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Master Your Marketing with Wake Up Warrior Garrett White · The SmallBizChat with Melinda Emerson

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  But the questions that come up for us are the ones that create the biggest pivot points.
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  My question was simply was I born for this?
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  It's how most most 1st generation entrepreneurs who start their own businesses, that question
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  of some form came into the world, and that shifted everything.
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  3, 2, 4, 0, technician.
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  Lift off.
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  Ending small business failure.
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  Welcome the small biz chat podcast with the number one small business expert, Melinda
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  Emerson.
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  Melinda's goal is to end small business failure, and she'll give you the you need to
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  succeed and live the life you dream of.
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  Now here's the small biz lady herself.
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  Melinda Emerson.
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  Hi, everyone.
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  I'm Melinda Emerson, the small business lady, and I'm coming to you from Philadelphia.
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  Mister Garrett White, he is the wake up warrior.
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  Yaron, thank you so much for having joining me today.
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  I'm so grateful to have you with me.
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  So, Gary, tell us you have such a diverse background.
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  Tell us a little bit about how you became the the wake up warrior.
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  Path number 1.
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  Become a PE teacher and get a degree in kickball.
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  That's where it all began.
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  So I was a collegiate football player.
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  Ended up in PE.
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  I was a strength coach.
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  I'm gonna book change my life just like the book that you're offering everyone else.
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  Fix your business, small business owner.
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  Many are gonna pick this book up.
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  It's gonna change the way you see yourself.
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  I'm gonna change the way you see your business.
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  And in that change, you're gonna find yourself years from now looking back and wondering what
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  would happen if I hadn't changed.
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  And the book that changed me was a book by Robert Kiyosaki called Rich Dad Portapp.
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  And a friend gave it to me as a PET driver.
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  I was divorced about a year and a half old son.
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  I made almost no money and could see no possible way of living the paycheck I was doing
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  as a PE teacher.
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  And that led me down a path to banking, which led me down another path to mortgages, which
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  led me to investments, which led me to real estate, led me to losing everything and being
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  in a second marriage that was also heading and trending towards divorce.
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  So I almost ended up as a second time divorce guy.
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  And that was, like, the middle of my entire business experience.
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  And in hell is where wake up order began.
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  Alright.
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  So you and I have something in common.
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  You know, I reinvented my $1,000,000 business as, like, the whole world was crashing around
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  me too.
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  So We have that in common.
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  So what I want to know is you you read this book by Robert Kiyosaki Richdad, board, and
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  many of us have read that amazing I know Robert pretty well.
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  Tell me how this turned things around for you.
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  What what were the, like, your main takeaways that made you think Look.
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  I I know there's something bigger out here for me.
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  Todd, I I had a question.
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  Like, I had, like, out of all of you watching right now at home, Watch with my live stream.
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  You're listeners on demand.
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  Maybe I maybe you're getting this through tweets.
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  I don't know how you're getting it through text, but maybe getting it that way too.
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  Here here's the thing that's crazy about being a small business owners that you and every
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  single day, we have all these stats going through our head.
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  But the questions that come up for us are the ones that create the biggest pivot points.
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  My question was simply was I born for this?
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  It's how most most 1st generation entrepreneurs who start their own businesses, that question
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  of some form came into the world, and that shifted everything.
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  And that started for me as a PE teacher.
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  And then with the implosion of all my businesses in 2008, I had to look over a 100
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  employees.
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  It was my first round for 6 years of business owner.
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  Sitting down and letting go of my mother, letting go of my family, letting go of everyone
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  who worked for me, and then finding myself in this dark, dark pit, I was left with that same
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  question again.
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  2008, is this really what I was born to do?
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  Like, how the hell did I end up here?
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  I went from nothing built massive and ended up with nothing again.
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  So questions are what drives us.
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  Questions are what drive you.
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  Unfortunately, we just tend to ask the wrong questions And so we end up getting the right
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  answers to the wrong questions which keep us stuck.
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  So I know that, you know, we talked earlier a little bit about how sometimes men can perceive
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  their worth from what's in their pocket.
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  Right?
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  And entrepreneurs do the same thing.
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  We take our worth from what what our gross revenue is.
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  Right?
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  And so we sometimes get focused on the wrong thing.
