do it in a bigger way and make it easier and profitable.” There we go with the best written, easier and profitable. The book says bestselling, not best written.

I pulled up the chapter headings here. I wasn’t playing with my phone but it’s easier to see it here. Your first chapter was Purpose and I love that. I’m going to go through the seven quickly here, Position, Plan, Publish, Publicity, Profit and Philanthropy. It’s simple. For those of you who are thinking about writing a book or maybe you haven’t thought about it but you’re seriously thinking about this as a result of the show, the framework is simple. You got the 7 Ps.

These are well thought out. I know this because I’ve written a book myself. It’s very easy to get involved in the idea that you want to do a bestselling. The whole world is full of people. I’ve run into a lot of people that guaranteed me Amazon Bestseller status. I then found out that in some categories, depending on how you categorize your thing, you may have to sell twenty books to get to the bestselling category for that day.

You might only need to sell 8 to 12, to be honest with you.

If the purpose of you writing a book is more ego-driven, even if you’re going to be marketing yourself and you say, “I want to be able to say it’s a bestselling book,” that was your purpose. Do you then enrich it with content that might serve a few thousand people? That’s why I said the purpose was very important. The second thing is positioning your book. That’s also important because there are so many books out there. There are millions of books. You may not know this but a typical Barnes & Noble store has 100,000 titles. If you think about that, that’s a lot of books. You want to be able to position that book in the minds of the people that you serve.

The root word of authority is author.

The other thing thats important is planning. You wouldn’t plan on going on a trip to Europe for three weeks. In my family, I’d planned out a year ahead. You wouldn’t plan on having a dinner party for twelve people. You wouldn’t just call people. You would plan. You would figure out what day, what are you going to serve, who’s going to be there, that kind of thing.

A book launch is something that needs to be planned out ahead of time. You don’t write a book and go, “I have the book. An agent or whoever, come and take a look at my book.” I’ve gone through this whole process and I can tell you that even if you’re going to go through a whole publishing route, they always want to know what your marketing plan is before they’ll entertain and talk to you at all.

Many people think everything is wrapped up in the book. I’ve said for years, the book is just the beginning and the book is not even the beginning. The beginning is telling people about it. I’m glad you brought that up because the 7 Ps are Purpose, Position, Plan, Publish, Publicity, Profit and Philanthropy. Purpose, you need to know why you’re doing it. If you just want to do something quick, dirty and have it out there for lead opt-in, so be it. I know other publishers that never have printed a book.

The whole benefit of doing it properly is to be able to hand it to someone and the authority that comes with that. Everyone has digital stuff. For Position, one of my other rules is you need to be at a certain level already. I’m not going to take someone who’s doing stuff wrong, who has two testimonials or brand new. Good for you for getting those two but get 5 or 10 more. Do it for a little bit. There are people who say, “We’re going to position you. Do a book with me and I’ll make you the expert.” Doing a book won’t make you an expert. It just means you have a book. I work with people who are already at a certain level of success and are already experts. I help them market and amplify that if that makes sense.

The Plan, when you’re going on a trip or somewhere, you got to plan this out. That’s why Publish is number four. I joke all the time. If you can do an email attachment, there are about 30 or 40 buttons on Amazon but you’re just uploading a file and then it goes through the spending process. You wait 24 to 72 hours. Voila, you’re published. That’s not publishing. That’s uploading a document.

With the Publicity and the Profit, you need to market it from day one. The first thing I tell everyone whether they go through our guided training where we’re working with them or the concierge level where we do it for them, they’re like, “What do I need to do? How many do I need to order?” I go, “You need to announce to everyone right now, today, as soon as you can that you’re publishing a book.” You can’t be doing that the day before. You have to do it from the time you commit to it and then fill in the gaps.

I want to go back a little bit about this whole process. It’s going to put everything in context for all of you who are reading. Many of you who are reading have small businesses. Mario, you do a lot of small to medium size and CEOs who are writing their books about their journey, their company or their product. I want to tell you that writing your story, why you do what you do, the purpose of your company, the genesis of what your products are, how they were born and what it does, all of that may be the most important asset that you have.

If you’re a small company, you can’t be competing with the IBMs, the Coca-Colas and all those big companies. Having that niche and having your story told is one of the best assets that you have. I say this to you because a lot of people have told me that my journey of going from a penniless immigrant to creating well over $500 million worth of business is extraordinary. I never believed that. I never believed that I’m an extraordinary person or my story was extraordinary and the struggles I went through were any more unique than any other immigrant coming here.

