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Clarify Your Offer for Greater Podcast Success · The One Small Change Podcast

0:00
Welcome to the One Small Change. I am thrilled to embark
0:04
on this journey of exploration, transformation with you. I'm your host,
0:07
if you don't know, Yvonne McCoy, and I bring almost 30 years of
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entrepreneurial experience. And I have an insane
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passion for discovering growth through the power of seemingly
0:18
small change. And I try to bring people into this
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podcast that I think are going to enrich your world, help you grow
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your business, and just give you incredible
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information. And so this week I have
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a guess that I just met, but he is fascinating
0:37
in what he does. Michael Fitzhugh. And
0:40
he's going to tell us why he
0:44
is good at what he does that makes him an expert
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and what it was that kind of got him started on this path.
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So, Michael, do you like to be called Michael or Mike? Usually
0:55
Fritz is good. There's a lot of Michaels and Mike's out there.
0:58
Fritz, then even better. That's another way to get you found that you're
1:02
not a Michael, you're a Fritz. There aren't a lot of Fritzes around. That's right.
1:06
All right, Michael. So I just.
1:10
I went back to the Michael. Sorry. That's okay. Fritz,
1:14
tell us what you do and what happened to put
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you on this path so that you are the expert at
1:22
this and not just somebody in the field.
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So I get people booked on podcasts and I use that to turn it into
1:30
a hundred thousand dollars of new business revenue. And
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what got me on the path actually was
1:37
cancer, believe it or not. Back in 2012. Yeah,
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back in 2012, I got diagnosed with cancer. And it wasn't a real bad kind
1:44
or any, but anything but. It really was the
1:48
warning shot that I needed. That I needed to get my life
1:52
under better control. I didn't have my priorities set right. I was putting
1:56
career above family, and I was putting family above
2:00
God. And it just. Everything needed to flip. Everything needed to change.
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That was the wake up call I needed. So that was back when I was
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a full time employee. I was a W2 guy. And
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I left that and ended up getting into contracting and then
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consulting. And then I launched my first business in 2015. So
2:18
I've eased my way into entrepreneurship. I know a lot of people, they kind of
2:21
cannonball into the deep end of the pool and I'm like, well, we'll get there.
2:25
I mean, we're learning. Yeah. So. But yeah, that's really.
2:29
That's really what kicked it off, was a cancer scare. And what it led
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me to do is operate
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at the highest possible level as much as I can
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bring my whole self into everything I do. And so what I
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do with the podcast booking work is I talk
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with people about their offer first. When people come
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to me and they say, hey, I want to get booked on shows, tell me
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about your offer. What I find most of the time is that
2:58
deep down, they're kind of afraid to sell their brains, don't really
3:01
believe what it is that they're trying to sell. And that's why they're trying to
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guest on podcasts and get in front of as many people as possible, because they're
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hoping, hey, if 1% of 100,000 people come buy my thing,
3:12
then I won't have to do all that scary ooky selling stuff
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I can just enjoy. Right? And it's like, let's solve that problem, and then
3:20
let's get you booked on podcast. It'll work a whole lot better. All right, I
3:23
need to stop you. Okay. Because the thing that
3:27
you said at the very beginning
3:31
is so important. And then the cancer thing.
3:35
Well, I need to get my priorities right. Oh, yeah. And.
3:38
And. And that is one of the things. I mean, I think we all go
3:42
through that cycle where at some point, you know, we're.
3:46
We're in our late 20s, 30s, you know,
3:50
we're trying to get our careers off the ground. We're doing whatever it is,
3:53
right. And in that process, we lose ourselves.
3:57
Yes, Lose ourselves. And our family becomes secondary. I mean, I.
4:01
One of the things that I say is, you know, I was tired of
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splitting my personality. You know, outside my house, I was
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a businesswoman. You know, I was the. The mba.
4:12
And inside my house, I was mom. Right?
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And it got confusing. I mean, sometimes I talk to my kids like
4:19
my staff, and sometimes I talk to my staff like they were kids.
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So I think as an entrepreneur, you don't get
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24 hours to be an entrepreneur and 24 hours to be a person.
