Short Summary
In this episode of Business Coaching Secrets, Karl Bryan shared insights on various topics, including the importance of being smart and not letting negative events own you, the cycle of a business, and preparing for a successful exit strategy. He also discussed growing a coaching business, focusing on lead generation, conversion, and fulfillment, and the importance of properly targeting one’s audience for marketing purposes. Finally, he emphasized the need for conscientiousness, hiring staff, and creating valuable content for social media.
If you’re interested in becoming a high-paid coach and consultant, contact us today at Focused.com and learn more about this exciting opportunity.
Also check out the podcast on Spotify to hear it for yourself!
Long Summary:
In another episode of Business Coaching Secrets with Karl Bryan, they started the conversation with a reference to Jake Paul vs. Tommy Fury fight. Karl watched it and thinks Jake Paul is ruthlessly talented, referring to his success in a few short years in the ring. He also mentions that people who invest the least often have the most to say about someone, citing Babe Ruth’s quote about the loudest boos coming from the cheapest seats. Karl then briefly talks about Pamela Anderson and Kim Kardashian’s success, highlighting the importance of being smart and not letting negative events own you. 
In the same conversation, they also talked about the arc of a business and how entrepreneurs need to prepare for a successful exit strategy. Karl Bryan explains that every business has a cycle, and entrepreneurs should be aware of their strengths and weaknesses. He gives an example of a chiropractor who starts his business at 30 and scales it back at 50 to spend more time with his family. At 60, the chiropractor sells his business, but it may not get full value as it operates only three days a week. To solve this problem, Karl suggests finding someone who looks like you and has them build the business within for you. Giving them milestones and making them business owners motivates them to grow the business.
They also discussed how to grow a coaching business from 10 to 20 clients without losing oneself in the process. Karl advises that it is easy for someone new in the business to think they can handle more clients than they can. To grow a coaching business, he suggests focusing on three baskets: lead generation, conversion, and fulfillment. He emphasizes that fulfillment is more likely to stop a coaching company from growing than lead generation. He recommends going into a niche with a network effect to make it easier to handle more clients. Additionally, he highlights that conscientiousness is an important skill for successful business operation, and hiring staff before feeling ready can lead to magic happening.
In this episode, Karl also highlighted the importance of properly targeting one’s audience for marketing purposes. They discussed the pitfalls of targeting too broadly, and instead encourage finding specific interests or communities where the audience may be found. Karl emphasizes the importance of preparing for a meeting or call, suggesting that just 10 minutes of preparation can drastically improve the outcome. He also suggests creating a client avatar to better understand the audience’s interests and behaviors, and encourages mingling with the community to get a better feel for their experiences. Finally, they discussed the importance of creating valuable content for social media by identifying 50 things that can help a specific business, and using that as a basis for creating posts.
In conclusion, in this episode of Business Coaching Secrets, Karl Bryan shared valuable insights on various topics ranging from the importance of being smart and not letting negative events own you to growing a coaching business and properly targeting one’s audience for marketing purposes. He emphasized the need to be aware of the cycle of a business and to prepare for a successful exit strategy. He also advised focusing on lead generation, conversion, and fulfillment to grow a coaching business, and conscientiousness and hiring staff as crucial skills for successful business operation. Ultimately, this episode provided a wealth of knowledge and practical advice for entrepreneurs looking to succeed in their businesses.
If you’re interested in becoming a high-paid coach and consultant, contact us today at Focused.com and learn more about this exciting opportunity.
Also check out the podcast on Spotify to hear it for yourself!
Transcription:
SPEAKERS
RodeDog, Outro, Karl Bryan, Intro
Intro 00:02
Welcome to Business Coaching secrets with Karl Bryan. If you want to attract new high end coaching clients, fill live events and build a wildly profitable coaching practice where business owners pay, stay and refer, you’ve come to the right place. In this podcast, Karl provides his keys to the kingdom for finding and signing high paying clients and building the coaching business of your dreams. Here we go.
RodeDog 00:42
Ladies and gentlemen, boys and girls, coaches around the world. Welcome to another episode of Business Coaching Secrets. It’s your boy the RodeDog with none other than the man, the myth, the guy whose SPF on a sunscreen is baby oil. Karl Bryan. How you doing shoots?
Karl Bryan 01:01
Nice. I’m doing good. That reminds me of.. Have you ever seen the movie Heartbreak kid? Can’t say, huh. Oh, you gotta watch it. You will love it. Ben stipulate Ben Stiller. But anyway, so he so he gets newly married kind of a funny dynamic, anyways, he, I don’t know. He ends up getting married in very short order. Because she’s gonna get shipped off to somewhere and he gets married, which was all a big smokescreen, by the way. Turns out anyway, so they go to the beach, they go straight to Mexico for the I think it’s Cabo for their honeymoon. And she puts baby oil on it. She’s got, he’s like, Baby, I don’t think this is a good idea. And she’s adamant. And on the story goes, so there you go.
RodeDog 01:50
So that reminds me of the Friends episode where Ross came in. He was fully tanned. And then Chandler and Monica are sitting there and he goes, I went to that new ta.. that tanning place that your wife told me about and Chandler goes What place is that, the sun? Anyways, like oh my god, it’s so good. So there you go. Well, there you go. Tanning advice 101 with Karl Bryan this week folks? What is the right prescription for you speaking of, speaking of the sun and I believe it was down in the United Arab Emirates there the Jake Paul thing, you know, I didn’t even know it was happening. I love or hate Jake Paul this dude just keeps making money off of every single fight. But he lost a Tommy fury. I don’t know if anybody’s even knowing about this or caring about this. But I’m sure if anyone has an opinion. It’s you big shoots, what’s, what are your thoughts on that whole thing?
