Problem #1 – Who the hell will listen to me?
Problem #2 – What the hell do I talk about?
Igor and his guest, the notorious “3-Minute Expert” Ray Higdon, solve these problems for you in this episode.
Problem #1 – Who the hell will listen to me?
Problem #2 – What the hell do I talk about?
Igor and his guest, the notorious “3-Minute Expert” Ray Higdon, solve these problems for you in this episode.
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Hi, my name is Igor Kheifets and this is the List Building Lifestyle, the only podcast which delivers cutting edge conversion strategies from the online trenches straight to your earbuds. Download the transcript of today’s episode and all future episodes at listbuilidnglifestylesshow.com. I also invite you to grab a free copy of “The Wealthy List Builder’s Survival Guide” at lifebuilidnglifestyleshow.com/survival and now once again it’s time to claim your List Building Lifestyle.
Igor: Welcome back to List Building Lifestyle with your host Igor Kheifets and today I am excited because I get to connect with Ray Higdon. Now, if you haven't heard the name, which is unlikely, Ray is someone who went from bankruptcy and foreclosure to building a 4-million dollar information and coaching business that is serving the network marketing industry in less than, I think it is less than 4 years. Right?
Ray: Yeah, right at 4 years is when we hit our first million dollar year, yeah.
Igor: Sweet, sweet. So, we aren't going to get into how you did it, because obviously it is a very complex question but I do want to discuss the subject of authority. Because you are basically somebody who stepped into the industry having zero credibility whatsoever from a totally different industry, which was real estate and you sort of sky rocketed into a mega celebrity. So, do you mind just briefly sharing with us how in the hell did you do it?
Ray: Yeah, absolutely. You know, it's something that I wouldn't say I did it overnight, but, you know, like we said, in 4 years. You know, I think a lot of people, they overestimate what they can do, you know, this month and they grossly underestimate what they can do in a year or two. So, yeah, you know, we came into this profession and I just recognized the need to establish myself as someone of credibility in my marketing and they were a few approaches I took to that. And, you know, it's something we teach a lot of people and we teach them how to stop being the unknown person on every sales call and instead get people reaching out to you and wanting to work with you. The reality is, you know, we have quite a few coaching clients and most of them reached out to us, not us pounding the phone or buying leads or something like that. We would rather teach people how to become an authority; so that people actually want to chase you.
Igor: Now, that is a very different vibe, right? It's like a 180-degree turnaround because most people out there they just chase prospects. They are desperate to get a sale, which, you know, you're totally different. Like customers are going to chase you right now.
Ray: Right. Right.
Igor: So, how do we go about doing, how do we go about getting that authority, okay, and that credibility if we actually have no credentials whatsoever right now?
Ray: Yeah. So, there are a few steps that I would suggest, and you know, some of them are going to sound, some may sound fluffy, but I’ll tell you if you don't do them, you are the exact type of person that's going to keep spinning their wheels. Most people, they come in and they want to learn skills, skills, skills, skills, skills, skills, what's the exact skill, or the steps or the marketing tool or the software, what's going to get me that. And I find that step one of if you want to become an authority and if you want to seriously crush it, is to have a vision of who you actually want to become. Now, this is a little different than a why. Like, a lot of people, they start a business because they want to retire their spouse, they want to spend more time with their kids, they want to, you know buy a car or house or something like that. And those are all great, you know, they're typically external and they're typically very commercially digestible, meaning if you share your whys with someone else, they say, "oh man, those are good," right. But I see people with the same lives for five years. The better part, I believe, is to have a vision of who you want to become. Who do you want to become? How do you want to be known? How, when you walk into the room, how do you want people to describe you? What is the experience, what is the kind of life that you want to create? So, you know, when people come to me and they say, "Well, I want to retire my spouse." I'll ask them real quick and it's 100% of the time, this happens, I will ask them real quick, "if I don't get cool, where are you guys going to go for lunch on Tuesdays?" They haven't thought, they haven't seen that happening. So, the reality is it won't, it won't happen. And, you know, if you study any great sports athlete or something like that, they always saw them winning the championship or saw then winning the gold before it ever happened, 100% of time, they saw it before it happened. So, what is your vision? Why are you in the niche that you're in? Why do you want to become an authority in the particular market place that you're positioned in? And have that. Because when you have that, you know, someone that I've been able to share the stage with a couple of times, the Reverend Dr. Michael Beckwith, he says "pain pushes you until a vision pulls you." So I created a vision of who I wanted to become for my market place and it pulls me on a daily basis to get better and to do the thing that's going