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You only get 24. And so you need to prioritize
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that. And it may. In within that prioritization, it
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may shift a little bit. You know, if you're doing a launch,
4:43
you know, you may be like, really focus. You know, your
4:46
religion or your higher values are always going to be first. You know,
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you may put more. You know, like this month, you may put a little bit
4:53
more time into the business because something special is going on. But next month,
4:57
you do put more time into the family. So it, you know, it doesn't
5:00
have to be a static thing, but it's got
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to have. I mean, you can't just
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leave your family Behind, I guess, is what I'm saying. And what I did
5:11
for. For many years. So I just wanted to point that out because I think
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that is something that we do not spend enough time with.
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Right. Second thing is when you are clear about what
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you're doing, you are not scattered.
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You are not doing 50 million things and not doing any of them
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well. Right. So that's one of the things
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that you and I both have in common, is that we get people to
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clarify what they do before they start, you
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know, doing other things. Okay. So please keep going on about,
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you know, I'm excited about the idea of possibly making money for my
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podcast. A lot of people are. A lot
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of people are. And what life has
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taught me. And I'm kind of. I kind of have a cool
6:00
background. I say weird, but it's really cool, because
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if I was just a purebred, what I went to school for, I went. And
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I got a computer science degree. I should be developing software right
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now. Just put them in a closet, put some Hot Pockets under the door every
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once in a while, keep them fed, Just keep pumping coffee, and you're good.
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And somewhere along the line, I guess I hung around enough
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public speakers, it kind of rubbed off on me. I can talk to people. I'm
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a huge nerd, but I can also talk to people. And.
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Yeah, it is. And. And it's. It's really weird because when
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I look at my history and my upbringing
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and just the growth and the path, it's almost like I. I've got, like,
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my feet. You know, I get two feet in two different areas where a lot
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of people will be like, dude, just pick a lane. Can you just pick a
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thing? No, I don't want to pick a thing. That's boring. Isn't it boring?
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I mean, that is the thing that makes you unique.
6:55
Yeah. Is that you can. And I always called that when I was trying,
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when I was in that situation where I was kind of
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in the business world and the educational world, I considered myself a
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translator that I could translate the
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needs of both. When I went into a company and I had a grant,
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I wouldn't say, I can bring your reading level up of the
7:18
staff, because they didn't care. But if I said, I can cut
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your rework, your redos down, because people
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can read the instructions that they were
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interested in. Yeah. And so my guess is that
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that's one of the things you do really well, is you
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understand the logistics behind the scene, but you
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can talk to somebody like me who it's Like, I'm never going
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to get this. Just tell me what I need to do. Yeah.
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To get the results that I want, you know? Exactly. And you said it. You
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said it. Results. That's what people care about. They don't. They
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don't care as much. They'll pay lip service to,
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oh, this is how you can improve my life. Oh, this is how you can
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get. You know, you can do this. Okay, that's awesome. But. But what's the actual
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result? And if you can get it down to those, just the brass tacks.
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Hey, you're going to pay me this much. I'm going to get you this much.
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Here's how I'm going to go about that. But we're going to get there. Just
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stay with me. Let me help you. And. And focus more on results. And it
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takes bravery to do that, though, because we live in a world where
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there are a lot of coaches where it's kind of high level
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song and dance and you kind of can't.
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If you can't stop and take a look and say, okay, how do I get
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this result for this person? And it causes a lot of hesitation. And that's
8:39
why when I look at how I
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used to think about sales, how I used to think about my offer, I
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used to hate sales. I love it now because finally my brain
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believes in what I'm selling because it's like, oh, I get it now. I see
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how we're going to go about doing this. Yeah, let's giggity go. And it's like,
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why weren't you like that five years ago, man? Well, because it wasn't clear. Yeah.
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So here's what I want people to put a pin in because this, again,
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is so important. The first thing is when you have clarity about what
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you do and why you're different than everybody
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else, you automatically
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become energetic and confident. Yes. Because
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you know that nobody else does it. I mean, I find it
9:24
so amazing when I talk to people about their strengths
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that they don't value because they figure everybody's got them.
9:32
Right. And I say, this is what you do that nobody
9:36
else does. And they're like, what do you mean nobody else
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does that? Right. And then it's like,
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oh, my God, I can talk about this because this is who I
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am. I don't have to be anybody else. I can be myself.
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And it just. You know, one of the things that, for me that I found
9:54
amazing is when I started saying one of my words for
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business is energetic.
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And. But I never said that in anything
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Right. And so when I, you know, talk about that and
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I tell people that, and I go, everybody's got an energy level
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that's right for you. Your energy level doesn't have to be my energy level.
