#549: Cut Through The Noise: How To Create A Unique Personal Brand With Rory Vaden

People ask the wrong question they say what is my purpose the question they should be asking is who can i serve who can i help how can i be a value the sooner you get clear on the who. It becomes sort of the note the focal point to orient the entire conversation every piece of content you create every word you write of your copy the way you structure your courses the tools that you create and so. The sooner we can get them clear on who the sooner they will feel clear on their why. I'm Amy Porterfield ex corporate girl turn c o of a multi seven figure business it wasn't all that long ago that i lack the confidence the budget and the time to focus on growing my small but mighty business. Fast forward past many failed attempts and lessons learned and you'll see the business i have today one that changes lives and gives me more freedom than i ever thought possible one that used to only exist as a daydream. I created the online marketing made easy podcast to give you simple actionable step by step strategies to help you do the same if you're an ambitious entrepreneur or one in the making who's looking to create a business that makes an impact and a life you love you're in the right place friend let's get started. Welcome back to another episode of online marketing made easy thank you so much for being here and joining me today listen i know there are so many podcasts that you could be tuning into and you chose this one so please know that you're making a huge investment in your future as an entrepreneur and that's something that you should feel really proud of you're showing up you're staying in the game you are winning my friend. So for starters give yourself a little pat on the back for showing up and doing the work and just know that i'm here whenever you need me so keep tuning in and let's keep growing that business. Okay so let's talk about today's topic it's one that i think you're going to love we're talking about creating an influential and lucrative personal brand. This as you probably already know is a big part of growing your business when you're able to successfully position yourself as the go to person in your industry not only do you gain some major exposure but you're able to build trust with your audience and the good news is becoming an expert in your space is more possible today than ever before. But the question is how on earth do you do it the amount of information out there in regards to building a personal brand is well let's face it a little overwhelming maybe a lot overwhelming and it's hard to know exactly where to look. And that's why i wanted to bring on my friend Rory vaden he is the expert of all experts when it comes to personal branding is a new york times best selling author ink magazine top 100 leadership speaker. The co-founder of brand builders group and the host of the highly rated influential personal brand podcast. Now in this episode Rory will share simple strategies that you can use to immediately build your personal brand monetize your message and increase your influence i gotta tell you really quick that i worked with Rory in his team to create a signature talk that's just one vertical of what they offer to people that want to build a personal brand. It was one of the most amazing experiences the way they teach the frameworks they use how they walk you through it the questions they ask and the coaching they give you to get the answers was impeccable i will say was a great experience and after that great experience i thought i gotta bring him on. Also i want you to make it to the very end of this episode it's a little bit longer than my typical episode but you gotta make it to the end because before Rory signs off. I ask him to share how you might work with him and i know that once you hear the interview you're gonna say i want one on one coaching to build my personal brand like that's something that i think is going to be really valuable to you once you hear what he has to share and if you feel that way just know at the very end i do ask him to share how can people work with you what does it look like and he's got a really cool offer i think it's totally important for you to hear so stay with me. Throughout the entire episode you're going to be so happy you did i hope you love this conversation i sure did let's dive in. I want to tell you about a podcast that i recently discovered and it's part of the hub spot network and i am loving it it's called the shine online host by Natasha Samuel. And she interviews the brightest entrepreneur she knows to bring you no fluff advice you know how i feel about that honest discussions about the mental health and lifestyle aspect of entrepreneurship. And actionable strategies and success stories of those who master the art of shining online and it's a really conversational podcast which i love i personally love to recent episode it's titled new year new strategy my twenty twenty three content predictions. And she dives into her expert content predictions for the upcoming year it is good so you can listen to the shine online wherever you get your podcast. Hey there are you welcome to the show hi friend thank you for having me so good to be here i am so thrilled that you're here and we have so much to share but i just want to start like at the very beginning so share a little bit about yourself and how you became the go to expert in personal branding. What made you interested in this world like really diving give my listeners a little little peak into your world. Sure well i was raised by a single mom who sold mary k cosmetics and so she used to bring me to all their meetings they would have you know and they have speakers and they be talking about goals and time management and success and like you know sales and all this stuff. And so from the time i was little i learned about the principles of success from women and it means that i know more about makeup than i do about cars. And that was when i i first got exposed to personal development and then when i was in high school well actually i was in middle school. I was in sixth grade at platt middle school pms totally true story i went to pms middle school and and. The speaker walks in and he was amazing so funny and inspiring but he told this awful story about like. You know his brother got killed and he was a drug addict and like