Dan Martell - 4 Steps to Build Brand in Your Business

00:00:00.080 What's up, everybody?

00:00:01.040 I'm Dan Martell, serial entrepreneur, investor,

00:00:02.920 and creator of SaaS Academy.

00:00:04.000 In this episode, I'm gonna share with you

00:00:05.760 how to become a authority,

00:00:08.080 how to create authority in your market

00:00:10.520 to attract perfect fit customers to your business.

00:00:14.320 And be sure to stay at the end

00:00:15.240 where I'm gonna share with you an exclusive resource

00:00:16.880 called the Authority Engine

00:00:18.520 on how to do everything I'm gonna teach you

00:00:20.640 in an automated way.

00:00:21.680 I literally spend 12 days a year

00:00:23.880 producing 12 months worth of content.

00:00:25.960 I'm gonna teach you how to do that in that resource.

00:00:28.680 But in this session, we're gonna get deep

00:00:30.920 on how to overcome your fears to produce content.

00:00:33.720 I'm gonna give you the framework.

00:00:34.860 We're gonna make it easy.

00:00:36.120 And best of all, we're gonna have some fun.

00:00:51.360 So when I first started shooting videos,

00:00:53.780 I was crazy nervous.

00:00:55.660 so nervous that my whole neck and face would get red.

00:00:58.900 If you go back to the early videos on my YouTube channel,

00:01:03.060 you will literally see a blotchy redneck Dan, 1.00

00:01:08.060 trying to, Sam's laughing in the background here,

00:01:10.680 trying to like spit out just information like full blast,

00:01:16.380 like no breathing, just because I thought

00:01:20.140 that's what people do on YouTube.

00:01:23.300 And over the years, and it was tough for me.

00:01:26.080 I was so outside of my comfort zone.

00:01:29.180 I would get super sweaty and nervous.

00:01:30.980 I wouldn't sleep the night before.

00:01:32.360 I'd have to go shoot videos.

00:01:34.120 But what drove me was this belief

00:01:37.220 that learning how to communicate to a camera, you know,

00:01:42.740 it's the weirdest thing.

00:01:43.740 Speaking to a group of people,

00:01:45.080 even though a lot of people public speaking

00:01:47.000 is scarier than death, right?

00:01:48.480 They'd rather be in the coffin

00:01:49.860 than giving the eulogy at a funeral.

00:01:51.960 Doing it with a camera is so crazy

00:01:54.880 because there's nobody there.

00:01:55.900 It's just you and the camera.

00:01:57.060 And you're like, hey, I'm gonna have a conversation.

00:01:59.340 But I kept pushing forward.

00:02:00.940 I spent three months in my studio,

00:02:04.420 failing, failing, failing to the point

00:02:07.640 that my videographer, Jared at the time,

00:02:09.940 pleaded with me, can we just get two cameras?

00:02:12.920 Can we get two angles?

00:02:14.340 Because I was committed to learning how to do this

00:02:16.620 in one take.

00:02:18.020 That's what's crazy.

00:02:18.860 A lot of people don't realize,

00:02:19.700 but all my videos I've ever done, one take, okay?

00:02:23.440 Every once in a while, I'll get to the very end

00:02:25.940 and something will explode in the studio

00:02:28.300 and we have to like edit just to finish.

00:02:30.980 But 99.9%, I'm just sitting here, sharing, talking,

00:02:35.340 telling stories because I wanted to learn that craft.

00:02:39.360 Now, if I get in front of a room, literally,

00:02:41.720 sometimes I'm not nervous because I care so much,

00:02:43.480 I do get nervous, but if I'm at a wedding

00:02:45.660 and somebody asks me to give a toast

00:02:47.000 or I gotta give a speech for my team or whatever it is,

00:02:49.640 I'm at a business event and somebody asked me

00:02:51.760 to stand up and share a few thoughts.

00:02:53.300 Not an issue because I've got the reps, I did the work.

00:02:56.480 And the impact blew my mind.

00:02:59.460 The fact that I've built one of the largest

00:03:01.440 SaaS coaching companies in the world.

00:03:03.600 The fact that I've been able to attract

00:03:05.460 some of the best team members to come work with me

00:03:08.160 to create this crazy organization.

00:03:10.760 The fact that I've had tens of millions of people

00:03:13.460 view my content across all our different social channels.

00:03:16.420 I'm almost at 100,000 subscribers on YouTube,

00:03:19.280 which is gonna be a party,

00:03:21.080 because it's literally seven years of producing

00:03:23.580 what everybody else would consider boring software content.

