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Transcript

Fireside Chat with Donald Miller · Gym Business Coach Podcast

0:08
[SPEAKER_01]: You are listening to the built-to-grow podcast delivering the knowledge in all things, fitness, business.
0:16
[SPEAKER_01]: We help jimrollers win, hear your host, Tim Lions, and Randy Axton.
0:29
[SPEAKER_02]: All right, welcome back to the built-to-grow podcast.
0:32
[SPEAKER_02]: My host Tim Lions solo today, guys.
0:34
[SPEAKER_02]: I'm going to take you.
0:36
[SPEAKER_02]: behind the scenes to a couple weeks ago in Nashville where I did a fireside chat at the end of the gross summit with Donald Miller.
0:45
[SPEAKER_02]: Donald Miller is the author of a story brand as well story brand 2.0 and a dozen other books for being honest.
0:54
[SPEAKER_02]: And during our talk, it was really cool because he was able to simplify such a confusing message that sometimes Jim owners get, you know, a hard time communicating or what we do, who we serve, how we do it.
1:09
[SPEAKER_02]: And in this fireside chat, you're about to listen to Donald Breaks down the simplicity in the marketing message.
1:18
[SPEAKER_02]: I hope you enjoy.
1:20
[SPEAKER_02]: I know that I did and I know everybody in the audience did, so here you go.
1:24
[SPEAKER_02]: I mean, it's almost like it's real.
1:26
[SPEAKER_02]: Can I get a cigar and a bourbon?
1:27
[SPEAKER_02]: There you go.
1:28
[SPEAKER_02]: All right, first question.
1:30
[SPEAKER_02]: Where are you going after this event?
1:32
[SPEAKER_02]: Should we tell him?
1:32
[SPEAKER_00]: Well, the reason I'm going to tell him.
1:33
[SPEAKER_00]: Penguin is I have a buddy's turning 50.
1:36
[SPEAKER_00]: Yeah.
1:37
[SPEAKER_00]: Snoop Dogg's place down the street.
1:39
[SPEAKER_00]: Notice, did a hang out with Snoop Dogg tonight?
1:41
[SPEAKER_00]: I am not hanging out with Snoop Dogg tonight.
1:43
[SPEAKER_00]: But my wife, who will be there, would not allow me to hang out with Snoop Dogg.
1:46
[SPEAKER_00]: So, right off, right off.
1:47
[SPEAKER_00]: He has a venue that my lovely Christian buddy is renting for him.
1:54
[SPEAKER_02]: We've got a couple of questions, these return in from some of our friends out here in the audience.
1:59
[SPEAKER_02]: We'll start off with the first one.
2:01
[SPEAKER_02]: The question is this, regarding marketing?
2:03
[SPEAKER_02]: Yes.
2:03
[SPEAKER_02]: What do Jim owners believe to be true?
2:07
[SPEAKER_02]: But they get dead wrong?
2:09
[SPEAKER_00]: That money is the solution.
2:12
[SPEAKER_00]: I don't know if Jim owners believe that.
2:22
[SPEAKER_00]: So if you spend $10,000 on advertising and I spend $100 on advertising, I will be you.
2:29
[SPEAKER_00]: Because the words that I will use will spread.
2:33
[SPEAKER_00]: And so what an advertising agency will do is they will take your money and they will use it to distribute confusing words.
2:42
[SPEAKER_00]: And I see it over and over.
2:44
[SPEAKER_00]: I'm a Seattle Seahawks fan.
2:45
[SPEAKER_00]: I live here in Tennessee, but the titans are making it hard.
2:49
[SPEAKER_00]: I did 20 years in Portland, Oregon, so I'm a C.O.X fan.
2:52
[SPEAKER_00]: I'm watching the NFL and in the end zone of an NFL end zone, this like five, seven years ago, were printed the words, is that I mean, they're so loose if I can't even remember them.
3:04
[SPEAKER_00]: Crucial catch.
3:06
[SPEAKER_00]: Crucial catch.
3:07
[SPEAKER_00]: Have you seen this?
3:08
[SPEAKER_00]: No.
3:08
[SPEAKER_00]: Like I caught a couple of millions and millions of incidents been on this campaign and have thrown them as never even seen.
3:15
[SPEAKER_00]: which is a crime.
3:16
[SPEAKER_00]: There's an NFL Inza.
3:18
[SPEAKER_00]: There's not a billboard on side of the road.
3:19
[SPEAKER_00]: There's an NFL Inza.
3:20
[SPEAKER_00]: Crucial catch three colorful bars on either side of the Crucial catch that look like the old Polaroid or Kodak logo.
3:26
[SPEAKER_00]: I know I'm older, but these colorful kind of bars.
3:29
[SPEAKER_00]: And I said to my wife and I said, look,
3:31
[SPEAKER_00]: Kodak, I guess, or Polaroid, somebody's releasing some digital cameras, and they've put the word crucial catch, because they think, like, catch the, take a picture of the shot.
3:40
[SPEAKER_00]: This is one of the worst campaigns I've ever seen, as a waste of money.
3:42
[SPEAKER_00]: Two weeks later, I'm watching the NFL, and two cancer survivors are being honored at midfield.
3:49
[SPEAKER_00]: One of them has a shirt that says, crucial catch, the other has a shirt that says, Intercept Cancer.
3:54
[SPEAKER_00]: This campaign was so bad that they're trying to make cancer awareness a thing and I thought they were selling digital cameras.
4:01
[SPEAKER_00]: That's how bad that campaign was.
4:04
[SPEAKER_00]: So how do you do that?
4:05
[SPEAKER_00]: Well, you go over to widening Kennedy or whoever came up, I don't know if it's widening.
4:08
[SPEAKER_00]: Kennedy on the who is.
4:09
[SPEAKER_00]: You sit around and they charge you a million dollars and they say, well, you know, we've got to associate cancer with football, know you don't know you don't.
4:19
[SPEAKER_00]: We got to say something cute.
4:20
[SPEAKER_00]: We got to say something clever.
4:21
[SPEAKER_00]: No, you don't.