all these things and he was basically like don't do what i did you know make good choices. And so then i was in high school and i was on student council and we paid this guy a thousand dollars to come speak. And right there i was like this is boom this is my this is my career i want to be a speaker i want to make people laugh i want to stay on stage on his bar i cannot believe you get a thousand dollars for an hour. To do this i get blue my mind. And so then when i was in college i got into direct sales i worked as direct sales company and the only reason i wanted to be a top producers was so that i could speak on stage. And so i did that i want a bunch of awards. And i just remember the feeling of sitting in the audience and looking at a speaker on stage. And just going man how do you get to be that person how do you get to inspire so many people and then you know i was in a contest called the world championship of public speaking there's 25,000 contestants from not a 90 countries. I'm 22 years old i go all in like just completely full focus on this and i made it all the way to the world championship a me i made it to the top 10 in the world and i lost. And then the next year i went back i studied harder i got more coaching i watch more film i made it all the way back to the world championship and that was the year that i. Will i lost again actually but i lost i lost higher i lost better i love that i love better that's better i came in second in the world so i was 23 years old we need to take a moment that's a very big deal. So many people went through this and you got second place like that's a big deal. Yeah is a big deal as jerry sign felt said i was the number one you loser that's how he described it works amazing things since then so. And then you know i had this dream to be an author right and i remember walking into the airport one day and they had all these business books on the shelf and i was like oh my gosh like. How do you get your book here and you know some of them have this big burst on and say new york times best selling author and i was like how do you do this. And basically just that sent me on this journey of wanting to inspire people and. My wife and i started a company when i was 23 years old she was 22 and we put on conferences and we grew a company to eight figures we had two hundred coaches. Through the course of that i became a new york times best selling author when i was 29 years old. And then i was inducted into the professional speaking hall of fame when i was 37 i had a ted talk go viral and then we sold that company. Unexpectedly we've we unexpectedly exited the company. And what happened to me was we had no plan we had no idea what we were gonna do. And actually have you know a friend of ours called us louis house i know you know you know louis your friends and he said hey man i know we haven't talked in a while but i feel like. I could use your help you know and my business has grown but i'm pulled in all these directions and i just have so much coming at me and there's so many opportunities and i'm so busy. Do you have any time that you could spend it was like well we're wide open. And so we spent a couple days with him. And after that he was the one that said this is what you were born to do this is your new business. I'm gonna put you in front of my audience and we're gonna tell the whole world. And so we went from this huge business and this team and all this money to to zero and all my social media following was gone my entire podcast my whole email list everything that we had basically spent like 15 years was gone overnight. And then pretty much a week later we're on zero but then louis said hey i'm gonna put you in front of our audience. And that led you know one thing led to the next and now i think it's just. The best piece of branding advice let me start with this the single best. Piece of personal branding advice i've ever received. Is from a guy named Larry wing it so this is not a worry vadon quote i wish it was but it's not and he said. The goal is to find your uniqueness and exploit it in the service of others. Find your uniqueness and exploit it in the service of others. And we had stumbled along and it took us 12 years to figure out how to do that for ourselves but then we realize that so many people right now are struggling with that very thing they're struggling to figure out. What makes me different why would somebody listen to me versus somebody else what is the thing that i can do that nobody else can do. And there's a lot of struggle with that and so a j and i started brand builder's group. Four years ago we're now back to eight figures and we are just dedicating our lives to helping other people do basically what we did. Exactly and you're doing it well my friend i'm loving that you agreed to come on the show to talk personal branding because this is a topic that i haven't talked a lot about on the show. And i want to start out with like actually a really simple question because it's one i really struggled with which. What is a brand mean like when you say branding for a business what exactly are you talking about. Yeah so actually that's an important question because i think people misunderstand this and it causes a lot of problems so. I think here's what i think people think of personal branding means they think it means social media they think it means a website they think it means colors a logo fonts. They think it means a podcast they think it means whatever like they have all of these tactical things that they think of. And what we believe is that personal branding is simply the digitization of your reputation. Oh the digit to take away that's a hard word say to get. Personal branding is the digitization of your reputation. So we get lost in all these like new things that the world new new types of medium but really it is reputation it is the age old concept of what do people think of when they think of you. And most of all it comes down to can they trust you what are you known for what is your role in the world how can you help me. What is it that you do it's and i think where people get lost in confused is in all the like technology and the tools and you know the hash tags and you know whatever like all the apps. And they lost site that going hey this is the same as it's always been it's just what is your reputation. And how do you and it's really how do you build