Order of Man - How to Build a Profitable Online Business ｜ FRIDAY FIELD NOTES

00:00:00.000 You're a man of action. You live life to the fullest. Embrace your fears and boldly chart

00:00:05.000 your own path. When life knocks you down, you get back up one more time. Every time.

00:00:10.460 You are not easily deterred or defeated. Rugged. Resilient. Strong. This is your life. This is who

00:00:17.220 you are. This is who you will become. At the end of the day, and after all is said and done,

00:00:22.800 you can call yourself a man. Gentlemen, what is going on today? My name is Ryan Michler and I am

00:00:28.680 the host and founder of this podcast, the order of man and the movement. And that's what it is,

00:00:33.500 guys. It's a movement, a movement to reclaim and restore masculinity in a society that seems to

00:00:38.280 continually buck what it means to be a man and mock and ridicule and undermine the latest attack

00:00:44.520 on masculinity is from the American Psychological Association and their new quote unquote study.

00:00:51.700 And I say study very, very loosely on why masculinity itself is inherently wrong or bad and

00:00:57.980 is the root of much of the problems that we see in society. Now, you as a man obviously believe

00:01:03.380 because you know who you are and you deal and interact with other men that this is not really

00:01:07.780 the case. And there's a lot of pseudoscience that goes into this latest study trying to convince

00:01:13.180 everybody how horrible masculinity is. It's my job to buck that idea, to disprove that information,

00:01:21.980 and then to help you and me and every other man who's listening into this podcast and part of this

00:01:27.840 movement to understand what it means to be a man and then more fully step into that role. Because I

00:01:33.580 think there's a lot of people out there who believe that it's a traditional, traditional masculinity that

00:01:38.900 somehow is, is the problem with men and why they're experiencing suicide and depression at rates

00:01:46.400 that are alarmingly higher than that of women. And I would argue that it has nothing to do with 1.00

00:01:51.820 the idea of traditional masculinity, but it has more to do with the dismissal and the fact that we

00:02:00.180 seem to be moving away from masculinity. And it's this gap, if you will, between what men feel called and

00:02:08.120 compelled to do and act and behave and then the way society would have them do it. So I'm really trying

00:02:13.200 to be an advocate for masculinity and, and show the world why it's so important. Then of course,

00:02:18.980 give you the tools and the resources and guidance and the conversations in this podcast to more fully

00:02:24.980 step into your role as a protector, a provider, and a presider. So we've got the interview show

00:02:30.800 interviewing some amazing guests. The one that I've got next week, guys, make sure you tune in. If

00:02:35.500 you're not subscribed to the podcast, make sure you do, because I've got a UFC bantamweight champion,

00:02:41.260 TJ Dillashaw on the podcast. And I've got some other incredible, incredible guests coming up.

00:02:46.560 So you're going to want to subscribe to the podcast if you're not already. And then if you would,

00:02:49.820 please leave us a rating and review. Now I will say, I got to, I got to put a little bit of a

00:02:54.120 disclaimer out here. This Friday field notes, which is basically me just talking for the next 20 to 30

00:02:59.020 minutes is, is a little bit different than I've done in the past. We're talking about how to build an

00:03:05.160 online business. So I'm going to talk with you about why I think that's so important. I know there's a lot

00:03:09.880 of you who are entrepreneurial spirited, who have desires and ambitions to start at a minimum side

00:03:16.120 hustle, and maybe even want to take something full time. Like we've been able to do here within

00:03:20.340 the order of man organization. So I'm going to talk with you about that today. I'm also going to talk

00:03:25.680 with you about specifically four key strategies for building your online business. Now I will say this

00:03:32.560 too, as, as part of this disclaimer, I've got a, a new course that's going to be launching on

00:03:38.420 February 1st. So that's what in the next three weeks or so, and it's called try builder. And what

00:03:46.320 I'm going to do is pull back the curtain even further with regards to what I'm going to be

00:03:49.580 talking about today and help you build a tribe of loyal, committed advocates for what it is that

00:03:58.580 you're doing, whether that's helping men become better men, like we're trying to do here or

00:04:02.480 anything from fitness to firearms training to underwater basket weaving. I don't really care

00:04:09.340 what it is, but we're going to help you build a tribe. And so what I'm talking about today is the

00:04:15.060 framework for what it is we're going to be doing inside of try builder, which again, starts February

00:04:20.240 1st, 2019. I've got to get used to say in 2019. Uh, and we have a few spots left. So if you're

00:04:26.640 interested, head to order of man.com slash tribe builder. Now, if you're not interested in the

00:04:31.340 tribe builder course, no worries, not a big deal because what I'm going to talk with you about today

00:04:35.240 will still help you grow that side business, grow that side hustle, or even take something that you've

00:04:40.740 been doing currently on the side to a level where you can step away from your career and what it is

00:04:47.920 you're doing now. And maybe something that's not quite as satisfying as what you hope to

00:04:51.420 accomplish with, with a new industry or trade or information that you hope to share and put out

00:04:56.480 another world. So that's what we're going to be talking about today. So I'll probably just jump

00:05:01.340 right into this because I do have a lot to go through. It is quite a bit of information, but

00:05:06.600 it's important. It's important because as I've started my own business and I had a business prior

00:05:12.040 to order of man, uh, it was a financial planning practice 10 years ago, roughly. Uh, I started in the

00:05:17.400 financial planning field and, uh, worked for a company, a financial planning firm for about

00:05:22.680 six and a half or so years before I started my own planning firm. And it was, it was scary. I mean,

00:05:28.240 quite honestly, to step out on my own. And there was a lot of unknown and uncertainty with that,

00:05:31.880 but I'll tell you what, it's probably, it's probably one of my best financial decisions I've

00:05:36.800 ever made. And Kip Sorensen actually talked about that. And, and this week's ask me anything. He talked

00:05:41.400 about him stepping out on his own and, and starting his own consulting practice and how that was the best

00:05:46.180 financial decision that he's ever made. I think there's definitely something to that. You know,

00:05:49.980 there's something to being able to control your own destiny and not be under the thumb of,

00:05:54.480 of the man or involved in something that, you know, you aren't quite as satisfied or fulfilled

00:05:59.260 with as, as maybe you once were. And that's what I found in the financial planning practice is that

00:06:03.660 although I realized that it was, it was meaningful work, it was significant work. Uh, I found myself

00:06:09.740 being more and more distracted from the work itself and, and migrating towards something completely

00:06:16.580 different, which has come to be order of man now. Uh, but there, there's a lot of benefits in,

00:06:22.660 in starting your own business. You know, there's a lot of risks of course, because your level of

00:06:29.000 success is now ultimately upon your shoulders, but I wouldn't have it any other way. I mean, I think when

00:06:33.480 you go to work for an employer and, and I'm not going to beat this up because I know there's a lot

00:06:37.080 of men who are in a career or an industry or work for a company that have incredible careers.