4:21
[SPEAKER_00]: It's the exact opposite of what you need to do.
4:25
[SPEAKER_00]: Well, you know, if you catch the ball in the inzone, it's a crucial catch.
4:29
[SPEAKER_00]: Oh, but if you catch cancer early, it's even more, oh my gosh, you guys, I think we just came up with our tagline, crucial catch.
4:34
[SPEAKER_00]: And what they failed to realize is that nobody else was in the room when they had the conversation.
4:39
[SPEAKER_00]: So they shipped an inside joke that nobody else could understand and they paid millions to do it.
4:46
[SPEAKER_00]: That is advertising in a nutshell.
4:50
[SPEAKER_00]: If you would have painted in that inzone, promises you'll get screened for cancer.
4:54
[SPEAKER_00]: You'd have saved thousands more lives.
4:58
[SPEAKER_00]: But for some reason, ad agencies have a lot of trouble doing that.
5:02
[SPEAKER_00]: They have a lot of trouble just saying, right?
5:06
[SPEAKER_00]: They have a lot of trouble just saying it clearly because they're paid to be creative.
5:11
[SPEAKER_00]: So when you pay somebody in marketing and advertising to be creative, I want you to understand what you are.
5:16
[SPEAKER_00]: You're a patron of the arts.
5:19
[SPEAKER_00]: You are not a business person investing in a return.
5:22
[SPEAKER_00]: You're paying them to express themselves and go win some advertising award, meanwhile you're losing money.
5:29
[SPEAKER_00]: Stop it.
5:30
[SPEAKER_00]: There's a billboard right outside my office on 51st here in town.
5:34
[SPEAKER_00]: The billboard says, sitting on the fence, question mark.
5:42
[SPEAKER_00]: Higher a cowboy, and then there's a picture of a guy in a cowboy.
5:46
[SPEAKER_00]: Sitting on the fence,
5:49
[SPEAKER_00]: hire a cowboy and a guy in a cowboy had what in the hell does that billboard about that guy paid money for that billboard What does he think is going to happen people are going to like pull over and go honey a puzzle ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha
6:19
[SPEAKER_00]: And you know what he does, he builds fences, right?
6:22
[SPEAKER_00]: He builds fences, and he's a cowboy, I guess.
6:24
[SPEAKER_00]: By the way, cowboy was spelled with a K instead of a C. Why?
6:29
[SPEAKER_00]: This is a very unintelligent cowboy.
6:35
[SPEAKER_00]: Maybe his name is Kyle.
6:36
[SPEAKER_00]: We don't know.
6:37
[SPEAKER_00]: He never told us, right?
6:40
[SPEAKER_00]: So, but if you would have just said,
6:45
[SPEAKER_00]: Need a fence, question mark, hire a cowboy, have a guy with a cowboy hat, preferably with his shirt off, building a fence so that all the ladies in the neighborhood will hire him.
6:57
[SPEAKER_00]: He would make money.
6:58
[SPEAKER_00]: But for whatever frickin' reason, nobody can figure out how to do that.
7:03
[SPEAKER_00]: Insta job security for me, nobody can figure out how to just say it.
7:09
[SPEAKER_00]: Right.
7:09
[SPEAKER_00]: They're going to say things like, well, we're going to get your HR V up and we're going to get, you know, we're going to get information down, we're going to get all the biomarkers associated with rather than then we're going to help you live 10 years longer.
7:24
[SPEAKER_00]: And often when I'm working with a client, they'll say, well, you know, you've biomarkers and you know, the finished son of thing and we, you know, 40% reduction of our body, mortality, I go, hey, what are you trying to say?
7:36
[SPEAKER_00]: And they'll say, I'm trying to say you can live 10 years longer.
7:38
[SPEAKER_00]: Bam, that's it.
7:42
[SPEAKER_00]: What are you trying to say?
7:43
[SPEAKER_00]: The answer to that question is your tagline.
7:46
[SPEAKER_00]: And there's something we do where we try to get cute and clever.
7:51
[SPEAKER_00]: And we try to sound sophisticated.
7:52
[SPEAKER_00]: And I'm convinced it's a mistake.
7:54
[SPEAKER_00]: I'm convinced it's a mistake.
7:57
[SPEAKER_02]: Great answer.
7:57
[SPEAKER_02]: Awesome.
7:58
[SPEAKER_02]: Long answer.
7:59
[SPEAKER_02]: It's OK.
8:00
[SPEAKER_02]: We'll skip ahead then.
8:03
[SPEAKER_02]: All right, this is good one here.
8:04
[SPEAKER_02]: As Jim's grow, the owner can't be the voice of everything.
8:08
[SPEAKER_02]: How can story-brand help owners train their staff to communicate consistently and keep the brand messaging clear at every touch point?
8:16
[SPEAKER_00]: Yeah, that's a fantastic question.
8:18
[SPEAKER_00]: So I'll answer this question using a story about my friend David Saliers.
8:24
[SPEAKER_00]: And David Saliers is an executive at a little chicken restaurant called Chick-fil-A.
8:31
[SPEAKER_00]: Somebody at Chick-fil-A, I don't think it was David, but somebody decided as a differentiator, they are not going to say you're welcome.
8:38
[SPEAKER_00]: They're going to say my pleasure.
8:41
[SPEAKER_00]: And it's a kind of a southern thing.
8:44
[SPEAKER_00]: It's much more of a service oriented thing.
8:46
[SPEAKER_00]: It's kind of a phrase that would define their culture, on and on.
8:54
[SPEAKER_00]: I asked David, how long did it take you to execute?
8:57
[SPEAKER_00]: two words.
8:58
[SPEAKER_00]: My pleasure.
8:59
[SPEAKER_00]: And David said it was an extremely difficult effort, a concerted effort, a focused effort, all sorts of incentives, all sorts of rewards, even a little bit of like punishment, and it took us three years.
9:12
[SPEAKER_00]: Two words, three years.
9:14
[SPEAKER_00]: This is a very, very difficult thing to get done.
9:18
[SPEAKER_00]: So mistakes.
9:19
[SPEAKER_00]: Here are the mistakes in getting it done.