Karl Bryan 02:56
So my opinion on Jake Paul, Tommy fury fight? Yeah?
RodeDog 03:00
Yeah, of course. Like I’m just, I’m curious because you know, much like yourself, a YouTube sensation, I’d like to know your thoughts.
Karl Bryan 03:09
Now that was funny. I did watch it. And I think a few others did, by the way. I think he managed, I think he had to give away his purse because he lost but I actually watched it with Gary Lightbourne, he’s the guy who I box with every morning at 8:30 who by the way fought Tyson Holyfield, George Foreman, etc. Anyways, legend of a guy love him every week. He’s got a crazy story about Mr. T or Eddie Murphy or whoever. In fact, if you watch the Bruno versus Tyson documentary, Gary is the guy fighting Tyson. Like sparring, when I say he fought him, he was their sparring guy, right? But anyways, who cares about that? I don’t know, man, Jake Paul, he’s doing big things. And I got a huge amount of respect for him. I know. A lot of folks are like, you know, referring to him as a YouTuber. And if you’re referring to Jake Paul was a YouTuber, my goodness, you know, I box every day and I love it. What he’s done in a few short years in the ring is just nothing short of insane. And he takes the status say which is often the way he wants to get. I’ve often said this If you want to get to know somebody go golfing with them. And it’s not about how good they are or their golfing prowess. It’s about the manner in which they go about it. You know, just naturally talented, you know, cheatin, kicking the ball out not giving a rat’s backside, you know, whatever, you would generally see that and the same way that he does, you know, he is, you know, undertaking you know, businesses the way that he’s undertaken business and yeah, I think he’s ruthlessly talented. And by the way, that’s, you know, Kendall Jenner. I don’t know what like she’s like 21 years old and a billionaire. You might say that, you know, married into a fancy family, but you, you just don’t become a billionaire. Without having your wits about you being very smart. etcetera, even like Kim Kardashian, who I think like their sisters, right, like half sisters or something like Kim Kardashian had a sex tape come out and she just right.. you probably don’t even remember that right? Although you’d heard about it you don’t even remember it because she had a sex tape come out and she just kept cranking and cranking and ran right over the top of it. Whereas Pamela Anderson let the sex tape that came out with her and the what’s his name Tommy Lee. Right and he let that crush her he let it crush her career and to a great degree I think she let it you know, kind of crush her experience as a mum, but by the way full props to Pamela Anderson, by the way, good old fashioned Canadian actually our buddy Brent dated there back in the day, by the way, RodeDog you might not know that when she was a bad girl but But anyways, but she let the sex tape thing own her. And it appears as though it still does. If you watched I you know, maybe sadly, whatever. But I watched the Pamela documentary. And she’s talking about it and she has as much as came out of her lips that you know, it’s ruined or ruined her career. Right. So, Jake Paul, and by the way, he’s got a brother Logan, who’s also doing you know, pretty impressive things that are a bit of a gruesome twosome. The loudest boos shoots the loudest boos come from the cheapest seats. That’s what Babe Ruth said, right translation. People who invest the least will have the most to say about you. Right. So again, what Babe Ruth was saying is in the cheap seats, that’s where all the you know, the boos and the heckles come out. So Jake Paul’s critics know nothing about him. And his brands is social media prowess, it’s, it’s the same. We said this recently on the podcast, but like the people, or maybe it was an email can’t remember the people that Joe Rogan’s biggest critics, don’t listen to Joe Rogan. Right? Tony Robbins, harshest critics have never seen or never been to a Tony Robbins event. I get no a Taylor Swift, right. I get my nine year old daughter, she loves Taylor Swift. Her harshest critics don’t know anything about her, you know, her talents as a musician, her songwriting ability, right, like she has an A to Z talent all day long. Her harshest critics know nothing about what I just said. Right? So Jake, Paul, his harshest critics and the people that are coming after him. And referring to him as a YouTuber still, you know, they just don’t have.. you know what I mean? They don’t know enough about him. Or, look, I don’t even know if I’m qualified to say that, but I got full props. And there was a time not long ago, where I was like, Who is this guy? And what the heck’s going on? And, you know, rather than being the guy booing, I did a little bit of homework and had a little bit of a look. And I’m a huge fan, you know, like shoots, what’s that saying? This is a quote, not mine, somebody’s, when a leader walks on stage, the followers feel intimidated. The snakes feel threatened and the next leaders feel inspired. Is that it like and again the the next leaders feel inspired but you know, the snakes feel threatened. And I don’t know that everybody’s hating on Jake