Row…Row…Row your business

As Entrepreneurs, we are visionary leaders … 

We can come up with some pretty AMAZING ideas which not only creates massive excitement, it gives us a pretty incredible rush.

An excitement and rush we just can’t wait to share with our team so they can get it implemented right away (if you have one). 

Just how many times have you caught yourself saying this? 

“Oh my god, I got the most amazing idea! Okay, let's get that implemented right away. I need everyone to start working on this ASAP!”

Almost a week goes by and ...

“Oh my gosh, I got an amazing idea! We need to start working on this right away!” 

Before you know it, you've got ten plus projects in the pipeline being juggled by your team and none of them seem to be getting done fast enough, or finished at all.

So what gives? 

I hear it almost every time I speak with a client (at one time or another this common frustration is eventually brought up). 

A little context …  Our clients come to us because they can’t seem to move their company forward to the next level on their own. They haven’t been able to reach the goals or milestones they’ve set (at the timeframe they desire). They are stuck. No matter what they try, or who they hire, they just can’t push forward fast enough. 

ONE of the reasons they can’t seem to break through that invisible ceiling (and I emphasize “one” because although it is a big one, it’s just that...one of many) is because they let every shiny new object (idea/method/strategy/tactic) that comes their way, interfere and cloud the LONG-TERM vision they initially set out to achieve. 

It’s what I call the “Roller Coaster Syndrome”. I felt compelled to create a name for it because it’s something I was a huge offender of … 

And truth be told, it’s still something to this day I am guilty of. 

Roller Coaster Syndrome is: 

• The continual act of shifting from idea to idea, from project to project, from strategy to strategy without finishing others. 
• Failure to remain on course to growing and scaling the company for the LONG-TERM.
• When we continually derail our existing goals and milestones with our desire to add new projects, new strategies, and new ideas into the mix without any thought to, OR how it supports and enhances our BHAG (Big, Hairy, Audacious Goal). 
• The act of having no filter and communicating to our team with no clarity or direction whether this “new idea” is just an idea for the FUTURE, or if it’s a DIRECTIVE for now. In short … NOT clearly defining whether something takes priority over everything else. 

TIP: Something you want to happen above everything else I call an immediate DIRECTIVE. Something I want to eventually implement I consider an IDEA for the future. 

After decades of growing and scaling my own companies, and consulting with thousands of Entrepreneurs …

I can guarantee that your team wants nothing more than to make you happy. 

Which means they reside in REACTIVE mode most of the time. 

When we communicate our ideas as visionary leaders, unless we give our team a clear priority level, (again, immediate directive or eventual idea to implement) they are going to always default to immediate directive and re-prioritize what they are focused on. They will then reallocate their time and resources to get this new project or idea implemented above others.  

When this happens over and over again, you can just imagine what occurs … Bottlenecks surface, and the pipelines overflow, break, or back up. 

You’ll start to notice that progress halts or slows on other projects. Your team becomes burnt out, overwhelmed and frustrated. YOUR expectations are not met and you’re left wondering why nothing is getting done. 

Roller Coaster Syndrome not only negatively affects the team structure and productivity, it infects other vital parts of the company, including the bottom line.

Do I have your attention now?

Think about it … When time is reallocated to any new project or idea; focus, resources, time, and energy is TAKEN FROM something else that WAS being focused on.

Oftentimes, what is neglected is the lifeblood of the company (the exact thing that sustains it). 

No matter what is compromised, PROGRESS slows. For every project you add, additional resources, team members, and management are required to properly execute it and support it. 

If you don’t believe that to be true, let’s just imagine this quick scenario: 

You and your team are focused on Project A and B. Then Project C is added. Focus shifts to that new project until you realize that Project A and B really need to be focused on too, so your team shifts again. 

Then Project D is added into the mix. 100% focus shifts over to that one for a little while before you realize that Project C has totally been neglected, so focus shifts in that direction next.

All these little strides now being made for each project become shorter and shorter until you are now moving at a snail's pace to reach the END result of each. Directly affecting the revenue (or lack thereof). 