10:16
Right. But when people call me, they go, I love your energy. And
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it's like a filter. The people who hate my energy don't call
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me. Yeah. You know, so
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that is understanding. That is amazing. And
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that will get your confidence, which will then convert to get your
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consistent clients. You will attract the people that
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are a good match for you. I'm sorry. Exactly. No, it's good.
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I'm loving this conversation. Me too. I'm telling you, it's like we're just,
10:47
you know, we're getting going. But, you know, one of the things. And I was
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just talking about this with a buddy yesterday, talking about, like,
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how to pitch, you know, how do you get your pitch down to 30 seconds
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and do the work of attracting people? But it's just as important
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to repel the wrong people as well.
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We unfortunately live in a society where a lot of us are feeling
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like we're made. We're made to feel like we need to be all things to
11:12
all people. Oh, you gotta work for everybody. You gotta get. And it's like, no,
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you don't. And the first few times that you find somebody that you're like
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that person was an absolute blessing. Just a
11:23
godsend. I would love to work with more people like that. Surely there's got to
11:27
be some. It's like, what is it that put them close to
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you and attracted them to you to where they wanted to work with you? Like,
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I cannot wait to work with you. And I'm excited to work with you as
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well. You know, reciprocal white. What is it about that
11:41
person? Really analyze that and then make the
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wild assumption that. And there's got to be thousands more people like
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that. And I bet they run around together. They probably know each other.
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So, you know, it. It's a huge mental lift off
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as well. You save lots of energy. There's just. Yeah. You
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ever. Have you ever had that happen? You ever work with somebody? Oh, yeah. And
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person's an absolute drain. So. And here's the flip side to that.
12:06
Right. So the first thing is, as entrepreneurs
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were squirrels,
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right? Yes. And so I know when I started my
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workshop, and also probably the podcast,
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but more the workshop, it was like, you mean you want me to do the
12:24
same workshop every month? How
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boring is that? Yeah. What I found out,
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thank God, was by doing the same workshop,
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I go Deeper, not wider.
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The message is clear. It connects
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more strongly with the people that it should connect with.
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The other thing is the workshop is always different
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because the people that come are different. The
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interaction and that kind of thing. And, and, and to my surprise, I
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have people that come multiple times. I mean, each workshop
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is different. I find different things that interest me. The, the skeleton
13:04
is the same. Do you know I have the same
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13 slides? Yep, that's it. Right.
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But sometimes the stories are different, sometimes the things
13:16
somebody says. Because my, mine is really a workshop. It's not a
13:19
webinar. It's interaction. We do an activity, you know,
13:23
that kind of thing. So it just, you know,
13:27
anyway. Yeah. About me, because this is about you. So this
13:30
is, this is, it's key. It's good stuff, though.
13:34
You're. You're hitting on some good stuff and you're adding value. You are.
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I think that sometimes the most important
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thing seems like it's just a ripple. Do you know? But
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that ripple can become a tsunami if you can get people to
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focus on it. Yes. And imagine how easy that makes business
13:53
too, though. Because if it's not up to us to be like, I gotta do
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all the heavy lifting, oh my goodness, I gotta make fresh content. Every single time.
14:02
People like you just said, people come to your workshop again and again.
14:05
They're hearing the exact same thing again and again. Not everybody gets it the first
14:09
time. Maybe it takes three or four or seven touches and eventually they're like, oh
14:13
my goodness. Why didn't you say this at the beginning, bruh? I was.
14:16
It's just, it took every little bit. Right. I say it every time. I've got
14:20
seven zoom recordings showing you. I said it every time. You want to watch them.
14:24
You're like, you're in different places, you're open to different things.
14:28
Yes. Right. And when you find a client
14:32
that, that you love to work with, you can
14:37
surpass their expectations. Yes. Because
14:41
one is excites you. And just like
14:44
your client learns from you, you learn from your client.
14:49
And the thing that, that happened recently that you talked about
14:53
is what I call the refrigerator question, which is so strange,
14:58
but the idea is the piece that's missing so much
15:01
when you're just pitching or you start out. I'm so and so I have a
15:05
five step process. Right. The potential
15:09
client cannot see themselves working with you.