Paul can be called a snake by the way, that would be grossly unfair. But no doubt you hopefully get the idea if you’re not willing to take the time to understand a little bit about the guy and you’re throwing shade on him. I just don’t you know what I mean? Like they in business we are business coaches or clients or businesses to think that we can’t learn something I don’t care if he’s you know, tall, good looking boxing guy. You know, doing YouTube videos, like, or sorry, his age is really what I’m trying to reference there. Like, he’s a good looking young guy. Pretty easy to hate on that. If you are taking his age into consideration, you can, you’re just not paying attention. You know, Zuckerberg was a very young man when he started Facebook, right? So, you know, and again, which one, you know what I mean, like, you know, you as the business coach, your clients are youbecoming the leader becoming the follower or, you know, being the snake quote, unquote, right. Like, obviously, we need to be helping our clients be smart enough to look at what he’s doing, and do big things. You know, another thing Babe Ruth used to say is I swing big, and with everything I got, I hit bigger, I miss right?s So, you know, he was basically trying to live as big as he can. Boring people lack critics. So if you’re in a big room, what does that mean? The person with the most critics in the room is likely the most successful in the room. Right? Is that you? Are you becoming that? Are your clients becoming that or even acknowledging that or are you playing small to avoid the critics? Right, Babe Ruth would say play big swing for the fences. You know, so, you know, and okay, so that’s my opinion, you know, and I just tried to bring this back. It’s a you know, remember as a business coach you’re somebody who’s guiding business owners. It’s what you do next. That matters. And I want you to capitalize next bullet, italicized. So the question is, what are you doing next? Right? And I tell you, Jake Paul, he’s not hitting the singles, you know, the guys swinging for the fences and doing what Babers said he did. He’s playing big. So and, and many aren’t doing anything, right. And they get surprised when they experience frustration. So what are you doing next? And even have a plan for what’s next? Your clients have a plan for what’s next? Obviously, that’s where you come in, strategizing, and help them with that way forward. But you know, most people just go around and around in circles shoots. So, Jake Paul, yeah, I think he’s doing big thing shoots. And I’m, you know..
RodeDog 10:51
So funny, funny, as you’re going there, it’s sort of kind of reminded me a little bit of yesterday’s sermon that I was listening to where he was saying, after the fear has run its course in you, it then turns to discouragement. And I thought that was rather interesting, right? Because you’re talking about going out and doing all these things. And why do people not do what they’re meant to do or become the big names or whatever that they really could become? Because we’ve all seen glimpses or had the feeling that we’re, you know, capable of so much more. The quotes that I got here, which I think you might appreciate your discouragement can track back to the discussions you have with yourself at a soul level. If you’re careful of what you let into your mind, you can be courageous.
Karl Bryan 11:42
So what you say to yourself, when you’re by yourself matters. What you say to yourself, What do you say to yourself about yourself when you’re by yourself, matters.
RodeDog 11:52
It’s the whole thing we let our feelings at times get in the way but you know, it’s.. and sometimes we have challenges or things or haters or the people booing from the stands. And that one of the quotes I wrote down from yesterday is it’s not what you’re facing or feeling but rather what you’re saying to yourself that’s holding you back.
Karl Bryan 12:13
So there you go. I like it. It’s.. yeah, what was the soul one? Just say the soul one again, I think it was the first one.
RodeDog 12:22
This is where where was it now? Oh, boy, oh, boy. I’ll have to find it. But, it’s basically what you’re saying to yourself at a soul level. So discouragement can track back to the discussions you’re having with yourself at a soul level?
Karl Bryan 12:35
Oh, there we go. Nice. Love it. Well done shoots. Well done.
RodeDog 12:39
That’s pretty much what it is, right? But much like anything, if you go through the I guess, a cycle of, of creation and building. This is my natural pivot to every business seems to have a cycle? And sort of, I guess they call it what the the business arc of the average business? Can you go into that a little bit? Because I think that’s sort of an interesting conversation that leads there as well. Because, you know, we talk about, like, I can’t imagine a guy like say, Jake, Paul, right, love them or hate them? Well, he, he went about his business. And he knew that he had to do certain things to get to where he is today. Much like the average business owner, wait for it, the butcher, the baker, the candlestick maker, they will do the same, right? So can you kind of run us through what that average sort of arc of a business looks like?