your reputation and then for some people it's going how do we bring that reputation online because if i don't know about you. I can't buy from you of course that's part of the amazing power of this show in your show is. But that's that's it that's always that's how we define it okay i am so glad i ask that question i almost didn't ask as it felt too simple but i've always been like a little bit confused as to what do people mean when they say branding so i'm so glad you made that clear so that leads me to my next question which is what do you think is the single greatest secret. To growing a highly engaged audience online so to build a brand that people are just like i gotta know more i gotta be in that person's world. Yeah so i think the single greatest secret is tied to the most common mistake that almost everybody makes okay let me explain something that we refer to as she hands wall. So we named this concept after a colleague of ours peter she and who originally kind of created this this and we adapted it a little bit for personal branding but. Basically in any market there's two different types of people so there are those who are. Unknown okay they're dealing there in obscurity right and they want to become more well known. And then there are those who are known they are famous they're recognizable right it's opera it's it's bernay brown it's it's you know pick your person and what people don't realize is that what separates those two groups the unknown from the known the obscurity from the notoriety. Is this huge invisible wall that we call she hands wall so we named after peter he didn't name after himself and what most people do if we're in the unknown category we're looking. At the people who are well known and we want we're going i want to be like them so i'm gonna do all the things they do right and we go man the rock has like a tequila line and he's got a clothing line and he does movies and he does comedy and he does. This and gary vaynerchuk talks about wine and sports and entertainment and social media and you know you look at all of these people in opera has a magazine and this and that and that. And what happens is we throw all of this stuff at the wall and so we have too many messages to too many audiences too many different revenue streams too many business models too many products too many ideas too many platforms. And the problem is that when you have diluted focus you get diluted results. When you have diluted focus you get diluted results and so people are throwing all this stuff at the wall and they're just bouncing off the wall they're like literally bouncing off the knock and they're creating noise. And we often are frustrated like gosh there's so much noise how do i stand out from the noise but we are the noise we are making the noise and the key to breaking through she hands wall. Is to figure out what is the one thing that you can be known for what is the one thing that you can become like the world's best at what is that that that one audience that you can serve in a deeper way than than anybody else can serve and you break through the wall. On that one tiny thing and you become the world's best blank or one of the world's best blank. And then once you're on the other side of the wall think of it like knocking down an actual wall like if you had a sledgehammer and i'm you know again i'm mary kboy so i'm not like super manly but. You know how be like if you had a sledgehammer right. Hobie is gonna knock down a wall if you're swinging this ledge hammer and you're hitting all different spots on the wall nothing happens to the wall. What you have to do is you have to hit the same spot over and over and over and over and over and over and then it starts to crack a little bit and then it fall and then it starts to peel away. And then at some point there's this little tiny hole that you crack and once that happens you can like reach through that hole and tear the entire wall down. That's exactly how this is and so in order to break through the wall and and you know we worked with several clients people like you and. Give me an example of like one of your you work with a lot of amazing people and you work with a lot of people who are just starting out wanting to build a brand give me an example of someone who literally broke through that wall. Well yeah so i mean we've worked with several that people probably recognize so add my lead as a client of ours. Peter Diamondis is a client of hours of course we worked with you Eric Thomas the hip hop preacher. But Lewis serves as the best example because he was our first yeah great example yeah when Lewis first started working with us. You know he had about you know 30 million downloads on his podcast which is already a ton right this is like four years ago but he's like man i'm doing all of these different things. And when we first are working together. We take people through these exercise one of us call revenue stream assessment where we try to assess what is the the single revenue source that could become the most scalable. Like we think multiple streams of revenue is actually really bad advice for people especially when they're first starting out. Because what you don't you don't need a whole bunch of marginally performing revenue streams you need one really great stream of revenue you're a great example with that right like. I mean just selling the course is over and over and over and look it's change your life. I think your business model is a great example of that. So with Lewis specifically. What we helped him get clear on is that. His the problem that he solved in the world and this is the genesis is figuring out. The answer to this one question in one word which is what problem do you solve. And most people cannot answer that question in one word with him we boiled it down to self doubt that that was the thing that he because it's what he struggled with himself and so we start the oriented interviews differently he talks differently he talks through this lens of. You know this this issue for us at brand builders group the problem we solve is obscurity it's people who are unclear untrusted on unknown right they feel unseen there like and and. This is what we're we're helping people with so. You know in the last four years I mean he's been successful for lots of reasons far beyond us as have all of our clients but he's been super grateful and he's been very