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Your Brand Is Not Your Logo: How Video Storytelling Builds Trust and Wins Clients with Graham Kuhn · Unstoppable Success Podcast

• 0:22
  Jaclyn Strominger: Hello, everybody, and welcome to another amazing episode of Unstoppable Success.
• 0:27
  Jaclyn Strominger: I am your host, Jacqueline Strominger.
• 0:29
  Jaclyn Strominger: And on this podcast, we hear from amazing leaders, industry professionals on their tips, insights on unstoppable success.
• 0:38
  Jaclyn Strominger: We get to hear their stories so you can glean your way to having success.
• 0:44
  Jaclyn Strominger: And today I get to introduce you to the amazing Graham Coon.
• 0:48
  Jaclyn Strominger: And let me tell you a little bit about Graham.
• 0:51
  Jaclyn Strominger: He is the founder of Focus Films, where he helps personalized medicine practices tell their story their patients need to hear before they ever reach out.
• 1:01
  Jaclyn Strominger: And Graham creates brand story films for conciers, concierge, say that 10 times fast, membership-based and direct care physicians, helping them bridge the critical gap between someone researching a practice and finally deciding that's the doctor that I've been looking for.
• 1:18
  Jaclyn Strominger: With a background as a music and opera performer, Graham brings a unique ability to draw out the real story behind a physician's mission, why they left the traditional system and what kind of care they're creating and what it actually feels like to be a patient in their practice.
• 1:34
  Jaclyn Strominger: He works, his work helps doctors build trust, shorten the sales cycle, and connect with people that they were meant to serve.
• 1:42
  Jaclyn Strominger: So welcome, Graham.
• 1:43
  Jaclyn Strominger: And yes, I have to just say doctors do sell.
• 1:47
  SPEAKER_00: Oh, yeah.
• 1:50
  SPEAKER_00: Absolutely.
• 1:52
  SPEAKER_00: Well, hey, thanks for having me, Jacqueline.
• 1:53
  SPEAKER_00: I'm looking forward to our conversation.
• 1:55
  Jaclyn Strominger: It's so great to have you here.
• 1:57
  Jaclyn Strominger: So, you know, I'm looking at your bio, and you've had an interesting trajectory, you know, gym manager, working at a church to now this.
• 2:07
  Jaclyn Strominger: This is like these are great steps to unstoppable success.
• 2:11
  Jaclyn Strominger: So talk a little bit about your journey and how you got to where you are right now.
• 2:16
  SPEAKER_00: Sure.
• 2:16
  SPEAKER_00: And you also mentioned in the intro about my background in in music, and that's kind of where it all started was I went to college to be an opera singer.
• 2:23
  SPEAKER_00: And so that got me to a big city.
• 2:25
  SPEAKER_00: I grew up in Wisconsin.
• 2:27
  SPEAKER_00: Singing got me to Atlanta, a big metropolis.
• 2:29
  SPEAKER_00: And then from there had a singing career, and from that got to doing music at a big church.
• 2:34
  SPEAKER_00: And then through that, they were it was like 2009 or 10.
• 2:37
  SPEAKER_00: They were like, Hey, you've made videos before for your like wrestling teams and football highlights.
• 2:41
  SPEAKER_00: I'm like, Yeah.
• 2:42
  SPEAKER_00: They're like, Can you start doing video production for us?
• 2:45
  SPEAKER_00: I'm like, sure.
• 2:46
  SPEAKER_00: So over the next 10 years or so, I was cranking out three or four videos every single week.
• 2:52
  SPEAKER_00: And I mean, that's a lot of videos, man.
• 2:54
  SPEAKER_00: And just really adapted this storytelling, authentic, real human, behind the brand kind of a vibe that I do.
• 3:01
  SPEAKER_00: Not scripted sales videos and things like that, but really like documentary, emotional kind of stuff.
• 3:07
  SPEAKER_00: And then, long story short, it's just my church luckily was in a very well-to-do area of Atlanta.
• 3:14
  SPEAKER_00: So everybody in the church every weekend is seeing my work and they start calling the office like, hey, who who makes the videos?
• 3:21
  SPEAKER_00: They're very good.
• 3:22
  SPEAKER_00: I need one for my business.
• 3:23
  SPEAKER_00: And that slowly snowballed into a very successful side hustle and got to a point where I'm up till two in the morning editing.
• 3:31
  SPEAKER_00: I'm using every day of my vacation to go on video shoots and something had to give.
• 3:36
  SPEAKER_00: And so at 45 years old, my wife and I are like, Oh my gosh, am I gonna quit my salary job with health insurance and all that with benefits and all those things?
• 3:46
  SPEAKER_00: Three young kids at home, and my wife's a stay-at-home mom, and we're like, Yeah, we're gonna do it.
• 3:51
  SPEAKER_00: So we saved up money, and I had a full book of clients.
• 3:54
  SPEAKER_00: And I mean, I had like a hundred grand of committed contracts for the next like four months, and so compared to my church salary, that was insane.
• 4:04
  SPEAKER_00: The rough part of the story is that my last day at the salary job was March 13th, 2020.
• 4:10
  SPEAKER_00: Three days later, everything shut down and all the clients disappeared, and I had nothing.
• 4:16
  SPEAKER_00: And so that was it was a rough time.
• 4:18
  SPEAKER_00: We got through it, everything turned out great.
• 4:22
  SPEAKER_00: We're, you know, six years into full time and doing really well.
• 4:26
  SPEAKER_00: But that was that was a tough time, but that's how I got to where I'm at now.