9:22
[SPEAKER_00]: Make the message too
9:27
[SPEAKER_00]: If you say something like, I have a friend of my mastermind, Jeff, who has a franchise of gems that he's spreading across the country, and his line is 20 minutes twice a week.
9:50
[SPEAKER_00]: You don't have to change clothes and you won't sweat.
9:53
[SPEAKER_00]: That's his line.
9:55
[SPEAKER_00]: And it's for very busy executives who don't have any time.
9:58
[SPEAKER_00]: It's obviously heavy on resistance training.
10:02
[SPEAKER_00]: And twice a week, it might maybe they've got some homework.
10:04
[SPEAKER_00]: I don't really know.
10:04
[SPEAKER_00]: He's trying to open a gym in Nashville.
10:06
[SPEAKER_00]: It's not one here.
10:07
[SPEAKER_00]: So for Jeff, what he would need to say is the truth is fitness doesn't have to take a long time.
10:16
[SPEAKER_00]: And even just that, the truth is, fitness does not have to take a long time.
10:22
[SPEAKER_00]: It could be accomplished quickly.
10:25
[SPEAKER_00]: Fitness doesn't have to take a long time.
10:26
[SPEAKER_00]: It's probably all he's going to be able to ship in every franchise.
10:29
[SPEAKER_00]: Then we're going to do is you're going to have to fitness doesn't have to take a long time and he's going to put it on the wall.
10:34
[SPEAKER_00]: He's going to put it on the back of the business card.
10:36
[SPEAKER_00]: He's going to put it on the back of the sweatshirt and he's going to walk around with a roll of hundreds and hundreds of $5 bills.
10:43
[SPEAKER_00]: When he talks to employees, what's our tagline?
10:45
[SPEAKER_00]: This is fitness doesn't have to take a long time.
10:46
[SPEAKER_00]: He's going to give him five bucks.
10:49
[SPEAKER_00]: And then the third time that he says, what's our tag on you?
10:52
[SPEAKER_00]: Oh, this is like the third time you've asked me.
10:53
[SPEAKER_00]: I keep forgetting he's going to feel bad.
10:55
[SPEAKER_00]: Man, I hate that you forget because you're out of a job.
10:58
[SPEAKER_00]: You're out of a job.
10:59
[SPEAKER_00]: I told you to do this.
11:00
[SPEAKER_00]: This is very, very important to us.
11:02
[SPEAKER_00]: Our people do not have a lot of time.
11:04
[SPEAKER_00]: And every time we say fitness is having a lot of time, doesn't take a lot of time.
11:08
[SPEAKER_00]: It gives them hope.
11:10
[SPEAKER_00]: These are busy, busy people.
11:12
[SPEAKER_00]: And I can't employ you.
11:14
[SPEAKER_00]: I can't employ you because you don't seem to care about our customers and the number one concern that they have.
11:21
[SPEAKER_00]: Like I love you, I wish you the best.
11:23
[SPEAKER_00]: I hope this is a learning moment, but you are fired and get freaking serious about this.
11:29
[SPEAKER_00]: And that's how you do it.
11:31
[SPEAKER_00]: And then three years later, you'll get it done.
11:36
[SPEAKER_00]: It's a great question, but this, and it comes from you, it comes from you.
11:40
[SPEAKER_00]: You repeat it over and over and over and over again.
11:43
[SPEAKER_00]: Listen up, when I went and met with the Jet Bush campaign, this was a Jetpad $130 million in the right-derized super PAC and $12 million in the General Campaign Fund.
11:55
[SPEAKER_00]: This was a little patient 20 years ago, 16 years ago, however many years ago.
11:59
[SPEAKER_00]: That's a lot of money.
12:01
[SPEAKER_00]: He didn't have a money problem, he had a message problem.
12:03
[SPEAKER_00]: And I said to those guys, I said, look, he needs taglines, he needs short, memorable answers that other people can repeat.
12:11
[SPEAKER_00]: And they said, he's not a tagline guy.
12:13
[SPEAKER_00]: This guy is a scholar, he's a very intelligent, he's extremely come through and a room full of very smart people who are trying to pepper him with questions he can't answer.
12:23
[SPEAKER_00]: And I guarantee he's going to answer all of them is going to answer them well.
12:25
[SPEAKER_00]: I said, that's amazing, he will never be president.
12:29
[SPEAKER_00]: ever.
12:30
[SPEAKER_00]: Ever.
12:31
[SPEAKER_00]: It is a soundbite game.
12:34
[SPEAKER_00]: And if you don't understand how the game works, you can't be present.
12:38
[SPEAKER_00]: And by the way, if he goes and meets with Putin, and Putin can't figure out what the controlling idea that conversation was about, is he a good president?
12:46
[SPEAKER_00]: You need to be, the president's job is to be a messenger.
12:49
[SPEAKER_00]: That's it.
12:51
[SPEAKER_00]: Get that message out there.
12:52
[SPEAKER_00]: To your adversaries, to your allies, to your base, to the enemy, to the villain, get that message out there.
13:00
[SPEAKER_00]: What's the one thing we don't want the sky to remember?
13:02
[SPEAKER_00]: We want to scare the shit out of him as what we want to do right now.
13:05
[SPEAKER_00]: That's the president's job.
13:08
[SPEAKER_00]: And he is not qualified to do that job.
13:10
[SPEAKER_00]: He's qualified to be special counsel to the president, read him a book.
13:16
[SPEAKER_00]: Call him at night, talk to him before he goes to bed.
13:19
[SPEAKER_00]: You know, tell them how the world works, but he's not going to be present.
13:22
[SPEAKER_02]: Was Jeff Bush a friend of yours?
13:24
[SPEAKER_00]: No.
13:25
[SPEAKER_02]: Okay.
13:26
[SPEAKER_00]: Hey, let's talk to you guys.
13:27
[SPEAKER_00]: I like the guy.
13:27
[SPEAKER_00]: Yeah.
13:28
[SPEAKER_00]: Well, let me just say this though.
13:29
[SPEAKER_00]: I go to Finland.
