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Manifesting His Dreams with Paul Tobey · Authentic Living

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Welcome to authentic living with Roxanne, a global voice Radio.
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Join Roxanne Derhodge and her thought provoking conversations, the catalyst to live your life
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to the fullest.
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Hi, everyone.
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It's, Roxanne Durgesh of authentic living with Roxanne.
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So thank you so much for tuning in yet again this week.
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This week, I have, Paul Toby joining me, on my program.
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Paul, thanks for coming on.
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Paul is the founder of Training And Business Pros, and this he it's a Canada's leading
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digital marketing training company.
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And, he's been in business, about 11 years, and he works with various different companies,
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including Oliver Jewelry, Big Country RAW.
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And, earlier in his career, he he uses the word.
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He did a pivot, where he moved from, being a a starving artist to, being an entrepreneur and
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an agent of change.
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So Paul, that's, quite the interesting, bio there.
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So tell, tell the listeners a little bit more about you and, kind of your 2 lives like you
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said to me earlier before we got on air.
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Thank you for having me.
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Very quickly, I'm currently the CEO of training business pros, and that's 2 businesses,
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actually.
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We are a licensed, training company, dealing, directly with the government in many cases
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where we qualify for the Canada job grant program.
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So companies who wanna send their employees to us for really advanced, digital marketing
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training.
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That's we can help them.
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And often, what they ask us for is to build projects for them.
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So we built a complete digital marketing agency.
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So we are actually a full service agency with a boatload of staff, of experts for traffic
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generation, website creation, design, lead capture, advanced conversion strategies and
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automated CRM marketing.
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So often what companies do is they say, okay.
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Build us a system and then train us on how to use it.
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Does that make sense?
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Oh, absolutely.
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Absolutely.
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And We've been doing, the agency side for about 3 years now.
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We kind of just filled a a space in the market that it was available for, but going back 11
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years when we started the training company, we probably trained just over 50,000 people in the
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last 10 years.
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So that's a lot of people.
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And we're proud to have affected the lives of of many people.
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And I know that your your program is really all about authentic living.
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And, in addition to digital marketing, we also do personal development courses.
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We teach people how to speak.
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We handle, their inside advantage processes, mission, vision, purpose, all those things.
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But it hasn't always been easy.
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As you may be aware, if you've ever read anything by Edgar Tole, nothing great can come
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from no suffering.
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I had my share of starving artists, stuff.
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I started playing piano at the age of eight, and never stopped for 35, years.
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I played 22 years as a professional.
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I made 8 albums played in 17 different countries Wow.
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Dated for Juno Awards.
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Yet most of your audience probably never heard of me.
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And that's cool.
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And I really only ever had one goal, and that was to one day play at Carnegie Hall because I
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asked my music teacher when I was 9 after a whole year taking lessons.
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I said, you know, all my friends are out playing baseball in soccer and hockey because I
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grew up in Branford, Ontario with Wayne Gretzky.
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So we learned to play hockey.
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That's when I learned that that's probably not a good career choice when you play with Wayne
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Reskeys is so you take up music.
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And I asked my teacher.
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I said, well, if I'm gonna do this thing, I'm I'm gonna need some type of motivation, some
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type of goal.
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And he said, well, it's always been considered a really important goal for a pianist to one
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day play at Carnegie Hall.
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And I said, well, Mister Perry, how do I get there?
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And he said, practice practice practice.
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And I practice my tail off for a very long time, and I never got within spitting distance
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of Carnegie Hall.
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Until, I I left the music business about 14 years ago.
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And there was a bunch of reasons for that, not the least of which was I lost my recording
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contract, in the aftermath of 911 because Arcadia record is in very close proximity to
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ground 0.
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And nobody was running on buying jazz albums.
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They were all glued to the news waiting for the next plane to maybe hit another city.
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And, my recording contract evaporated.
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And as you may know, in the music business without a recording contract, it's very
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difficult.
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So my wife and I actually went broke.
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I'm forty three years old.
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We moved into my parents' spare bedroom in Perfron, Ontario, just outside of Bradford, and
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we lived there, for about a year and a half.
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While my mother was dying of cancer and sort of getting my life back in order.
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And, just started a business, walked across Spain a couple of times to sort of figure out
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what I wanted to do with the rest of my life.
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I don't know if you've ever heard of the community of Santiago.
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Yes.
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So I walked I walked that, really learned about end thinking and and picking destinations and
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being deeply committed to them no matter how many times you get lost or, you know, how many
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times you get hurt and actually broke my ankle on that journey.