complimentary. And the podcast is grown from 30 million to over 500 million total downloads. You know and his revenue streams he had like 17 we reduced those to three that was part of what made that happen. And so you actually reach more people by doing less you you make more money by offering fewer things and you do fewer things but with more excellency right. And that is the discipline that most people don't want to do and they don't want to do the hard work you know you and I have done some of this it's really hard and it's it's really challenging. And it's it's almost impossible for you to figure out for yourself what problem do you solve in one word you know so that's where it started and now now we have a team and you know we have about a thousand clients that we work with. All one on one everything everything we do is human based interaction like man we man or woman or woman or you woman or. Okay that's big because a lot of people will get into programs and they want that one on one but it's not offered so that does make you unique as well so I love that. But here's my question I was going to ask you and I think you just answered it but I want to just make sure that that less is more. Totally singular focus is the answer here I was going to ask you how do you go from being a relatively unknown beginner to a well established leader in your space and is your answer to get clear on that one thing you solve. Yeah so that is sort of what to do right so with so the first question would be like what do you do and we would say find your uniqueness and exploit it in the service of others. To which then somebody might say well then how do you do that right how do I find my uniqueness and tell you the secret like so so we actually have fourteen different today experiences that we offer all on different topics but the first one's called finding your brand DNA. Now that we've taken over a thousand people through this. We have the six part framework called the brand DNA helix which we can talk about but it takes like two days to take someone through the whole thing. What we know now that we didn't know when we started the company. Is we figured out a shortcut and this is what we train actually our internal strategist to look for and so i'll share i'll share you with you the secret. Here's what we realized. We started to see this pattern consistently. And we came to the epiphany that for all of us you are most powerfully positioned to serve the person you once were. I love that quote say one more time your most powerfully positioned to serve the person you once were so if there is a shortcut if there is a fast track if there is you know like the easy way to find your uniqueness it is to look back on who you were. And help that person and here's what's wild about this Amy it not only that's not only where your uniqueness lies for your brand it is actually where your purpose lies for your life. People say you know i'm trying to find my why i'm looking for my why you know simon cine i'm a huge fan of but he would say start with why. And i would say it's not that that was wrong but i think it's incomplete because this is why so many people struggle to find their why. What we have come to find is that your why is almost always attached to a who. It is a who is your why right the reason we do what we do the reason we work so hard the reason we push to the limits the reason we take risk is because. Are life matters to someone and there's someone there's someone in our life that we care about well when you look at a personal brand and we work exclusively with personal brands we do not work with companies we work exclusively with faces mostly. Speaker author coaches and entrepreneurs you know professional service providers but it's like a person's face we do work with some executives at companies but we only brand the person because it's a it's tied. To that that person's you know make up and it is it is to go who can you help. People ask the wrong question they say what is my purpose the question they should be asking is who can i serve who can i help how can i be a value the sooner you get clear on the who. It becomes sort of the note the focal point to orient the entire conversation every piece of content you create every word you write of your copy the way you structure your courses the tools that you create and so the sooner we can get them clear on who the sooner they will feel clear on their why. I can see that that makes perfect sense to me and i want you to drill down a little bit on this brand dna helix like what does that look like. Yes so basically if you look at the full process to help someone find their uniqueness is the genesis of this journey. There are six questions that we take somebody through and basically if if you brainstorm to the answers to all six of these questions and just sort of like through your answers on the table. At the intersection of your answers to the six questions is where a person's uniqueness lies and so each of the questions sort of gives us gives us hints to them so the first question is what problem do i solve. I'm gonna have to be able to answer that in one word that is difficult that is i don't even know how i answer that yet i have to i have to brainstorm on that one. Yeah it is hard it is very hard but here's the thing people pay money to solve problems and this is why most of us are selling more online people think the reason i'm not selling more online is because i don't have enough followers. That's not the problem you know my wife who is our CEO she's you know we've now been business partners and two ventures she's the CEO of this one and we're both the founders. But she calls it the law of a j vadon which is you don't need millions of followers to make millions of dollars. Amen i agree what you do need is to be clear you have to be crystal clear on what problem you solve who you solve that problem for how you solve that problem and what is the singular business model in primary mechanism in which you solve that problem for people. I hear monetization strategy so it starts with what problem do i solve and most people can even answer that. And here's the thing right if you can answer that question there's no way your clients are ever gonna be able to answer it or your prospects absolutely so it's absolutely necessary and that's why i love that you work one on one with people because. I'm assuming