• 4:30
  Jaclyn Strominger: Okay, so I want to talk a little bit about that hurdle of of you know, obviously, you know, how did you get through that that tough time?
• 4:38
  SPEAKER_00: Like, yeah, I think a lot of it was as cliche as it is, but it's it's mental toughness or focusing or being stoic or not being too emotional like I just tried to focus.
• 4:51
  SPEAKER_00: Like, okay, this is and and and don't get me wrong, I'm usually really even keeled.
• 4:55
  SPEAKER_00: But for that next two weeks, when everything shut down and every phone call I got was cancel the project, cancel the project, cancel the project.
• 5:03
  SPEAKER_00: And I just quit my job and I got three kids at home, and I just sat on the couch and got drunk for two weeks straight.
• 5:09
  SPEAKER_00: I'm not even kidding.
• 5:10
  SPEAKER_00: And it's just like I didn't know what to do.
• 5:13
  SPEAKER_00: But so it was focusing on my father-in-law was telling me I need to beg for my job back.
• 5:19
  SPEAKER_00: My wife is literally screaming at me in the kitchen, like, you need to call them and get your job back.
• 5:24
  SPEAKER_00: And I just kept saying, I'm not feeling that.
• 5:26
  SPEAKER_00: I'm not feeling pulled to do that.
• 5:29
  SPEAKER_00: I know that if I go back to that safety, that salary and all that, I'll never have the guts to do this again.
• 5:36
  SPEAKER_00: Like it was really scary.
• 5:37
  SPEAKER_00: I never dreamed of being an entrepreneur.
• 5:40
  SPEAKER_00: Like it just it just happened.
• 5:42
  SPEAKER_00: So I knew I wouldn't have the guts to do it again.
• 5:44
  SPEAKER_00: Um, and then slowly but surely, I started focusing more on clients who needed help.
• 5:49
  SPEAKER_00: I focus on helping.
• 5:51
  SPEAKER_00: I sh I focus on just showing up, especially in my local community.
• 5:55
  SPEAKER_00: I was offering free videos for restaurants and whoever needed help.
• 5:59
  SPEAKER_00: I'm like, let me help you tell your message.
• 6:01
  SPEAKER_00: How can I help you?
• 6:02
  SPEAKER_00: How can I be a leader in this community?
• 6:04
  SPEAKER_00: Clients were calling out, like, well, we've pivoted to live streaming now.
• 6:08
  SPEAKER_00: Can you do live streaming?
• 6:09
  SPEAKER_00: And I'm like, yeah, I can do that.
• 6:10
  SPEAKER_00: I can get some equipment.
• 6:12
  SPEAKER_00: I've done it at the church.
• 6:13
  SPEAKER_00: And so I really just focused on serving.
• 6:16
  SPEAKER_00: Like I always say, serve to sell.
• 6:19
  SPEAKER_00: I believe if I show up and I serve people, that's how I sell.
• 6:22
  SPEAKER_00: It's just, I'm here to help.
• 6:24
  SPEAKER_00: I truly believe in what I do.
• 6:25
  SPEAKER_00: I truly a thousand percent believe that what I do benefits people.
• 6:30
  SPEAKER_00: And so it's easy for me to quote unquote sell it because I really believe that it's gonna help.
• 6:35
  SPEAKER_00: And so just focusing on serving, focusing on helping, focusing on showing up and not just crawling in that ball, you know, crawling up in the corner and sucking my thumb and crying, like, oh my God, what did I do?
• 6:44
  SPEAKER_00: I did that for two weeks.
• 6:45
  SPEAKER_00: I am not perfect, but then I just I knew I had to take action.
• 6:50
  SPEAKER_00: Imperfect action beats inaction anytime.
• 6:53
  SPEAKER_00: I just had to do something.
• 6:56
  SPEAKER_00: And so I just started doing something by showing up in the community, offering free videos, like doing whatever I could to keep moving forward.
• 7:05
  Jaclyn Strominger: So, listeners, I want you to understand something that is so important action.
• 7:11
  Jaclyn Strominger: What Graham is saying is is to have that unstoppable success when you take the leap, action is always going to win.
• 7:23
  Jaclyn Strominger: So kudos to you.
• 7:24
  Jaclyn Strominger: Like, like I feel like you know, pat yourself on the back and like give yourself like the right, because right, that's that's huge.
• 7:31
  Jaclyn Strominger: I mean, it it could have gone it could it could have gone backwards, right?
• 7:36
  Jaclyn Strominger: And it was great that you listen to your gut, yeah, what your gut was telling you, and that's so important.
• 7:44
  Jaclyn Strominger: I can't begin to tell you how many times I wish I had really listened to my gut when the gut was was telling me something, or there was getting some weird vibration, or some like I don't know, like your gut's telling you, or you feel like listen to your gut.
• 8:03
  SPEAKER_00: I'll say I do that in sales meetings as well.
• 8:06
  SPEAKER_00: I learned that from a mentor years ago, where it was like, if you want to be happy in your business, you want to work with people that make you happy.
• 8:13
  SPEAKER_00: You want to work with people you like being around.
• 8:16
  SPEAKER_00: And so it's this if you get like red flag vibes, or it's like this doesn't feel like a good fit, don't be desperate and take the job just because you quote unquote need the money.
• 8:26
  SPEAKER_00: Filter people out, and if it's not a good fit, then say no.
• 8:29
  SPEAKER_00: And I've that is a huge lesson for me because when we first start out, it's like I need every dollar.