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You you eventually arrive at your destination.
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So when I got back to Canada, I just said, okay.
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Well, I've already done the traditional school system.
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I had 2 degrees in music, and that didn't really work out so well.
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So I learned that traditional education kinda gets traditional I'll take non traditional
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education.
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And that's when I started learning about a lot of the things that you talk about, authentic
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living, and the concept of vision and, you know, I think the number one reason why most
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people took it what they want in life is they don't necessarily know what it is.
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So I had to pick some new destinations.
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I had to pick some things I wanted to do be and have in my life that I didn't already have.
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And I became deeply committed to those things.
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And here we are, 11, 12 years from the start of that journey.
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And, I I sometimes don't don't even know how I got here.
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It went by in a flash.
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And I I wake up every day.
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I can't wait to get to work at 8 o'clock in the morning and do what I do and help as many
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people as I can and It seems to me the more I give out, the more it comes back.
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And, you know, that's does that answer your questions?
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Absolutely.
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So you were it's the El Camino.
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Is that what you you're referring to, or is it a different?
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Yeah.
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So it's called the Community of Santiago.
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It is
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Right.
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Okay.
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Basically a pilgrimage across Northern Spain from the Pyrenees mountains, through the basque
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region and through the Misteta plains.
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Onto Calisia and then to, Santiago to compostela.
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And then I walked another 90 hundred kilometers to the coast.
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Called Finney Steyr, called the end of the earth.
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Back, actually, before the new world was discovered, Feene Steyr, was considered the
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furthest point west in Europe.
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So that's why they called it fetus air end of the earth.
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Wow.
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So what tell me about that because I'm curious about that.
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You know, because you go in and you talk to businesses, and a lot of times the disconnect
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is by between the upper kind of level of management.
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And they, you know, have this idea of how they see things, and the translation down to the
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front line becomes disjointed at best.
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That's probably putting it lightly.
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It's kinda like plain broken telephone sometimes based on from the senior level all
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the way to the front line.
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You now, I I think of your story.
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Right?
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Talk about it.
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Talk about a, I'm gonna say a major pivot where you could have based on having this passion,
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you know, obviously at eight years old, I think of a passion that we all kind of we're still in
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that mode where we can dream about anything.
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You pick it.
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You learn to become a concert pianist, and it doesn't work out.
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So you have a lot coming at you when, you know, 911 happens literally.
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Your your life, like every a lot of people's lives change forever.
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And you decided to go on this track.
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So what happened on this track that allowed you to like you said, it it just happened, but, I
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mean, it sounds like it's a lot more than you took some actual concrete steps, literally, and
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figuratively, to get where you are or to get to onto the journey to start this new business.
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So to be clear, Yes.
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Many people were affected by 911.
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Many people lost their lives that day.
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And so my losing my career in comparison is not that big a deal.
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And what it did do was it allowed me the opportunity to kinda take some time and decide,
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okay.
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Here's the way I've been doing things for 20 years as a as an adult.
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And this is the result that I'm faced with, which is virtual poverty.
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How do I change that?
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Because it doesn't feel good as a man to go hunting for moose and bring back squirrels or
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or bring back the shells up the nuts the squirrels ate and left behind.
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That's kind of how I was providing for my family, and that doesn't feel very good.
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So the community of Santiago was an opportunity to just go and really think about all of the
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things that I had done.
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And maybe on that journey, and everybody has a different journey, mine was, what do I learn?
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What what are the things that I need to learn to change my personal and professional outcome.
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Mhmm.
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And what I really learned was the concept of deep commitment.
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Everybody says they're committed.
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But I'm I think if you wanna manufacture deep commitment, you have to become deeply invested.
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It's when I became deeply invested in changing, not the world, but changing the world around me
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by changing one life at a time.
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So Whether that was helping somebody start up a business, whether that was helping somebody
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learn to speak, and I trained over 500 speakers in the last 10 years.
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The most recent ones, like, a month ago, we do train the trainer a couple times a year, and I
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get speakers from all over the world coming and asking how to engage more with audiences and
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it's a system that I learned that I kind of teach them.
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And I I think the biggest lesson was is that this concept of becoming deeply invested when
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you are, your focus is very clear and focus what you focus on tends to expand.
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And that's why, you know, even 14 years after leaving the music business, I finally get to
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play Carnegie Hall.
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I had nothing to do with my ability to play.
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It it's a good thing that I could because it would have been a bit of disaster if I if I
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tried to carnegie all for 22100 people and they all laugh at me because who the heck this guy,
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but I earned it.
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I deserved to play there because I was at that level.