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  You know, I've read something the other day that somebody said happiness is the new wealth.
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  Most people are not happy.
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  Most people are not happy.
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  Whether they're wealthy or broke, most people are not happy.
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  So what how do we make that connection for people?
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  Cause entrepreneurship is about freedom.
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  It's about living your dream life.
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  So how can we help business owners, you know, pull themselves up after a major setback.
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  How do we do that?
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  So here here's a chance.
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  Right?
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  Like, the challenge, not just being a guy, but the challenge is just being a small business
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  owner in general.
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  Like, across the board, I don't give a shit, like, what business you're in or how you
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  operate.
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  Like, here's the reality of where you're at.
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  Which is this.
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  You are driving after the wrong end of the stick too often.
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  You're spending all your time inside the fulfillment side of your game, but we're
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  saying, well, I'm my 8 I'm not an ATM machine.
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  I'm not my worth is not linked up to my money, but in the game of business, profit is at the
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  end of the day, the indicator of whether you're winning or losing.
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  So if you're not profitable, most of the time, we're not focusing on the front end.
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  You don't have leads.
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  That is a desperate dark day as a business owner.
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  You run out of sales, You don't have leads and you don't have sales.
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  I don't care what industry you're in.
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  I don't care what product you're selling.
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  I don't care what service you're offering.
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  I don't care what color the skin you have.
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  I don't care what growth you had as a kid, whether you were in personal development or
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  not.
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  If you don't have leads, your business dies.
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  If you don't have sales, your business dies.
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  And if you cannot get yourself up and stand power every day as a business owner to get
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  leads and to make sales, then it doesn't matter.
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  You're gonna beg for scraps at the end of the line, and then you're gonna link your worth up
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  to the misery of your destruction inside of your lack of profitability.
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  Than you would being profitable, but that is a skill set game even more so at times than it is
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  a mindset game.
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  You you're preaching.
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  I mean, I just wanna let you go.
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  And do your thing.
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  So your current business is really fascinating.
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  Tell us a little bit about what you do.
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  So I I built a I built a business consulting firm a number of years called Wake of Warrior.
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  And we have over 12,000 clients in 27 countries.
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  All men.
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  All sparked by this book right here in the principal on the cover, which is Bea the man.
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  Stop lying, start leading today.
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  And this was a problem.
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  I sat there in my dark hole, and my wife asked me in 2000 89, She's sitting there, New Year's
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  Eve heading into New Year's day.
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  My businesses are imploding all around me.
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  We've been married for 7 years.
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  I've been ignoring her the entire time thinking that the answer is just make more money.
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  Somehow that would translate into more sex and connection and marriage that'll make more
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  purpose and make my life make sense.
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  It'll help this make more money.
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  It was just hustle hustle hustle.
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  But it was gone.
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  And my wife looks at me and you literally use those 3 phrases.
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  That was 3 words.
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  Be the man.
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  Why can't you just be the man?
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  I didn't sign up for this.
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  Fix it, but I didn't understand who that was.
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  I didn't know how to be the man.
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  I didn't even know how to be a businessman anymore.
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  So I started creating this concept in my mind, which was what if I gamified my life?
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  No different than the way you would have KPIs inside of a business.
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  I have KPIs inside of my marketing and my sales and my accounting and my fulfillment and my
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  client retention.
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  All of my money side there's tracking.
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  But there was no tracking for the rest of my life.
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  I didn't know if I was winning in marriage, which most people would not admit it.
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  You guys shared it earlier.
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  You could leave the home at war with your partner.
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  And then you try to go to business and be all in power.
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  It's not happening.
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  If I'm walking out the door with my wife saying I hate you, That has an impact on my psychology
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  all morning.
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  If I leave the house with a kiss and I love you, and we made love last night, and we're
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  connected as a partner Well, then I go to work that day and I go to hustle and instead of the
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  hate you, it's bad.
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  Go get them.
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  Go make it happen.
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  So there's this piece inside of shifting I had to figure out of myself.
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  And I started to see as I would go in and work with other business owners, particularly men,
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  They were talking to me about economic and business problems, but the truth was they
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  didn't have business problems.
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  It was a lack of power inside of who they were.
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  I'd be sitting across in front of this guy runs a $1,000,000,000 steel company.