00:03:27.520 But I was committed to sharing everything I'd ever learned

00:03:31.180 and to build this community, I'm just crazy grateful.

00:03:36.180 I'm grateful for you listening,

00:03:37.360 I'm grateful for every comment I ever got,

00:03:38.920 I'm grateful for every subscriber.

00:03:40.560 I'm just grateful that this is actually the work I get to do.

00:03:42.840 I think it's crazy that I get to reflect on my life,

00:03:46.480 pull out the insights that inspired me,

00:03:48.940 share it with all of you, reinforcing it with me,

00:03:51.480 pushing me to become a better version for all of you,

00:03:54.100 and that's kind of what I do, phew,

00:03:57.620 that's an awesome trait.

00:03:59.380 Now I wanna encourage all of you guys to do it,

00:04:01.440 because if you do it right,

00:04:02.800 you will literally explode your business.

00:04:05.100 You will have more opportunities to partner,

00:04:07.900 you'll have build more trust in the market

00:04:10.540 with your competitors even,

00:04:13.300 and the coolest part is if you're trying

00:04:15.480 to build a SaaS company and achieve

00:04:16.660 what we call the perfect exit,

00:04:18.260 that's what I teach in SaaS Academy,

00:04:20.000 then you will have people that know of you

00:04:22.460 through the nature of you just putting out content.

00:04:24.700 Building authority in your market

00:04:26.260 is one of the most powerful ways to do marketing.

00:04:29.900 So what I wanna share with you is how to do it.

00:04:32.560 Step one, teach don't sell.

00:04:34.900 So a lot of people wanna get on video

00:04:37.380 and they wanna just talk about their product

00:04:38.960 and use my product, my product's awesome

00:04:40.480 and here's a tour and da da da da da

00:04:42.060 and like use it, use it, use it.

00:04:44.100 That's not what's gonna get people to show up.

00:04:46.540 You know, at the end of the day,

00:04:48.220 a lot of people aren't even problem aware

00:04:50.380 and they're not even solution aware,

00:04:52.360 meaning that they don't even know they have a problem

00:04:53.980 that you can solve with your product.

00:04:55.480 And even if they knew they had a problem,

00:04:56.820 they aren't looking for a solution yet.

00:04:58.860 And you need to pull them into it.

00:05:01.300 You need to make them aware

00:05:02.720 that you can add value to their life,

00:05:04.260 you can solve a problem.

00:05:05.720 And through that, you earn the right

00:05:07.940 to then talk about the thing that you've built

00:05:10.120 that maybe they should consider.

00:05:12.140 And teaching education-based marketing

00:05:14.720 is one of the most powerful ways to do it.

00:05:17.000 But I'm gonna give you the specific way

00:05:19.760 to collect what you should teach.

00:05:21.780 And it's called the SMIQ question.

00:05:23.340 I got it from my buddy, Ryan.

00:05:25.000 Single most important question.

00:05:26.680 So the question I asked,

00:05:28.080 I posted on Instagram the other day, right?

00:05:30.180 Like I do this all the time.

00:05:31.220 I just ask my tribe,

00:05:32.540 when it comes to a challenge,

00:05:34.520 what is your number one biggest,

00:05:36.140 or when it comes to an outcome,

00:05:38.020 what is the number one biggest challenge you face?

00:05:40.100 So when it comes to hiring an HVAC company,

00:05:43.480 What is the number one challenge you face in doing that?

00:05:46.640 When it comes to scaling your business,

00:05:48.180 what's the number one challenge?

00:05:49.160 But be specific.

00:05:50.380 So the primary outcome has to be specific.

00:05:52.300 And then what is the number one challenge?

00:05:53.780 And then people will give it to you.

00:05:55.400 What they're giving to you is the hit list for content.

00:05:57.800 This is awesome.

00:05:58.840 You can literally say,

00:06:00.180 when it comes to setting up your laptop,

00:06:03.300 what is the number one challenge?

00:06:05.020 It doesn't matter what industry you're in.

00:06:06.920 You could be in HR, you could be in Martech,

00:06:08.720 you could be in lawn care,

00:06:10.300 you could be in tourism, right?

00:06:12.900 When it comes to planning your next vacation, what is the number one challenge you face?

00:06:16.460 And literally, they'll tell you, trying to find places my friend's gone that they can

00:06:20.720 vouch for or whatever it is.

00:06:22.120 And then you can like look at these answers and decide to produce the content.