15:13
Right. And the refrigerator question has to do with, with
15:17
a gift that I gave my friends. None of them used it. It was a,
15:22
an ice roller for your face that you put, you know,
15:25
Cosmetics into, you know, make you glow,
15:29
right? And none of them use it. And it was like,
15:33
how is that possible? Because I'm like, I think it's fabulous, right?
15:38
But my refrigerator, I have a small refrigerator on my second
15:41
floor, so I can come out of my bathroom, go take my medicine, do my
15:45
face, you know, and then go get dressed. But if you have to go
15:48
downstairs to find your reef, you know, to do
15:52
this, you're not going to do it. And if I had said, where's your
15:55
refrigerator? I could have said, all right, let's see how
15:59
this would work best for you. Maybe you won't use
16:03
it in the morning. Maybe you would use it in the afternoon. You know, at
16:06
night when you come home and you just want to have some energy to do
16:09
something or you want to put a, you know, a toner in or something before
16:12
bed. Maybe you only use it on the weekend as a beauty routine.
16:17
Right, right. And that was the question that we. We dealt
16:21
with during my summit that, you know, we took people from, why am I
16:25
special? And then, what is my refrigerator question?
16:29
You know, so the people were actually getting. Getting value
16:33
people. You know, your. Your potential clients can see themselves working
16:37
with them. So I'm going to put you on the spot. I've never asked this
16:40
question of a guest before. Okay, but what is your
16:43
refrigerator question? What would you say to me?
16:47
That I could see myself working with you.
16:51
I knew that was coming. You telegraphed that punch. I'm like, I bet she's
16:54
going to ask me that question. I bet she asked that. Of all the guests
16:57
in your life, I've never asked this because this is a brand new thing for
17:01
me. I mean, this just happened this month. So. Yeah,
17:05
so what's my refrigerator question? The thing. So if I
17:09
were to use the analogy that you had, because I'm in
17:12
the podcasting space and I understand things about the space
17:16
that. Because I've been on the business end of it for a bit, for me,
17:20
I have a refrigerator right outside my bathroom. Kind of like you.
17:23
For the other people, their fridge is in the
17:27
kitchen like normal people have. And so they'd have to walk
17:31
a little bit. For those people,
17:35
when they come to me and they ask, can you get me booked on shows?
17:39
My refrigerator question for them is, I'll
17:43
say, yeah, definitely, I can do that. How do you feel about
17:47
sales right now? Like, let's get
17:51
emotional. You're talking tactical. You want to know how to get on shows, how to
17:55
get booked on shows. Awesome. That's tactical, strategic. I want to talk about your
17:58
emotions. The thought of sales, does that bother you?
18:02
Does it make you feel ooky, make you feel insecure? Let's talk
18:06
about that. And the reason why that's such a
18:10
powerful refrigerator question is because it's a pattern interrupt. First
18:14
they're thinking, how can I get to the Joe Rogan podcast? How can I get
18:17
on the top 1% Apple podcast? And then what do I. And it's like, are
18:21
you afraid to sell your product? What is your service? What do
18:24
you. What do you want to do? What impact do you want to have? Do
18:27
you feel like you can sell it? A lot of people say, no, they don't
18:31
want to. And then when I start talking about why their brains
18:34
make them not want to sell, they start to open up, and they're
18:38
like, I have felt that way for a long time. Then we're getting into, like,
18:42
psychographics. You know, we're not even talking about podcasting anymore. Like, we got to fix
18:46
the foundation first before we try to build a third floor on this house. Put
18:50
a refrigerator on the third floor. You got one on every floor
18:53
now. But they're like, wow, that is really
18:57
insightful. It's like you've been reading my mind. That is. That is
19:01
amazing. And the other part to that is
19:04
that buried in everything that you said is
19:08
that we move from the tactical into the emotional.
19:12
And I think that is a big piece that people miss in the selling. Oh,
19:16
my God, I hate to do this, but, oh, we have a time
19:19
limit. Okay, so what. What's your free
19:23
gift? And what are three things that people can do right away?
19:27
Yeah, free gift is come to my huddle. So I host a
19:31
huddle every week, Mondays at 11am Central. And what
19:34
we do is for business owners that want to guest on podcasts and
19:38
actually make money doing it. And the way it works is, first,
19:42
I'll talk about some tactics and strategies that would work.