13:31
[SPEAKER_00]: And speed to 8,000 entrepreneurs at the Nordic Business Forum at during the same season.
13:35
[SPEAKER_00]: 8,000 entrepreneurs in the United States.
13:37
[SPEAKER_00]: I say, what does Jeb Bush want to do with America?
13:39
[SPEAKER_00]: Crickets.
13:40
[SPEAKER_00]: I say, what does Donald Trump want to do with America?
13:42
[SPEAKER_00]: They say, make America great again, 8,000 people.
13:45
[SPEAKER_00]: That is an exercise in memorization.
13:47
[SPEAKER_00]: I am not a fan of Donald Trump.
13:50
[SPEAKER_00]: I'm not a fan of Joe Biden.
13:52
[SPEAKER_00]: What they have done to our country is criminal.
13:55
[SPEAKER_00]: And I hate to get into it.
13:56
[SPEAKER_00]: Both parties, ridiculous.
13:58
[SPEAKER_00]: However,
14:00
[SPEAKER_00]: That's an effective campaign.
14:01
[SPEAKER_00]: And if you want your gym to grow, the only thing you're missing are these sound bites.
14:06
[SPEAKER_00]: That's what you're missing.
14:07
[SPEAKER_00]: It's just, you need a sound bite strategy and you need to execute it.
14:11
[SPEAKER_00]: Nice.
14:11
[SPEAKER_02]: You love it.
14:13
[SPEAKER_02]: Did you know when Jeb Bush was running against Donald Trump that he let his domain expire and Donald Trump bought it?
14:19
[SPEAKER_00]: Yeah.
14:19
[SPEAKER_02]: And Rita, did you know that?
14:22
[SPEAKER_02]: Oh yeah.
14:23
[SPEAKER_02]: How amazing is that?
14:24
[SPEAKER_02]: Jeb Bush's domain expired and Trump's team buys it and redirects it to Donald Trump's.
14:31
[SPEAKER_00]: I mean, you have to admire the troll instincts of our presidential.
14:36
[SPEAKER_02]: All right, let's keep rolling.
14:41
[SPEAKER_02]: If you were opening a gym today, knowing what you know about Brandy and Messaging, what's the very first story brand principle you'd implement from day one and why?
14:52
[SPEAKER_00]: All right, I would define a single problem that we solve.
15:01
[SPEAKER_00]: I would defy, and here's how I would do it, I would say, you know, forgive me, I'm not, people offer me a lot of money to do things that aren't ethical, I've never done any of them.
15:12
[SPEAKER_00]: I turned down money all the time, I'm not a guy who's driven by money, so please understand when I say this.
15:16
[SPEAKER_00]: I wouldn't even start with what's true, I would start with what will sell.
15:21
[SPEAKER_00]: So I would sit down with a napkin, I would say if I'm owning a gym today, what's the number one thing that would sell?
15:27
[SPEAKER_00]: And then I would ask, okay, can I deliver on that?
15:29
[SPEAKER_00]: Is that true?
15:30
[SPEAKER_00]: And if that's true, then we're gonna run with that, that is a controlling idea or a concept.
15:34
[SPEAKER_00]: So if it's 10 years longer, if you're in your 50s, in your 50s question mark, live 10 years longer, such and such, Jim, that's my billboard.
15:47
[SPEAKER_00]: Something, I would have a concept like that and I would build my entire Jim around one idea.
15:54
[SPEAKER_00]: Our one offer.
15:56
[SPEAKER_00]: if you will.
15:57
[SPEAKER_00]: Even the idea that a gem that's not intimidating to me is a little bit of a high concept idea.
16:03
[SPEAKER_00]: It's harder for me to get my head around what that means than it is to live ten years long.
16:07
[SPEAKER_00]: Does that make sense?
16:08
[SPEAKER_00]: And so you're really looking for something that requires the least possible cognitive dissonance.
16:14
[SPEAKER_00]: So everybody, answer this question.
16:19
[SPEAKER_00]: Four plus four is what?
16:20
[SPEAKER_00]: Okay.
16:21
[SPEAKER_00]: In order for you to answer that question, you actually had to burn like one-tenth of one calorie.
16:27
[SPEAKER_00]: So every time you calculate and come up with an answer to something, your brain is actually the organ and your body that's burning more calories than any other organ in your body.
16:38
[SPEAKER_00]: It's about six to 800 calories a day.
16:39
[SPEAKER_00]: It's about 20% of your calorie expenditure is this super compute.
16:43
[SPEAKER_00]: So anytime you're causing somebody to think, you're causing them to burn calories.
16:47
[SPEAKER_00]: Your goal as a messenger is actually to disseminate your message so that your customer has to burn zero calories to understand it.
16:55
[SPEAKER_00]: Why?
16:55
[SPEAKER_00]: Because they will actually understand it.
16:58
[SPEAKER_00]: But if you actually asked them to burn 15 calories, you've lost 70% of the population at that point.
17:03
[SPEAKER_00]: Because they're not going to think.
17:05
[SPEAKER_00]: They're not going to do it for you.
17:06
[SPEAKER_00]: You thought your customers were lazy on the gym floor.
17:09
[SPEAKER_00]: They're even lazyer.
17:10
[SPEAKER_00]: They're brains.
17:11
[SPEAKER_00]: Right, and so you gotta go, this is very counter-intuitive because what you were trying to get your customers, your clients to do is burn calories and I'm telling you, don't make them burn calories.
17:22
[SPEAKER_00]: But that's what you gotta do, that's what you gotta do.
17:24
[SPEAKER_00]: So, very, very low-concept, easy to understand, and I would build the gym around that one controlling idea.
17:32
[SPEAKER_00]: And then, after they've been there a month, well, it's not the only thing we do, perfect.
17:37
[SPEAKER_00]: But give it a month, don't say it upfront.
17:42
[SPEAKER_02]: had everybody.
17:43
[SPEAKER_02]: Well, the front rows are actually takers.
17:45
[SPEAKER_02]: I love it.
17:47
[SPEAKER_00]: Who owns 10 years longer dot com?