Now imagine actually allowing your team to focus on completing one of those projects. Let’s say it generated a ton of revenue, which in turn now gives you the opportunity to invest in additional team members. Yes, more people to help see through the other projects you have in the pipeline. 

See the difference? 

If you are having trouble reaching those goals and milestones you’ve set, take a closer look at how many projects you and your team are working on at one given time.  

Then ask yourself how many of those projects are getting you to your most important goal of growing and scaling to the next level? Your BHAG? Increasing revenue?

Are you allowing your team to work in unison? All in the same direction to reach the goals and milestones you set for them? 

Quick story …. In high school and briefly in college my sonRowed Crew (aka rowing team or row club). Rowing is a sport where all team members have to work in unison and be both physically & technically exact. If all 8 members aren’t rowing at the exact same time and same angle with the same exact pressure they will go off course. If one person steps out, the boat may tip, or spin in circles. 

Communication also plays an extremely important role in this sport. Non-verbal communication is transferred back and forth to each crew member by movements as well as verbal communication in feedback.

Same holds true with team communication. 

Always make sure that everyone on your team (everyone in the boat) knows what direction to row in. Ensure your team is always aligned and working towards the same goal.  Be confident every team member is communicated to clearly so they know exactly what the priority is. 

And as a visionary leader, it's 100% up to you to cast that vision. To cast that direction and ensure you are clearly communicating to your team every step of the way. 

This is what grows a company leaps and bounds. A cohesive team, clear vision and priorities, and proper direction from you as their visionary leader. 

As contradictory as it may sound, sometimes you need to slow down in order to speed up growth and progress in your company. 

When you start completing projects and initiatives that actually drive you closer to your BHAG, you’ll find your company will move forward … FASTER.

Need guidance on how to be more clear and intentional with your team? 

Looking to brainstorm how we can help you and your team get to the next level? By the way, our new Internal Scaling System might be a perfect fit for you and your team if you are having difficulty reaching the next level in your business. 

As always, simply comment on this article and let’s set up a time to chat.   

To your success, 

-David

Is Your Business Barefoot?

Do you treat your business like the Cobbler’s kid that wears no shoes? 

If you’re unfamiliar with the term, it’s an ironic phenomenon that happens to many business owners. 

The long and short of it: When Entrepreneurs actually stop doing for themselves the very thing they provide for their clients.  

It’s referred to as Cobbler’s Children Syndrome (named after the proverbial children of shoemakers who don’t have their own shoes).  

We are ALL guilty of this at one time or another. Myself included. 

And I’ll admit it, because I get it.  Here's why this hits so close to home ...

I've not only been there, I've struggled with this over and over again for decades. Whenever a client need comes up, I put the client first (more often than not above the needs of our own company). 

Tell me if this sounds familiar …

You make a conscious effort to work “on” your business and even gain some traction from your effort(s).  All of a sudden a client needs something urgent, or a new client comes on board, or a new opportunity arises. The “squirrel” mentality subconsciously kicks in and working “on” your business yet again is moved to the back burner. 

What I’ve found over the years is there are two types of businesses: 

1. Those that have More Time Than Money to invest in their business. 

2. Those that have More Money Than Time to invest in their business.

As a business owner, you know immediately which category you fit in as your business stands right now. If you are the business owner that checks off the “more time than money” box: 

You should study. 

You should learn. 

You should grow. 

You should do it yourself. 

However, here's the interesting twist ... Using us at Business Nitrogen as a good example. We have a whole team. We’ve got over 25 team members that focus their daily efforts on helping our clients build and scale their businesses. And yet for some reason, up until recently (and I say recently because we've got a whole team just dedicated to us now) we put ourselves on the back burner. 

We haven't done what we needed or wanted to do. Since we moved ourselves up the priority ladder (by taking action steps to actually make that happen), I've been able to dedicate a fair majority of my time on strategizing, ideating, putting our flywheel together, recording videos, and creating content to help us serve our clients even more. Building assets that we need as an Infinite Business to grow and scale while adding even more value for our clients. 

Seems easy, right? Not quite. 

As I mentioned before, I’ve struggled with this over and over again for decades … It’s not an easy transition. Sure, it’s easy to hire someone (or a team) to specifically focus on your internal marketing. Yet, as soon as a client need surfaces, it’s damn near impossible at times not to pull that one dedicated person (or team) off of your stuff and on to address your client’s needs. 