their coach can kind of pitch and catch with them if they get stuck on some of these questions totally. It's a very artistic we try to make it a scientific process but it's it's very artistic it's very personal it's very emotional i've seen it first hand working with you and your team so totally agree okay so what's the second question. You know the second question is what am i passionate about. And each of these six questions they work like in chromosomes they're in pairs so that the first pairing is what are all the problems i could solve. And so you can make a list of you know there's lots of things you could help people fix or solve there's lots of things you know. But then you reconcile that against what are the things that i am passionate about what are the things that light me up what what gets me on fire and not just in the kind of. Sunshine rainbows way like i'm this makes me happy i love this. But the passion question is also about looking at. What pisses you off. What makes you mad what makes you angry where you go this is an injustice in the world like this should not be and and also what makes you sad. So what breaks your heart like what makes you when you see it. It makes you want to cry because you say to yourself you go i'm not okay with that like i'm not comfortable living in a world where people are struggling with this issue especially if it's one that you've been through and you go. I'm going to dedicate my life or a good portion of my life to a raticating this problem so that other people don't have to experience what i had to experience so that other people don't have to go through the pain. That i had to endure right that's the passion question and so it's this reconciliation of sort of the logical and the emotional. You know tactically here's the thing i can teach you emotionally here's the thing i want to dedicate my life to so problem and passion that's the first pairing. Okay the second pairing right that has to do with research and results okay so the first one is what do i research. This is more logical what do i which is what do i have head knowledge of it doesn't mean you have to have a degree in the thing that your personal brand is about. But it helps if you do but what we know for sure is that whatever your personal brand is if you're going to monetize it. It has to be something that you study you have to know it in a deep way but it's not the kind of study of like i got a study for finals and like it's more of. What would i spend my time learning about on a saturday afternoon just because i like it right that gives us insight into where your uniqueness lies. And but we do look at your past so your uniqueness also lives at the intersection of who you have been and everything you have done. Along with everything you feel called to be. So it is it lives it lives there in that sort of tension and so we do look at your passing go what if you study there's a reason why you study it might be because your parents made you study it and so that that ain't it sweetheart but like. It could be that you go man i love. Health food right and you spent your whole life studying about all the like. You know new nutrients and nutrition and whatever you go okay that's where we want to live okay that's what you research so it's what you have academic or head knowledge of. That's the logical the companion pairing question. Is what do you have results in this is important one so this is different. This is not what i learned this is what have you actually freaking done. What path have you walked down what obstacle have you overcome what set back have you survived what challenge have you conquered. That put you in a position because your most powerfully position to serve the person you once were so we're looking at the path of your life and when we help someone create content right and one of the things we do is we help people launch best selling books we've had a we have. We help eleven clients hit the new york times and or wall street journal. I'm you know last year we we helped add my let launch his book Eric Thomas they both sold over a hundred thousand copies lease a bill you. I'm and you know some sometimes we're just doing more the marketing aspects of the launch and sometimes we're doing more of the content but when we're working on like the content piece. We don't want someone to just teach. All the things they hear other people teach. The way you break through the wall is by teaching people what you actually did. And a lot of younger personal brands make the mistake of thinking i'm not qualified to do this because i don't have a phd or i don't have millions of followers and that's not true. The only credibility ultimately that matters is have you done the thing you are trying to help other people do if you are that ultimately is the credibility and that also is the uniqueness. Because we don't want you to don't teach us what Tony robin says don't teach us what you know Amy Porterfield says teach us what you actually did. Yeah that is what we can only get from you we can't get it from anyone else and so that is how you break through the noise that is is because it's different it's unique. One of my good friend Sally Hogg said has a beautiful quote which i love she says different is better than better. Oh that's good different is better than better. Different is better than better and and and here's the here's what's up here's the thing how do you be different you don't be different by looking at what everyone else is doing. And saying okay they're they're doing it this way so i'm gonna do it this way they're using orange so i'm gonna use yellow you don't be different by looking at what everyone else is doing and then try to do something they're not doing. You be different by doing more of you by becoming more of who you are living more into your uniqueness when you settle in. To who god created you to be when you listen to that sort of inner voice going this is what breaks my heart this is what pisses me off this is what fires me up this is what i would dedicate my life doing and you lean into that and you go. That people hear it and they see it and they feel they go whoa like this is i'm having an emotional experience. With this person talks that i've never had before hearing other people talk about the same subject that's your that's when you're in your uniqueness so that's the second pairing. The third pairing