17:52
[SPEAKER_00]: I would bet I would bet 50 bucks that it's available and it costs $12.
17:56
[SPEAKER_00]: What if you want to 11 years longer dot com?
18:00
[SPEAKER_00]: Yeah.
18:02
[SPEAKER_00]: You know what?
18:02
[SPEAKER_00]: 11 years longer actually sounds more scientific.
18:07
[SPEAKER_02]: It does.
18:07
[SPEAKER_02]: 11.25 years longer.
18:09
[SPEAKER_02]: Awesome.
18:09
[SPEAKER_02]: All right.
18:09
[SPEAKER_02]: We got time for two more.
18:12
[SPEAKER_02]: All right, let's go, the story brand emphasizes positioning the business as the guide.
18:18
[SPEAKER_02]: What are some practical ways Jim owners can build authority and trust?
18:21
[SPEAKER_02]: So prospects believe they're the right guide for somebody's fitness journey.
18:26
[SPEAKER_00]: Really great.
18:27
[SPEAKER_00]: Okay, so let me explain that concept.
18:29
[SPEAKER_00]: The book, Story Brand, talks about two different characters inside of narratives, inside of stories.
18:36
[SPEAKER_00]: Um, there's actually four, but two of them are hero and guide.
18:42
[SPEAKER_00]: So hero is Luke Skywalker, guide is Yoda.
18:45
[SPEAKER_00]: Hero is cateness, guide is what he from cheers, hey, much.
18:49
[SPEAKER_00]: Hero is George Banks, guide is Mary Poppins.
18:53
[SPEAKER_00]: What happens is the hero shows up on screen and they have a problem, they have to overcome and a guide shows up to help them overcome that problem.
19:05
[SPEAKER_00]: The guide is almost always a person who has overcome the problem the hero has.
19:09
[SPEAKER_00]: Hey, Mitch, actually, one of the hunger games.
19:11
[SPEAKER_00]: Yoda trained to be a Jedi, you know, so for the song.
19:17
[SPEAKER_00]: And you never want to position yourself as the hero in the story.
19:22
[SPEAKER_00]: The reason you never want to position yourself as the hero in the story is the hero is weak, ill-equipped, afraid to take action, and desperate need of help.
19:31
[SPEAKER_00]: Why would you ever position yourself as the hero in the story?
19:33
[SPEAKER_00]: Your position yourself as the second weakest character in the narrative.
19:37
[SPEAKER_00]: The weakest character is the victim.
19:40
[SPEAKER_00]: So you're right down there next to the victim if you're talking about yourself.
19:43
[SPEAKER_00]: Here's another reason.
19:44
[SPEAKER_00]: When you position yourself as the hero in the story, you remove yourself from the story of the customer.
19:50
[SPEAKER_00]: If you and I made a cocktail party and you say, what do you do?
19:52
[SPEAKER_00]: And I say, well, I want to jump.
19:54
[SPEAKER_00]: I actually started, I moved here 10 years ago, my wife, and I started it and how's it going?
19:59
[SPEAKER_00]: Well, we had some tough years during COVID, but it's going.
20:02
[SPEAKER_00]: I am telling you my story.
20:05
[SPEAKER_00]: And the more I tell my story, the more I position myself as the hero in the story, weak, ill-equipped.
20:12
[SPEAKER_00]: And not only that, you are in a separate story, then I am.
20:17
[SPEAKER_00]: I'm in a story about building a gym.
20:19
[SPEAKER_00]: You're in a story about being another dad in this 50s.
20:21
[SPEAKER_00]: Seems like I am.
20:23
[SPEAKER_00]: And I have effectively positioned myself as weak and in a separate story than you.
20:29
[SPEAKER_00]: Now, if you say, Don, what do you do?
20:32
[SPEAKER_00]: And I say, I have a big heart for guys in their 50s who realize they want to live 10 years longer.
20:39
[SPEAKER_00]: And so I developed, I have a jam, I developed a protocol for these guys.
20:41
[SPEAKER_00]: We have a cohort of guys who are committed to being sharp and able to do 10 pull-ups in their 80s.
20:48
[SPEAKER_00]: And they're like family to me.
20:49
[SPEAKER_00]: Crazy about them.
20:50
[SPEAKER_00]: I feel that way because my dad, I watched my dad get old before his.
20:54
[SPEAKER_00]: You are now my guide.
20:56
[SPEAKER_00]: You have effectively entered into my story.
20:59
[SPEAKER_00]: The story of a 50 year old who wants to get 10 years older and you're showing me how to do it.
21:02
[SPEAKER_00]: See what I'm saying?
21:04
[SPEAKER_00]: Now, did you tell me your story?
21:06
[SPEAKER_00]: No, you tricked me into thinking you told me your story.
21:09
[SPEAKER_00]: You told me the story of a 50 year old I once looked at yours long ago, and that's my story.
21:13
[SPEAKER_00]: And you've positioned yourself in my story.
21:15
[SPEAKER_00]: I don't know where you went to school.
21:16
[SPEAKER_00]: I don't know where your gym is.
21:17
[SPEAKER_00]: I don't know what your financial issues are.
21:19
[SPEAKER_00]: I don't know anything.
21:20
[SPEAKER_00]: All I know is, you're the guy who's going to get me out of this hole.
21:24
[SPEAKER_00]: Every hero is a story.
21:25
[SPEAKER_00]: Every story is about a hero in a hole.
21:27
[SPEAKER_00]: He's down in this hole.
21:30
[SPEAKER_00]: The guide comes over the hole.
21:33
[SPEAKER_00]: It says, sucks to be down there.
21:37
[SPEAKER_00]: I used to be down there.
21:39
[SPEAKER_00]: I have a compassion for guys down there.
21:42
[SPEAKER_00]: I'm throwing a rope down.
21:44
[SPEAKER_00]: The rope is called, mid in their 50s class.
21:50
[SPEAKER_00]: Climb the rope and come up here with us.
21:53
[SPEAKER_00]: That's all your communication.
21:54
[SPEAKER_00]: That's what you need to do.