“It's easy to focus on others and not on yourself (and your business). But one of the most important things I realized is that the best way I can serve other people better is by focusing on ourselves by making ourselves a priority.”  -David Asarnow

How’s that? 

Simple … Do As We Say. 

People don't necessarily look at what we say … They look at what we do. And when we put an effort in on ourselves and make an effort “IN” our business people do take notice. 

I'll give you an example. 

A business associate I’ve known for many years pulled me aside at an event I was recently attending and said, “I just want to thank you for the emails and newsletters you're putting out because I have to actually stop what I’m doing and read them when they pop up in my inbox.” 

Surprised (as I had no idea she was on our mailing list) I then asked her: “You mean you have to stop what you’re doing and read my newsletter?”  

She smiled and said, “Yes, I’m not kidding … There's so much value and I know that if I make it to the bottom, I'm going to get to the lesson and I’ll have something that I can implement in my business that day.” 

When I hear stuff like this it further validates that we need to focus on ourselves. For us, focusing on ourselves equates to creating value for others. You’ve heard me say this before. 

Building assets creates value based clients that appreciate what you offer a whole lot more. 

So, if your business is barefoot and you’re guilty of Cobbler’s Children Syndrome, first, identify which category you fall into:

1. You have More Time Than Money to invest in your business.  

OR 

2. You have More Money Than Time to invest in your business. 

If you have more money than time, hire an agency like Business Nitrogen or another team or agency of dedicated people to help you get the clarity and direction you need.  Get a tactical plan implemented to help you grow and scale your company into an Infinite Business. 

If you have a killer team in place, consider setting up a discovery call with my team to see if you’re a right fit for our Internal Scaling System (a brand new program we’ve recently launched). 

Imagine gaining access to proven business-building strategies, expert marketing and sales insight, and tactical know-how directly from a team who has actually accomplished what you want to do in your business … Multiple times over. 

If you can answer YES to both of these questions ...

Have you achieved traction in your business, yet still can’t seem to reach the 7 or 8-figure mark? 

Do you have a killer team behind you that can help you execute exactly what it will take to break through that invisible ceiling in your business?  

See if you qualify for our new program. 

Simply fill out our 2-minute application and we’ll then set up a time to chat. 

To your success, 

David

funnel marketing expert

Why the best marketer always wins

I heard a marketer once say, “Whatever business you think you’re in, you’re not.” 

The sentence alone made me stop and listen. 

He then followed that with, “I want you to forget everything you think your business is right at the present moment and shift your perspective to this thought: 

You’re not in the [fill in the blank] business, you’re in the business of marketing and sales.” 

I couldn’t help but think how true that statement really was. 

• Marketing attracts prospects 
• Without marketing, prospects don’t know you exist 
• Without prospects, no one can buy what your business has to offer 
• When you’re not selling what you have to offer, what you really have is a hobby, not a business.  

All too often Entrepreneurs fall victim to the misconception of “Build it and they will come” ...

Which could quite possibly be a big contributor to the 9 out of 10 businesses that fail within the first 10 years of being in business.  

Did you know that out of the 10% which survive, another 9 out of 10 go out of business?  That means LESS than 1% of businesses that launch ever survive a 20 year time period. 

Yikes. 

I’ve seen it time and time again … Someone comes up with a great idea. They want to sell it online so they throw a funnel page up there, run some ads to drive some traffic to it, and VOILA!  People buy and sales come streaming through the pipeline! Instant business. Instant success!

If it only worked that way! Heck, if that was the case, I wouldn’t be writing this email, I’d be building funnel after funnel.

What’s missing in most businesses’ marketing are what I call the 4 R’s: 

Reach

Resonance

Relationships

Results

Reach is all about the WHO and the HOW.  Who is your ideal client and audience and how are you going to reach them? 

Identifying and getting to know who your ideal clients are two of the most important elements to the success of your marketing efforts. I would even go as far as to say, it’s one of the most important elements to the success of constructing your Infinite Business. 