• 8:35
  SPEAKER_00: I know they don't have any budget, but I really need the work, and they're a complete nightmare, but I really need the money.
• 8:40
  SPEAKER_00: It's so soul sucking, and you lose all of your joy, and you know, their name shows up on your phone, you're like, oh my God.
• 8:48
  SPEAKER_00: Whereas now, because I say no to the red flags, I just I luck, I love working with everybody that I work with.
• 8:55
  SPEAKER_00: I love working with my clients, and it's such a blessing to learn that lesson that we need to filter out the the red flags and and feel your gut like I'm not getting great vibes from this person.
• 9:06
  SPEAKER_00: Maybe it's not a great fit.
• 9:09
  Jaclyn Strominger: Right.
• 9:10
  Jaclyn Strominger: I I love that, and it's so true, particularly with clients.
• 9:14
  Jaclyn Strominger: You like as you said, I love that you know, you have to like the people that you're working with.
• 9:18
  Jaclyn Strominger: You really, really do.
• 9:20
  Jaclyn Strominger: You have to really like them.
• 9:22
  SPEAKER_00: I actually had a coffee meeting with a coach this morning.
• 9:24
  SPEAKER_00: We were just catching up, and and I was just talking to her about how you know it used to be like, well, if you if you're not happy in your job or whatever, you just you just push through, suck it up, and just tough it out.
• 9:34
  SPEAKER_00: You know, I don't I don't know if that was my I don't know if that was my Wisconsin farm boy upbringing, or like I was picturing my college wrestling coach being like, run another set of stairs, you fat ass.
• 9:45
  SPEAKER_00: Like that that is the coaching that I had.
• 9:47
  SPEAKER_00: It was like just push through.
• 9:49
  SPEAKER_00: But I'm like, I've realized there's nothing wrong with being happy.
• 9:52
  SPEAKER_00: There's nothing wrong with enjoying what you do.
• 9:55
  SPEAKER_00: You can you can chase joy, you can chase happiness.
• 9:59
  SPEAKER_00: There's not, you don't have to sit in a job that makes you miserable the rest of your life because that's what your dad did, that's what your grandpa did.
• 10:05
  SPEAKER_00: It's like it's okay to be happy with what you do.
• 10:09
  SPEAKER_00: And I think a lot of people don't realize that.
• 10:11
  SPEAKER_00: They're like, well, you just go to college and then you work in a cubicle the rest of your life, and then you get a gold watch and you die.
• 10:17
  SPEAKER_00: That doesn't sound fun to me.
• 10:19
  Jaclyn Strominger: No, that doesn't sound fun, it just sounds like Dilbert.
• 10:22
  SPEAKER_00: Exactly.
• 10:23
  SPEAKER_00: Exactly.
• 10:24
  SPEAKER_00: That's our eight, that's our Gen X upbringing.
• 10:26
  SPEAKER_01: It's like just if you guys don't know what Dilbert is, because we're saying that the we're saying about our ages, go look it up.
• 10:33
  SPEAKER_01: It's a cartoon.
• 10:34
  SPEAKER_01: It used to appear in the newspaper.
• 10:39
  SPEAKER_00: Oh my god, that's all good.
• 10:41
  SPEAKER_01: Sorry, I'm like, oh I'm really not that old, am I?
• 10:46
  SPEAKER_00: I know that I am, I know that I am, but hey, I embrace it.
• 10:51
  Jaclyn Strominger: All right, so I love that you that you know, this business came out of something that you were doing.
• 10:59
  Jaclyn Strominger: So you know, people are asking you about can you do this kind of kind of recording, go live streaming during COVID?
• 11:06
  Jaclyn Strominger: So, how did you end up with with the medical practice?
• 11:09
  Jaclyn Strominger: Like, where did you where did that because I'm assuming not all the people that you that were coming to you initially were doctors?
• 11:17
  SPEAKER_00: Yeah, exactly.
• 11:18
  SPEAKER_00: I started basically serving anybody that you know could afford it.
• 11:22
  SPEAKER_00: Um, then I kind of whittled it down to I really like working with like construction companies, whether it's roofers or home builders or things like that.
• 11:31
  SPEAKER_00: I got on a retainer with a luxury custom home builder out of Florida, who I'm still with seven years later.
• 11:37
  SPEAKER_00: I found out that I really like working with those people, and then also I loved working with like the local chiropractors, the local attorneys.
• 11:46
  SPEAKER_00: Like I enjoyed working with them.
• 11:48
  SPEAKER_00: And then the farther I went down the line, as I started working with a coach, we were trying to like really hone in on my one-year goals, my 10-year goals.
• 11:58
  SPEAKER_00: Where do you want to be when you retire?
• 12:00
  SPEAKER_00: What do you want to do?
• 12:00
  SPEAKER_00: And the more we talked, he's like, Who do you absolutely love working with?
• 12:05
  SPEAKER_00: And if you could work with them the rest of your life, you'd be happy.
• 12:08
  SPEAKER_00: And I literally said, concierge medicine.
• 12:11
  SPEAKER_00: And he's like, Why is that?
• 12:13
  SPEAKER_00: And it's because one, it's a very untapped market.
• 12:18
  SPEAKER_00: I think it's an emerging market where doctors and physicians are starting to leave the hospital model, the insurance model, and going on their own.
• 12:27
  SPEAKER_00: Because from what I've heard from my clients, is they get burned out with that model.