00:06:42.300 They're incredibly satisfied and fulfilled and they make great income and they're able to do

00:06:46.600 all the things that they want to do. I'm not dismissing any of that, but I also know there's

00:06:51.220 a lot of men who are dissatisfied with that and they feel like they've capped out that they've reached

00:06:56.580 their full potential within this career or organization. And when you go out on your own,

00:07:02.500 you decide to take upon that responsibility of, of carving your own path. Uh, yeah, there's the risk,

00:07:07.340 but there's also unlimited upside potential. And that has certainly been, been true of what

00:07:12.900 we've been able to create here with order of man. And then also my financial planning practice prior

00:07:17.180 to prior to 2015 and starting this movement. So that that's been powerful. Uh, the other part of

00:07:22.600 this is, is the, the flexibility that I have in my schedule. You know, I just got done, uh, the end of

00:07:28.840 last week into the beginning of this week with a hunt down in Arizona. I was gone for seven days

00:07:33.280 and there is no way, no way that I ever would have been able to do that. Uh, had I not had my

00:07:41.320 own practice and my own company and the flexibility and the systems and processes, which we'll talk

00:07:45.840 about here in a minute that will enable me, enable me to go out and take those types of vacations and

00:07:52.400 take that type time for myself. And to be able to take off in the middle of the day and go for a five

00:07:57.120 mile run, or to be able to coach my kids is basketball or football or baseball teams. And this,

00:08:02.280 this freedom that I have, uh, has really allowed me to round out my life a little bit better because

00:08:09.180 there's a lot of guys out there who they just feel so overwhelmed and completely bogged down with

00:08:14.460 their, their professional side that they're not able to fully engage the way they would like when

00:08:18.400 it comes to their, their personal side, the interactions and relationships where they have

00:08:22.140 their, when they have with their family and their, and their friends and, and their kids and every

00:08:27.320 other, you know, element of life. So, so it has been very, very powerful. Uh, it has been

00:08:32.140 rewarding and it has been fulfilling. And that's the third point that I would make when it comes

00:08:35.500 to being able to start something on the side is that it's incredibly rewarding. It's incredibly

00:08:40.020 fulfilling. You know, I'm, I don't have to ask for permission to do something. If someone,

00:08:44.160 something sounds exciting to me or intriguing, I can go ahead and explore that. And I don't have

00:08:47.800 to wait for some committee or oversight or manager boss to tell me that I should or should not do that

00:08:53.740 thing or to tell me how to do it. I can just explore those things and I can have the types of

00:08:57.820 conversations I want to have, and I can offer the types of solutions that I want to offer.

00:09:01.840 It's been incredibly, incredibly rewarding. Uh, when, when I have been able to, uh, exercise my

00:09:08.620 creative muscle in the way that I want to do it. And, and quite honestly, I think some of that gets

00:09:12.540 stifled when we're working for corporations and organizations that have their own path and their

00:09:17.440 own way of doing things. And we're expected to toe the line. And while that makes sense, uh, because

00:09:22.100 they might have a proven track record of success. I want to take some risks. I want to try some

00:09:27.300 things that maybe have never been tried before. And I'm going to talk about that. Uh, and I'm

00:09:31.180 talking about the pros and cons of that, but man, I'll tell you that the rewards, the, the

00:09:35.580 mental benefits and the fulfillment and satisfaction that have come from taking risks has far outweighed

00:09:41.640 the costs associated with taking some of those risks as well. So there's a lot of reasons why you

00:09:45.680 might want to start a business or an online business specifically. And, and the reason I'm saying

00:09:51.140 online business is because that's what I know. That's what we've created here. I've created a

00:09:55.880 business in my financial planning practice that wasn't based online. Uh, and then I've

00:10:00.500 created this organization, which is entirely based online and we've moved offline a little

00:10:04.920 bit. I can address that here in a minute, but, uh, we've got this awesome opportunity

00:10:13.360 with the advent of the, uh, the internet and ability to connect with people across the planet.

00:10:19.120 Unlike we've been able to connect ever in the history of man. I mean, we can, we can talk

00:10:24.100 with people in Australia across the globe and I can have this podcast and it's reaching millions

00:10:28.460 and millions of, of men per month. And we can have digital conversations and I can have

00:10:34.300 conversations on the podcast with other highly successful men and deliver those to you all

00:10:39.800 because of, of the internet and technology and the ability to commit, connect unlike we

00:10:45.180 ever have in the history of mankind. So it's very, very powerful. The barrier to entry is very,

00:10:49.980 very low, which is excellent as well, because we don't have to come up with a bunch

00:10:53.200 of financial commitments and time commitments. I mean, these are things you could be doing

00:10:56.800 in your spare time. Uh, you could be what I did when I started order of man is I was

00:11:01.140 working two hours before my, my job and then I'd go do my job and then I'd come home and

00:11:06.080 have family time, do the dinner and play with my kids and things like that. And then when

00:11:09.960 they went to bed, spend a little time with my wife and then I'd work for an additional 0.98

00:11:13.420 two hours at night. I mean, I had the freedom and flexibility to do that because of the internet,

00:11:18.580 because of the technology and because I was willing to start an online business.