What happened to me at the end was during COVID, I thought, “Maybe I should write the book.” Everybody’s hurting. If the information that I share helped just one person, it will be worth it to me. If I don’t tell my story, I’m not making it convenient for people to help themselves. Many of you are sitting there thinking, “I don’t know if it’s something I might want to do later on.” If you truly have expertise in something that you are passionate about, then you almost owe it to your potential audience to write that book.

MDH 36 | Publish A Book

Publish A Book: You have this opportunity to help thousands of people, and you’re focused on the handful that you’re currently talking to. Step away from it and realize you can now spread your message faster and further.

 

You could say it’s a little controversial but I’ve done coaching in addition to speaking for so long. When I’m reading people, I can tell there’s something more going on. I’ve said this to many of my authors and they’re like, “What about this and that?” There are people who want to do a book. It’s called Vanity Publishing. They want to just, “Look at me.” It’s ego-driven. On the flip side of that, there are people who have the biggest hearts. They do have expertise but they’re so timid. It’s also ego-driven. Inevitably, at some point in the process, I have to say, “Why are you being so selfish?” It’s the worst thing for them. They’re like, “What do you mean?”

I go, “Every problem you’re telling me you’re having that you think you do and it’s all in your head is all based on caring so much about what other people are thinking. You have this opportunity to help thousands, tens of thousands and hundreds of thousands or more people, and you’re focused on the handful that you’re currently talking to. Step away from it. Realize that you can spread your message faster and further.” They’re like, “I never thought about that.”

I go, “What if you get sick? What if you’re not here? I don’t wish that on anyone but even the legacy piece. What do you do after you’re gone?” I’m so glad I have my show, my books and everything. There’s probably no one that if you watched, listened or read a certain amount, without ever meeting me, they could tell who I am. I’m very thankful for that because so many people go to their grave with the song inside of them and that’s the real travesty, regardless of what business you’re in.

I’ve modeled my book based on a story that somebody told me about his book. This guy was incredibly passionate about what he does for a living. He’s a jeweler. He did a lot of things. He’s got his little briefcase, did all the calls, knocked on the doors, worked with the tools, and did all this stuff. His kids decided that the last thing they wanted to do is get into their business. They’re all educated. They’re doctors, lawyers and dentists. He said, “What if I die tomorrow? What would happen to my business?”

He was hoping that at least one of those kids would want to follow in his footsteps and if they ever wanted to follow in his footsteps, what would he teach them because they weren’t listening to him? He wrote a little memo to his kids about anything and everything that he felt they needed to learn if anybody ever wanted to come into it. It’s almost like a manual. He wrote it and eventually, he published it. It became a good seller. One of his kids did inherit the business. He’s very happy.

This guy’s business is about $40 million business. It’s not a small business anymore. Even though the kid that took it over was a dentist, money-wise, it was better to do this business than his thing. You almost owe it to anybody and everybody around your circle to write and share if you’re privileged enough to have discovered something or have come up with a framework that works for a lot of people to share that information. As long as you’re going to share that information, you would then have the duty to write the best book you can, and then to reach out to as many people as you can.

My story was I had to talk into writing the book because I don’t like to talk about myself. I’m a pretty humble person. I’m not a braggadocious person so I truly didn’t believe that whatever I did was extraordinary. I then realized that you don’t have to be an extraordinary person to have an amazing story. Everybody’s stories are valuable. Everybody has a story and that story needs to be told and preserved because you could serve other people. We all have unique gifts that we come to this Earth with. When I started to write my book, I was thinking, “How do I market the book?”

When I went into looking for marketing the book, that’s when I went into some of the most fraudulent or misleading marketing tactics. The book marketing business is a huge business and there are a lot of people that guarantee everything in the world. Thank God, I have some common sense because what I know about life is there are no guarantees in life. When people start to guarantee things, I get a little gun shy about what do they know that I don’t know. Do they have expertise? How much is that guarantee worth?

If you don’t have your vision and your purpose clearly identified, what’s the point of doing the rest?

Anything worthwhile, you need to do it well and it takes some pain. The more I dug into that, the more I was careful. When I first ran into you was with my book. All of the advice that you have given me has been incredibly valuable. You were also brutally honest about what you will do, what you won’t do, what’s going to work and what’s not going to work. Ultimately, it saves time for people.