19:46
And then afterwards, we pair everybody off into breakout rooms
19:50
of two. They each interview each other, and they send their interviews up to our
19:53
system. And then we can get you booked on some shows for free. It's a
19:57
lot of fun. You get to meet some cool people. Every single time people come
20:00
to this huddle, they're like, I can't believe that I was put in
20:04
a room with such and such person. It's random. And they're like,
20:08
turns out they might be my best kind of client. Or it turns out that
20:11
they went through the exact same kind of trauma I went through. Or,
20:15
turns out they know Some people that would be a great fit for my business.
20:17
Like, that happens all the time and people just keep coming back and it's growing.
20:21
We usually have about 30 people in every week. So definitely come
20:26
three things that I would say to start doing. Get good at
20:29
telling a story. Like, really engage people. Connect with them emotionally, but connect
20:33
with them at their senses. If you can tell a story and make
20:37
people feel and see and smell and hear and touch and taste
20:41
the exact same experience that you had, you're going to be doing really well.
20:45
It's going to help you. Yes, in podcasting, but also public speaking,
20:49
sales, communication. You know, instead of just rattling off
20:53
a bunch of facts, it's like, make people feel a certain way. That's really
20:56
cool. Second thing that I can think of is start
21:00
hanging around some podcast hosts. I mean, they're really cool people. There's a few yahoos
21:04
out there, but the vast majority of them are really cool. Start making friends with
21:07
them, they network like crazy. And as soon as you want to start hitting the
21:11
circuit, ask a couple and say, hey, who do you know that has a
21:14
podcast about, blah, blah, can you help me get on there? They're like, yeah, or
21:18
just come to my huddle. That's a, that's much easier way.
21:21
Third thing, don't try to get things right
21:25
the first time. You are not going to get it right the first time. Yeah,
21:28
I should have led with that. I have spent, I, I
21:32
spent a large portion of my time in life and business
21:36
being a perfectionist. And I think that's because I used to be a software tester
21:40
where if you miss a big fat bug, then
21:43
people are like, hey, our clients are losing millions of dollars a second.
21:47
Like, can you fix this? Yeah. So, you know, try
21:51
to turn that into, hey, we're going to be a business owner where we just
21:54
have to make like tactical decisions and move quickly and you don't have to have
21:58
all of the information in front of you. You don't have to be
22:02
perfect. But the fact that you're moving forward means you're on the right track.
22:06
So keep doing it. I should have led with that. I always say I'm
22:10
glad people didn't see my first. You know, the people that are following
22:14
me now that I, that I didn't start videoing now
22:17
because they would be like, you know, I mean, I look at some of the
22:21
first videos I did and it, they're just like cringe worthy. So I'm
22:25
glad I did them when nobody was following me. Yeah,
22:29
it's Good. It's good. And you know, and I find too, like, the speed of
22:33
improvement is going to decrease that amount of time. Like, if you think about,
22:37
well, this is what life was like for me, you know, a year ago. And
22:41
then if you think, well, this is what life was like for me a month
22:44
ago. And it's like, oh, man, it's just as cringe worthy and it's only
22:48
been like three business days. That means you're really growing, like
22:52
a lot. So, yeah. So if you feel cringeworthy about
22:55
the beginning of the day versus now, girl, you are making
22:59
it. I was a walking dumpster fire. I had a buddy tell me that years
23:02
ago, six years ago, when I joined his community. He's like, man, this Fritz guy,
23:06
he comes walking in and none of us knew what the heck he did.
23:10
Like, oh, he does podcast stuff. He does podcasts in the back seat of his
23:13
truck and I think he produces them. He's like, he is so clear now.
23:17
It is without a doubt he knows what he's doing. I'm like, yeah, man, it
23:20
took me six years. So, yeah, my husband and I
23:24
first got married and we're talking like 50 years ago.
23:28
A friend of his said, you know, I actually like Yvonne, but talking to
23:32
her is like talking to a computer. Because I would be like,
23:35
oh, I am so different now. Hey, I would have taken that as a compliment
23:39
back in the old days. I'd be like, thanks, mister. I was like, how much
23:42
time is this going to take? How much does it cost? Where is it? You
23:45
know, where are we doing this? How are we doing this? You know, what? How,
23:47
you know? And I was like, I was
23:51
brutal. Numbers. Just give me a spreadsheet. Yeah,
23:54
yeah, exactly. All right, so
23:58
for fun, when was the last time you did something new for the first time?
24:03
Goodness, I try to do something new all the time.