Karl Bryan 13:32
Nice, actually, you know what? So last week, hope you enjoyed family day shoots. So, I went through some page, one of the questions was, I just thought about it afterwards. And I was like, I gotta go back on that one. So I was just talking about, you know, why, like, I’m not the CEO of my own company and I kind of went into, you know, I was trying to, you know what I mean, educate, let’s just say and give like a frame. But what’s very important is, you know, I understand my strengths, my weaknesses, and not to mention the season that I’m in as an entrepreneur, and you know, a family man, etc. But I just simply put, I have, I have got some buddies Pat Bell, who’s worked with us for a long time, and he’s just a better choice. So to say, you know, what, I mean to not have that in there would be a rendus somebody better than me for the position, the end. So, so there you go. Little FYI. But quick, so the arc, okay, that’s, that’s good. We’ve covered this in the past, but this is a beauty. So here, let’s just go with a chiropractor. Using a chiropractic clinic is good. This could be dentists, butcher, baker, candlestick maker, right? The guy is 30 years old. He decides to go into the zone. And then at 35 He’s five years into it, you know, normally takes five years to really, you know, get something cranking and business right so 101, at 35, he’s got it crankin and then he hits 40 hits 45, well, let’s just let’s say, maybe he gets the 50. And he goes, You know what, I gotta scale this back a little bit like my kids are getting a bit older, you know, we’ve got the place at the ski resort, or we got the cottage, I’d like to be spending some more time there, I’m wanna spend some more time with my wife, I want to, I want to create memories with my kids, because that’s what you’ll often hear, right? And they, you know, they’re getting a little bit older. And I know that soon, they’re going to be going away to college, and just not wanting to hang out with dad, not wanting to hang out with mom, not wanting to hang out with their parents. Right. So what do they do, they scale back their commitments at the chiropractic clinic at their business. And then 55 they’re like really scaling it back. And, you know, maybe the kids are out are well and truly on their way out. And then their golf and, you know, two days a week work and three days a week, and then they hit 60. And what do they do? They go, You know what, I gotta sell this thing. Okay, so picture that as a bell curve. Well, what happens at the age of 60? They’re selling a business that’s operating three days a week, right? So I’ll let you decide if that’s, you know, if that’s going to get full scale value that’s going to get value the answer, hard no. So if that’s the problem, what’s the solution? You go, so you’re 30, you get cranking 35, you’re cranking it at 40, 45. Find a thorough that looks just like you, okay, and then what you do is you bring that person in, and they basically start building the business within for you, right. And then basically, you’re 45. And then you give them milestones, or you say, look right, at checkup, this size, or once you hit a million dollars in billing, you’re gonna get 10% of your company. And basically, you’re now at 45, with a 30 year old looks just like you who’s become a business owner. Well, I’ll tell you, when you make somebody a business owner, you don’t need to cut them a new set of keys, you give them a hockey helmet, and they’ll open the door in the morning with their head, right, hahaha, way of saying they’re going to be super jacked up, super motivated. And by the way, they’re going to be trying to get rich off of 10% to your company, right. And then by the way, you might want to bring in a second person, and now you got you own 80% of your company, two people own 10 each. And then there might be a bit of a bidding war, like one of them wants to take over when you hit 50, 55, 60. And by the way, you might want to retain 25% ownership. I talked about this last week. Again, you know, CEOs aren’t the ones, you know, the richest people in the world are venture capitalists, they are invent, they are investors, not CEOs. So anyway, so think of that, as you know, when they start cranking that business, part of their job descriptions they taking 20% of their time, is finding somebody looks just like them, but 10 to 15 years younger, to come in and Jack things up big time. So that now I can start golfing three times a week, but my business isn’t gonna feel it in any way. Because I’m just, you know, one of the guys. And by the way, you could step away entirely and have those two young bucks owning 10% running the entire show, assuming that you are bringing in the right individuals. And then maybe that’s a different conversation whereby, if I’m like a really hot salesperson, I need somebody in operations. And if I’m really good at operations that I want to bring in somebody who’s a hot salesperson, right, like you want to bring in complementary skills. So, so anyway, so think of that as the arc of the business. And again, it’s shaped a lot like a bell curve. So that’s something to think about. So there you go. And then by the time when you do sell it, you should be getting full value only far, much, you know, far more because of the manner in which you went about it. So that same framework works. In fact, a construction company, construction company guy starts on his own, builds a team of four, right starts really killing it, start making some money. He gets a second team before a third team before he gets through with 14 before he’s got 16 staff. Guess what happened? A few. You know, a couple jobs go belly up. He loses you know what I mean? loses his backside, she loses backside and a couple of those deals, and they ended up going from four to eight to 12 to 16. Back to four happens with ridiculous predictability, because they don’t follow something like what I just described. I remember the biggest, Bezos does not own 100% of Amazon clearly. Musk does not own 100% of Tesla. They they own a lot. I think Bezos owns 10% Zuckerberg, I think actually, no, Bezos owns 12% of Amazon. Zuckerberg owns 10% of Facebook. And I think Musk owns 10% of Tesla, just whatever the numbers are like that. Right? But you don’t need to own 100% of your company. Your clients don’t need to own 100% of their company. So so there you go, shoots that’s my answer. And yeah, the Arc of the average business very important.
RodeDog 19:57
So speaking of, I guess, arc, and sort of the evolution and growth of a business. And that bell curve, as you talked about, but so I know we spent a lot of time Karl talking about, you know, going and getting your first few clients, right getting to 10, right? You always say, look, man, when you’re at 10 clients, you’re gonna be busier than you think. But I want to take that one step further, if you don’t mind. And that is, because you mentioned it a lot, that you’re going to be pretty busy at 10 clients, and you’re gonna make be making a pretty good living, by the way. But for those people that want to take that leap, right, and you want to go from 10 to 20 clients, like, there’s obviously some tactical and some real sort of strategic sort of advice I’m sure you could give. But I almost want to take it back to this the simple question of like, how do you do it without losing your freakin mind? Because, man, oh, man, right. Like, that’s a that’s a big step. Like you’re that’s a whole new world. So can you talk about that for a minute?
Karl Bryan 20:59
Yep. So just basically go to 20 clients without becoming so busy that you can’t keep up and you’re just like, you’re spinning your wheels working 24/7 building everybody’s company, but yours, right? Does that kind of answer your question?
RodeDog 21:12
Pretty much, right? Because look at it this way. It’s easy for someone to come in to the business and be like, Oh, I’m gonna get 50 clients or 30, like, No, you’re not. Not if you don’t do it in a smart way. Right. But yeah, so how would you go from 10 to 20 without like, yeah, without just losing yourself and your mind in the process?