• 12:32
  SPEAKER_00: They don't feel like they can serve their clients, serve their patients the way that they were trained to because they're limited by what insurance lets them prescribe and lets them do.
• 12:43
  SPEAKER_00: They feel very rushed.
• 12:44
  SPEAKER_00: They get 10 minutes with each patient.
• 12:47
  SPEAKER_00: And I mean, gosh, one of my clients told me she had 3,000 patients on her books when she was working in a hospital.
• 12:54
  SPEAKER_00: I'm like, how is that even possible?
• 12:56
  Jaclyn Strominger: And so do the math, right?
• 12:58
  Jaclyn Strominger: 3,000 patients divided by five divided by how many 15 minutes per, you know, whatever.
• 13:05
  SPEAKER_00: Well, I went to college being an opera major.
• 13:07
  SPEAKER_00: I don't do math.
• 13:08
  Jaclyn Strominger: But uh I think in numbers, sorry.
• 13:12
  SPEAKER_00: But yeah, I know it it just it sounds like such a huge number, but I can I see how okay, I I see how that makes sense.
• 13:17
  SPEAKER_00: But it's like 3,000, whereas they've got up, you know, I don't know, 50 or 100 now in their current practice.
• 13:23
  SPEAKER_00: But really, why I I like working with them is first of all, that courage to leave the safety net of what they were doing.
• 13:30
  SPEAKER_00: Second of all, their heart behind actually wanting to help people.
• 13:33
  SPEAKER_00: Like my the very first iteration of my brand story video from my company focused films started off with me saying, I just love to see people win.
• 13:42
  SPEAKER_00: I love to uplift others.
• 13:43
  SPEAKER_00: I think a rising tide lifts all boats.
• 13:46
  SPEAKER_00: And I think the more I give, the more I get.
• 13:48
  SPEAKER_00: And so I love to see other people win.
• 13:51
  SPEAKER_00: I have a very abundant mindset.
• 13:54
  SPEAKER_00: I don't have a scarcity mindset where if you win, then somehow I lost.
• 13:58
  SPEAKER_00: And I think these physicians take that same approach where they're just like, I just want to help people.
• 14:04
  SPEAKER_00: I want I want to see people win, if you will.
• 14:06
  SPEAKER_00: And so I love that.
• 14:08
  SPEAKER_00: And so my coach was just like, who, who do you love working with?
• 14:11
  SPEAKER_00: Let's pick that ideal client and like really extrapolate from there.
• 14:16
  SPEAKER_00: And so, also because concierge medicine is kind of an unknown industry for the most part, they spend so much time having to explain what they do.
• 14:25
  SPEAKER_00: Well, how do you take insurance?
• 14:27
  SPEAKER_00: How is this different than what you were doing?
• 14:29
  SPEAKER_00: Oh, it's a monthly fee or it's a retainer, or it's an and explaining that we put that on a video and it's on the website.
• 14:36
  SPEAKER_00: Then they don't have to explain it a hundred times, it's already there.
• 14:39
  SPEAKER_00: Or their brand story video talking about why they left the hospital, and it's all I focus on why.
• 14:46
  SPEAKER_00: For all of my clients, I focus on why they did it because that's what resonates with people.
• 14:50
  SPEAKER_00: So telling that story that's on the websites.
• 14:52
  SPEAKER_00: And when somebody goes there, they're like, Oh, instead of reading five pages of a website, let me watch this two-minute video, very emotional documentary.
• 15:00
  SPEAKER_00: The physician is speaking from their heart, and it just touches the person.
• 15:04
  SPEAKER_00: They're like, Oh my gosh, I need to work with this person.
• 15:07
  SPEAKER_00: And so, really, just all in all, those people resonate with me.
• 15:11
  SPEAKER_00: It just aligns with who I am, with wanting to help people, wanting to do good in the world.
• 15:15
  SPEAKER_00: It's not like my wife and I live a fairly holistic lifestyle.
• 15:20
  SPEAKER_00: Like my wife is very anti-pharmaceuticals.
• 15:22
  SPEAKER_00: I'm like, give me all the drugs.
• 15:24
  SPEAKER_00: But so uh, but we embrace, you know, the the doctors who are like, Well, we don't have to prescribe medicine.
• 15:32
  SPEAKER_00: Let's try tweaking your diet a little bit and maybe exercising twice a week.
• 15:37
  SPEAKER_00: Let's try lifestyle changes before we prescribe.
• 15:39
  SPEAKER_00: I think that's amazing.
• 15:41
  SPEAKER_00: And so I love to tell those stories.
• 15:43
  SPEAKER_00: So I just slowly niche down into this specific industry because it just aligns with who I am and who I want to help.
• 15:50
  SPEAKER_00: And by me helping them, they're gonna help thousands of people.
• 15:54
  SPEAKER_00: And I gotta say that that feels pretty damn good.
• 15:57
  SPEAKER_00: Like knowing that I'm gonna have this ripple effect across humans.
• 16:02
  Jaclyn Strominger: That's right.
• 16:04
  Jaclyn Strominger: You're gonna have this great impact.
• 16:05
  Jaclyn Strominger: You know, yeah, I love it.
• 16:07
  Jaclyn Strominger: You help create the impact.
• 16:09
  Jaclyn Strominger: So, because of your because of niching down, do you only work with doctors?
• 16:15
  Jaclyn Strominger: I mean you mentioned real estate and you mentioned you know, you know, so obviously you have other clients, but do you still take on other others?
• 16:25
  SPEAKER_00: Yeah, yeah.