of questions in the brandy and a helix so this is questions five and six are related to the business model. Okay when we look at these questions part of what we're doing here is we're going to talk about and and this is a part of personal branding that this is where for us you know i said earlier personal branding is the digitization of reputation. Our full definition would say that personal and what we do as a company is personal brand strategy and so we would take that one step further to say what is personal brand strategy it is the digitization and monetization of your reputation and that's where the monetization conversation comes in we go hey we're moving beyond. Colors and fonts and logos and now we're moving even beyond messaging and heart and passion and now we're moving to the mechanics of making money. And i know you haven't spent a ton of time with a but she took a like this spiritual gift test one time a me and she literally her results said her spiritual gift is making money. Oh wow i love me that is all or i love her to write sugar momma like that is awesome and so this is something that we're we're we don't you know love money. In fact we say our audience specifically is a very specific type of person our audience we define as mission driven messengers they are people who care about mission over money but it doesn't mean they don't care about money and it means that they are audiences very intelligent they understand you need money in order to make more of a difference so. We don't love money but we sure like money a lot and so questions five and six okay question five is what are the things people would buy from you. And question six is what business do i want to be in. So when you look at question five what are all the things that people would buy from you. There are there are really only five ways to monetize a personal brand. So there's there's only five mechanisms that we have found that if you go. How do you turn a pile of followers into a pile of cash. Or how do you turn a pile of friendships in an offline world into a pile of cash and some people have a pile of followers we actually have a we actually have a fair number of clients who are sort of like twitter rich but dollar broke. You know they're like instagram rich but their dollar broke yeah because there's a difference and sometimes people assume they make all this money because they have a lot of followers and it's like. You'd be surprised some of the wealthiest people on instagram only have like a couple thousand followers like but we call these the paid okay it's an acronym p i d s. These are the paid so there's five ways to get paid with your personal brand so the p is products. So you create a physical product so this is our good friend Jamie kernleema fits into this category right. What she great she made her her mark on the world originally with makeup right is caught it cosmetics so you have an audience. And you create a product that they sell this is what Sarah Blakely does right she has. Spanx she selling a physical product to her audience. So you might be good at creating a physical product in and you do that right it could be could be a supplement it could be a shake it could be a clothing line it could be calendars it could be t shirts. Those are physical products. The a guy the a in paid stands for ads and affiliates. So ads and affiliates is a really interesting business model because when your primary business model is ads and affiliates. You're not actually selling anything to your audience. What you're doing is you're selling other people access to your audience. And so ads and affiliates are the same in that you're selling someone access to your audience but they're different in terms of how you get paid so in ad means. I just pay you for access to your audience and I get a certain amount of time for that. Affiliates is the same thing except it's we do it for free on the front end and then we get paid a percentage of whatever the result is so there's more risk but there's typically also more reward. This is the thing with Lewis to come back to that example Lewis had seventeen revenue streams literally working seventeen different ways. And at the time podcasting was a traffic he viewed as a traffic source and we took him through this assessment this revenue streams assessment. And it kind of dawned on all of us that was like hey we actually think the podcast could be the thing. Not it's a traffic source for the thing we think it could be the thing the soul thing. And so we shut it down we shut all these other revenue streams down he went all in on the podcast he done that for four years he more than you know ten. Next to the growth and recently sold it for millions and millions of dollars to serious because that was his primary business model and so that strategy kind of manifest it and came true now he does sell some other stuff. But it's it's important to know what is your primary business model so ads and affiliates I in paid. Is this is a this is the land of Amy Porterfield the queen right here is information products okay so this is. You're selling information to your audience most commonly a course made forever famous by our very own Amy Porterfield also membership sites. Would fit into this category also certifications assessments those kinds of things anytime where you're selling information is. The I the D and paid stands for deals these are third party deals. And these tend to be a little bit more advanced so these are when someone pays you a fee for the art itself even like book deals TV deals music deals movie deals licensing deals. And you typically have a royalty that's sort of how you know you're in your in the deals land is if there's some royalty arrangement going on. And then the as services so paid the as services so coaching consulting speaking training big part of our world that we live in. Brand builders group are core business model is one on one coaching right in training so we do one on one that's part of why we have uniqueness we don't really sell courses we don't really sell. Physical products we don't sell a lot of the things that other people sell we sell one on one time with a human right so that's part of how. We carve out our uniqueness and so services is interesting because services is the fastest path to cash for most people you're selling your time for money. The problem is it's the least scalable