00:06:25.540 That is one of the most powerful ways to become an authority is to literally teach, don't

00:06:31.440 sell, education-based marketing.

00:06:33.020 If you give, give, give to the market, then they will eventually go, who is this person?

00:06:37.960 What do they do?

00:06:39.060 I keep watching this stuff.

00:06:40.440 It's good content, but who are they?

00:06:41.980 and then if you're teaching health or you're teaching business or you're teaching marketing

00:06:46.580 they're gonna lean in and they're gonna oh you got a product over here what does this do I trust you

00:06:50.460 I like you let me see what you got huge opportunity number two the create anything framework okay so

00:06:57.120 one of the things you'll learn quickly with me if you ever get an opportunity to coach with me

00:07:01.240 is I'm a frameworks guy I grew up designing software database designs front-end mock-ups

00:07:06.580 I'm a process-driven kind of guy.

00:07:09.560 So I believe the fastest way for me to move,

00:07:13.540 if I wanna move as fast as possible,

00:07:14.940 is to create a framework that I follow

00:07:16.780 so I don't have to be creative every time, right?

00:07:18.680 So you can be more creative when you have guardrails.

00:07:21.000 So what I did a while ago is I outlined this structure

00:07:24.200 for creating content.

00:07:26.800 And I call it the Create Anything Framework.

00:07:28.160 I teach it to all of my clients

00:07:29.900 because it literally is like seven different steps.

00:07:33.180 If you nail, I believe, you will create compelling content.

00:07:36.100 So when people, so I'm gonna teach you behind the scenes

00:07:38.080 how this works, but if you follow it,

00:07:41.660 you will be able to not only produce content really quick,

00:07:44.320 so that's the number one benefit is I can produce,

00:07:47.360 you know, eight videos a day, no problem,

00:07:49.940 just following this outline, get in front of a camera,

00:07:52.200 shoot it, be good to go, right?

00:07:54.120 So here's the first one is opportunity. 0.98

00:07:56.700 Here's the opportunity.

00:07:57.920 This is what I want for you.

00:07:58.940 I'm pitching the vision.

00:08:00.420 Number two is challenge.

00:08:01.940 But if you do that, here's maybe the challenges

00:08:03.740 you face in the path.

00:08:05.220 That creates the gap.

00:08:07.120 I want the desire.

00:08:08.300 I want to teach you how to get this outcome,

00:08:10.100 but I'm also going to tell you what's hard about this

00:08:12.200 so that you understand that there's a lot to know

00:08:15.280 and it's not as easy as just saying, I want this.

00:08:17.940 There's also some fears you're probably having

00:08:19.620 and you connect with the emotional side.

00:08:21.240 So challenges and, or sorry, opportunity and challenges.

00:08:24.120 Then we want to go to story.

00:08:25.720 We want to go to your story.

00:08:27.260 What is your personal story or client's story

00:08:29.640 about how they faced this challenge,

00:08:32.080 they went through the process and the journey

00:08:34.700 of trying to solve it,

00:08:35.780 and eventually discovering your product

00:08:38.120 or you having the aha has solved that,

00:08:43.220 and this is the results you've achieved, okay?

00:08:46.140 So sometimes I call it the three, well not all, sometimes,

00:08:49.400 I call it the three S's, 0.97

00:08:50.260 I didn't wanna complicate our conversation today,

00:08:52.500 but the three S's is the situation you were in,

00:08:55.400 the struggle you went through,

00:08:56.560 and then the solution of where you're at now.

00:08:58.440 It's just a beautiful little story arc.

00:09:00.020 It could take three minutes to tell,

00:09:01.680 Very simple.

00:09:02.520 I started this episode sharing my journey

00:09:05.360 about shooting video.

00:09:06.880 Go rewatch it.

00:09:07.800 I'm literally using the framework.

00:09:09.300 It's like inception.

00:09:10.180 It's like the meta of the meta.

00:09:11.480 I'm like doing it while you,

00:09:13.160 I'm doing it while I'm doing the video,

00:09:15.080 teaching you how to do it,

00:09:16.260 then telling you that I did it, okay?

00:09:18.500 So we go to the story,

00:09:19.820 then we talk about the steps, okay?

00:09:23.520 So what are the steps?

00:09:24.360 Is there three steps, five steps to get the outcome?

00:09:27.040 Then we talk about myth or data,

00:09:29.520 some data point that really amplifies

00:09:33.380 and encourages the person to do the thing

00:09:36.560 you want them to do, the outcome they wanna achieve.