• 16:26
  SPEAKER_00: It's just my website right now is specifically for concierge medicine.
• 16:29
  SPEAKER_00: There's only two offers on there, and that's what we're focusing on.
• 16:32
  SPEAKER_00: But I'm still working with, like, actually, I'm doing a bunch of stuff for Microsoft right now, working with realtors and attorneys and things like that.
• 16:41
  SPEAKER_00: I'm just not seeking that out.
• 16:43
  SPEAKER_00: I'm not advertising it.
• 16:45
  SPEAKER_00: But at the end of the day, the frameworks that we take from storytelling and the neuroscience and how we do messaging and how we get you to sound comfortable on camera and authentic, it's all the same across all industries.
• 16:55
  SPEAKER_00: It's just for the home builder, we're shooting B-roll of you building a house.
• 16:59
  SPEAKER_00: For the chiropractor, we're shooting B-roll of you working on somebody's neck.
• 17:03
  SPEAKER_00: But the story framework and all that is all the same.
• 17:07
  Jaclyn Strominger: Right.
• 17:07
  Jaclyn Strominger: Right.
• 17:08
  Jaclyn Strominger: But but I want to bring something out.
• 17:12
  Jaclyn Strominger: So, because I think some people, something that you said, and so listeners, I think this is also a really important tip.
• 17:22
  Jaclyn Strominger: You know, when you started your business, you were you were like taking whatever stuff, but you end up niching down.
• 17:28
  Jaclyn Strominger: And here's the thing that I I I think that's also really important is that when you niche down your focus on one business, but what ends up happening is other people still see your work.
• 17:40
  Jaclyn Strominger: So you you don't just so even though your your niche is doctors, it's the other people that see it that say, Oh, I I actually want to reach out and talk to him.
• 17:50
  SPEAKER_00: Yeah, and let's be completely transparent about that.
• 17:53
  SPEAKER_00: I I have been terrified to niche down for that reason, because of the oh my gosh, if I focus on concierge medicine, then the roofers aren't gonna call me anymore.
• 18:01
  SPEAKER_00: And like, I mean, that's a real fear for everybody.
• 18:04
  SPEAKER_00: But I learned this in a referral networking group that I was in for five years, once every week for five years.
• 18:11
  SPEAKER_00: And the person that ran it, that it was all about being very specific about who you want to work with, which is counterintuitive because I'm like, I want to work with anybody that's got a bank account.
• 18:22
  SPEAKER_00: But then you're basically you're identifying nobody, it doesn't make anybody think like, oh, I want to work with him because he works with XYZ.
• 18:31
  SPEAKER_00: It's just, oh, he's a video guy.
• 18:32
  SPEAKER_00: And so I was terrified to do it, but to your point, absolutely, all my messaging, everything is focused on concierge medicine, but I'm still getting attorneys and construction people.
• 18:45
  SPEAKER_00: And oh, so yeah, I'm not I'm not like the template.
• 18:48
  SPEAKER_00: I've fought this for years of doing it, but now I'm so excited about it, right?
• 18:53
  Jaclyn Strominger: But but but but that's actually the one of the huge learning point that I think, you know.
• 18:58
  Jaclyn Strominger: So, listeners, if you're in that space with Graham, where you're thinking, oh, I want to just keep throwing spaghetti at the wall and take anything that's coming to me.
• 19:06
  Jaclyn Strominger: I want to say Graham's the person right now that's telling you a number one, think about abundance.
• 19:12
  Jaclyn Strominger: There's enough business out there for everybody, trust me.
• 19:15
  Jaclyn Strominger: And niche, go with a niche down.
• 19:20
  Jaclyn Strominger: Everybody's like, I don't want to niche because I want to get to every focus brings clarity, and clarity creates confidence, and that's going to give you the business.
• 19:32
  SPEAKER_00: And then also, if I'm in a networking group or my messaging, my what like I know exactly who I'm talking to, and I know how to talk to them, and I know how to solve their problem.
• 19:42
  SPEAKER_00: Like, because I know this, whatever you want to call it, avatar or this ICP, I know this person, I know how to talk to them.
• 19:48
  SPEAKER_00: Whereas if I'm talking to them and I'm talking to the chiropractor, I'm talking to the attorney, and it's a little bit of different messaging for each one.
• 19:54
  SPEAKER_00: It's a little bit of, and then I'm getting, I could get confused, or I could like, oh my gosh, it's so much easier.
• 20:00
  SPEAKER_00: It's so much easier.
• 20:02
  Jaclyn Strominger: Key point, it's so much easier when you have the focus on who you want to talk to, and when you're niching down, and it is for that very reason.
• 20:15
  Jaclyn Strominger: I talk a lot about making not an elevator pitch, but a mission sentence.
• 20:23
  SPEAKER_00: Oh wow, I love it.
• 20:25
  Jaclyn Strominger: Right?
• 20:25
  Jaclyn Strominger: So, what is that sentence that you can say to somebody that that describes what you do, but it's not the pitch.
• 20:38
  SPEAKER_00: Yeah, right.
• 20:39
  Jaclyn Strominger: And there's a difference there.
• 20:40
  Jaclyn Strominger: It's like, you know, it's not like oh, you know, I'm pitching you, so I can help you.
• 20:46
  Jaclyn Strominger: No, I don't pitch.
• 20:48
  Jaclyn Strominger: You know, what's what is that mission sentence?
• 20:52
  Jaclyn Strominger: And that if that mission sentence can be tight enough that you can share it, almost like put it in your in your footer, on your email or whatever, even on your business card.