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And I did get a standing ovation after one song from 22100 people, which is pretty incredible
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if you're thinking.
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Yes.
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For sure.
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But this is you know, these are things that you attract into your life.
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And I and I often teach this to businesses to answer your question that it's not always about
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hard work.
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It's not always about bottom line and physical responsibility.
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There are if logic and reasons, were the only things you had to create the life that you
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have, be pretty boring.
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And then people say, well, that's just not reality.
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And I say reality is for people that lack imaginations.
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Mhmm.
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So you're so when you work with so you have obviously shifted.
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You went inter like you said, you went internally.
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You took the time, you know, and you created, this new passion of yours, which is helping
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people in different in different ways.
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So when you work with companies, let's say, let's talk about what you know, and Paul's
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gonna be speaking at, my events, the authentic connection move in this event on June 22nd.
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So we'd come out and, and, and see Paul speak, and he's been gonna be talking about mission
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and vision and, connection to the why.
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So when you work with companies, Paul, like, you know, like you said, if it were all about
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metrics and bottom lines and outputs, you know, life would, 1st of all, be boring.
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But how do you connect with owners to get them to see more?
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Because it you know, some people are very let's use left, right, brain.
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Right?
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Some people are very left brained and that they're not seeing the other part of things,
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and some people are very right brain where they need structures.
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So a company like yours about, you know, SEO and teaching them all those pragmatic things,
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probably really, really good, but the left brain person, you know, how do you teach them
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some of the things that you connected with?
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Well, you you first have to figure out their behaviors and how did they get to where they
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are now?
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And I can think of several examples, and it's often good to to talk about specifics.
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So, the first one that comes to mind is a company that had inherited the business from
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their father.
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They grew up in the business, both sons, the brothers, and they Never wanted for anything.
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The business was always there.
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They always worked in it.
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They never had to find anything else to do.
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It was a gifted product, and I always say a gifted product is lighter than a gifted pen.
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And they haven't really they never needed to advertise.
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They never needed to really do anything except take over a business that was doing well.
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And when I finally got their call, they were losing Not not losing money, but on a downturn
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after, you know, 10 years of running the business because they lost a couple of big
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accounts.
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And now they don't know what to do because they've never had to do that.
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They've never had to go and find new business.
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They've never had to seek out new life and new civilization and boldly go where no one has
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gone before because it's always been there.
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Does that make sense?
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Yes.
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For sure.
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So when I sat down with the the brothers, one of the very first things that I asked him.
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I said, okay.
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Well, you're at $3,000,000 a year, which is fairly respectable for a company like yours.
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And you know that you wanna grow, but why do you wanna grow?
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And where and how big do you wanna get?
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And how are you gonna go about those things?
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But but the first question is if we do all of that, what do you want?
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Like, what do you guys, you know, want?
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And they literally couldn't answer that question.
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Mhmm.
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And I think a lot of that that the vision of the leadership is what creates the mission for
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the the employees.
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He's like, well, where are we going?
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And why are we gonna do that?
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Why why should I even care?
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It's not for me, it's not about or for an employee, it's not about just picking up a
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paycheck.
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It should be about, well, what what is our 5 year mission?
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How do we measure our successes?
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How do I become inspired and motivated to come to work?
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Right.
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And when I started with the very basic questions.
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What do you if we're gonna do this thing?
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What do you guys want?
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And we actually had to spend quite a bit of time figuring that out.
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It turns out that the one guy wanted to be more of a mentor to other people, but the problem is
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is, like, Well, what do you know, and what have you learned that you can use to mentor other
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people?
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How can you get out in the public and speak about those things?
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So we gotta motivate it from that perspective.
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The other brother wanted more time for his family.
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And I said, well, more time.
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Okay.
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So here's 5 minutes.
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There's one.
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How do you define more time?
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How do you measure the outcome of your time.
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So, essentially, we we got very specific about those things.
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And then I said, okay.
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Well, if we're gonna do these things, And this is the the type of company that you wanna come
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to work to every day.
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We have to create a mission We have to have a 5 year mission, and we have to measure our
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successes each year so that we can know how far we get, how do we how does mission control
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change the direction because of an opportunity or a threat?
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That came out of nowhere.
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Does that make sense?
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Yes.
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Yes.
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So often we say, okay.
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Here's where we wanna get, but there's often obstacles in the way or opportunities that
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present themselves that you need to to leverage.
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So the mission is, well, where are we going?
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And but purposes, why are we gonna do that?
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So just to be clear, I subscribed to the Jim Collins version of vision, mission purpose core
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value.