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  The guy's a £120 overweight.
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  He's got his 9th cup of coffee.
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  He's on his 3rd marriage now ending in divorce, and he's got a cocaine problem.
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  And he's sitting here telling me that he has a management problem.
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  I was like, bro, you guys are not 40% down right now.
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  Because of your management problem.
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  The management problem we're dealing with is the fact that 80% of your power is leaked out
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  every single day in all these other issues.
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  And I saw this year after year after year, and it was the same thing I've gone through.
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  My personal power was declining and my profitability was followed.
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  As I declined, my money followed.
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  When I started to decline personally, my money followed also.
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  So Wakeupori was built as a comprehensive consulting firm to guide particularly men,
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  which is who we service up until this fall of 2018, for the 1st 7 years, We just coach and
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  lead men to help recapture all the power in the rest of their life so they can link that up to
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  being more profitable inside of the business life.
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  That is amazing.
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  And you really, really hit on a lot of amazing key things, but I wanna know, like, you know,
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  your business that you have now, how did you promote it?
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  Like, how did you build it?
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  I know you you do a lot of stuff online, a lot of online training, all that stuff.
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  Tell us a little bit about sort of, like, how the operational side of your of your company
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  works.
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  So two things.
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  When when first as a as a as a small business owner, you have to begin to see yourself, not
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  as a fulfiller of a products or service.
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  Like, you gotta shift your mindset and it's saying, I am a marketer.
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  Like, I am a marketer.
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  People don't wanna look.
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  It's almost small business owner.
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  Well, I don't I don't really care how good of a small business owner you are if you're not a
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  marketer because if you're not a marketer, that means you don't care every day waking up to go
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  get leads, which means you don't care about bringing fresh water back to your business.
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  So I started down this path of really saying, okay.
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  I have to master marketing.
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  No one's gonna give me leads.
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  I can't go to a local BNI event.
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  Hope and beg and plead and borrow that people are gonna give me business.
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  This meant I also needed to learn how to advertise advertising and marketing psychology
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  became the primary focus of what I studied.
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  The second piece is I needed a tool to support me in that, which is click phones.
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  Click phones is a software tool that I began to use to build strategic seduction from
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  prospects, from lead to qualified prospect.
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  You take me, don't care.
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  Drop me in front of a 1000 small businesses, and I will tell you every single time, the
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  biggest issue they face is they don't have enough leads and they don't have enough
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  liquidity leads that they need.
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  You solve your marketing problems.
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  You're you're now qualified to handle the rest of your problems.
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  You want to have an accounting problem with Don, but you're never gonna have an accounting
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  problem with Don if you can't get leads.
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  I believe you preaching here.
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  Now tell me this because we gotta get to our speed round.
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  What is the best piece of advice you can give business owners right now today?
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  Stop lying.
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  Stop lying to yourself.
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  Stop lying about where you are.
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  Stop lying to everybody about how good you're doing when you're not.
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  Stop lying.
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  Tell the truth to yourself.
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  Look yourself in the mirror.
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  Put your good boy, big boy pants, big girl panties on.
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  Look yourself in the mirror and stop lying.
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  Stop lying about your numbers.
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  Stop lying about where you wanna go.
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  Stop lying about the visions you have.
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  Stop lying about how scared you are.
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  Stop like just start telling the truth.
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  You start from the truth.
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  You have a chance.
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  You keep lying.
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  You keep BS and everybody around you.
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  You keep BS ing yourself.
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  You quit looking at the truth.
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  You have no shot.
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  You're gonna be a desperate small business owner, barely making ends meet for the next
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  decade.
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  And in that, you need to quit and go get a job.
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  Alright, folks.
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  Well, listen.
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  We're about to straight talk express business around here.
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  Like, we we give it to you straight We love you.
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  We we want you to win, but here's the last thing I want you to know.
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  You never lose in business.
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  Either you win or you learn.
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  I'm Melinda Emerson.
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  I'm the small biz lady, and we are over and out.
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  Thank you guys.
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  See you soon.
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  Thank you for listening to the Small Biz Chat podcast with Melinda Emerson.
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  For more resources and small business success strategies, visit succeed as your own boss.com.
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  Subscribe to this podcast wherever you listen to podcasts and join us next Wednesday.