00:11:22.560 All right, guys, let's just get into this. Okay. We've been talking now for almost 10

00:11:26.400 minutes, I think. Uh, and, and I, and I think if you're listening to this at this point,

00:11:30.180 you already know I'm preaching to the choir. You know, you want to start something. Maybe

00:11:33.380 you already have. So let's break this down. I've got four, uh, specific areas that I want

00:11:39.260 to address. And remember that as I do, what I'm going to share with you today is, is standalone

00:11:45.920 information. If you're not going to start a business or you're not interested in joining

00:11:48.960 or try builder course, I completely get it. That's fine. The information I'm going to share

00:11:53.540 with you today is still valuable. It's not like I'm giving you half the secrets and you

00:11:57.580 have to get the rest over there. I'm just going to go more into depth over there and

00:12:01.500 really drilled down into each one of these things. So if you are interested in try builder

00:12:05.020 again, order of man.com slash try builder. What I definitely would encourage you to do

00:12:10.120 is if you're in a position where you can take some notes, I would definitely encourage you

00:12:14.520 to do that. So if you need to hit pause right now, go grab a notepad, pull up an app on your

00:12:18.480 computer, your phone, go ahead and take care of that. Uh, if you're running or working out

00:12:22.560 or doing chores or driving, uh, you can do that later. Still tune in. Now you can take some notes

00:12:27.540 later. Okay, let's get into this. So step number one is to craft a message to identify an audience

00:12:35.400 and then to solidify your conviction. So let's break these down a little bit further. Again,

00:12:40.820 craft your message, identify your audience, solidify your, your conviction. What you need

00:12:46.120 to know about starting an online business is that you've got to create something that you're

00:12:49.520 excited about, that you're passionate about, that you're engaged with. Otherwise you just

00:12:53.300 won't have the grit and fortitude required to overcome some challenges, especially when

00:13:00.040 you're first getting started. You know, I, I think about, uh, an analogy of, of getting on

00:13:04.560 a plane and getting up to cruising altitude. The plane is the most inefficient during

00:13:10.280 takeoff, but once it gets up to altitude and once it's flying and it's not burning up all

00:13:16.060 that fuel, it's a lot more efficient once you hit cruising altitude, but it's very, very difficult

00:13:20.460 when you're, when you're taking off in an airplane, that's the most inefficient time.

00:13:25.560 And the same is true with a business. It's very, very difficult when you're launching

00:13:29.640 because there's a lot of inefficiencies. And if you don't have a conviction about it,

00:13:34.880 you don't have the drive and the determination through maybe some things that you've experienced,

00:13:39.580 uh, you're not going to be able to overcome that takeoff. It's just not going to happen.

00:13:42.760 And I've seen countless, countless, uh, organizations never fully be able to get off

00:13:48.140 the ground because they aren't really tied emotionally to the problem. And this is exactly

00:13:53.260 what we've done here with, with order of man. I am, I am emotionally charged and tied into what

00:13:59.480 we're doing. You know, I had some, some, some experiences in my life through my near divorce,

00:14:04.980 my separation, uh, almost losing my, my one-year-old son at the time, uh, growing up without a permanent

00:14:10.960 father figure in my life and having a couple of stepdads come into my life. This is very personal

00:14:15.980 to me. And because it's personal and I have the experience and it's connected to my heart and my

00:14:21.760 mind, I'm able to overcome the challenges that inevitably come with starting to grow and manage

00:14:27.980 and expand a business like you're hoping to do. So I would take some, some, some time and really

00:14:33.720 write down some things that you see wrong with the world, you know, through your lens and it is your

00:14:39.140 lens. It's, it's nobody else's, but through your lens, what problems do you see in the world? What

00:14:45.440 challenges have come up? And more importantly, why do you feel like you're uniquely qualified to be able

00:14:51.560 to address those issues? I think there's a real problem, obviously with the dismissal and attack

00:14:59.060 on masculinity. And I think it's creating some very, very real problems in society. I am uniquely

00:15:04.560 qualified to handle this because I have a desire a to do it and B I've been there. I've seen the other

00:15:10.840 side. I've seen what it's like to grow up without a permanent father figure, without a masculine role

00:15:15.040 model in my home. Uh, I almost lost my family before I even really had a chance to grow my family

00:15:20.140 because I wasn't showing up as the type of man that I was capable of being in the type of man

00:15:25.020 that I'm showing up as now. So what I'm doing here with order of man is very real for me. I'm not

00:15:29.560 selling some widget or gizmo or, you know, some, some product that I bought in China. And then I'm just

00:15:34.760 going to mark it up and sell it to you. And that's a whole other conversation. That's not what I'm doing

00:15:39.100 here. I am, I am personally and emotionally charged and connected into what we're doing. So when things

00:15:46.520 get hard, that's just a minor bump down the road, because I know I'm going to charge through it.

00:15:52.080 I know I'm going to get through it because I realized what the stakes are because I've seen,

00:15:55.680 I've seen the other side. I've seen what happens if men don't step up the way they need to step up.

00:16:00.900 So for me, it's really about crafting, crafting my message. It's about understanding what is wrong

00:16:06.580 with the world. It's about understanding what solutions need to be presented and why I,

00:16:11.400 and in your case, why you are uniquely qualified to address those, those issues.

00:16:16.800 In addition to that is now, once we have that to some degree, you need to identify your audience.

00:16:22.420 How do you find other men or women or whoever your demographic happens to be? What do they look

00:16:29.460 like? What are they doing? What type of people are they? Are what's their demographics? What's their

00:16:34.580 age? Where do they live? What do they do for activities? What, what would you say as far as their

00:16:39.060 political affiliations and associations? The more that you can know about your audience,

00:16:43.780 the more equipped you'll be able to serve them, which we'll talk about down the road. But

00:16:47.660 once you've got your message, now you have to identify the audience that's going to resonate

00:16:52.580 with that message. I think a lot of people get this backwards. What they'll do is they'll say,

00:16:56.560 okay, I noticed a problem out here in the world. And these are the types of people that,

00:17:01.900 that would need help in this area. And so now they work backwards and like, okay,

00:17:06.460 how do I craft a message to get to these people? That's disingenuous. If you want to create a

00:17:11.400 successful online business, you need to understand what your message is, what the problem is in your

00:17:17.140 eyes. And then you already find the market. The market's already out there. The people are already

00:17:22.880 out there. All that you need to do is get in front of them. And I'm going to talk to you about how to do

00:17:26.620 that, but you need to figure out yourself first. And then you can say, who else is like this?