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So mission is where?
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Purpose is, well, why are we gonna do that?
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Why do we want this bigger company to do what in our live personally and professionally?
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And so we had to get very clear on our why.
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And then finally, core values is the how.
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Core values is a set of principles and measuring stick for behaviors within the
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company.
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And those are the things that you use to hire people for the mission.
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And those are the things that you use to fire people.
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If they violate the core values, get them out of there because they're the wrong seat in the
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wrong spaceship going to the wrong place.
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Right.
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Right.
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And that often one culture killer within an organization can bring down a whole department.
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And so they did.
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They adopted these.
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We created core values.
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We went to a retreat for 3 days, and we worked senior management, not just the 2 brothers, but
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their entire senior management team.
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Here we are 3 years later, we are now approaching 7,000,000 from three and a half,
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which is pretty darn good.
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They are already they set a a goal for this year with a 23% increase over last year.
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Every month so far, we've hit the 23% increase.
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And more.
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Wow.
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That's a
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that's pretty amazing.
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So so sometimes it's sometimes people may have it.
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Like, so in this case, it's a legacy business.
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It was 2nd generation or 3rd generation, and we know a lot of times the 2nd generation
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businesses they don't do so well.
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And but somewhere in there, you were able to kind of connect with them on a deeper level
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because they were different, obviously, than their, say, their parents just started it
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before, whoever that started the business.
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At times, do you find that it's difficult for people to get to their why?
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When you work with them.
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Are you finding that most people coming to you are really you know, they're already starting
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to think about it, but they're not clear.
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They're maybe the market changing, and they're kinda more, outwardly focused on the output
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market versus kinda looking at what's what their core values are.
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We're a digital marketing agency.
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A lot of times companies come to us for advertising and marketing strategies that give
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them more leads or make more sales.
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We often don't approach vision, mission purpose, core values, because either I can tell
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very quickly that they just flat out wouldn't be open to that.
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That doesn't mean we don't take them as a client.
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We have other criteria of who to decide who our clients are as well.
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Than than just that one thing.
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If we get into vision with a company leadership, it's usually because they've been
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with us for a while.
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Right.
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We've done other things.
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We've proved our metal on generating leads.
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And often that's the the big problem.
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I can think of another example where a finance company came to us from, Edmonton.
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And their only goal was to create more leads.
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So we went from 20 leads a month to 322 in 1 month.
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Wow.
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And it imploded the company.
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Like, literally imploded their entire system.
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They they got overwhelmed.
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They weren't closing any leads.
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And what we figured out was that the people on the mission who were designated to handle the
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leads weren't salespeople.
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They were office staff.
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Who didn't care one Iota, whether the deal closed or not because they had no motivation to
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close any deals, and they didn't know how.
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And so we ended up actually firing the entire office staff and hiring one salesperson to
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replace them.
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And instead of 322 leads a month, we push a 100 And, their closing ratio is exemplary now
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because that one person with CRM automation helps a lot.
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Once we got that going, then the company said, okay.
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Well, we need to it's going well.
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We need to grow.
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How do we grow?
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And that's when I took them on as a coaching client.
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Mhmm.
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And now we meet, two times a month and then, in online just like you and I are doing now.
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And we meet, four times a year, in person.
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So they have to fly here to Toronto, or sometimes I go there if they're willing to pay.
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And, we spend a whole day on planning and often intangible things, not just marketing and sales
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and fulfillment.
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Although those are big, big parts of growing companies, we often talk much deeper about
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where we had anything.
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Why are we gonna do those things?
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So tell me a little bit about the the government part of the business.
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The training part of the business because that's, that sounds interesting.
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And, just, I'm not sure I know much about it, but I'm just interested in knowing what that's
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about.
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So the Canada job grant program was started about 3 years ago with about think it was
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$1,600,000,000 in the fund.
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And its goal was to train the Canadian workforce.
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And support the training of the Canadian workforce for very specific types of training.
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So companies will apply on behalf of their employees for up to $10,000 and then another
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$25100 of in kind.
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Per employee to take our training courses.
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And, we actually know the numbers on those things.
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So currently, in the last three years, we've received over a $1,000,000, our company and in
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grant money for the employees of companies.
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We're in a bit of a fortunate position in that the things that we train are valuable, but
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often it's too complex for a a single employee or even group of employees to handle.
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So what ends up happening is we'll apply the job grant money to training, but we'll all help
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them build systems and processes well during their training.
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So it really hands on Mhmm.
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Here's how to build a landing page.
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Here's how to install and integrate infusions off into your marketing.