Karl Bryan 21:32
Yep. I like that. And again, again, anybody new here, you’d think that Oh, I look after 20 clients easily. And by the way you can if you’re organized and whatnot, but let me tell you, you will be busier with 20 clients than you probably realize, just because you get 20, you get 20 businesses you’re help.. helping grow. Just think about that. You know what I mean? Kinda? What am I trying to say holistically, that the right word like you, I mean, just hover over top of that, you’re gonna be busy. So So three baskets, you got lead gen, you got conversion, you got fulfillment, you want to build a seven figure coaching company, you need to do those three baskets, when somebody thinks about hitting seven figures, or are getting more clients, they can keep up with, let’s say, fulfillment will stop you far more than lead gen. Lead gen is, you know, there’s a scientific kind of manner to it. But anyway, so that, so believe me, fulfillment will stop your big coaching company from growing far more than Legion will. So think about, like maybe one of the things you would do is you think about going more into a niche, right, because like if you had 19 clients, and then you’ve got a 20th, and they were all mobile dog groomers, they were all chiropractors, they were all dentists, they were all butchers, bakers, candlestick makers, the 20th client, if they were all mobile dog groomers, that 20th client, if you learned anything from them, it would add to the other 19. Right. Versus if you had 20 clients, and one was a restaurant, one was a dentist, one was doing this one was doing that landscaping, etc. Everybody’s doing something different than you could learn something from your 20th client, but it doesn’t apply to the other 19. Right. So think of it as like a mini, like a bit of a network effect, right? Whereby if I was gonna have 20 clients, and they don’t all, like say I can have 10 in one niche, and then 3, 3, 3, and you know, the, the outliers doing whatever he’s doing, right. You know what I mean, so, if you have more clients in a niche that is going to make it easier to look after more clients, that’s what I’m getting at, like what we have, you know, we have well over 1,000 clients as I’m here, well, let’s just say we had 1,000 hard, well, the 1,001st client would be really, really easy to support really easy to guide and if we learned something from him or her, the other 1,000 would also be able to benefit right so that’s like a bit of a network effect. You’re going to have to be organized and you’re going to have to operate in a conscientious way remember if you got one skill to determine successful business operator over all else is their ability to operate in a conscientious way so conscientious just stop and think, you know, go slow to go fast, etcetera. Like just thinking about things in a conscientious way, a framework. And by the way, you will need staff that’s another thing if you want to get 20 clients and you want to do it without you know, kind of losing your mind. You want to you’re gonna have to get a staff member at some stage right but what will most people say they say, Karl, I’ll get a staff member. I agree Karl, I really need it. I need a staff member I need a lead gen, I need a converter. I need somebody to do the coaching for me, and they say, I’m going to, I’m almost when I’m ready is what they’ll say. And then I say straight up from Tony Robbins but it’s reasons come first answers come second. You’re never going to be ready, hire them. And then magically, you’ll become busier good things will start to happen. They’ll start paying their way. It’d be really good. So I encourage you to hire somebody before you’re ready. And magically, I remember when we hired our first software developer, we decided to take him on full when we decided to take them on full time. This is obviously years and years and years ago, but we’re like, a little bit nervous, like, gosh, do we have enough to keep him busy? Well, literally from day one, week one, certainly quarter one, but day one, he never had less than, like, five days of work to get done in one day, you know what I mean? Like, it’s just automatic, like, it just happened. And we look back, you know, it’s common internally, you know, we kind of laugh about, do you remember when hahaha, so the bottom line is, you will also, don’t be shy, like, yeah, hiring 10 people hiring 25 people will not for the faint of heart, hiring one person is a 101. And really, just influencers online, right, like the guy who’s on Facebook really make a noise and has his Lambo and the doors up etc. Generally speaking, this is an influencer, and they don’t have a real business, right? Very like that very common for them to have, you know, no staff members are very, very few, like they got like an executive assistant, and then we’re referring that as a staff member. So you know, it’s, if you want to be legit, you gotta hire somebody, and that’s okay, it’s not good, it’s, they’re going to take some pressure off of you, they’re going to help you, they’re going to help you grow, if that really makes you nervous, there’s so much, it’s like the person who doesn’t meditate. Because they, you know, they don’t feel like it’s for them as the person that will get the most out of meditation, the person that doesn’t go to yoga, because they don’t feel like it’s for them as the person that will get the most out of yoga, you know, the person who doesn’t read the book as the person that’s going to get the most out of the book. So it’s the same here, if you’re worried about hiring a staff member, and that kind of makes you throw up in your mouth a little bit with nervousness and anxiety, you’re gonna grow so much, it’s going to be so good for you. So, you know, not to mention, we have a coaching portal with our software that like manages everything within for your client, all the files that you’re sharing back and forth, there’s messaging in there, you know, if you had a client who like cancelled, then came back and like 1, 2, 3 years, you got to go back into your coaching portal, and every conversation every note, every file you’d share would be would be housed back there. So I think maybe it’s so it look, you want it, the easiest way to build a great company is to have good clients. And the easiest way to build an outstanding company is to have great clients get the idea what I’m trying to say there, you want to take somebody from good to great, from great to outstanding, you know, attract good clients, and you’re gonna have a great coaching company. You know, so how do you do that you got to find yourself a hungry audience, right? Like, so you, you want to go from, you know, 10 to 20 clients and you want to grow your company. If you’ve got 10 bad clients, that’s gonna be really hard. If you’ve got 10 excellent clients, you say jump, they say how high? It’s gonna be a very different dynamic. Okay, so, so get yourself good clients, how do you get great clients, you become better than great business coach, you know, you need to go above and beyond etc, etc. So you get you gotta find a hungry audience, though. It’s like Elvis Presley earned something like $30 million last year, which is probably not too bad for a guy that passed away, like, I don’t know, 40 years ago, right. But why? How? Elvis knew his audience, and he catered to them in an outstanding, unbelievable way, despite having.. imagine the critics that Elvis had back in the day, right? Couldn’t even imagine. I mean, they couldn’t even imagine how bad it was. And he didn’t give a rat’s backside. He just kept pumping. So like, if, but the bottom line is you need a hungry audience. So if you are selling hamburgers, and I said you could have any single advantage in the marketplace, what advantages that you’d ask for