Who do you want to attract? But also ask yourself, who do you want to repel? 

The better you know your ideal client, the easier it will be to create a message that resonates and speaks directly to them. 

Did I mention it also makes it easier to find them? 

The HOW is the vehicle used to reach your ideal clients and prospects. These days there are unlimited ways to reach your audience… Social media, direct mail, tv, etc. 

If you don’t know where your ideal prospects reside, a great place to start is by asking your current clients!! 

Tip: Get crystal clear on WHO you are targeting and HOW you are going to get in front of them. You may have the best product or service out there, but if your ideal prospects don’t know what you have to offer, you don’t exist.  

In summary ... The best marketer wins. 

The best marketer also understands the importance of resonating with their ideal prospects and clients.  

In the my article I talked all about branding. I don’t care who you are, or what you sell...Every company needs a voice. Every company needs a way to showcase what their value is and what they stand for.  

When your message and positioning (branding) resonates at a high level with your ideal prospects and clients you can ultimately increase conversion rates, encourage repeat purchases, and ALSO inspire unsolicited referrals from raving fans.  

You know you’ve nailed your message and positioning when your resonance is directly reflecting back to you like a mirror. 

When your clients are doing the marketing for you. 

This is a direct result of connection. Connection is created through building that relationship. 

Imagine you’re on a first date. You’ve just finished dinner at a nice restaurant. You’ve had a great conversation so far, so you order dessert. You’re now on to telling this person what you do for a living which then leads to some crazy phone call you had with one of your clients earlier that day.  

Things get a bit more personal and you get on the topic of your cat, and how you came to adopt her from a shelter in San Jose years ago while you were there for a seminar. 

There are some laughs and smiles and deep down you’re feeling pretty confident.  “This is going really well!” you’re thinking. So you decide now’s the time, and you look them straight in the eye, smile, and ask them to marry you. 

After your date realizes you're serious, panic sets in (you can see it clearly on their face) and their body language now indicates they are pretty uncomfortable (if they haven’t already made up some excuse to get up and slip out the back door).  

Not exactly the right approach was it? 

So why do so many of us treat our prospects as if they want to commit to us after just the first touch point? 

We somehow expect they will just hand over their money for what we have to offer after investing just a fraction of time with us …

They don’t know us, so why do we expect them to trust us …Furthermore, buy from us? 

Dating to find a marriage partner is no different than building relationships with potential ideal clients. The same elements apply. 

It’s building trust. 

It’s creating value. 

It’s understanding your ideal client’s needs. 

Gary Vaynerchuk recently put out a video and made this comment: 

“The longer you can go just adding value to your clients or potential clients without asking them to buy something, the bigger your backend will become”. 

Start building assets and start leading with value. 

Leading with value means doing what you can to add value to someone’s life before money ever exchanges hands. 

Leading with value results in consistency and predictability, and indirectly creates a BIGGER impact. 

Value creators (value assets) build trust and rapport with your audience. They are the stepping stones to building relationships with your clients and potential clients. 

Value creators immediately exceed expectations, and they also serve to disqualify anyone who is NOT your ideal client.  

Last but not least is Results. 

Results is often by-passed when it comes to marketing, yet it's one of the biggest drivers and accelerators to growing and scaling. 

Ever hear of the phrase, “Everything measured improves”? 

Couldn’t be more true in life and in business. 

If you can’t measure something to determine the results, you can’t possibly get better at it. 

Ever try to lose weight without stepping on a scale to measure your results?  

How about trying to improve your golf game... How hard would this be to accomplish if you didn’t keep score? 

You get the idea. 

Marketing is no different. If you can’t measure your results ...

1. You don’t know how effective your efforts really are 

                              AND

1. You can’t improve, manage, grow or scale 

… And measuring results doesn’t just apply to marketing!

It applies to every area and moving part in your business. 

Marketing may not be the only business you are in, but it sure is a huge accelerator in growing and scaling your business for generations to come. 

What are the other accelerators to growing and scaling your business to the 7 and 8-figure mark? 

Branding, Sales and Scaling. 

ALL 4 Business Accelerators can build your Infinite Business. 