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And, here's how to pay attention to key performance indicators.
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And So often it's it's it's one thing just to teach them the the the process of it.
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It's another thing to to do it in real time based on their business.
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Right.
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Absolutely.
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So that training often takes a group format.
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For, like, Infusionsoft Academy, or even public speaking training.
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We've had people apply for grants for those things, but it often is one on one training.
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Where we're assigning a specific employee to show them a specific strategy on where they're
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at in their business.
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We try to customize our trainings for companies, and you know, I from my perspective,
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it seems to be the one thing that makes us uncommon or different from other marketing
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agencies.
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Most marketing agencies just do all the work and keep the client in the dark.
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We do all the work, show the client everything we're doing, make them smart.
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Keep the business intelligence in house.
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And once they're smart enough, we kinda let them fly on their own.
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Can they come back?
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I'm sure.
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When they probably get to another point of, growth in the business because they kind of
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think, wow, we learned all these things, from Paul and his, and his, colleagues, And now
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we're at a different level.
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Well, we need more understanding.
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We need more training, and we need a bit more guidance.
26:28
So I would think that's you know, they would come back to, to get that guidance again from,
26:33
from you versus, like, I'm being being in business.
26:36
You're right.
26:36
Like, if I need, something done on social media, you know, I just said it off.
26:40
I don't learn any of it.
26:41
Right?
26:42
And then I think, oh, jeez, how did you do that again?
26:44
And then I don't have the time and then think, okay.
26:46
Well, I I I have to source that out again, or the CRM stuff.
26:50
How do I do that or, you know, the SEO optimization?
26:53
It's like all that stuff for anybody listening that's an entrepreneur.
26:56
You get it.
26:57
It's like, woah.
26:57
I just gotta you know, kind of keep my head clear so I can focus, which is on speaking and
27:02
training myself, and not get caught in the weeds.
27:05
So I could see a company like yours would be beneficial, not just from the training per end,
27:11
but then to help me, understand in the future, should I need something?
27:15
How I could kind of work with, or work with my assistant to ensure that, you know, I get what
27:19
I need to, to move the business up, a level.
27:23
Yeah.
27:23
And it's it's very much like that.
27:25
I mean, the training is often duplicatable.
27:30
Right?
27:30
So if we know that a specific, for example, if if you want to do on-site SEO for a web page,
27:39
that involves specific type of keyword research, specific type of taking those
27:44
keywords, putting them in the most effective places on a web page, understanding the concept
27:50
of user experience and how time on page and scroll rates and all those things affect the
27:55
algorithm, that's often a current state of SEO, which will change and has changed.
28:02
You know, UXO never used to be part of search engine optimization at all, and now it's a big
28:07
part of it.
28:08
So we'll often upgrade those trainings from year to year, but then there's also how does
28:14
that apply to a specific company?
28:16
And that's where the one on one training comes in.
28:18
It's like they they understand the concept, but how do we do specific keyword research based on
28:25
what we want this particular web page to do how do we attract the right traffic?
28:31
How do we get them engaged with the page and take the appropriate CTA or or call to action?
28:36
So it is it is a combination of online portal where they can get videos and, live training
28:44
with groups and then one one customizations for for companies.
28:48
Well, and I think as an entrepreneur, you're always you're, you know, you're always into
28:52
something new.
28:53
Right?
28:53
Like, I mean, and then you hear about the next best thing or, you know, it's like, okay.
28:57
I should do this or I should do that or, like, you know, like, you know, they say you get
29:01
detracted.
29:02
You know, I should look into this, and then I've gone off to 5 other things that I
29:05
supposedly got me started here.
29:08
And then you're like, I've just lost it, you know, 2 hours of my day because I was tracking
29:12
down something here, and I don't have the scale after the fact.
29:15
So I think, you know, what you're describing, I know as an entrepreneur, is helpful because
29:19
then I could say, okay, what are- what are my goals for the year?
29:23
You know, you know, how am I gonna get there?
29:26
When should I stay out of it?
29:27
When should I outsource it?
29:29
When should I give it to my assistant?
29:31
When should I give it to my IT team?
29:33
Those are all things that I had to learn.
29:35
Unfortunately, really harshly, Paul, to be honest with you, I'm sure a lot of people,
29:40
coaches, or business owners on the line, would probably say the same.
29:44
And then you, you'll, you end up at the end of the day, it ended up costing a lot of money
29:49
because it's my time.
29:50
Right?
29:51
Well, if you if you give Google AdWords 3000 bucks spend, they'll spend it.