right? Like, what would your answer be? And your answer generally, you know, give me a second answer. But like, what is it that you think? What’s that? What is it that you want? Right? It’d be like the secret sauce, is that you want to have the best burger in the city and the state in the country? Do you want a powerful brand like McDonald’s? Do you want a great manager to manage day to day operations so that, you know so that it’s like a really well oiled machine and your your business is operating in a really conscientious way? Like I said a minute ago, but the answer is simply what I started with here, and it’s a hungry audience, right? It’s not an accident. There’s a food court in every shopping mall in North America and no doubt all over the world. And the only time it’s not busy is when the mall closes, right? People are hungry when they’re shopping. So the best hamburgers and a promotion for free burgers at the mall will fail miserably if that mall is catering to vegetarians or a full of vegetarians because of where it is or what have you right? Like, you could give away free hamburgers. And it would fail miserably if they were vegetarians, right. So in other words, a great marketing message will miss if it’s delivered to the wrong audience. And as a frame you go, okay, so what are you know, for my, for my client, what would be defined as the market segments? And what would be defined as finding the ideal client? A few ways to do it, but like, geography, right? So just think zip codes, think postal codes, you know, search the internet, drive through an area, do a customer survey, you know, marketing is nothing more than asking people what they want, and then delivering it, right, like marketing is asking what you want, and then delivering it. Right? So you got to find an audience that’s hungry for what it is you offer, find a hungry, an audience, sorry that’s hungry for what your clients offer, right? Like a great example, one that we’ve talked about at different times on the podcast is like, a mistake would be a carpet cleaning company promoting heavily in an area where they, you know, are mostly rented houses and apartments, right? People renting do not worry about cleaning carpets the same way that people that own do, right? Now, that’s a bit of a 1010, or how about a realtor finds an area near the water, and then sells real estate, by firming postal and zip code and getting heavily involved in the area. And using like a tag line? The water view girl, right, the water view girl, clearly water view girl doesn’t sell $300,000 condos. That’s what the marketing material needs to look like, aesthetically, needs to be, you know, really fancy photos and really get our you know, I mean architecture and whatnot. Not, you know, like condos. And she get by the way she promotes herself as the waterview Euro, what you may or may not know is that she will get chased by that market. That $300,000 condos as well. Ideally, she’s getting chased by the waterfront properties if she markets it properly, but I can tell you that people with a $300,000 condo love the idea of the person that’s only selling multimillion dollar waterfront listings doing their house, right? How do I relate that to a business coach, if you promote it, I can help you franchise your company. No doubt, you can see how that would attract a slightly higher caliber of client, right? The little guys with no hope of franchising are going to be significantly more attracted to you. Right. So that’s again how you know similar like a marketing message could work pretty well for you, you start attracting higher level client, we’ve talked all the time about going to BNI and chamber meetings, I won’t bore you with that, again, you want to go to the high end, golf course you want to go to the oil and gas club, you want to go to the high end places, not the low end places. So there’s that speaking of which, demographics, so first, you got geography then you got demographics. Like, so demographics, like you gotta collect information on your ideal clients, and you’re able, you’re gonna be able to identify measurable factors, the majority of them, so let’s say affluent, have in common, right, like golfers, do you find that they have something in common? Or do affluent people like the golf? What about new moms? What about chiropractors? Right, like the affluent folks who I would imagine would be attractive to you and your clients. Affluent people like to play polo, golf and tennis, more than I like to drink beer and play softball in many areas. Not always, you got to go and do some homework here. But I’d be amazed if I’m not pretty close in your area, right. And they also go to certain restaurants. They join, you know, specific groups and they go to predictable locations, like expensive restaurants versus McDonald’s. And they do go to McDonald’s as well. And I’ll tell you that the the guy that’s going to McDonald’s all the time probably is not going to the super, super high end, restaurants. So this is the types of places you want to go. This is the type of places you want to be hanging out. In fact, back in the day RodeDog I used to do a presentation on the 10 biggest mistakes coaches make when marketing themselves online. And rule or mistake number one was that coaches spend all their time in Facebook groups with other coaches, right? What you got to do is you got to hang out in Facebook groups with your ideal clients, again, with dentist with cosmetic surgeons with butchers, bakers, candlestick makers, go into those Facebook groups, don’t spend all of.. Spending your time with your peers who would agree is good. Spending the majority of your time in Facebook groups with your peers is idiotic. Right? So, once you identify it, you know where to find them. Marketing becomes 100% easier, because you know who you’re talking to. Right? So, so there’d be demographics. There would be geography and then there’s Association targeting, like identify.. look Facebook groups I just said that but identify Facebook groups, LinkedIn groups, trade associations, business associations, there’ll be some community organizations of some shape with your ideal clients that they belong to right? And join those groups become actively involved and intimately understand the challenges concerns of that group. How do you do it? Asking questions, one mouth, two ears, listening on your own Facebook. So many times people, like one of the things you want to learn to do in a Facebook group, or not so much a Facebook group, but like with Facebook, and the posts, is looking, read all the comments. The real magic is often not in the post, but it’s in the comments, spend some time, it’s those that are presumably your ideal clients literally talking to you about their challenges, about their issues, and certainly offering you know, plenty of solutions. So, so, that’s, you know, if you want it, look, if you want to build a great coaching company, you got to get great coaching clients. Again, if you’ve got a coaching company, you got 10 clients that are all difficult in different niches, we don’t need to be a rocket scientist to be able to look at the fulfillment basket three of your company and say, Look, you’re going to have some challenges. So so pick better targets again, think polo golf, tennis, over, you know, the beer drinking softball route, not that there’s anything wrong with the beer drinking softball crowd, and I may or may not play a little bit of softball with a beer in my mouth. But anyway, so everything, everything there is going to make things insurmountably easier. So shoots, you want to get 20 clients, get 20 really good clients is what I was trying to say. But before you have you defined what a great client is, there’s a good chance that they haven’t so so there you go.