• 21:04
  Jaclyn Strominger: So when you hand your business card to somebody, oh, and I by the way, people, I I'm a true believer in paper.
• 21:11
  Jaclyn Strominger: I like I like I like the business card.
• 21:14
  Jaclyn Strominger: Then somebody's gonna look at it and be like, it's this is Graham Kuhn, and there's you know, missions, your whatever your mission sentence, you know.
• 21:22
  Jaclyn Strominger: I'm put on this planet to help promote and highlight concierge medicine practices and share their stories through video.
• 21:34
  SPEAKER_00: I love it.
• 21:35
  Jaclyn Strominger: Right.
• 21:36
  SPEAKER_00: So and we we also talk about the because in sales training it's all about solve the pain points.
• 21:42
  SPEAKER_00: What are the pain points?
• 21:42
  SPEAKER_00: Well, we talk deeper about not just the pain point.
• 21:46
  SPEAKER_00: Oh, I need lead generation and I need this.
• 21:48
  SPEAKER_00: I help you get 10 leads a day, but focus on what is the emotional pain point.
• 21:52
  SPEAKER_00: What is this this doctor who's been at whatever hospital for 10 years and they just started this business?
• 21:58
  SPEAKER_00: What do they wake up at 2 a.m.?
• 22:00
  SPEAKER_00: Am worried about what are the efforts and how can you speak to that?
• 22:04
  SPEAKER_00: Like, so I help concierge medicine practices, or I help concierge medicine practitioners not worry about where how people are gonna find them or whatever.
• 22:16
  SPEAKER_00: But just speaking of that emotional, I can help you sleep better at night, basically.
• 22:21
  SPEAKER_00: And uh not just the like, I'll help you get five leads a day, but like very, very emotional.
• 22:28
  SPEAKER_00: But yeah, I love your mission.
• 22:29
  SPEAKER_00: I think I'm gonna change my LinkedIn headline after talking about.
• 22:32
  Jaclyn Strominger: The word that just came to me was like you you help you help illuminate.
• 22:37
  SPEAKER_00: Oh, yes.
• 22:39
  SPEAKER_00: I like to say amplify, but I like illuminate because it's right.
• 22:42
  Jaclyn Strominger: Yeah, you're right.
• 22:44
  Jaclyn Strominger: Yeah, I help illuminate concierge, medical practitioners, some whatever.
• 22:50
  SPEAKER_00: Yeah, yeah.
• 22:51
  SPEAKER_01: Illuminate was like, oh, I like this word illuminate.
• 22:54
  SPEAKER_00: I love it too.
• 22:54
  SPEAKER_00: Yeah, well, and because it creates a picture, so you're engaging the brain more.
• 22:57
  SPEAKER_00: Yeah.
• 22:58
  SPEAKER_00: Hey, look at us.
• 22:59
  unknown: Right.
• 22:59
  SPEAKER_00: Making my business better.
• 23:01
  SPEAKER_01: Hey, that's what we want to do.
• 23:02
  SPEAKER_01: We always want to make everybody's businesses better, right?
• 23:09
  Jaclyn Strominger: So, Graham, so I love that you're doing this and you're helping these people, you're helping concierge concierge medical practitioners.
• 23:22
  Jaclyn Strominger: What is that what does that you know feel like, you know, when you're when you're helping somebody like that that like fill your cup, right?
• 23:34
  Jaclyn Strominger: As you said, you know, you love helping, you love helping people help help other people.
• 23:39
  Jaclyn Strominger: But you know, I'd love to hear a little bit about like how do they feel?
• 23:44
  Jaclyn Strominger: How does a practitioner feel when you deliver that video?
• 23:50
  SPEAKER_00: Yeah, so actually I love this.
• 23:52
  SPEAKER_00: There was there was a webinar I did last year where I would say there the my two favorite things in what I do.
• 23:57
  SPEAKER_00: A first is when I send a first draft of a brand story video to a client, and they text me or they call me or they email me and they say, Oh my god, I'm in tears.
• 24:12
  SPEAKER_00: This is so amazing.
• 24:13
  SPEAKER_00: You captured my essence in my heart.
• 24:17
  SPEAKER_00: How did you do this?
• 24:18
  SPEAKER_00: How did you make me look so good?
• 24:19
  SPEAKER_00: It's like, oh, we get that emotional reaction.
• 24:22
  SPEAKER_00: They say they're in tears.
• 24:23
  SPEAKER_00: I'm like, home run.
• 24:24
  SPEAKER_00: And then the second favorite thing is a couple weeks later when they say, Oh my gosh, Graham, I put it on my website or I posted it on Facebook or LinkedIn, and I got a call and I got a new client because they saw the video.
• 24:37
  SPEAKER_00: And I'm like, Oh, that's why we do it.
• 24:40
  SPEAKER_00: Like, I there's a local coach in my area who's a friend of mine who did a brand story video, very emotional story.
• 24:47
  SPEAKER_00: He's uh he's now a quadruple.
• 24:49
  SPEAKER_00: He was 2006 Afghanistan, you know, a roadside bomb.
• 24:53
  SPEAKER_00: He was the only survivor in the like amazing story.
• 24:56
  SPEAKER_00: And now he's a coach, mindset, and like overcoming and all this stuff.
• 25:00
  SPEAKER_00: And I told his story in the video, like it was so emotional, so amazing.
• 25:04
  SPEAKER_00: I sent him the draft, it wasn't the final, and he texted me back.