24:09
First time I ever went to there's a horse farm this past Saturday
24:13
and we went there and we and my wife and my wife Charlotte and I,
24:18
we haven't been married 50 years, but we've got four daughters ages 10, 12,
24:21
14 and 16. And so we do things organically here as much as we can.
24:25
We got a garden and they've been to this horse farm where they
24:29
have lots and lots of compost. And it's like, it's free. Just bring a truck
24:32
and load it up. So for the first time, I went to that horse
24:35
farm and we filled that truck bed up. Our
24:39
younger two girls were like on top of the cab and they're like,
24:43
Jumping off into poop, basically. I mean,
24:46
they're having fun. They have old shoes on. But I'm like, man, this is.
24:50
This is wealth. Like, I'm really having fun, literally shoveling poop with
24:54
my family. I've never done that before. I'm a city boy. Second
24:58
person this week that has told me that they are getting
25:02
free horse manure. Yeah. Do I have to pay? Well? Do I have to pick
25:05
something else? Like, do I need to pick something? No, no. I'm just. I'm like,
25:08
you already had a poop story. Come on, try again, Fritz. Yeah, no, no, that
25:11
was out on a podcast, you know, and I'm in the middle of an
25:15
urban city, so, you know. Yeah, that's not. That's, like,
25:19
not a thing for me. Right. All right. I
25:23
gotta give the commercial. All right. And so for
25:26
those of you that are here, the first thing I want to make sure you
25:29
do is that you subscribe and that you share and you engage this
25:33
podcast on social media. And one of the
25:36
reasons that I did it is I designed it to help supercharge your
25:40
business through true connections. And it's our way of giving back to
25:44
this vibrant community and fueling your quest for growth and impact.
25:48
So I hope you will continue to. To join me for the one small change,
25:52
and let's see how the tiniest shifts can yield monumental
25:55
transformations. And there are some. If you listen to the
25:59
first episode, that'll tell you why, you know, where I started. And there's
26:03
some individual episodes that are coming up
26:07
that. That I do, because I. I like to talk, and
26:10
I have to try to. Not to talk over my guests. So I do some
26:14
on my own as well. So, Fritz,
26:18
what are the last. Some last words that you can give people? Some
26:22
words of wisdom or quote, you know, a quote that you like or something like
26:25
that that people can. Can use. Oh, here's some
26:29
wisdom. As business owners, your best clients are going to
26:33
come to you with what they think is the problem. It's almost
26:37
always a symptom. Go to the doctor. I'm hurting.
26:40
Oh, well, I've got a headache. Awesome. Well, if a doctor
26:44
prescribes a painkiller for you, that doesn't actually solve
26:48
the problem. The pain is an indicator of something else. Maybe you've got a brain
26:51
tumor and that's causing the issue. Ibuprofen is not
26:55
going to solve it. So you can assume that people are going to respond to
26:59
the pain. They're going to come to you, and they'll say, I need help getting
27:02
this. Okay, well, here's the actual problem. Dig
27:06
deeper. Don't give them what they're asking for. Give them what
27:10
will actually help them and explain why it's going to help them.
27:13
You will set yourself apart as a provider of an actual
27:17
holistic solution and not just another drug dealer.
27:21
So, boom, Mic drop.
27:24
Dig deeper.
27:28
We are so in sync. I just did a
27:32
post this week. Are you solving the right problem? Yeah. Or are you solving
27:36
the wrong problem? Something like that. All right, guys, we
27:40
could go on and on. And after we're finished, this, we might.
27:44
So I got a whole hour booked.
27:48
I mean, we only get in together for 30 minutes. We got time today. Yeah.
27:52
So, everybody, I. I just want to remind you that
27:55
change can be simple, but it's not always easy. And it
27:59
requires courage and resilience and a willingness to step out of your comfort
28:03
zone. For me, if I'm not filling the willies
28:06
or feeling a little bit uncomfortable when I'm doing something, it means I'm
28:10
either complacent, I'm stagnant, or I'm just doing. You know,
28:14
I'm just being robotic. So step out of your comfort zone.
28:17
Take a chance. It's worth it. It will pay off. Do a small
28:21
change. Right, Because a small change,
28:25
if done correctly and over time, will lead to
28:29
transformation. So keep
28:32
joining us for the one small change, and until then,
28:37
stay very, very curious. I'll see you soon.
28:41
Thanks, Fritz, so much. Thank you.