And all 4 Accelerators are included in the curriculum for our InfiniteBusiness Circle. 

Imagine gaining access to proven business building strategies, expert marketing and sales insight and tactical know-how directly from a team who has actually accomplished what you want to doin your business … multiple times over. 

If you can answer YES to both of these questions...

Have you achieved traction in your business, yet still can’t seem to reach the 7 or 8-figure mark? 

Do you have a killer team behind you that can help you execute exactly what it will take to break through that invisible ceiling in your business?  

See if you qualify for our Infinite Business Circle …

Simply fill out our 2-minute application and we’ll then set up a time to chat. 

  

To your success, 

-David

active campaign campaign

How will your business live on?

When I hear the word legacy these days, I can’t help but think about a conversation I had with Sir Richard Branson last year about his 10 Generation Plan (building something that can positively impact at least 10 generations). 

How’s that for a powerful legacy? 

Ever since that conversation, my perspective dramatically shifted especially when it came to thinking about the purpose of my business, and the impact I want my team and I to make in this world by helping other businesses aspire to achieve their unique legacies. 

You could say my purpose became pretty darn clear...

To help grow and scale mission driven companies into iconic legacies for generations to come.

Infinite businesses. 

Success for me would be to leave that footprint long after I was gone and have it live on for generations to come. 

You see, no matter how successful we are… in life OR in business, a powerful reminder we all should embrace is that we are all mortal, and our time here will eventually come to an end. 

Recently, this reminder hit close to home when a good friend of mine died unexpectedly. 

What was even harder to accept was that I was with him just days before he passed...

It was a Sunday when we arrived in Vegas to get ready for a trade show for a business we were partners in. 

Monday was day one of the event and he started feeling ill and decided not to attend.

Friday he felt he felt worse, and by Saturday morning he couldn’t even walk. His wife called an ambulance and he was immediately hospitalized.  

Less than one week later Brian was gone. Just like that.

We were all shocked and in complete disbelief. For days, even talking about it amongst the team felt surreal, like we were on the outside looking into someone else’s life. 

After the initial shock of losing him started to wane a bit, a painful realization set in about how much the business would suffer from losing him (he was instrumental in our growth and solely responsible for key areas in the business).  

We had no plan for his departure. 

That never even crossed our minds. But here we were. 

We were forced to make some immediate decisions that would ripple down through the entire company.  Affecting the present day and the future.  

Here’s what we did realize though…

This was our opportunity to really take a step back and start asking ourselves the most important questions that most business owners don’t think to ask themselves (until the unexpected happens). 

Questions like: 

• What really matters? 
• What legacy do we want to leave?
• How do we make our legacy a reality? 
• How do we make a legacy for our team? 
• How do we help others successfully build and achieve their legacy?

God forbid something happens to myself or another member of our team, how can we structure the business to survive and continue on for generations to come? 

Yes, hard questions. 

But questions worth asking...as by having this discussion and figuring out the answers led us to clarity and ultimate focus on our purpose. 

And ours is building an Infinite Business and helping others do the same. 

Creating and scaling a business that matters. 

Building a company for people who care about more than themselves. 

Elevating to a business and mission that leaves an awe-inspiring legacy for the world.

Think about you and your business now...

What is your purpose? 

What is important to you?  

Have you thought about what would happen to your business (your team, your family) if God forbid something happened to you? 

What help do you need to ensure your legacy will survive and last for generations to come long after you’re gone? 

I’d love to hear your thoughts and comments on this topic…comment below.

As always, feel free to reach out to me anytime if you want to schedule a discovery call with my team to see how we can help you break through the invisible glass ceiling in your business. 

To your success, 

David 

funnel marketing expert

The Conflict Conundrum

The big, bad C word…CONFLICT.

It’s one of the most mis-understood “challenges'' in companies today.

I say this as a direct result of a recent experience my team and I encountered.

So in addition to it being timely, I felt compelled to share my thoughts and perspective on this matter hoping it will help you and your team as much as it’s helped me and mine...

Conflict by definition is, “A serious disagreement or argument, typically a protracted one.”  

To most, the word itself evokes feelings of negativity.  

I’ll be the first to admit...I was guilty of that myself.  