thing. Long term. And so this is part of why courses you know so popular as you go okay i'm gonna sell services i max out my time and then I go how do I create leverage boom course. Could could be a great next step but services if you're broke is a joke. That means you should use you might consider looking at services and many people are because they're selling their time to an employer for a day job and they're starting their online business on the side. You know that's more of like an information product right so that's sort of how that works but a lot of our clients are also you know they might be like a financial advisor and account and a chiropractor a lawyer you know whatever. And they have maxed out their services and then they're looking to scale other things so so that's what what would people buy from us question five. But now we have to reconcile that with question six which is what business do you want to be in. So these are different questions the paid are all the things you could do but just because you could do it doesn't mean you should do it. And so what business do you want to be in we have another acronym here we call these the dares you want to look for dares. And dares stands for digital automated recurring evergreen and scalable. Are you looking to do all of those things is many of them it you can't you can't really have. All of them in one because some of them work against each other like for example an evergreen product that you never have to update. Tends to be in conflict with recurring revenue where people will continue paying for it right if you never have to update it it probably means it just stays the same which means they're not going to pay for it so. You're just you're using this as a checklist of criteria to to go as many of these as I can get digital automated recurring evergreen and scalable that would be the perfect business model. Would be something that had all of those things and courses of course fit that you know they are digital for the most part they're automated. Sometimes not so much on the recurring side they tend to be pretty evergreen and they're infinitely scalable which is part of. Why such an explosion so so anyways you have to go not only what do I want to do how can I make money doing it what are the things I could sell. What things I would be good at selling and what actually creates the lifestyle that I want I want to have. In the intersection of all of those answers is where you're unique this lies. Oh that is powerful and intense like that's why you need a one on one coach to help you through that you do not want to do all of that alone or if you do you're gonna want to kind of pull your hair out. And so I love that you support people through that and also those are such powerful questions I mean I love them so much. If you want to organize your business you need a CRM a customer relationship management platform and if you actually want to grow your business do what I have done and move over to HubSpot CRM with HubSpot your sales marketing customer service and op steam's all have access to this. Same dynamically updated data can I get an amen so they won't get their wires crossed on where a customer is in their journey or how to convert them. Plus HubSpot CRM is easy to buy and easy to use so you don't have to waste valuable time onboarding your teams or managing software you could just start the value right away that has been my experience. So learn more about how HubSpot can help you grow better at HubSpot.com. When people are starting to think about what makes them unique and starting to think about their own personal branding something comes up a lot a lot of people in my audience have anxiety around putting themselves out there. They're like okay once I figure out my personal branding my my brand DNA now I've got to like show up and it comes up a lot with video. So I wanted to ask for those that are fearful of putting themselves out there they want to do this thing they want a personal brand but they are so anxious about showing up online what would you say to them. Okay so two things so one you mentioned that we do help people with this so you might consider if you go to free brand call dot com slash Amy Porterfield so free brand call dot com slash Amy Porterfield you can fill out like a little thing and request a call with our team. First call we do for free we talk to you one on one so you can check that out. So that's a good step but separate of that the big question is why are you scared right why do we have fear. And I'm going to tell you why we experience fear but I want to warn you that you might not like this you might not want to hear this. The reason that we experience fear is because we are self centered. You only feel fear when you're thinking about yourself am I going to say the right thing does my hair look okay is my lighting right is the audio good do I do I feel confident do I you know are they going to like me is this guy is this going to be good is it going to go viral is anyone going to comment is anybody watching. It's entirely self centered not selfish you're not doing it at the at the expense of someone else it's self centered your thinking is all swirling around you and the key is to realize that there is no fear. Once the mission to serve becomes clear. There is no fear when the mission to serve is clear you never feel fear once you start thinking about who you're trying to help. And who you're trying to serve I mean the analogy I use all the time is like let's say you're driving down the road and you see this horrible car accident a car flips over and it's on fire right you jump out you jump out to help that person you're not thinking about how does my hair look like does my breath stink right you're not thinking about that because you're going. Oh my gosh like this person needs help I have to get them. That is exactly the same modus operandi you must have with your personal brand it's it's where a whole conversation started is that you have to become consumed and obsessed with the other person you have to be others focused you have to be service centered you have to remind yourself the reason I'm creating this video is not for me. It's for somebody else out there and and and that's the key Amy is that you have to realize. Like in any moment that you you feel fear. You have to remind yourself that there is somebody out there. Who needs you. More