21:56
[SPEAKER_00]: Guide helping the hero when jab can fix it.
22:03
[SPEAKER_00]: Jeb's the hero, weak, and in a story about trying to be president, nothing to do with me.
22:11
[SPEAKER_00]: Hillary Clinton loses the Donald Trump.
22:14
[SPEAKER_00]: Donald Trump got less votes than Mitt Romney.
22:21
[SPEAKER_00]: This was not a popular candidate.
22:23
[SPEAKER_00]: He could not drive people to the polls.
22:26
[SPEAKER_00]: Less votes than Mitt Romney.
22:28
[SPEAKER_00]: Anyone?
22:28
[SPEAKER_00]: Why?
22:33
[SPEAKER_00]: You know what her tagline was?
22:34
[SPEAKER_00]: I'm with her.
22:37
[SPEAKER_00]: She's the hero.
22:40
[SPEAKER_00]: And we're with her?
22:42
[SPEAKER_00]: Like, in a minivan?
22:45
[SPEAKER_00]: Where are we going?
22:46
[SPEAKER_00]: What are we, what are we doing with her?
22:48
[SPEAKER_00]: Where are we going?
22:51
[SPEAKER_00]: Why are we in this van?
22:52
[SPEAKER_00]: You see what I'm saying?
22:57
[SPEAKER_00]: How do they, I don't understand how they screw this up?
23:00
[SPEAKER_00]: Just make an offer, like literally, if she would have just said, Americans deserve a better quality of life.
23:09
[SPEAKER_00]: My single focused ambition of being president is to improve the quality of life of every American.
23:15
[SPEAKER_00]: And that means more money, longer life, less stress, vote for me.
23:21
[SPEAKER_00]: She'd have smoked them.
23:24
[SPEAKER_00]: Insecure people, make the story about them.
23:27
[SPEAKER_00]: Confident people, make the story about others.
23:30
[SPEAKER_00]: And when you are talking about yourself, you sound weak.
23:34
[SPEAKER_00]: You sound insecure, you sound like you, you sound like you want people to like you.
23:39
[SPEAKER_00]: When you talk about the client and their pain, very, very confident, strong, accomplished people have the ability to capacity to empathize for others who are hurting.
23:50
[SPEAKER_00]: If I have a two-thak, I'm sorry.
23:52
[SPEAKER_00]: I can't think about you right now.
23:58
[SPEAKER_00]: I'm not gonna think about you at all.
24:00
[SPEAKER_00]: And by the way, if you are in a hole hurting and I'm in a hole hurting, we're both looking for a guide.
24:07
[SPEAKER_00]: If I go to a nutritionist and say, I really need to lose 30 pounds, man.
24:10
[SPEAKER_00]: I mean, I just eat ice cream before bed, almost every night, it's really crazy.
24:13
[SPEAKER_00]: The nutrition is because, oh my God, me too.
24:20
[SPEAKER_00]: I'm like thanks for empathizing but you left out the competency part and you and I are now in a journey it's a called a group protagonist story and we are looking for a guide to help us out of this whole but I'm certainly not going to pay you.
24:34
[SPEAKER_02]: Yeah.
24:34
[SPEAKER_02]: Isn't it crazy with all of the research that's done on tag lines for presidential campaigns and all the money and people's round these folks they can't get it right?
24:45
[SPEAKER_02]: historical data on the taglines and who wins and at future pacing in what you're talking about.
24:50
[SPEAKER_02]: And they still do it wrong, still do it wrong, it's wild, all right.
24:53
[SPEAKER_02]: Last question, it's not, if you strip the way a story brand, if you strip the way the story brand framework entirely and can only give a Jim owner one sentence of advice to win in business, what would it be?
25:07
[SPEAKER_00]: What was the last part?
25:08
[SPEAKER_00]: To win the visit.
25:09
[SPEAKER_02]: Yeah.
25:09
[SPEAKER_02]: If you could only give a gem to a one sentence of advice to win in business.
25:14
[SPEAKER_02]: No one would.
25:15
[SPEAKER_02]: Yeah.
25:16
[SPEAKER_00]: Okay.
25:16
[SPEAKER_00]: First of all, I want to point out the question because it reinforces a point that I made.
25:24
[SPEAKER_00]: Everybody wants one thing.
25:28
[SPEAKER_00]: Did you hear the question?
25:30
[SPEAKER_00]: What's the question saying?
25:33
[SPEAKER_00]: Well, the question is really saying, like, I respect you, I admire you, but I can't hold five bowling balls, like, give me one.
25:41
[SPEAKER_00]: So that is my answer.
25:45
[SPEAKER_00]: Give them one.
25:48
[SPEAKER_00]: Give them what he wants.
25:48
[SPEAKER_00]: That guy wants one thing, because he can't walk out of here with a suitcase full of bowling balls.
25:52
[SPEAKER_00]: And by the way, when you start talking about ligaments, and
25:55
[SPEAKER_00]: Art rate variability, you take that bowling ball, you wrap it in Vaseline, and then toss it out.
26:00
[SPEAKER_00]: There's like, it can't do it.
26:07
[SPEAKER_00]: You know too much.
26:09
[SPEAKER_00]: I hate that because you've dedicated your life to this.
26:13
[SPEAKER_00]: You know too much.
26:16
[SPEAKER_00]: And because of that, you have something that a guy named Leila Fever, a wonderful author of a book called The Art of Explodation, he calls it the curse of knowledge.
26:25
[SPEAKER_00]: And let me just give you some affirmation.
26:28
[SPEAKER_00]: How many of you feel like after this last 90 minutes, you've not done a good job in your messaging period, okay?
26:36
[SPEAKER_00]: Let, if you have your hand raised, right now, let me tell you why, you're smart.
26:43
[SPEAKER_00]: Byinary black and white thinkers, who speak like third graders, are at a distinct advantage in this arena.
26:50
[SPEAKER_00]: Think about Donald Trump, right?
26:55
[SPEAKER_00]: It wasn't a progobarma when they, I have a buddy who's the guy who was head of Shield Team 6 that night and he's watching the watching Obama when they killed Bin Laden.