• 25:08
  SPEAKER_00: He goes, Dude, I sent this to a guy who I've been trying to get in touch with for months, and he's ghosted me to be like a keynote speaker.
• 25:16
  SPEAKER_00: He goes, I sent the video two hours later.
• 25:18
  SPEAKER_00: He wrote back and said, Let's get on a call.
• 25:20
  SPEAKER_00: And then he's like, and then the next day, he's like within 24 hours, two people who had ghosted me wrote back to me because they saw my video.
• 25:28
  SPEAKER_00: And I'm like, dude, oh, that feels amazing.
• 25:34
  SPEAKER_00: And it changed his life and changed his business because now he's got three super hot leads who were gonna ghost him before, and so they just I feel like one, I feel like they feel like they made the right decision because you know when they're spending that kind of money, it's always like, Oh, I hope this works out.
• 25:52
  SPEAKER_00: So it's just a I know it's a huge relief when it when it works, and then as they start to get more and more clients because of the videos we're creating, uh, it just makes their business better, it makes their life better.
• 26:04
  SPEAKER_00: It's it's funny, it's like mine.
• 26:06
  SPEAKER_00: Like, here's all my goals for one year and ten year.
• 26:09
  SPEAKER_00: And one of my one of my one-year goals is a calmer schedule, getting my systems in process, and so I'm not the one doing everything, and I'm handing more things off to my team members and handing more things, and it's a calmer schedule.
• 26:25
  SPEAKER_00: And I feel like that's what it does for my clients is okay, I can kind of put these videos on the website, and they're a little bit on autopilot, so I'm not having to answer the same questions over and over.
• 26:36
  SPEAKER_00: I'm not having to take time to do, I can focus on what I'm good at and what I do.
• 26:41
  SPEAKER_00: So I think it makes them calmer, and I think they feel a lot of relief, and I think they're excited about it because they look great.
• 26:46
  SPEAKER_00: Everybody hates being on camera.
• 26:48
  SPEAKER_00: They're like, oh God, I hate being on camera.
• 26:50
  SPEAKER_00: And then they watch the video go, How did you make me look so good?
• 26:54
  SPEAKER_00: It's like, because we're doing what you and I are doing, literally having a conversation, and I'm listening to what they're saying, and I'm digging deeper and getting those emotional responses from them.
• 27:04
  SPEAKER_00: I mean, that's the big secret is just getting them to talk about things that matter.
• 27:08
  Jaclyn Strominger: Right, getting that response and and but I I love that.
• 27:12
  Jaclyn Strominger: I absolutely love it, and I absolutely love what you're doing.
• 27:15
  Jaclyn Strominger: And I could probably talk to you for hours about this because I think it is so damn important.
• 27:19
  Jaclyn Strominger: And and brands, and I think this is something that I also just I want people to understand, and I like your take on it.
• 27:27
  Jaclyn Strominger: I think people have to remember one thing you are a brand, I am a brand.
• 27:33
  Jaclyn Strominger: Each and every one of us personally is a brand.
• 27:37
  Jaclyn Strominger: And so I think, you know, correct me if I'm wrong, but I think that's also what the videos do.
• 27:42
  Jaclyn Strominger: It brings out the brand in people.
• 27:45
  SPEAKER_00: Yeah, I I always say that it shows the person behind the logo.
• 27:49
  SPEAKER_00: Yeah.
• 27:50
  SPEAKER_00: Because even if we're doing, you know, one of my clients is a big company that does about 400 million a year, we're still doing brand videos with the CEO because that that top person, their heart, their mission and their vision, it implies that that permeates the entire organization.
• 28:08
  SPEAKER_00: And so showing him or her and talking to them from the heart, that is the quote unquote brand.
• 28:14
  SPEAKER_00: The brand's not the logo, the brand is you know what people think of when they hear the name of your company.
• 28:19
  SPEAKER_00: And and it's interesting you brought that up, like personal branding, because I always fought that, especially becoming a business owner and being like and having you know imposter syndrome.
• 28:29
  SPEAKER_00: Like, oh my gosh, nobody's gonna hire me to do videos.
• 28:31
  SPEAKER_00: I'm the church music guy.
• 28:33
  SPEAKER_00: And so I was like, the name of my company is focused films, and I would always try to promote focus films.
• 28:39
  SPEAKER_00: Focus films did this, focus films.
• 28:41
  SPEAKER_00: And in the last couple of years, I've realized in networking groups and and different referral networks is people are referring to me and who I am and how I show up and how I speak and how I deliver and my knowledge about storytelling and neuroscience.
• 28:58
  SPEAKER_00: And so I've leaned more into Graham promoting me, not so much focus films.
• 29:04
  SPEAKER_00: And they know I'm a video guy and all that, but that's been very beneficial.
• 29:07
  SPEAKER_00: And not that I'm gonna be a keynote speaker or you're hiring me alone, like there's a whole team, but yeah, to your point, leaning into me and my mission and my vision and my just who I am really resonates with people.
• 29:22
  SPEAKER_00: They're oh, you're so nice, you're so generous, you really want to help people, you're so smart about videos and story.
• 29:28
  SPEAKER_00: Like it's really changed everything for me the last couple of years, like giving up the the the imposter syndrome of oh, I have to show like I'm a big brand and leaning into me.
• 29:38
  Jaclyn Strominger: Right.
• 29:39
  SPEAKER_00: Absolutely, absolutely.
• 29:41
  Jaclyn Strominger: Focus films is the company, but you still are the the brand behind you're the person who's behind it, right?