than you need them. There is somebody out there that is literally struggling and begging and could be on their hands and these praying for answers to questions that you know like the back of your hand because you have you have survived that setback you have overcome that obstacle you have conquered that challenge and that person is like desperately crying out in fact we think if if the calling that you have on your heart like if you feel a calling to do this and you go hey some of this stuff is resonating. I feel prompted to launch a course I feel prompted to to write a book I feel prompted to go out and speak I feel prompted to like do some videos we believe that the calling that you feel on your heart is the result of a signal that is being sent out by someone else. Literally they are sending out that signal for help into the universe and that that signal is being received by you because you are perfectly equipped most powerfully positioned to serve that person why because it's the person that you once were and when you focus on that. You won't be thinking about fear. The worry that is powerful that is a perfect way to end this episode that was what some people needed to hear that more than you even know. And I did I love that I have a lot of fear right now and getting my book out into the world and doing all the things and when I focus on who that book is for that fear totally melts away so I can attest to this 100%. Okay here's the thing before we wrap up I want you to tell people again where can they go to just even explore maybe working with you in your team and what that might look like and I want to tell everyone really fast. I got to work with Rory and his team and for one of their verticals which was putting together a signature talk one of the best experiences I've ever had the frameworks they walk you through will blow your mind like they have this dialed in. So I highly recommend working with brand builders and so typically I don't have somebody talk about their services on the show but I'm making an exception because that's how much I believe in it. So Rory tell everybody again where to go and what they can expect. Yeah well got wow thank you Amy that I mean that that is awesome and and the thing I will say you know like one of the things that came apparent when with our time together was that. Your woman is someone struggling with unworthiness yes and she is hiding and she's playing small right and that is your woman and that's part of what we got clear about related to the problem you solve in something we call the cause right and. And the power of the see you come alive when when you go that's it that's what I want to dedicate my life to it was huge to know that I would not have gotten there if we didn't do the exercises together I don't think I could have figured out. I would have had like 10 different things but when you're like zoom in and you said this is it and it felt like after a whole conversation says yes that's it it opened up so much opportunity of content to create and different frameworks to create myself and what I wanted to post on social and what I wanted to talk about it like exploded my mind about the possibility so I think that's why I'm so passionate about this. Well that's what we talked to people so coming sorry to get all right to your question you tell him. I would say if you're curious about what it's like to go through this experience call us right so go to free brand call dot com slash Amy Porterfield. You know and I would say there's a page there so you can learn a little bit about us and sort of like what we do but we were the human people right like we want to talk to you. And we'll see and here's what I would say Amy is if somebody's not a fit for us we'll tell them yes we'll let them know we'll say hey you know what you're not it's not the right thing like we don't quite do that and we'll recommend other people we point them to lots of places. But if if you are we'll tell you that to and and we'll know we'll know pretty quickly but. I think. You know again it's it's it comes down to going. Who do I want to serve who do I want to help how do I want to use my life in a way that adds value to other people. And if you stay centered in that and centered on that. You'll make money you'll get some followers you'll have some fans but that's not the thing to focus on it's mission over money. Service over self and and just being super clear on on why why you're here. Yes and it's a beautiful thing when you get that clarity so Rory this has been an exceptional conversation thank you so very very much for being here and I really hope a lot of my audience members take you up on that offer for that free call just to see what might be possible for them. So thank you my friend for everything you've done for me and hopefully we'll do for so many of my listeners I really appreciate you. Well with my pleasure my honor my friend and thank you for what you do for all these listeners it's amazing the impact you have in the world Amy and to get to ride in your wake and draft in that is is pretty special so I appreciate you having me. Thanks friend alright talk to you soon. Oh wow that was such a great conversation I love how Rory broke down these personal branding strategies like a science. And I know firsthand that's how his mind works that's how he teaches his team to coach because everything's a process or system. And they walk you through it so I really do want you to at least take him up on the free call. So that URL is free brand call dot com forward slash Amy Porterfield free brand call dot com forward slash Amy Porterfield it's free and it's worth just seeing if this is a good fit for you. I think my biggest takeaway and the thing I love most about this conversation is when Rory was talking about like what it takes in terms of a DNA of a personal brand. And everything I teach was in there talking about your messaging and who you serve but then how you make money. And I love that he's like a personal brand is so much more than colors fonts website your business cards how that all looks no it's so much more and I think you now have a really good grasp of it. So now let's go build it. I'm really excited for you to build your personal brand and get the recognition you deserve. All right, miss we friend I hope you love this episode and I can't wait to see you next week same time same place bye for now.