27:07
[SPEAKER_00]: And Obama has this very sophisticated, you know, explanation for what happened in Bogolad.
27:14
[SPEAKER_00]: So you watch the parallel with Trump, and he's like, tonight we killed Bindatti, died like a dog.
27:21
[SPEAKER_00]: He died like a dog, and I'm like, I hate that I like that state, I like it.
27:35
[SPEAKER_00]: People freaking love him.
27:37
[SPEAKER_00]: Don't I mean, it's amazing.
27:45
[SPEAKER_00]: The question wanted me to narrow it down to one thing.
27:47
[SPEAKER_00]: The one thing is narrow it down to one thing.
27:51
[SPEAKER_00]: And be known for that.
27:52
[SPEAKER_00]: And everybody in this room could be known for something different.
27:54
[SPEAKER_00]: I guarantee you.
27:56
[SPEAKER_00]: But be known for it.
27:58
[SPEAKER_00]: The other thing.
27:58
[SPEAKER_00]: Let me just say this really quick.
28:02
[SPEAKER_00]: Words are extremely powerful to frame your value.
28:16
[SPEAKER_00]: They are also extremely powerful to devalue you.
28:21
[SPEAKER_00]: I had the mistake, I was very insecure in high school in junior high and even college and all the kind of stuff.
28:30
[SPEAKER_00]: And the way I learned to fit in was to be kind of disarming and what's the word self-deprecating, thank you.
28:45
[SPEAKER_00]: It was really in my thirties and forties that I realized that that has a place to kind of disarm an audience, but I need to stop doing that because I'm charging people a lot of money and they need to have some confidence and I don't need to say things like, well, I don't always know what I'm talking about or I'm not a smart guy in the room, but my guess is I need to say, there's probably not anybody on the planet that I know of who's better coming up with a message than I am and that's why you're paying so much for it.
29:14
[SPEAKER_00]: And if it doesn't work, which it always works.
29:16
[SPEAKER_00]: If it doesn't work, we'll come back and do things.
29:19
[SPEAKER_00]: You want to use words to frame your value.
29:22
[SPEAKER_00]: So that one thing that you're coming up with is the thing that is convincing people you are valuable.
29:29
[SPEAKER_00]: When you think about a thought leader on longevity, who do you think of?
29:35
[SPEAKER_00]: Did you hear that in this room?
29:37
[SPEAKER_00]: Peter, it's you.
29:39
[SPEAKER_00]: That's fascinating.
29:44
[SPEAKER_00]: Do you think Peter Ate is going to make at least seven figures every year for the next 25 years?
29:49
[SPEAKER_00]: Do you know why?
29:50
[SPEAKER_00]: Because when I say the word longevity, you said the word Peter Atea.
29:54
[SPEAKER_00]: That's why.
29:56
[SPEAKER_00]: That is the one reason Peter Atea will make seven figures for the rest of his life.
30:00
[SPEAKER_00]: He could probably make, I mean, he could make 50 million a year for the rest of his life if he would license his name out, and various products, he's not going to do that.
30:10
[SPEAKER_00]: because that's how valuable it is to be known for something.
30:14
[SPEAKER_00]: So if you are known as the 10-year longer guy, that's extreme value.
30:18
[SPEAKER_00]: And if you have not thought about what you're going to be known for, the best serve in the game, right?
30:28
[SPEAKER_00]: Big ass biceps, I don't care.
30:33
[SPEAKER_00]: What are you going to be known for?
30:35
[SPEAKER_00]: What are you fitness in 20 minutes?
30:38
[SPEAKER_00]: Fitness made easy, you know, whatever that is.
30:40
[SPEAKER_00]: you want to be you want to workshop that when people are starting to respond to it that's what you're going to run and then you're going to and you need to be the solution to you need to be known as the solution to a problem you know when i was studying all this all in with the story if that's okay we uh... i'm the know are you do we need to get out here nope these snoop dog is waiting my wife
31:03
[SPEAKER_00]: My beautiful wife, I think she's going to try to come in the room because she's going to go to this party too.
31:08
[SPEAKER_00]: I don't know if she's here.
31:10
[SPEAKER_00]: She would hate this anyways.
31:14
[SPEAKER_00]: I was working in the White House at a little Obama administration.
31:19
[SPEAKER_00]: And I would stay at this Ben breakfast in DC and my wife ran the Ben breakfast.
31:24
[SPEAKER_00]: I didn't know she wasn't my wife, it's got her.
31:26
[SPEAKER_00]: And I was like, I'm crazy about this girl.
31:28
[SPEAKER_00]: I mean, the first time I met her, I'm like this, I'm crazy about this.
31:32
[SPEAKER_00]: and she and I just kept in touch for three years.
31:38
[SPEAKER_00]: I would not, I was terrible with women.
31:40
[SPEAKER_00]: I would not had no confidence.
31:41
[SPEAKER_00]: I would not drive to the hoop.
31:43
[SPEAKER_00]: We would email back and forth when she came to Portland, I'd see her and all this kind of stuff.
31:47
[SPEAKER_00]: And the reason I was not driving strong is I knew she kind of had a boyfriend like something was going on.
31:53
[SPEAKER_00]: And two years at least go by, I'm going to DC.
31:57
[SPEAKER_00]: I'm like, I'm not even calling her, because I always feel like I got the flu after I talked or like my heart is broken.
32:02
[SPEAKER_00]: I'm like, I'll never have a girl like that.
32:04
[SPEAKER_00]: I'm still didn't want to see her.
32:05
[SPEAKER_00]: She calls me.
32:06
[SPEAKER_00]: She finds out, she's like, hey, let's get dinner.
32:08
[SPEAKER_00]: Some friends want to meet you.
32:09
[SPEAKER_00]: She's great.
32:10
[SPEAKER_00]: Let's get dinner, Betsy.
32:11
[SPEAKER_00]: So she's sitting next to me, dinner, her friends are there.
32:14
[SPEAKER_00]: And she had the signal that if things were going, well, she's going to kick her friend on the table and they were going to leave.