00:17:32.220 Who else in the world is experiencing the same problem? Who else in the world is looking through

00:17:37.320 their lens and seeing the exact same thing that I'm seeing? Because these are your potential

00:17:41.200 customers, followers, clients, whatever you want to call them. So again, crafting your message,

00:17:47.900 identifying your audience, and now you're going to start solidifying your conviction.

00:17:52.960 So we do this by reaching out to these individuals. What is it they're dealing with? What research can

00:17:58.380 you use to back up some of your thoughts? Who else is sharing this message currently that you might be

00:18:02.960 able to learn and glean information from? And you continue to articulate what it is you're trying to

00:18:07.500 do and why you're trying to do it and how it will actually serve the people that you will eventually be

00:18:13.040 going on to serve. All right. So let me just recap that. That's part one. It's again, crafting your

00:18:18.540 message, identifying your audience, and then solidifying your conviction. That's part one.

00:18:25.640 Part two. Again, if you're taking notes, write this stuff down. Part two, know your tribe,

00:18:31.200 go where they are. And then the third component of that is position yourself as the leader.

00:18:37.380 So let's break this down again, know your tribe, go where they are, position yourself as the leader.

00:18:44.100 Now that we know what our message is and we have identified our audience, we're solidifying our

00:18:49.860 conviction. We're researching and we're studying and we're learning more about who we are and why this

00:18:54.280 is so important to us. Now we have to go out into the marketplace and you're not offering a product

00:18:58.760 yet, but you're going out into the world and you're finding your tribe. You're finding the people who

00:19:03.620 believe like you. You're finding the people who are going through the same problems and you're

00:19:08.420 engaging with them. All right. You're starting to engage with them. You're starting to see what it is

00:19:13.880 they're talking about and the conversations they're having and the books they're reading and the

00:19:18.180 podcasts they're listening to. And this is the stage where you really do some market research

00:19:22.440 so that you can get to know your tribe. You can't serve those individuals. If you don't know how

00:19:27.420 they tick, if you don't know how they operate. And so part two of this, knowing your tribe is

00:19:31.880 critical. It's critical. Otherwise, anything you put out into the marketplace is like throwing

00:19:37.060 spaghetti on the wall and just seeing what sticks. It's not a laser, like sniper, like focus on what

00:19:43.300 you think will serve these individuals. And the more that you can be specific with serving these

00:19:48.040 people, which we'll get into here in a little bit, the more success that you'll have, not only

00:19:52.860 success financially for yourself and profitability, but success for them, success for them, because

00:19:59.140 you're actually delivering a solution that they have been looking for potentially for their entire

00:20:04.860 lives. And now you're offering that, but you can't get that until you know your tribe. And so you've

00:20:09.800 got to go into Facebook groups and you've got to search hashtags on Instagram and you've got to

00:20:14.320 explore wherever you can. And you've got to read books and you've got to see who the authors of

00:20:19.060 these books that pertain to your subject are connected with. And these are the things that

00:20:23.400 you need to do. It's a lot of research at this stage. And then you go where they are, right?

00:20:27.920 If you notice that they're in XYZ Facebook group, well, you probably ought to join that Facebook 1.00

00:20:32.460 group. If you notice that these individuals who you're trying to serve are going to a specific

00:20:37.100 conference, then you probably ought to go to that conference. And this is exactly what I did when I

00:20:41.840 started Order of Man. I realized that there was a conference, which by the way, happens to be coming

00:20:46.440 up in February. It's called Menfluential. At the time it was called StyleCon, but I realized that

00:20:52.400 there was going to be a lot of men who were at this conference who were my potential audience.

00:20:57.100 And so I reached out to the event organizers, Antonio Centeno and Aaron Marino. A lot of you guys may

00:21:01.360 know who they are. We've had both of them on the podcast. And I said, Hey, I want to come out and

00:21:05.460 attend the event. They said, great, come out, check it out. And I've really got connected with

00:21:10.240 a lot of people who I wouldn't have connected with any other way. So look for conferences,

00:21:15.980 look for Facebook groups, look for courses, sign up for emails from other people who are

00:21:21.480 talking about what it is you want to talk about. Go onto Twitter. That's been a great resource for

00:21:26.780 me lately to be able to connect with these other people who are having these conversations,

00:21:31.960 but you've got to go where those people are. A lot of people say, men specifically,

00:21:36.100 when they're trying to find a woman potentially in a partner, they'll say, well, where do I find this

00:21:41.880 particular type of woman that I'm looking for? Everybody else that I'm looking for isn't the 1.00

00:21:46.140 type of woman I'm after. Well, you have to go where they are, right? You have to find out what 0.95

00:21:50.960 those women are interested in. And then you have to be in their presence. Like it's not just going to 0.87

00:21:55.860 work through osmosis. You have to actually go and insert yourself into the conversation. And when you do

00:22:01.700 that, you give yourself an at-bat, right? You give yourself a chance to actually get engaged

00:22:06.420 in the conversation that you want to be having. So go where they are. And then the third component

00:22:11.740 of step number two is now you position yourself as the leader. And how do you do this? It's actually

00:22:19.240 really simple. You just start sharing your thoughts. That's it. I mean, again, with Facebook

00:22:25.340 and Instagram and Twitter and emails and forums and conventions and conferences and courses and

00:22:33.740 all of these different avenues, you have to open your mouth and start speaking about what's important

00:22:39.300 to you. And this could potentially be the scariest part because you know, you know, when you open your

00:22:44.800 mouth and you start sharing what it is you want to share, you know, you're going to get some pushback.

00:22:49.960 At least I hope, you know, if you don't, you're kind of maybe a little delusional. All right.

00:22:53.560 You're going to get pushback. People are going to mock you. They're going to ridicule you. They're

00:22:56.880 going to make fun of you. This is the way it is. All right. Every single day I have to deal with

00:23:01.480 somebody. I don't know what use the term hater, but I have to deal with somebody who doesn't

00:23:04.960 understand what it is I'm trying to do. And I have to be okay with that because if I'm not,

00:23:10.660 I'm never going to position myself as the leader. I'm never going to have any sort of authority

00:23:15.680 within this, this conversation. So you need to start figuring out how to use your voice.