However, knowing what I know NOW, my perspective has entirely shifted.  This has become one of those “Ah-ha” moments I wish I would’ve learned much earlier in the game of business…

It all started about 18 months ago...

My team and I were on one of our weekly leadership calls.  The topic of integrating a business operating system into our operations structure arose. We had been thinking about it for some time, and for whatever reason it was brought up this time, and we discussed it.

We all agreed that if our goal was to build and scale 8 and 9 figure businesses, it was definitely worth implementing. What did we have to lose? 

We said we'd implement it for one year with 100% commitment and evaluate. (The business operating system we chose to incorporate was Vern Harnish’s Scaling Up.  In order to implement most effectively, we hired a Scaling Up coach with a year commitment so that we could implement the new operating system most effectively.)

One HUGE thing we discovered right off the bat (or should I say UNCOVERED) was worth the entire year’s investment.   

This discovery came in two parts:

1. Conflict is good, not bad. Conflict must exist for growth to continue on a healthy and steady incline

2. Our realization that we (as a team) avoided conflict at all cost

We were very complimentary of each other… that skill we had down. 

But anytime even the thought of addressing an “elephant in the room”, caused many of us to scatter.  No one on the team took accountability on this front (even me, as the leader).

Our coach asked us all to read the book, Five Dysfunctions of a Team, which I highly recommend you pick up. (Tip: As a team leader, don’t read this book in isolation… read it with your entire team).  

We went through the book as a team, chapter by chapter to address each of the dysfunctions outlined in the book.

We quickly became more and more comfortable with all the different areas of conflict. Slowly the negative connotation we all held about conflict began to fall away.

We then learned one of the most productive ways to embrace and address conflict...  

Turns out….Open, honest and transparent communication was KEY to overcoming the conflicts we encountered.

Full transparency: It took us all a while to adapt to our “new world”. We had to continually encourage each other to embrace conflict (as our default behavior had been to avoid it on some level).

But we kept at it.  We made it part of our communication system on a daily, and weekly basis.

We became more and more comfortable vocalizing conflicts and then working together and individually to find a solution.

People on our team that would shy away from conflict in the past, started stepping up. Realizing that avoiding conflict caused way more damage than confronting it.  

We began seeing differences immediately (internally as a team and externally with clients).

We were more accurate.

We were more aligned.  

We were more efficient.  

We trusted each other more.

We reached our goals sooner.

It all started with shifting our mindset on what conflict meant to us. Then we had the choice to reframe conflict on our terms. This led to an open, honest, transparent and authentic communication line.

You’ll hear me say this a lot: Communication builds trust.

And trust builds high-performance teams.

Addressing conflict is definitely something I wish I learned a long time ago... 

Now think about conflict areas that exist in your organization. 

How can changing your mindset of what conflict means change things for you and your team?

Remember, there’s no time like the present. 

As always, feel free to reach out to me if you'd like to schedule a discovery call with my team... let's brainstorm how we can help you build your infinite business.

To your success, 

David

best click funnel expert

Would your clients TATTOO your logo?

Most Entrepreneurs I meet are very confident in what they offer (whether that be a product or service or both), yet sales still stagnate and many still struggling to break through that invisible ceiling in their business…

So why don’t more people want what they have to offer? 

Some might try to convince them they have a sales problem. And although that’s a legitimate variable to consider …

9 times out of 10 it’s NOT a sales problem. 

Let’s take a quick step back for a moment (I promise we’ll come back full circle) ...

Imagine you see something you want to buy. 

Do you solely base your purchasing decision on the item’s functional value (i.e., what can it do for you)? 

Of course not. 

Products and services are purchased for reasons much more complex than simply because you “need” them.  

As human beings we’re more likely to make our purchase based on the emotions the product or service stirs up inside of us (i.e., what does it make me feel like)? As extreme as it sounds, that’s actually how most people make their purchasing decisions. As far as buying decisions are concerned, our logic informs, but our emotions persuade. 

Even as everything else in our outside world continues to evolve, absolutely nothing has changed in our “inner world”.  

Interesting enough, a lot of what happens in our brains is emotional, not cognitive. An easy way to think about it is heart over mind. 