RodeDog 36:54
listen, I we’re gonna wrap up here in just a few. But I just wanted to point that you made a very good point there of just the.. where you’re doing your targeting. So from an online marketer, dude, I see the same thing all the time, right? Like people are like, oh, I want to target HVAC installers or whatever, right?
Karl Bryan 37:17
So what did they go on? What did they put as their target?
RodeDog 37:20
HVAC? Do you think that HVAC installers are like making sure that they know, that Facebook knows that they’re interested in that? They’re interested in? Like, what are they interested in? Right? So when you’re like you talked about the affluent? Like, are you going to type in–I’m going to target my target audiences, the affluent know, you’re going to target high end watches, high end cars, like all the places that they would hang out at the Yacht Club, right? That type of thing. And that’s where I just I find it. So fascinating how people, especially with Facebook will complain about why these ads aren’t working. It’s like, well, no, you just didn’t do your homework on your audience. But you’ve always stated that right? Like, how many people are actually spending even 10 minutes before a call, checking out somebody’s social profiles, go to their LinkedIn page, go to their Facebook page, see what they like, see what they’re interested in? Like, isn’t it? Isn’t it just mind bending to you how that’s not happening, Karl?
Karl Bryan 38:21
I think 10 what can be accomplished? 10 minutes of preparation in a conscientious way. Prior to your call can literally be gobsmacking, yeah, like 10 minutes, right? How you can fast forward the conversation that you’re about to have could just blow you away. So that’s, look, Tony Robbins. I think I said this last week. But it’s like, Tony Robbins. He gets a private group of folks together. And he you know, he’s like, do you want the secret? Do you want the secret and he’ll always tell you to prepare. It’s really important. The reason his book is so good, is because he prepared right. But then like he had this private room and he said, Do you want the secret? Do you want the secret? And he screamed the word. This is a very tight group, right? And he screamed the word prepare to the point where it nearly lift the roof off of the building. Spit came flying out of his mouth two rows deep. And he was just like, you know, prepare. And it’s just, this is it. So what.. like build a what you’re describing, right? A client avatar, like what? You know, do your clients like locally? What are the places that they’re going? What are the places that they’re doing? And by the way, when you work out that they’re playing polo and you work out that they’re playing tennis when you work out they’re playing golf, but you’re like, I don’t play polo, I don’t play tennis, I don’t play golf, but you know what? go to those places. And then maybe there’s I don’t know like you don’t go to the places that have a bit of a look around. And you know, just get a bit of a feel for what your avatars experience and get a little bit of a feel for you know, the kind of people that like how are they dress what kind of cars are they driving? One of the things again, you will find they’re very affluent, often, yes, they drive Rolls Royces and that sort of stuff. But generally speaking now, they drive it, you know, a nice BMW like a three series BMW, but they’re not driving around Rolls Royces is a general rule, right? And by the way, depending upon where you live, and where you do live, you might find that there’s a lot of Lambos and Rolls Royces when, you know, the real, you know, the affluent at the Polo joint. But generally speaking, what you’re gonna find is that a lot of nor… you know, people that are pretty damn normal, you know, ripping around. So getting two ears, one mouth, you know, get in there and mingle amongst them. You know, I don’t know, that’s, that’s what you gotta do. You gotta get in there and mingle amongst them. So..
RodeDog 40:41
Mingle amongst them. There you go. Cool. That’s that’s parallelism right there. I think that’s pretty. Pretty good. You’re right, though, right? The whole the whole thing. The other thing I was just going to quickly add in is, especially people like, well, I don’t know what to post online. I don’t know what my you know, for social media. I know what to post on Facebook. I don’t know what to post on LinkedIn? Well, you’ve always said, sit down and write out 50 things that you can do to help a specific business. Yeah, there’s your next 50 posts, then just add value. Right? Do that. Right. Like imagine you do that? How like, so every 50 days, you got to sit down and come up with 50 new ideas and guess what? Odds are good. You could probably do it every 100. Because if you start back at number one, by the time you hit 50, they’ve likely forgotten it. And maybe you can add to it at this time, based on whatever comments you got inside of that. Just like you said, Karl, there’s some magic and what you said there have read the comments. They’re literally using the language that they’re they’re telling you how they want to be spoken to. And how they’re speaking.