00:09:39.260 Then you recap, here's what I told you, this is why.

00:09:42.720 So you do a recap, because teaching is always about

00:09:45.460 tell them what you're gonna tell them,

00:09:46.280 tell them, tell them what you told them.

00:09:47.780 And then finally, it's CTA, it's call to action.

00:09:49.940 Always leave them with a call to action.

00:09:51.720 If it's subscribing to your newsletter,

00:09:53.840 signing up for a trial, downloading some kind of lead magnet

00:09:57.040 that you've created specifically for your content,

00:09:59.060 or going to buy a book.

00:10:01.000 It literally can be any call to action,

00:10:02.940 but you do not wanna encourage,

00:10:04.240 you wanna teach something

00:10:05.120 and not encourage action at the end.

00:10:07.380 Those are the seven steps, okay?

00:10:09.300 So write them down.

00:10:10.080 I'm gonna give them to you real quick.

00:10:11.420 Number one, opportunity, big idea.

00:10:14.880 Challenges, you probably tried this in the past.

00:10:16.340 Here's what you face.

00:10:17.200 Here's my story of going through and learning this,

00:10:19.220 or you can tell a client's story.

00:10:20.700 These are the steps you need to do in sequence

00:10:23.580 to be successful.

00:10:25.100 Then here's a myth or belief.

00:10:26.940 Like, for example, to create authority,

00:10:29.140 a lot of people think you need a whole crazy studio set up

00:10:31.540 so that you can, you know,

00:10:32.800 produce this high-quality video and all this stuff. 0.80

00:10:35.700 Everybody's got a freaking smartphone in their back pocket.

00:10:39.380 It's a supercomputer in your back pocket with a camera, 0.90

00:10:42.000 and the new one's got a view called cinematic, okay?

00:10:44.600 The cinematic setting literally gives you, like,

00:10:48.400 cinema-quality video.

00:10:49.860 It's crazy.

00:10:50.860 You do not need anything more than your phone, okay?

00:10:53.860 That's the myth I'm gonna bust, okay?

00:10:56.000 or you find a data point.

00:10:57.460 Number one search engine in the world right now

00:10:59.020 is not, or the second number one, second,

00:11:01.720 the number two search engine in the world is YouTube.

00:11:04.900 And if you produce how-to content

00:11:06.240 for your perfect fit customers,

00:11:07.540 they will find you and they will buy your software.

00:11:10.900 And then finally, you do a recap

00:11:13.520 and then call to action, okay?

00:11:15.700 So that is the create anything framework.

00:11:18.660 I'm only on step two,

00:11:19.880 but I wanna at least share that with you

00:11:21.520 so that you can start building authority.

00:11:23.140 Number three, distribution.

00:11:25.060 So once you've created all this content, that's great.

00:11:27.240 But content creation's 20% of the challenge.

00:11:30.680 The other 80% of the challenge

00:11:32.500 and where you should be focusing your energy

00:11:34.400 is on distribution.

00:11:35.340 So how do you get distribution?

00:11:36.380 Here's my philosophy.

00:11:37.860 Is I wanna take, and this is what I love about video,

00:11:40.060 is I wanna take video and then slice it up

00:11:43.080 into different content types.

00:11:44.700 So here's what we got.

00:11:45.760 If I've got video, I've got audio, so I've got my podcast.

00:11:48.100 If I've got video, I can pull out the big things,

00:11:50.380 I can write my email.

00:11:51.500 If I've got video, I can create snippets

00:11:54.160 and I can post it on every social media account out there.

00:11:57.980 And today with the proliferations

00:11:59.680 of like this short story type content,

00:12:02.720 you can slice it up, do TikTok,

00:12:04.420 you can do shorts on YouTube,

00:12:05.640 you can do Instagram, you can do Snapchat.

00:12:07.520 You can literally take one piece of content

00:12:10.820 and slice it up for all of it.

00:12:13.220 You can write out long form content for Medium,

00:12:16.760 for LinkedIn, LinkedIn.

00:12:18.340 I mean, the platforms change so much

00:12:19.860 that I'm kind of like reluctant to mention them

00:12:23.300 because they will change all the time.

00:12:25.240 Depending on when you watch this,

00:12:26.780 there will be different platforms available

00:12:29.000 for you for distribution.

00:12:30.080 But the key is, is literally do an audit

00:12:32.580 of all the different social platforms you've got

00:12:34.480 and ask yourself, how do I produce the content

00:12:37.420 from the video that you've created

00:12:39.800 to fit that specific platform?