00:23:22.260 You need to start figuring out how you can articulate a message that you want to articulate.

00:23:27.720 You need to get good at making Facebook posts and having conversations. If the podcast is your thing,

00:23:34.060 you need to get good at this stuff. And the only way, well, I should say this, the best way to get

00:23:40.460 good at these things is to do it. All right. You could read all the books in the world and buy all

00:23:45.620 the courses and do all the things that we typically do the easy way out, if you will. And you're never

00:23:51.020 going to get better. If you want to public speak, you could read a book about public speaking, which

00:23:54.860 I would suggest you do that. But unless you go out and you actually speak publicly, you'll never get

00:24:01.460 better. One of the things that I've noticed even just recently is on, on Instagram specifically is

00:24:07.640 I've, I've received a lot of, um, a lot of compliments from people who say, Ryan, I love the way

00:24:13.680 that you articulate your message. Yeah, I hope so. I've been doing it for four years. I hope that people

00:24:20.720 continue to see and express their gratitude for the way that I deliver my message with conviction

00:24:27.160 and clarity and focus in the type of language and rhetoric that people need to hear to, to change

00:24:32.740 their lives. But I've been practicing, right? I've been practicing for four years. I've made thousands

00:24:37.880 and thousands, if not tens of thousands of posts and conversations and questions and comments about

00:24:43.920 what it means to be a man. So I hope that I'm getting better at it, but it only comes through

00:24:48.900 inserting yourself into the conversation. And the more you do, and the more you share, not from a

00:24:53.880 place of arrogance, but Hey, I've got something to share. I've got it. I've got an opinion on this

00:24:58.420 subject. The more that you're going to begin to position yourself as, as the leader. All right.

00:25:04.140 So that's point number two. So again, within that section, it's know your tribe, it's go where they

00:25:09.640 are. And then it's position yourself as a leader. Number three, expand your reach, connect with the

00:25:17.000 players and offer solutions. So we're not even talking about getting into services and solutions

00:25:22.820 and products until this third component. So let's break this down. Uh, the first section, expand your

00:25:28.320 reach. All right. Now, you know where your people are, you know, what message you have to share,

00:25:32.300 you know, what your audience looks like. You're a little bit more solidified in your conviction.

00:25:37.280 You're, you're working to position yourself as an authority figure, as a leader within that movement.

00:25:42.540 Now we begin to expand our reach. And we do this by using social media. Frankly, if we're building

00:25:48.820 an online business, you have to get good at social media. And I'm not saying all social media. All

00:25:53.780 right. You don't need to do every little thing out there. You just need to pick maybe two

00:25:59.380 platforms, maybe three tops. But for me, Instagram has been huge. Uh, Facebook has been huge.

00:26:06.720 Obviously the podcast has been huge. Uh, Twitter is coming on board now. Uh, YouTube has been

00:26:13.800 fairly successful. We're going to be doing more as we get deeper into 2019. So these are the platforms

00:26:19.200 that I use. But if, if I were to pick and do this all over again, which people ask me all the time,

00:26:23.400 what would I do? Uh, I would do a podcast again because I love the medium of podcasting. There's

00:26:28.760 nothing like being able to tap into and have conversations directly with you while you're

00:26:33.740 able to focus on this, but do something else at the same time. So the podcast has been huge.

00:26:37.880 Uh, the Facebook group in particular, I have a Facebook page, but the group in particular has

00:26:42.540 been very, very valuable for the men in the group. And also for us as an organization, uh, and

00:26:48.300 Instagram, if I were to pick three platforms, I would say that that that's it. Uh, but in addition

00:26:54.200 to that, you're going to want to go to conferences. You're going to want to go where the people are.

00:26:57.280 You're going to want to continue to double down on some of these efforts so that you become

00:27:01.440 more noticeable and more recognizable. Now you're expanding your reach and you're maximizing your

00:27:06.340 potential. And the beauty of this is that it doesn't take any more effort to talk to 10,000

00:27:13.500 people than it talks to, than it takes to talk to a thousand people. That's the leveraging power

00:27:18.100 of social media. And that's how you begin to expand your reach. Uh, and then from there,

00:27:21.960 you're going to want to connect with players, right? We've had, we've been blessed guys. I mean,

00:27:25.940 truly, truly blessed, uh, to be able to connect with guys like Jocko Willink and Lewis Howes,

00:27:33.140 uh, Grant Cardone, Andy Frisilla, uh, Tim Kennedy, David Goggins, Leif Babin. I mean,

00:27:41.300 the list just goes on TJ Dillashaw who, who we're having on, uh, next week. I mean,

00:27:46.340 the list is absolutely incredible. It's because I've done all these other things. If I would have

00:27:51.720 reached out to these quote unquote players before I did any of these other steps, they'd be like,

00:27:56.040 who is this guy? Like, who's this random guy that's reaching out? Like he has absolutely

00:28:00.300 nothing to offer me, but because I knew my message and I knew who my audience was and I've been

00:28:05.080 expanding my reach and I positioned myself as the leader. When I reach out to a guy like Andy

00:28:09.840 Frisilla and I say, Hey man, I can help you. I can serve you. I can find out what, what you need

00:28:16.960 and be able to fill a potential gap that you have. And I reach out to individuals like this

00:28:21.160 with those solutions. They can't help, but say, yes, I want to be involved. I want to be part of

00:28:26.440 this. I just talked with Donnie Vincent. I know a lot of you guys know who he is. Uh, he's an

00:28:30.440 adventurer and a filmmaker and a hunter, an incredible, incredible man. And I was fortunate

00:28:35.720 enough to have a conversation that will be released for a future podcast with him. Uh, but when I got on

00:28:41.300 the phone with him for the first time, he said, Hey man, just, I just want to let you know,

00:28:45.560 I'm really gracious and grateful that you would think of me to include in what it is you're doing

00:28:51.720 with order of man. And I thought to myself, wow, like that's, that's incredible. He's thanking me

00:28:57.940 for this opportunity. When four years ago I was like, I was thanking these guys. Like I felt like

00:29:03.860 they were doing me a favor and they certainly were. And now I feel like it's mutually beneficial.