• 29:47
  Jaclyn Strominger: And so that's still they they you they go you go hand in hand.
• 29:51
  Jaclyn Strominger: Yeah, right.
• 29:52
  Jaclyn Strominger: I mean I mean the one key thing is that you know when the day comes that you want to maybe shift because it's focused films and not you know the Graham Coon show, then it makes them more quote unquote sellable, right?
• 30:09
  Jaclyn Strominger: Yeah because they're not buying they can't buy you, right?
• 30:13
  Jaclyn Strominger: So but but it's true, oh focus films, you've gotta meet Graham.
• 30:18
  Jaclyn Strominger: Focus films, you gotta meet Graham.
• 30:20
  SPEAKER_00: Yep.
• 30:20
  Jaclyn Strominger: You know, I'm Graham with focus films, like it changes it.
• 30:25
  Jaclyn Strominger: It's you're a bit.
• 30:28
  SPEAKER_00: Yeah, and we're and we're at that's actually what um my coach and I are working on now is like the 10-year plan.
• 30:33
  SPEAKER_00: Because he's like, you know, if you do it right, you could sell your business.
• 30:36
  SPEAKER_00: And I'm like, no way, dude.
• 30:37
  SPEAKER_00: I'm like, I'm the value.
• 30:38
  SPEAKER_00: Like he's like, no, if you get the systems and the processes and you get a team and you can be more hands-off, like that's the value.
• 30:45
  SPEAKER_00: He's like, of all of my students, I think you're one of the few that could actually build something to sell.
• 30:52
  SPEAKER_00: And like, I had never really thought about that before because I thought nobody's gonna once I leave this company, there's no value.
• 30:57
  SPEAKER_00: And he's like, nah, dude, if you do it the right way, so that's it's funny you brought that up because we're working on that right now over the next 10 years.
• 31:04
  SPEAKER_00: To yeah, you're awesome, dude.
• 31:06
  SPEAKER_00: You're awesome.
• 31:07
  SPEAKER_00: It's right here.
• 31:09
  SPEAKER_00: 10-year plan, sell business.
• 31:12
  SPEAKER_01: Sell look at that, right?
• 31:14
  SPEAKER_00: Amazing.
• 31:16
  Jaclyn Strominger: There you go.
• 31:17
  Jaclyn Strominger: All right, Graham.
• 31:19
  Jaclyn Strominger: You are truly amazing.
• 31:20
  Jaclyn Strominger: I like you're and you're great to talk to you and and great to connect with.
• 31:24
  Jaclyn Strominger: How can our listeners learn more about what you're doing?
• 31:28
  Jaclyn Strominger: Maybe even get their own brand video.
• 31:32
  Jaclyn Strominger: Yeah.
• 31:32
  Jaclyn Strominger: How do they reach out and connect?
• 31:34
  SPEAKER_00: Two best ways are either my website, focusfilms.com, or I'm very active on LinkedIn.
• 31:39
  SPEAKER_00: I'm always messaging with people.
• 31:41
  SPEAKER_00: I'm always posting on on LinkedIn about how to use video in a business or storytelling, all this kind of stuff.
• 31:46
  SPEAKER_00: And so LinkedIn, Graham Kuhn or Focusfilms.com, Two Best Ways.
• 31:51
  Jaclyn Strominger: Okay, great.
• 31:51
  Jaclyn Strominger: Well, I will put those in the show notes.
• 31:53
  Jaclyn Strominger: So please, listeners, do me the favor, connect with Graham, because he is truly amazing.
• 31:57
  Jaclyn Strominger: And then make sure that you share this episode with your friends, your family members, anybody that you know in business, because there's a lot of great nuggets that we talked about and great things to take away from this.
• 32:07
  Jaclyn Strominger: And then do me the next favor and go over to the school community and jump into the unstoppable success school community.
• 32:15
  Jaclyn Strominger: We have a brand new area on school, and we'd love for you to be in there if you want to have unstoppable success.
• 32:22
  Jaclyn Strominger: We share tips and tricks every single week.
• 32:24
  Jaclyn Strominger: Um, you never know.
• 32:24
  Jaclyn Strominger: Maybe Graham will actually come back and be one of our guests in there.
• 32:28
  Jaclyn Strominger: He'll be a highlight.
• 32:29
  Jaclyn Strominger: And then if you are interested in learning a little bit more about relationship capital, which is actually building better relationships and connections, there is a seven-day challenge.
• 32:38
  Jaclyn Strominger: I will put a it's free.
• 32:40
  Jaclyn Strominger: It's all about increasing your ROI.
• 32:43
  Jaclyn Strominger: So that is return on your investment with your relationships.
• 32:46
  Jaclyn Strominger: So jump into the free relationship challenge.
• 32:49
  Jaclyn Strominger: It's seven days, and um, that will be in the show notes.
• 32:52
  Jaclyn Strominger: So thank you, Graham, for being an amazing guest.
• 32:56
  Jaclyn Strominger: And thank you, listeners, for listening.
• 32:58
  Jaclyn Strominger: This is the unstoppable success where we help you leap to your greatest success.
• 33:04
  Jaclyn Strominger: Here's to your unstoppable success.
• 33:07
  Jaclyn Strominger: You've been listening to the unstoppable success podcast with Jacqueline Schuminger.
• 33:12
  Jaclyn Strominger: Subscribe, share, and keep building your unstoppable life.
• 33:17
  Jaclyn Strominger: We'll see you at the top.