to make the biggest impact on my marketplace. So that is step one and I know that that's not the technical, you know, flip this switch and Twitter and all of a sudden… [laughter]. I know that that's not what people want to hear but they need to hear it if they ever want to stop spinning their damn wheels because I see a lot of people that are working really, really hard and you can work as hard as you want and spin in circles even faster or you can paint a vision of who you want to become. Number two, immerse yourself. You know, I immersed myself in my profession. I started reading every book that pertained to it. I started paying attention to the other authoritative figures in my marketplace. I started doing all of those different things. I started buying courses. I started attending events. I started doing all of the things. I immersed myself in my profession. So, you know, if you ever want to, you know, suck at something, and I think Peyton Manning said something like this, you know, "the only time that you should feel really frustrated is when you don't know what the hell you're doing." You know, learn how should you be doing what you're doing? Immerse yourself. So, I'm constantly looking at, you know, how do other leaders do things? How do other authorities do things? I'm looking at the latest, greatest courses. I go through, well one to two, I go through two to three books a month, and I go through, depends on the month, one to three courses each and every month and I still do that today. So, I'm still a very, very hungry student. So, immersing yourself is very powerful. For me, number three and I know that there is some differing, kind of, you know, thoughts out there, create content. I'm a huge fan of creating content, whether it's podcasts, whether it's interviews, just like what we're creating right now, whether it's blog posts, whether it's, you know, social media posts, YouTube videos, whatever. Create content and the reason for that is, it gives you hope and some type of leverage. In that, there's a lot of people that, you know, they just kind of try to build their business with one sales page and their Facebook, the chances of someone finding you in Google with those two things, weapons, very unlikely. We get anywhere from 20 to 30 thousand people a month that find us through Google and they find one of your older pieces of content. So, you know, creating content is very powerful for a couple of reasons. And here is where we step into the authority part. Number one, if you create content, right, that solves a problem of your target market of your marketplace, when you're connecting with people and they tell you their problem and you've created a piece of content around it, instant authority. Who creates content? Authorities create content. So if someone comes to me and they say, you know, "Hey Ray, I don't really know how to blog, you know, how do I make a profitable blog?" And I tell them that, you know, we average over 4500 dollars a day in transactions 40 to 70 transactions every single day on our blog and that I have plenty of content that could help them, I have instant credibility, even if I just sent them a piece of content. And that's the difference. Number one, it is leverage. I don't have to have a big long conversation with somebody. I can just point them to a piece of content. Number two, I look like an authority because I took the time to create that. Now, the two biggest problems with creating content: Number one, people say, "well why would someone listen to me?" You know, it's a great question but the reality is we don't need the resumes of the people that educate us. If I go to Home Depot or if I go to a, you know, a book store and I'm asking for help. I don't say, okay how many years have you been doing this? or give me a brief list of your accomplishments. No, I say, "thank you for the help." So when people have a problem and you're able to solve it with your content, they're not looking at okay, I'll consume this video but only if their a best-selling author or this or that, this or that, right? They don't look at that, they look at okay did this solve my problem. Ooh, it did. That's really cool. The second problem with creating content is people say, "well, what the hell do I talk about, Ray?" And this is an acronym that I created a few years ago and, you know, quite a few marketers have really gravitated toward it. My buddy, John Lee Dumas, who runs Entrepreneur on Fire, he quotes it all the time and I'm very grateful for that, he's awesome. But it's an acronym called ILT - invest, learn, teach. So, you invest your time and possibly money to learn something and then you teach it. Now, most entrepreneurs, maybe all entrepreneurs, they do the I and the L, they invest in course, they go to seminars, they go to, you know, they attend webinars, they listen to interviews just like this, they show up, they invest their time or money, they learn things, they take notes, they just never share those notes. They never actually teach, most, most, I would say about 2%. I remember a few years back I, you know, shared the stage with Brendon Burchard and a whole bunch of other guys that were just amazing and the next day when you Googled that event, my content showed up, because no one else out of a thousand people bothered to even share their notes or create any kind of content from that epic event. And that's what's so funny. So, ILT, that doesn't mean that you are, you know, saying, telling everyone how awesome you are. All you're doing is sharing the good content that you're getting and, you know, that is very, very powerful and I found that there's a never ending source of that kind of content. Number four, build and serve your audience. And