00:29:09.240 Yeah. They're helping me of course, but I'm also helping them and they can see the value that I'm

00:29:13.940 adding. And so I reached out to guys like Jocko Willink and Andy Frisilla and TJ Dillashaw and all

00:29:19.040 these other individuals, Chris Hogan, who I had on the podcast earlier this week. And, uh, I serve

00:29:24.180 them. I strive to serve them. I strive to bring an awareness to what it is they're doing or to help

00:29:30.480 them promote their book or help them promote their course. And because I've positioned myself as a

00:29:35.620 leader and authority within this movement, they're more than happy to come on board. So that's,

00:29:39.840 that's connecting with players. And then the third component, again, we're just getting into this.

00:29:44.880 You don't lead with this. All right. Is you have to start to offer solutions. So when I started order

00:29:50.940 of man started in March of 2015, I didn't offer, when I say offer solutions, what I'm talking about

00:29:57.160 specifically is offering a product that will solve a problem, a need. Okay. I'm not talking about just

00:30:04.700 being helpful. And that's great. I'm talking about now monetizing because it is important

00:30:09.800 and you have to get past your fear of asking for money. That was one of my greatest hangups with

00:30:14.940 my financial planning practice. It was one of my greatest hangups with order of man, but it's

00:30:20.320 absolutely not a hangup anymore. I had a guy the other day because our iron council, which is our

00:30:24.720 exclusive brotherhood, it's $67 a month. And I had a guy reach out and he's like, Hey man, why is,

00:30:30.120 why does this cost money? Like it should be free. You should just be helping men out of the goodness

00:30:33.760 of your heart. Like, I don't understand why you're going to charge money for this.

00:30:37.300 And I thought to myself and expressed to him, I'm like, Hey, do you go into work for free?

00:30:41.280 Well, no. Okay. Well, why do you expect other people to work for free? Two things can exist at

00:30:46.080 once. It can cost money and it can be helpful. And in fact, I look at asking for money from individuals

00:30:52.400 for the solutions that I'm offering as an investment in themselves. It's not like I'm taking from

00:30:59.780 anybody. I'm allowing these individuals to invest in themselves. And the value that I'm providing in

00:31:05.380 return is significantly greater than the money they happen to be paying our organization.

00:31:10.700 You got to find a way to bridge the gap between value created, or I should say value perceived by

00:31:19.300 the individual and them paying for it. I have other people who say, Hey, I'm a college kid. Can you give

00:31:24.940 me access to the iron council? And I've even had military members, veterans who have said, Hey,

00:31:29.640 can you give me a free membership? Because I'm a veteran. No, I'm not going to do that. I'm a

00:31:34.420 veteran. I was a college kid at once. If you can't or won't invest in yourself to some degree,

00:31:40.960 there's nothing that I could ever provide no solution or product or service or Gidget or Wismo or

00:31:47.340 whatever that I could provide that would actually serve you because you're not vested in it.

00:31:51.560 So you have to find a way to bridge that gap. We talk more about this in tribe builder, but

00:31:55.860 I'm telling you guys, asking for money is not a bad thing. It doesn't make you a bad person.

00:32:01.360 In fact, having income come in is the lifeblood of what you're trying to do. See, when I have

00:32:06.960 profitable months and, and, and the income and the profits from order of man continue to grow and

00:32:12.140 expand, the more capable I am of serving you, the wider I can cast my net, the deeper we can go,

00:32:18.580 the more services and products that I can offer the, the more influential people that we can get

00:32:23.660 on the podcast, all because I'm willing to make money and I'm willing to make great money. I have

00:32:28.980 no problem at all making great income and at the same time, adding value to the lives of the men that

00:32:37.600 I'm trying to serve. When you can get to that point, you're not going to have any problem about

00:32:42.740 bridging this, this money gap, this little dilemma that may be in your head because you're carrying

00:32:47.020 around some baggage about why it's evil or why it's bad that you earn money. It's not, it's noble.

00:32:53.720 Money is simply a metric of perceived value, not the only metric, but it's a metric, right? If,

00:33:01.480 if, if you give me a certain amount of money for a product or a service that I offer you,

00:33:07.320 you are perceiving that service or product to be more valuable than the few bucks you're taking out

00:33:12.360 of your wallet and giving to our organization. That's how it should be. This is the fundamental

00:33:16.700 basis for capitalism, free markets and voluntary exchange. So what you're going to do now is you're

00:33:23.680 going to start to offer these solutions and the way that you do this. So back to my story, I think I

00:33:28.520 got really sidetracked there, but it's important. You got to understand that. But back to the story

00:33:33.860 is I started in March of 2015. I didn't offer our first product until November of 2015. It was called

00:33:42.480 the iron council and it was a 12 week course. I said, I've got 12 spots available. I charged a hundred

00:33:47.680 bucks for it. So I've under, underpriced for sure. And I sold that out overnight, 12 guys immediately.

00:33:55.620 And as we went through this 12 week course, we got about 30 days into it, 45 days into it, 60 days into

00:34:01.680 it. And guys were saying, Hey, when we're done with this course, then what, now, what, where do we go?

00:34:05.360 How do we do? So I realized, Hey, this is something that we can expand and we can make bigger and we can

00:34:10.460 grow. This is something that men want. That's why they're asking about it. That's why they're,

00:34:15.320 they're, they're questioning what, what's next. And so I opened up the iron council. I increased the

00:34:20.700 price, increased the value, and then open it up. And now we've got 500 plus men inside the iron

00:34:27.360 council. Right now. I did the same thing when it came to events. I had this idea one night. I thought,

00:34:32.860 man, wouldn't it be cool as if we took what we're doing with the iron council and we just condensed

00:34:38.240 it to a three or four day event, but we did it in person. And so I had this, I had this epiphany one

00:34:43.520 night, if you will. And the next day I booked a cabin and I put a deposit down on the cabin. And I

00:34:49.400 thought that I went to bed and did the thing and woke up the next day. I'm like, man, what did I do?