29:56
And you may get nothing in return because you didn't necessarily know how to track
30:01
conversions.
30:01
You didn't really know how to remarket to that audience because it's easier to get someone
30:07
back than it is to go find somebody new.
30:09
You perhaps didn't know how to do copywriting.
30:11
Your landing page is not that great.
30:13
I mean, something like if if you're gonna spend money on advertising like Google AdWords, it's
30:19
it's sometimes best to seek out professional help if you've never done it before because you
30:24
can blow a lot of money.
30:25
And, I actually did a radio show, not that long ago, on the 5 top things that you can that that
30:35
most companies do wrong on AdWords, that will eat up the marketing budget faster than you
30:40
can, you know, so, technologies change, people's behavior changes, the state of the
30:49
marketplace changes, there's a lot of things that change, and then there's constants.
30:53
For example, one of the most popular things that we do is some is, of course, called
30:56
hypnotic copywriting.
30:58
Hypnotic.
30:59
Okay.
31:00
Hypnotic copywriting.
31:01
Right.
31:01
So how do you connect with somebody's subconscious, which is the part of the brain
31:05
that makes decisions.
31:07
It's not what they perceive.
31:09
It's how they filter the perception and how they judge and how they compare.
31:16
And so the language of hypnotic copywriting, something that I learned from Gary Benciebanca,
31:21
Joe Vitale, PT Barnum, and a whole bunch of other people, And it's quite a long list, as a
31:29
student of copywriting, it's one of the most powerful things that their paper has learned
31:32
how to do.
31:32
That will never change.
31:34
And that's something you can apply to any any frontward facing, social media to your your
31:41
blog posts, so to anything, to, to be able to engage at a an emotionally deeper way versus
31:48
I've got this, you know, product that I get to push out how do I, but how do I connect to who
31:53
is my target, audience, you know, and to con connect to them at a level that the people that
31:58
I want to deal with me, Not not everybody's gonna wanna deal with, me, but how do I connect
32:04
to the peep right people for the product that I'm offering to the market?
32:09
Almost everyone, at least in in Canada where I grew up and probably every country, that speaks
32:15
English took an English course.
32:17
It does not qualify you to be a copywriter for business.
32:21
Mhmm.
32:21
There are templates and strategies and things you absolutely shouldn't do and things you
32:29
absolutely must do that most people don't know anything about.
32:33
It's not natural spontaneous combustion sit down and write a web page that converts people
32:38
into sales.
32:39
It's not an easy thing to do.
32:41
It's not natural.
32:42
And unless somebody decides they're gonna educate themselves on that gonna remain
32:46
relatively in the dark.
32:50
I often ask of trainees, 2 things.
32:52
1, how many of you've ever taken a copywriting course for business?
32:56
No hands go up.
32:57
And I often ask them, the second thing is how many of you've ever taken a sales course?
33:03
Answer is almost none.
33:05
Maybe 1, 2% of a room.
33:08
And, you know, they put up their hand because they wanna look important or feel important,
33:11
but when you ask them after So what was the sales course that you took?
33:14
They couldn't remember the name of it, or it was they they they took it with, you know, the
33:18
1 the 1st day on the job when their boss sat down with them and said, okay.
33:21
Here's how you sell using this script.
33:24
Right.
33:24
Right.
33:24
That makes sense.
33:25
That's not a sales course.
33:26
That's following a script.
33:27
Does that make sense?
33:28
Yes.
33:28
For sure.
33:29
For sure.
33:29
Actually taking a sales course at last a week or 2 weeks or stands a year or, you know, these
33:36
are things that I continuously invest in myself.
33:41
Mhmm.
33:41
Because if I'm not willing to invest in myself, who the heck could be willing to invest in me?
33:46
Absolutely.
33:46
And, you know, and you're you're talking about things.
33:48
Like, I've been in sales.
33:50
You know, and stuff like that.
33:51
I've been trained, you know, in my executive position in in but can I remember the names of
33:56
the courses?
33:57
No.
33:57
I can't.
33:59
But again, what are you doing when you're out there in the marketplace?
34:01
You're you're selling basically your product or yourself, and you have to know how to do it in
34:07
a way that doesn't put people off, you know, to make people want to connect with you, not, you
34:13
know, Here, here I am.
34:15
Would you like to work with me?
34:17
I mean, and a lot of people do it poorly.
34:20
So that copywriting thing sounds, very, very interesting.
34:24
It's something that I think I should learn a little bit more about.
34:27
I'm sure about the other I'm sure people listening, are thinking the same.
34:30
So, Paul, so I'm excited to have you at the event.