32:19
[SPEAKER_00]: And so she kicks its friends, and she comes around here, and I say, I've been studying all of this stuff, how to position yourself, make sure you position yourself solution to a problem, that increases your value, have a deadline, and things like that.
32:35
[SPEAKER_00]: All the sales stuff, and so she's, and I say, hey, are you seeing anybody, she goes off and on, I've been seeing this guy for about three years?
32:42
[SPEAKER_00]: You offer you on, she goes, look, I don't even know if we're off or off.
32:45
[SPEAKER_00]: And but he's a great guy's doing all this work in Africa is saving all these lives, all this kind of stuff like I'm listening right like where's my opening here and I go three years long time since like you should have a ring on your finger Because yeah, he's kind of more committed to Africa than he is to me, and I'm like there we go Don Miller the solution to a problem And I said
33:14
[SPEAKER_00]: Betsy, I'm going to be honest, if I were dating you, it would not take me three years to figure out that you're the kind of girl you locked down.
33:22
[SPEAKER_00]: You marry a girl at you.
33:24
[SPEAKER_00]: And I said, 30 days are now going to call you.
33:29
[SPEAKER_00]: And I'm going to ask you on a date.
33:32
[SPEAKER_00]: If you're dating somebody, it's going to be very, very awkward.
33:34
[SPEAKER_00]: Mostly for him.
33:37
[SPEAKER_00]: We don't know who pays for dinner, you know, all the kind of stuff.
33:40
[SPEAKER_00]: And she's literally like, what is happening this guy is full.
33:45
[SPEAKER_00]: She goes home that night and she was, you will not believe that our Miller did it better.
33:49
[SPEAKER_00]: They're like, the girls are like, what?
33:50
[SPEAKER_00]: It was to give me 30 days to break up.
33:52
[SPEAKER_00]: And all the girls were like, break up.
33:56
[SPEAKER_00]: These girls are very good friends of mine right now.
34:02
[SPEAKER_00]: And when we're married, we have a kid, and she's probably, I don't know, she's on her way.
34:08
[SPEAKER_00]: Words are extremely bad.
34:10
[SPEAKER_00]: And I say that choking, it's a fun joke to tell.
34:14
[SPEAKER_00]: But listen, you can be known as the person who changed somebody's life if you tell them how you're changing.
34:21
[SPEAKER_00]: If you're telling them, I'm the guy who's going to give you the best serve in the game.
34:28
[SPEAKER_00]: I'm the guy who's going to help you live 10 years long.
34:31
[SPEAKER_00]: That begins to spread, but all the rules apply.
34:34
[SPEAKER_00]: Can't be elusive, can't be vague.
34:36
[SPEAKER_00]: If you say I'm the guy who gives men in their 50s better fulfillment, you will be forgotten.
34:42
[SPEAKER_00]: I can not, I don't know what better fulfillment is.
34:45
[SPEAKER_00]: Like what is that?
34:46
[SPEAKER_00]: Right?
34:47
[SPEAKER_00]: I don't know what natural dog food made from organic ingredients is.
34:52
[SPEAKER_00]: I know what 10 years longer is.
34:54
[SPEAKER_00]: I know what four years longer is.
34:55
[SPEAKER_00]: I know what best serve in the game is.
34:58
[SPEAKER_00]: I know an in-shape in only 20 minutes twice a week is, stop being clever, start being clear, and it's going to move the needle for it.
35:08
[SPEAKER_00]: And not only is it going to move the needle for you, you're going to transform lies, which I know every person in this room is what's why you're in the room.
35:15
[SPEAKER_00]: You want to see transformation in your clients, and you will be the guy, and someday somebody will stand up at your funeral and said, probably dead, but one for her, I'd be dead if one for her.
35:27
[SPEAKER_00]: Right?
35:28
[SPEAKER_00]: I wouldn't be able to play with my grandkids at the work ground.
35:30
[SPEAKER_00]: I'm just so, that he was so much more than a trainer to me.
35:33
[SPEAKER_00]: So much more than a trainer.
35:35
[SPEAKER_00]: I feel like he saved my life.
35:37
[SPEAKER_00]: That's how we want people talking about us.
35:38
[SPEAKER_00]: And you get there with words.
35:41
[SPEAKER_00]: Your heart's already there.
35:42
[SPEAKER_00]: Your knowledge is already.
35:43
[SPEAKER_00]: Your commitment's already there.
35:45
[SPEAKER_00]: Your passions are already there.
35:46
[SPEAKER_00]: Your work ethic's already there.
35:47
[SPEAKER_00]: Your words are not there.
35:50
[SPEAKER_00]: So, let's start using the right words.
35:53
[SPEAKER_00]: Right, thank you.
35:53
[SPEAKER_00]: Give it up for Donald Miller, buddy.
36:00
[SPEAKER_02]: All right, and there you have it.
36:01
[SPEAKER_02]: What a great conversation with Donald Miller, if story brand.
36:06
[SPEAKER_02]: Guys, hopefully that helped you.
36:08
[SPEAKER_02]: Maybe change the way you think about how you communicate your marketing message out to the market.
36:16
[SPEAKER_02]: Hopefully that helps you guys give us a like.
36:18
[SPEAKER_02]: Give us a share.
36:19
[SPEAKER_02]: If you could do us a huge favor, go to Apple Podcasts and drop a review, five star review, if you don't mind.
36:27
[SPEAKER_02]: that helps us get seen a little bit more and helps spread the good word.
36:31
[SPEAKER_02]: So that's it for this episode.
36:33
[SPEAKER_02]: Hopefully you enjoyed.
36:34
[SPEAKER_02]: We'll see you on the next show.
36:35
[SPEAKER_02]: Bye.
36:37
[SPEAKER_02]: All right, thanks for listening to another episode of the BuildsGirl podcast.
36:40
[SPEAKER_02]: If you want more help growing your business, join our free Facebook group, profit accelerator, hoping training gyms grow to $30,000 a month and beyond.
36:49
[SPEAKER_02]: We'd love to see you there.
36:50
[SPEAKER_02]: Go check out the show notes for the link and keep building something great and we'll see you in the next episode.