00:34:54.540 I have no idea how I'm going to do this. I have no idea how I'm going to market this,

00:34:58.020 but I knew guys would be interested. And I knew I was interested. And so I marketed it and it,

00:35:03.740 frankly, it didn't work because I didn't market it well. And I had to learn that lesson.

00:35:07.660 But then the second time we released it, I learned a little bit more and we grew our audience,

00:35:12.480 which is what I've been telling you about. And we sold that spot out. Now we've done that three times,

00:35:17.380 sold out three sold out events. We did another one called legacy, which is a father son event. So a new

00:35:22.720 event sold that one out. We've done two regional meetups, sold those out because I'm willing to

00:35:28.500 offer the solutions. I'm willing to get into the game. I'm willing to give myself an at-bat

00:35:32.320 offering solutions is the at-bat. You're giving yourself a chance to continue down the path that

00:35:38.220 you're trying to continue. If you don't ever go out and offer those solutions, you're going to

00:35:42.420 fizzle out. You're going to fade out. And I know a lot of people, this is what I hear. Oh,

00:35:45.940 I'm not doing it for the money. I'm doing it just because I really like it. Cool. Do both.

00:35:50.600 Do it because you really like it and you figure it's a need in society, a much needed service that

00:35:55.780 you're offering and make money. Like you can do both and you should try to do both because that

00:36:01.980 money, that income and gross revenue is what's going to drive your passion and give you the

00:36:07.520 ability to turn what is potentially nothing or even part-time side work into a career that is

00:36:15.660 full-time all the time, completely engaged in what you're doing and living the type of life that

00:36:22.400 you're capable of living. So again, let me break that down. Then we'll move on to point four. Okay.

00:36:26.500 So number three, expand your reach, connect with the players, offer solutions. Point number four,

00:36:32.980 get out your notepads, write this stuff down. Again, important stuff. If you're trying to build an

00:36:36.320 online business, uh, number one, build a product, package the sale and repeat the process.

00:36:43.200 That's it guys. Now you have the solutions. You know what your message is. You know who yourself,

00:36:48.540 your, your, your audience is. You have solidified your connection. You know where people go. You've

00:36:53.080 positioned yourself as the leader. You're expanding your reach. You're connecting with other influencers

00:36:56.500 in the space. You're doing all these things. Now you actually build a product and their systems in

00:37:01.500 place. And what I would encourage you to do is just to look at what other people are doing,

00:37:04.500 whether it's something I'm doing here within the order of man organization or potentially somebody else

00:37:09.160 that you're following and, and model it. Don't rip it off or I don't steal exactly what they're

00:37:14.960 doing, but model it and then incorporate what you think will work. I can't tell you how many men I know

00:37:19.860 who have modeled what we're doing here with order of man and created something similar to,

00:37:25.480 but with their own flavor within their own organization. I have no problem with that because

00:37:29.760 I have this abundance mentality that, that I know, like I'm not going to lose because somebody else

00:37:35.080 won because they happen to model what we're doing here, but you've got to go out and build that

00:37:39.380 product and it might succeed and it might flop. You know, the product could be the podcast.

00:37:44.920 The product could be a online membership. The product could be a conference. It could be a course.

00:37:52.440 It could be even advertising that you're selling. It could be any number of things, but you've got to

00:37:57.200 build a product and you've got to get yourself in the game. This is when you get yourself in the game,

00:38:01.100 when you build something and you sell it to another individual, you are now becoming a viable

00:38:08.040 business. And once you've built this product, you can go back to the drawing board and say, okay, well

00:38:13.120 this worked or this didn't work or this element of the product worked, but this didn't. And they,

00:38:18.740 and the feedback I got said that guys really enjoyed this or, or gals, whoever your audience is

00:38:23.580 really enjoyed this part of it, but they didn't enjoy this part of it. So let me scrap that and add

00:38:28.240 something new. And so what you do is you begin to package this sale. And when I say package the sale,

00:38:34.060 what I'm talking about is framing your product or your service or your offering in a way that

00:38:39.240 resonates with, and is easy for other individuals to pursue. So you're, you're talking about using

00:38:44.940 the right verbiage and the right colors and having a logo and, and, and having the right sales process

00:38:52.400 and the right funnels that you're using. I, I happen to use click funnels and Kajabi. Those are

00:38:57.600 two programs that, that I use. So click funnels and Kajabi, which is K-A-J-A-B-I. I use that for

00:39:03.960 courses, but now there's all these other little programs out there where it helps me take my idea,

00:39:10.140 solidify the idea, and then package it in a way that people could, excuse me, people can consume.

00:39:15.780 You have to package it in a way that makes it easy for people to consume. If you make it difficult,

00:39:20.420 if you place a bunch of barriers and obstacles between what you're offering and their ability to get

00:39:25.140 involved with it, they just won't do it. And, and, you know, it's easy to say it's because people

00:39:29.460 are lazy. Uh, I don't, I don't know that that's the case. I think that if you're not packaging the

00:39:35.020 sale correctly, I think that you're doing your potential audience a disservice and that they may

00:39:41.860 believe that because you can't package this correctly, that it's just not going to be that

00:39:45.840 great of a product. That's how I believe when I see something that's awkward and clunky and cumbersome,

00:39:50.660 when I want to go out and buy something just the other day, I tried to buy a video and I had to

00:39:55.260 wait like eight hours to get an on online video. Uh, it was a course is what it was. And I thought,

00:40:00.740 well, that's strange. Like that, that doesn't help my level of confidence in the product if it's so

00:40:07.300 clunky. So you need to package the sale correctly and have a funnel and a flow. We've, we've had

00:40:11.260 struggles, frankly, within the iron council with that, but I'm constantly trying to improve

00:40:15.300 and change and add value and make it quicker and make it more streamlined because I want to serve

00:40:19.720 my audience and I want to serve them as fast as they request access and request that service.

00:40:24.760 So you're packaging the sale. And then the fourth, or excuse me, the third component of this is now

00:40:29.100 you're repeating the process, right? You're going to repeat the process. You're going to tweak it.

00:40:33.940 You're going to fine tune it. You're going to hone it. You're going to add things, take things away.