34:35
And, obviously, you're gonna bring, you know, a lot of things, to us we're talking about
34:40
everything in business in reference to how to kind of stay mentally well to, the other end of
34:47
the spectrum, but you're going to be talking about how do we stay connected to what we're
34:51
doing, what we're doing.
34:52
And a lot of business owners, I think sometimes they start off, and they think shift for them,
34:57
but they don't shift the business accordingly.
35:00
So I hope that, in them being able to listen to you, they'll be able to gain a better
35:06
understanding of maybe how to rejig or reposition themselves to, to hit that, you
35:12
know, the point that they're at in their business.
35:16
One of the things that I've always tried to do when I speak, I have a format for presentation
35:23
that is quite in in my experience, most people tell me it's very engaging, but I also wanna
35:30
make sure that every time I speak, I'm speaking to that audience specifically.
35:34
So I will probably start off by learning a little bit about the audience and then focusing
35:40
on the things that that I'm getting feedback for that, can help them.
35:46
And so they can leave with something very specific to either learn more about.
35:50
Or actually go and do.
35:53
I often bring, you know, homework for people to do, right, because if if if I'm speaking for
35:59
half an hour or 40 minutes or 45 minutes, it's it might be enough time to spire and motivate,
36:06
but not necessarily enough time to learn anything.
36:09
Mhmm.
36:10
And I think inspiration and motivation are great things, but I'm also very systematic
36:15
about how to see here's how to go and do something that you may not already know how to
36:21
do.
36:21
And and and people say, well, I know how to do that.
36:24
Well, that may be true, but take a look at your current results and ask yourself how well is
36:29
that system working.
36:31
So I I bring what's relevant in today's marketplace because I as a constant learner and
36:38
someone who's never I shouldn't use the word satisfied because I'm I'm very happy with my
36:44
outcomes, but never completely comfortable with where I'm at from a knowledge perspective.
36:53
I always wanna learn more, and I always wanna make sure that that knowledge can be applied to
36:58
most businesses in today's current marketplace.
37:01
It's funny, you know, just in closing, often what I do with those companies, like the ones
37:06
that I've made reference to here is because I'm going inside their businesses, inside their
37:12
heads, and inside their systems and processes, I often learn as much about the things that
37:17
they're doing well that I can then take and apply those systems and processes to other
37:23
companies.
37:24
So it's not just here's all the things that we're gonna do to help you.
37:28
It's let's look at all the things that you're doing well.
37:31
Find some areas maybe of optimization or maybe just leave them alone completely, but I need to
37:36
know about those things because that's going to help.
37:40
Me decide where are the other areas of optimization.
37:43
So the things that I learned that they're doing well, we can then just take and apply them to
37:47
company X Y Z.
37:48
And that becomes valuable for that company.
37:50
So you'll learn a lot when you spend time with these people.
37:53
Absolutely, sir.
37:54
You're around the successes.
37:55
You're integrating it.
37:56
You're the con consummate learner.
37:58
So you're continually kind of, you know, I I say I heard this term once when I was, being
38:05
mentored that, sometimes being a a voyeur, really, which is when you go in and you you
38:10
really just kinda notice.
38:12
And when you notice, you kinda understand what people are doing well.
38:15
You'll know the mistakes or seeing the mistakes that they've made.
38:18
So you need to kinda know to stay away from those lanes, and you keep integrating them over
38:22
and over again, as a moving object, you know, learning is something that's, you know, we'll
38:30
do till the day we die.
38:31
Okay?
38:31
And you still make mistakes.
38:33
I mean, don't don't get me wrong.
38:34
It's it's yeah.
38:36
You've learned it, but that doesn't necessarily mean it applies to every company and to every
38:41
situation.
38:42
Often learn on the fly.
38:44
But I always say if it's only a mistake if you make it twice.
38:48
So So
38:48
try to just do it once and then and then And that's always
38:52
not always possible, but, you know, you you don't wanna make the same exact mistake twice.
38:57
So example, right now, we're trying to market a natural deodorant company.
39:04
And it's a tough market because their product is literally three times the price of something
39:11
you can buy at Shoppers Drug Mart, but it's paraben free and aluminum free.
39:17
And people are often skeptical about its effectiveness because it is natural deodorant.
39:24
So we're currently struggling with the overwhelming competition from companies like
39:30
Amazon and other deodorant companies for space in AdWords because we certainly can't rank
39:37
outrank than SEO for every keyword phrase.
39:41
And so we're we're we're making a lot of mistakes.