Karl Bryan 41:53
Yes, exactly. You say it straight back, like a sales secret on steroids is that they say like you’re thinking liquid, these people really want as a vacation. But they say I want to take my wife, Sally, Jamie and Tom to Disneyland, you say.. What was their name? Sally, Sally, three names, I just use Sally Jo, and whatever the other poor kids name is, but you know, use their names and use their exact language back to them.
RodeDog 42:25
So if you’re like, Karl, give out his eggs at the beginning of the meet.
Karl Bryan 42:32
I did I just forget that. But you know, what, actually on an important note, and another thing that when you meet somebody, and again, this person is affluent, this person is broke, frankly, this person is in the middle class, quote, unquote, this person is an entrepreneur, this person works for the government, this person’s a nurse, a doctor, a firefighter, everyone, including you listening three things, you’re afraid of something, you love something, and you lost something. And it is insanely powerful. Like, you know, when you’re networking, you know, there’s certain ways that you want to go about it. But going in and talking about business too much. And being too business centric, is a general rule is, you know, not that will appeal to a certain individual, by the way, but that would appeal to like a 10% individual, not the 90%. And if you wanted to really get in good and you want to network at a very high level, be thinking about that, like how I wrote an email a long time ago about this where I met a guy, we actuall.. first you know, we got to the rat beaches, right? Like a nice, you know, family resort, and I’m sitting up at the bar, and there’s a guy there struck up a conversation, take my wife then took off. So it’s just me and him. And at the end of the day, it turns out that the guy had incurable cancer. And he had to go in once a month to get blood transfusions. And it just the most unbelievable story.. still friends with him like to this day, we keep in touch, and just a really cool guy, Chuck, anyways, so I wrote this email, literally, you know, talked about Chuck, but I was just like, if I didn’t go deep, and I didn’t ask questions, and I wasn’t interested. You know, I just I wouldn’t have you know, I mean, I wouldn’t have found that out. You know what I mean? And that’s not I’m trying to put a crown on my head, or like, I’m the, you know, the world’s most caring, you know, guy up at the bar, but that you know what I mean, like, rather than me talking, I’m more interested in the person that I’m talking to. Right. And again, my entire life and my entire career, you know, is basically coaching which is really influencing in a positive way. Well, the more than I know about the guy at the bar, the nine year old kid playing on our hockey team, you know, a friend of my wife’s, a friend of mine from back in the day a new friend, the more that I know about them, the more that I can inflict, the easier it is and the better that I can influence them in a pause. way, right? That’s coaching one on one. So I think so you’re trying to get a tidbit of information, if you use that as a frame is that they’re afraid of something, loved something and have lost something. And if you could answer those three questions, but an individual after getting to know them for a short period of time, you would be able to, you’ll be able to influence this person in a very, at a very high level in a good way
RodeDog 45:26
What do they say, Karl? Like if people.. you let people talk 90% of the conversation, they always leave the conversation feeling like they’re just wow, that person is amazing. And that person’s you know… This is exactly why you always leave all of our conversations, feeling like you just had the greatest conversation with me. It’s great. 90% of the talking.
Karl Bryan 45:52
But no thinking thinking is nothing more than asking and answering questions to yourself. So again, asking questions, and then having them answer like if you meet Tony Robbins, and you speak to him for 10 minutes, you.. and whether you love Tony Robbins, you hate Tony Robbins, look you’d be crazy not to look at Tony Robbins. And think, okay, there’s something here to be learned while you listen to him talk. If you spoke to him for 10 minutes, he would do 10% of the talking, you would do 90% and his 10% would be questions. So again, if you listen to Tony Robbins talk, basically it’s a series of questions. He just asking, you know, he’s just directing your thinking he’s just.. he’s talking in questions at a very high level. So yep, so there you go. So I use that as a frame. I think that’s super powerful shoots.
RodeDog 46:42
And there you go like that right there. So many nuggets there today, bud, I appreciate that. So everybody thanks for tuning in to another episode of business coaching secrets. I hope you got just as many nuggets out of that as I did. From the man himself, the king of the Caribbean, the baby oil sun tanning king of the Caribbean, Karl Bryan. Again, if you’re not on the inside and getting after the pre show, or you just want more information on that software that Karl was talking about earlier, or just want to subscribe to his daily email list which again nuggets every single day go to Focused.com and subscribe today. And again, if you enjoyed the podcast, please share, like, rate do all the things to make sure that hopefully we’ll continue to climb up those charts. And that is it for another week folks. Remember, progress equals happiness. See you in the next episode everybody. Take care.
Karl Bryan built profit acceleration software 2.0 to train business coaches how to find any small business owner more than 100 percent $100,000 in 45 minutes without them spending an extra dollar on marketing or advertising. This becomes a business coach’s superpower. So as a business coach, you’ll never again have to worry about working with business owners that can’t afford your high-end coaching fees. Check us out at Focused.com. You may also listen to our Business Coaching Secrets With Karl Bryan: Jake Paul’s Recipe For Success + What A Business Cycle Looks Like podcast.