First of all, I encourage everyone to write your story because your story is worthwhile telling. Not only that, you want to tell your story but you want to tell it in a way that resonates with your target audience. When you do that, that becomes your big asset. It becomes your calling card. There’s a marketing belief system that most people in marketing would agree with. That is people have to like you, trust you, and respect you before they’ll buy anything from you.

When you write the book, you have so many opportunities there to build that trust and audience. If you’re writing a book and you’re writing with certain expertise and fact, that’s evergreen. You have to worry about things like, “Can I be sued for this? Is this information truly true?” You go through all of that stuff. When you write your story, you can write an interesting story, something that’s memorable that gains respect, and that will elevate and amplify your voice.

You have to do that only one time and you get to say it a million times. If you sold a million copies, you’re going to be able to say that exact thing a million times. It becomes your bestselling asset. Not only that, but it also crystallizes your branding a little bit. More than anything, what I love about the 7 Ps that you’ve given, at least the first 3 or 4 Ps is that it makes you the author and think about your business too. When you have to write it, it makes you think about, “Why am I not doing this? I should have been doing this. I didn’t realize this is why people come to my store or this is why people go to my business.”

It makes you think and makes you have a fresh look at your business as well, even though you’ve been doing it. That’s what happened to me. When I wrote my book, I realized that I saw a lot of benefits that people could get from me that I had not thought about before. When people started asking me, “You should have a chapter on negotiating.” I’m like, “Really?” It makes you think about that.

I’m glad that you brought that up because the other thing is I love authors. If you have a book that is published and you took the time to do right, it tells me you’re mentally at a different level. The root word of authority is author. There are people who think about doing it. They might do a LinkedIn post, a Facebook thing or a social media thing. That’s easy because there’s no priority given to it. There’s no elegance given to it necessarily. When you have to open yourself up and be vulnerable enough to say, “I’m putting this out to the world,” I can’t rebuke it. I can’t do a rebuttal in real-time like how we’re having a conversation. It’s one reason why a lot of people stay with the one-on-one and never get to a higher level.

You can easily go, “I didn’t mean it like that. What I meant was this.” You can clarify yourself seventeen different times in that conversation and still have it end up well. When you’re going, “Here’s me. Here’s the book. You can look through it. You can read it,” I might never get a chance to talk to you and I have to do the same persuasion, selling, sharing and making it cohesive, it freaks most people out. If you do it and you do it well, your confidence level goes through the roof. I booked a dozen or two speaking engagements before the book was even launched just from saying, “I’m doing the book.”

I showed some people the first one decades ago. I was bittersweet because I go, “This thing isn’t even out yet and my life’s already better because of it.” Moreover, I was also a little irritated because that’s what I had been speaking on for 6, 7, 8 years at that point and no one asked me to come to speak or do anything. It was the same info but now I have a book. I’m this author. I’m this guy. I went from the one attending the events to the one speaking at them. It was surreal when I was speaking next to the same people I looked up to not just a couple of years ago.

It gave me the confidence to go, “This is you. You can do it. Forget the past. Don’t worry about that, no matter where you’re at.” It changes everything. It’s more of an internal process. I’m not going to make jokes about covers and ISBN because you do need it and stuff, but that’s not what the publishing is. That’s not how I do it and what a book is. A book is an extension of you. If you’re a good person, you’ll love it and if you’re not, you’re probably going to back away from it.

MDH 36 | Publish A Book

Publish A Book: If you actually have a book that is published that you took the time to do, it tells that you’re mentally at a different level.

 

I’m glad that we went through the whole publishing system because I personally know a lot of people that should write a book that haven’t done it because of this whole maze of inflammation jungle when it comes to the publishing side of it. It is a jungle. I’m glad that you can help people clarify because there are seven simple steps. The other thing that I love too is the last one in your 7 Ps, which is Philanthropy. I like that because to me writing a book is already philanthropic. I’ll tell you why I believe this. The most important gift you can give anybody is your knowledge and your time.

I have a TV show. It’s a known fact that on TV, we have to perform on dollars per minute and it’s several thousand dollars a minute. I could easily make money by going on TV. If I wanted to make money and that was a reason why the purpose was to make more money publishing books, it’d be stupid for me to write a book that takes you a year to write and publish. It’s not a good ROI on your time or your expertise.

It’s by gifting your expertise and the amount of time it took to write the book, come through every Is and T’s, and verifying all the information you’re giving. If I’m quoting any stats, you have to cite sources, the date of publication and all that. That alone took me months to do all that. It’s already philanthropic to share your knowledge and if you’re selling your books for $9 or $10 apiece at a time. After that, if you are successful, your knowledge is a gift to somebody else. That to me is also important.