39:44
But through that knowledge, 30 days of running testing, you'll know very quickly if if people
39:53
don't think 30 days is quick, it's super quick in in marketing world.
39:57
We'll learn what not to do.
40:00
Because that specific keyword phrase to landing page just didn't create a conversion.
40:06
So started with a twin pack, which the company thought would do well, spent,
40:11
I don't
40:11
know, 600 bucks, which isn't a lot of money in the online world.
40:15
On advertising and fell flat.
40:17
And we Wow.
40:18
We money gone.
40:21
So then we're like, okay.
40:22
And they didn't want our original idea, which was try before you buy.
40:26
So send them a sample and then convert them long term.
40:29
So we switch gears to that, and now we have to learn that part of it.
40:33
We had a couple of conversions yesterday.
40:36
And so everything is paying attention and making sure you understand the metrics and
40:42
everything is trackable.
40:43
So, you know, my my point is is that while we're as smart as we can be having created
40:52
successes for other companies that doesn't necessarily apply to every business, every
40:58
situation.
40:58
Right.
40:58
So, of course,
40:59
of course.
41:00
I'm I'm sure you have audiences that are sitting there thinking, oh, yeah, Paul.
41:02
That's just your way of saying that it doesn't always work.
41:06
No.
41:06
That's not my my point at all.
41:07
My point is it does always work.
41:09
Just needs some time in its own good time.
41:11
Right.
41:12
Right.
41:12
You know what I mean?
41:13
Yeah.
41:13
And, you know, I'm I'm gonna speak to you and I'm like, oh my goodness.
41:16
I have so much to learn This is, as I listen to some of the things, and I know I know some of
41:20
it, but it's it's, you know, as a business owner, you're constantly learning and wanting
41:25
to to get better at things.
41:26
And like you said, you have to just go out there and try your best, get the right
41:30
assistance.
41:32
So Paul, if you if anyone listening, wanted to get a hold of you, do you wanna tell them what
41:39
your your website is or other places on social media where they can get ahold of you.
41:44
Should they be interested in some of the things that you've been discussing?
41:47
Yeah.
41:48
You know, I'm always very open to conversations with companies, especially people who've
41:55
they're in a specific place in their business, and they don't necessarily know what to do
41:59
next.
41:59
I can tell you that in 99% of the case, I've been there.
42:04
If it's if it hasn't been there in my own company and building my own company, it's in
42:07
there helping somebody else build a company.
42:10
So finding out exactly what they need and and what they're trying to accomplish is first
42:16
step.
42:16
And that often takes a phone conversation.
42:18
So just give me a call.
42:20
Call the office at 416-triple 4 Pros 4164447767 or send me an email directly to
42:28
paul@trainingbusinesspros.com.
42:30
Can always visit the website training businesspros.com.
42:33
There's information there about our services and our training.
42:37
But I prefer just to just to make an an online meeting very much like we're having.
42:43
But
42:43
I can learn because I I can't help, but I can't help a company if I don't know what they need.
42:47
Absolutely.
42:48
It's certainly not a one size fits all solution.
42:50
You need to meet you need to get a sense of them and then, understand what their needs are
42:54
and then figure out what would be the next logical step and, whether it's a fit too,
42:59
obviously, for working with a company.
43:01
Well, Paul, this has been, really, really great.
43:04
I not realize how many things I need to, understand maybe not getting right in, but to
43:09
understand in order to take my business to the next level.
43:13
I look forward, you know, to, presenting with you at my event on June 22nd.
43:20
We're at, the Sanman Hotel 5400 Dixie Road in Mississauga.
43:25
If you're interested in tickets, please reach out to me directly.
43:29
And, I can be reached 289-929-0131 online.
43:34
You can go to, roxanderhodge.comforward/authentic Connection
43:39
Movement2018 And that will take you right to the tickets, and there are still some tickets
43:44
available.
43:45
And, we're doing some deals on the tickets, and we would love to have you come out and, meet us
43:51
and gain from all this wisdom.
43:53
And the one thing that I'm taking away today is hypnotic copywriting.
43:59
I'm like, that's my I'm gonna I'm gonna have to figure that out, Paul, because I'm like, how
44:03
much stuff am I putting out there need to learn more about.
44:06
So, come out, listen to Paul talk about, the whys and how to really, get connected to that
44:13
whys so you can put out what you need to to the marketplace to to achieve whatever that
44:18
business goal is that you have for this year.
44:21
So again, thanks again, Paul, and, to my listeners, thanks for listening in, to update
44:27
that link with Roxanne.
44:28
Take care, and we will chat next week.