00:40:37.660 You're going to repeat the process. You're going to, to duplicate the results that you've seen.

00:40:43.260 I'll give you a great example. You know, shirts, for example, is I've, I've put a,

00:40:47.440 a platform in place that allows us to sell order of men shirts. And the beauty of that is that the

00:40:52.900 first time I do it, it's again, it's like taking off in a plane. It's very inefficient.

00:40:56.500 But the second time I do it, it's more efficient. The third time I do it, it's more efficient because

00:41:00.740 I'm not reinventing the wheel. I'm not creating entirely new sales funnels and processes and

00:41:04.900 shopping carts. I've already built the infrastructure. Now I can just plug and play a same thing with

00:41:10.920 TriBuilder. The very first time I started TriBuilder, which was, I want to say the beginning

00:41:15.780 of last year or even the end of the year before, I think we're on class number four now. Uh, it,

00:41:21.720 it was, I was building it as we went. And now that we're two, three, four classes into it,

00:41:27.980 it's that much more effective. It's that much more efficient. It's more profitable for me. It's more

00:41:32.660 valuable for the people who sign up for it. It's just better all around because I'm re I'm,

00:41:37.680 I'm repeating the processing. I'm building processes and putting systems in place so that

00:41:42.700 I don't have to reinvent the wheel. And this is the power of leveraging online markets and leveraging

00:41:48.300 the products and the services and the platforms that are already out there. We just need to be

00:41:53.360 able to find them and tap into them. I gave you a couple earlier, Kajabi and ClickFunnels. Those are

00:41:57.920 two of two dozen or more different programs and platforms that we use to be able to run this

00:42:04.120 organization. So that's it guys. Holy cow. That's a lot of stuff. I hope you took notes because

00:42:10.280 it's important. If you want to build an online business and you want to create some time

00:42:15.120 flexibility into your schedule, and you want to be able to pursue something that you're excited

00:42:20.280 about, something you're passionate about. Uh, if you want to make great income serving people,

00:42:24.780 the way that you want to serve those individuals, building an online business is a very, very powerful

00:42:29.720 way to do that. Not the only way, but a very powerful way. And the way that I know how to do,

00:42:34.340 because I've been doing it for four years and, and with the level of success that we've had in four

00:42:38.560 years, I can't wait. I can't wait until we've been doing this for 20 years. I can't wait to see what

00:42:45.340 else becomes available and what other systems we can put in place and how many other millions and

00:42:50.980 millions of men that we can serve across the world through the online business, through the

00:42:57.420 movement that is order of man. All right, guys. So let me give you this recap again,

00:43:02.600 then we'll close it out and call it a day, but I want you to be able to take notes. So if you're

00:43:06.860 taking notes, write these down. If you're not taking notes, you can even fast forward now to

00:43:10.540 these, cause I'm going to go through these 12 steps and I've broken it down into four segments.

00:43:15.200 So here we go. Craft your message, identify your audience, solidify your connection. Part one,

00:43:21.220 part two, know your tribe, go where they are, position yourself as a leader. Part three,

00:43:28.180 expand your reach, connect with players, offer solutions. And part four, build a product,

00:43:34.540 package the sale, repeat the process. Those are the, I said 12, but those are, yes, that's right.

00:43:41.180 12. Those are the 12 steps that you can use to build an online business. So that's what I've got

00:43:46.660 for you guys today. If you want to delve deeper into what we're talking about here, then I would

00:43:49.900 encourage you to join tribe builder. We've got a few spots left. We start February 1st of this

00:43:54.280 year, 2019, and you can go to order of man.com slash tribe builder. What we do is we take one

00:44:00.160 section of these per week and we really break it down. We talk about it in a Facebook group.

00:44:05.260 There's challenges, there's assignments. It's very interactive. This is not something where like

00:44:10.040 you sign up and then you never see me again. I'm active. I'm involved. I'm in the Facebook group.

00:44:14.460 I'm actually critiquing websites and social media platforms and giving men first 1.00

00:44:19.740 impressions of what I see in their, in their platforms and where they can improve. Like

00:44:25.260 I'm very, very active in this thing. And I think we've got 83, 84 other members from past

00:44:31.600 classes in this tribe builder course as well. You can also view past replays, the replays

00:44:37.460 of the calls that we've done in the past, cause we do one call per week. But it's incredible

00:44:41.220 guys. It truly is. People are having some tremendous success through the tribe builder

00:44:45.120 program. Uh, again, I go through these 12 steps in detail, in depth, and I really get

00:44:51.000 into how to make a purpose driven, profitable business and movement for yourself and, and

00:44:58.380 the millions of people that I assume that you want to serve. All right, guys. So that's

00:45:01.940 all I've got for you today. I hope that you go out there and start your online business

00:45:05.280 or, or turn a side business into a full-time business and really pursue what it is. That's,

00:45:10.880 that's meaningful. That's purpose-driven for you. I can't tell you how much it's meant to

00:45:15.760 me to be able to create an organization that people and men are proud to be part of. And

00:45:20.440 that's you. And I'm glad that you're here. I'm glad that you're tuning in. Please spread

00:45:23.400 the word, spread the mission. Uh, we need to reclaim and restore what it means to be a

00:45:27.860 man. And that's exactly what we're doing here with order of man and being able to find

00:45:31.720 a, a profitable, uh, passion driven career is a big part of that. And, uh, I hope this

00:45:39.940 helps. I hope you get out there and implement these steps and go out and change your life

00:45:43.300 and your family's life and the, the lives of the people that you're working to serve.

00:45:46.600 So I'll call it a day guys again, order of man.com slash tribe builder, order of man.com

00:45:50.940 slash tribe builder. If you are going to join, do it quickly because spots will be, uh, will

00:45:55.400 be filled up. I'm sure this week. Anyways, guys, that's all I got for you. Go out there,

00:45:59.640 take action, become a man. You are meant to be.

00:46:02.220 Thank you for listening to the order of man podcast. You're ready to take charge of your life

00:46:06.800 and be more of the man you were meant to be. We invite you to join the order at order of man.com.

Order of Man - January 11, 2019

How to Build a Profitable Online Business ｜ FRIDAY FIELD NOTES

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