There are three factors that come into play when determining what products and services you purchase and who you trust to deliver them: 

These are Emotional, Functional, and Social components. 

Now, when you position your product or service in relation to each of these components, what you are accomplishing is what us marketers call “branding”.  

Branding allows you to resonate with your target market on a much deeper level. Not only that, statistics have shown time and again that people are willing to pay more for brands they recognize and have positive feelings towards. 

When things are branded, our brains perceive them as more valuable. 

For brands that people also feel aligned with …A fierce loyalty can be cultivated. Just think of anyone you know that rides a Harley. How many other companies do you know inspire people to tattoo their bodies with their logo?  

To be clear, there is a difference between “brand” and “branding”that you need to understand as well. A person’s mental picture of a product or service or experience is the “brand”... Branding is how you intend to create that mental picture in your customer’s mind.  

Branding is achieved through crafting a desirable perception in customers’ minds about your product or service. 

Brand = the emotional connection between the client and the entity. 

Branding = creating the emotional connection you want with your customer. 

Here’s the problem …

Most people hear the word “brand” or “branding” and instantly dismiss it thinking it’s something only big, established businesses need to think about.

A common misconception. 

The fact of the matter is, every company needs a voice. Every company needs a way to showcase what their value is and what they stand for.  

When your message and positioning resonates at a high level with your target market you can ultimately increase conversion rates, encourage repeat purchases, and ALSO inspire unsolicited referrals and word-of-mouth promotion from raving fans. 

Told you I’d bring this around full circle! 

Here’s another great example that’s not as obvious.

Think about your favorite musician. 

A musician is in the experience creation business.  When a musician is able to reach his/her audience by evoking a certain feeling or emotion in them through their music, he/she has succeeded. For people who feel aligned with that musician on an emotional level, a strong loyalty and connection develops. 

One of the best unspoken compliments a musician can get is seeing someone actually singing the words of their song, or moving to the beats and rhythm of their music. 

Now take a moment to think about your business. 

Are you resonating with your target market as effectively as you’d like to be?

Is the face, feeling and messaging of your brand evoking the right emotion and connection with your audience? 

If you’re still not sure, here are a few characteristics of a strong brand: 

Strong brands sell without promotion. 

Apple is a perfect example. Consumers wait in line for hours to get the latest and greatest from Apple (even if they don’t need it). Consumers will even get on waiting lists and pay top dollar (just to be one of the first to get it). Weaker brands wait to be scooped up only when promotions arise and by bargain hunters.  

Strong brands create brand loyalty. 

Think Amazon. I really don’t think I need to say anything more.  

Strong brands don’t poke at people’s pain to evoke the complete “buy in” that you can help them. 

Are you creating value, building loyalty and exclusivity? Or are you using scare tactics and evoking fear hoping that will motivate your target audience to buy your product or service? 

Now if you’re still not sure …

When’s the last time you spoke to your clients? 

You know you’ve nailed your message and positioning when your resonance is directly reflecting back to you like a mirror.

If you struggle with stagnant sales and still haven’t reached the pinnacle of success you first dreamed about when you first started your business, start taking a closer look at your brand, your branding, your message and your positioning. 

Because the real competition in today's marketplace is NOT for the client's money. The real competition is for their emotions and hearts. 

Always remember heart over mind. People don't buy what they need, they buy what they want. Wants are emotional and will win nearly every time.

Branding is a tough nut to crack for most Entrepreneurs (even the ones that understand marketing). If you need help with your branding (or any of the other three Business Accelerators that can take your business to the 7 or 8-figure mark), consider setting up a discovery call with us to see if you’re a right fit for our Infinite Business Circle. 

This exclusive program may be right for you if... 

• You’ve achieved traction in your business and are now looking to grow and scale to the 7 or 8-figure mark
• You have a killer team behind you that can help you execute and implement all the proven business building strategies and tactical know-how our team of experts will teach you
• You want to build an Infinite Business to last for generations to come
• You want guidance and direction from those that have actually done what it is that you want to do in your business … Multiple times over…  

Simply fill out our 2-minute application to see if you qualify, and we can also set up a time to chat. 

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