Lastly, my book is tied to different charities. Not all the proceeds but a lot of it is going to go to the charities that I support. It allows you to do all these things. It allows you to be a better person because you’re impacting other people. A lot of people, if you give them 2, 3, 4 pieces of information, they take it and they will come up with six other things that you didn’t know. This is truly a blessing to be helped and it’s also a blessing to help other people. I feel that if you do it right, you’re doing it for the right purpose, you plan it thoroughly and do all the right things, I can’t think of anything better that you could do for your business or yourself than authoring a book.

I get torn with that because we both have successful shows, businesses and stuff we can do. Admittedly, my first book is Video Marketing for Business Owners so the question I get is, “I want to start a podcast, do a book, a show, a video and do this.” There’s so much out there that you can do that everyone wants to do it. If you’re ambitious, why wouldn’t you? Straight up. When you look at the time, energy and investment, I can make a strong case because to your point, if you’re making thousands of dollars a minute and you’re making 6,7, 8 figures a year, what’s your time worth?

To take a year or two to extrapolate this out is why I never put my program to do it that way. We take you through much quicker because it’s business and I want that book in people’s hands so you can help those people. Think about that extra 1, 1.5, 2 years. What kind of reach can you gain in that time? To the point of the podcasting, video and all the other stuff, the podcasting, unless you do it as a season one of a TV show, 12, 16, 24 episodes and you’re done, which wouldn’t have any longevity but it might be a good show, you have to keep doing it.

Podcast gets a knockdown. I have a great show, EA Interviews. It’s a little surreal to say but even over the podcasting, once you’re done with the book, you can hit print thousands of times. Once it’s done, you’re done. In video, you also have to keep doing, even though they’re all great and you should do all three.

This is coming from somebody who has a successful podcast. The podcasting industry has a 90% or 95% failure rate within the first two years. Mario has a podcast called EA Interviews, which stands for Expert Authority Interviews. His podcast is a Top 100 business or entrepreneurship podcast. That’s amazing.

A book is an extension of you. If you’re a good person, you’ll love it. If you’re not, you’re probably going to back away from it.

The other thing I want to talk to our audience about too is your first book was about video marketing. That had to have been so far ahead of its time. Video marketing is the craze out there. There are mastermind classes everywhere about how to use video to influence people. Video influencing is coming into play and yet you’ve written a book, published it and became a bestselling author. All of this stuff with your first book already.

Imagine that if you bought his book when that was published and you implemented some of that stuff, you’re probably coaching that mastermind classes on the video marketing part of this, which is valuable. Thank you for coming on this show, Mario. Are you accepting pitches? If you’re accepting pitches, you could check out his podcast as well.

We always are.

Tell us how people get ahold of you.

The best place to learn more is at EAPublishingMethodBook.com.

His podcast is called EA interviews. It’s on YouTube. Check out his YouTube videos. His video setup is like CNBC Studios. It’s better than any newsroom. It looks like he’s got all this stuff happening. He pretty much visually shows you the quality of his video production and everything else that you can do pretty easily on your own. Thank you so much for coming. I wish you all the success. I purchased a bunch of several copies of your hardcopy books because I want to help do my part to pass that around to people that can impact the world as well.

I appreciate that, Victoria. It was an absolute pleasure. I’m happy to answer any other questions with your audience. I want them to realize they need to have their message out there too. It doesn’t help anyone in the world keeping your light hidden.

Thank you so much. I always say to all of you, happiness is your choice so I hope you make great choices. Until then, please stay healthy and happy. I’ll see you next time.

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About Mario Fachini

MDH 36 | Publish A BookAs a high school educated, college dropout, never having a “real” job, Mario spent years as a dead-broke consultant wasting too much time chasing down (the wrong) clients, believing in my heart that the sky’s the limit, but waking up every day feeling like because of his background, for him, the limits the sky.

Until he refined & enhanced the publishing & promotion process of his 1st books to attract prospects to him, with little effort using the tools & knowledge that he already had in his business at his everyday disposal!

Now, He’s one of the most in-demand client acquisition strategists in the country, having clients now APPLY for his training, thank him for the opportunity to work with him, and sharing in the joy of creating the transformation in their business ***( which he consistently and continues to do in 59 days or less )*** having helped his clients in total generate over $1 million in new sales.