00:12:42.320 And I would highly encourage if you have the resources

00:12:44.260 to do native editing for the desired outcome platform.

00:12:48.040 Don't just copy and paste stuff for Facebook,

00:12:50.340 straight to TikTok, straight to Instagram.

00:12:52.600 it doesn't work as well as natively editing for TikTok

00:12:56.920 or Instagram as examples, okay?

00:12:59.360 So that is distribution.

00:13:01.000 Number four is engage.

00:13:02.700 You know, one of the benefits of producing content

00:13:05.200 and teaching and helping people is comments,

00:13:08.240 interactions, responses.

00:13:09.660 And I think, you know, what I do now,

00:13:11.640 just because we get hundreds is I spend the first day.

00:13:14.460 So we publish most of our content on Monday

00:13:16.860 and that day I'm in there replying to comments

00:13:19.960 all over the place, okay?

00:13:21.260 After the fact, you know, I try to get the team

00:13:23.860 to bring to surface if there's any issues, concerns,

00:13:26.760 questions that I need my attention.

00:13:28.000 But for the most part, I reward those

00:13:29.900 that are quick to post on it.

00:13:32.040 But if you're starting off and you wanna build

00:13:34.080 your community, because I did this for years,

00:13:36.140 you wanna reply to every one of them.

00:13:37.580 And there's tools that you can set up to listen,

00:13:40.040 to easily aggregate all the comments and messages

00:13:43.980 and at replies and put it all in one spot.

00:13:46.320 You know, these different social media monitoring tools.

00:13:48.360 And then that way you can just block out hour and a half

00:13:50.700 of your time throughout the week

00:13:52.080 to just engage in your community.

00:13:54.180 But if you don't engage in your community,

00:13:56.100 then people are just gonna think

00:13:57.120 you're just posting and ghosting.

00:13:58.520 They're gonna think that you don't care

00:14:00.300 about their opinion, their thoughts.

00:14:02.040 And the truth is, is those comments

00:14:04.680 are business opportunities, content ideas,

00:14:07.880 relationships, perks.

00:14:10.400 I mean, the amount of my desk is literally full.

00:14:13.720 If I could turn the camera,

00:14:14.760 is full of books and gifts from people in my community

00:14:18.660 that just send me stuff.

00:14:20.420 because of the content I put out there.

00:14:21.940 Thank you for everything you do.

00:14:23.340 I mean, it's literally just messages of people.

00:14:28.080 Like, it's just awesome.

00:14:29.320 Vanessa's a great friend actually,

00:14:30.540 but then you should get her book, just came out, Q's.

00:14:33.980 But for me, it's all about engaging

00:14:36.660 so that people feel seen, heard, and appreciated.

00:14:40.100 Okay, ignore the negative, give kudos to the good stuff,

00:14:43.540 and make sure you make it part of your process.

00:14:45.220 So quick recap, see what I'm doing there.

00:14:47.420 Number one, teach, don't sell.

00:14:49.420 Number two, use the Create Anything Framework.

00:14:52.320 Number three, distribution.

00:14:54.700 And number four, engage with your community.

00:14:57.920 As I mentioned at the beginning of this episode,

00:14:59.800 I wanna give you an exclusive resource

00:15:01.100 called the Authority Engine.

00:15:02.640 Here's why, if you do it right,

00:15:05.440 your marketing will help way more people

00:15:07.140 than your product ever will, okay?

00:15:08.680 This is why this Authority Engine is so powerful.

00:15:10.920 So I'm gonna show you exactly how I pull the questions

00:15:13.700 and the scripts and the process and the publishing format.

00:15:16.360 Just click the link to get access to that.

00:15:18.760 that's an internal training for you

00:15:20.600 so that you can really amp up your authority in the market.

00:15:25.380 And I wanna leave you with this one quote

00:15:27.660 from Regis McKenna, okay?

00:15:29.700 The education is the best marketing.

00:15:31.920 Education is the best marketing.

00:15:33.440 Regis McKenna, super smart marketing guy.

00:15:35.980 Education is the best marketing.

00:15:37.940 That's what I got for you today.

00:15:39.800 As per usual, I wanna challenge you all

00:15:41.520 to live a bigger life and a bigger business,

00:15:43.720 and I'll see you next week.

00:15:48.760 You

Dan Martell - September 26, 2022

4 Steps to Build Brand in Your Business

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