this is something that I wish I would have heard earlier but its go where you are celebrated, not tolerated. [laughter] And, you know, that means to me, for me that means that you need to build your own tribe, and there's a great book out there called “Growth Hacker Marketing” and they talk about the definition of marketing and in their words, and I agree with them, marketing is not getting your name out there, it's generating a lead. When Facebook first started, they didn't have a marketing team, they had a growth team, how many accounts did you get in and to them that is classified as a lead. So, you need to be generating leads daily. And it's very, very simple to do. If you're falling the ILT process, you are putting good content out there and you're having a call to action, if you don't have your stuff set up and don't have, you know, capture pages or anything like that, you could have people just email you. You could have people say, "Hey if you got value from this, shoot me an email" and it's very, very simple to, you know to do that sort of thing, but you need to serve those leads with solutions to their problems. You've heard people talk about follow your passion, follow your dreams and, you know, all that stuff. And I agree with that stuff, you know, I think you should be following your passion, but if you want to actually build a business, you need to follow your passion by solving the problems of others. You know, I'll give you a real quick example. I've got a buddy that loves fishing, right, he's just a fishing machine, knows everything about fishing, he's a great, you know, captain, he's got his captain's license, and you know someone can say to him, "hey, follow your passion, man, just fish all day." Well, fishing all day, unless you really scale, you know, you can take a passion and turn it into something that you don't like and number two, kind of tough for most people to make a serious income around that. However, he's passionate about that, he's good at what he does, at getting people to places where there are fish, right? And so instead he'll sometimes charter boats to go do that. Well, that’s solving a problem. People are looking for ways to catch more fish, they're looking for ways to, you know, satisfy their desires of, you know, having a great picture or a stuffed fish above their mantle, whatever, he's able to do that. So, he's able to follow his passion and he's able to, you know, solve a problem; that's a real business. So when it comes to what should I be doing when I grow up kind of thing, you know, it's fine to follow your passion, it's a good idea, but you need to understand that, you know, if you are following your passion, you need to also solve problems. And lastly is monetize. You know, monetize what you're doing and your activities and, you know, the way that you become an authority quickly is ILT, sharing good information, good content. You can do interviews, interviews, with, you know, thought leaders and, you know, this is something that people always appreciate. You know, they don't look at the, well, what's the credentials of that interviewee? Right? No. They say ooh what was the value to me? What was the value of that interview to me? How did it help me? Did it solve my problems? And yippee, it did. From there, learn to monetize. So, for most people they think, how do I sell this one thing? So, they have like webinars product, or, you know, a sales thing, or a service or an opportunity, or something. How do I sell this one thing? And, you know, the way that we look at it, we look at how do we ascend people from where they are to where they want to go in a monetized fashion. So, we have a full ascension path that goes from, you know, we have $7.00 products that go all the way up to $54,000 mastermind programs. And we look to ascend people. We look to say, okay, let's meet people where they are and if they are struggling with, you know, things like sales, prospecting, branding, blogging, content creation, marketing, recruiting, closing, communication, networking, you know, all of these different things, we can meet them where they are, help them learn that skill, ascend and eventually they may become a coaching client of ours. But most people don't think that way. They have one thing to sell. So, they are trying to cram every person they ever meet into that one thing to sell and I'm just going to tell you, I don't need to know what you sell, I can guarantee you there are more people that don't want it than do. And, so, figure out ways to have monetized methods of converting your traffic and converting the people that you connect with whether it's events, whether it's networking meetings, whether it's online webinars, whatever, Facebook, whatever. Figure out ways, monetize methods of taking peoples from where they are, solving their problem if they are in any kind of realm of your marketplace and you solve it at a profit. And that to me, that's really the definition of an entrepreneur. An entrepreneur is someone who sees a need and fills it at a profit. And that's really, you know, just kind of a quick overview of, you know five steps to how we became an authority in our marketplace and how that anyone can, really.
Igor: Damn, man, you just, you burst my bubble. You know, I'm really passionate about kicking my cousin’s ass in FIFA. [laughter] But, now I realize, you know, that dream is not going to come true. [laughter]
Ray: No, no, let me tell you. Let's flip that on its head. If you're really passionate about, you know, like me and my boys. I have two sons, we play Madden, right? We have a blast. I build up my team and my team is better than theirs, but you know, it's fun. And, you know, if you really wanted to explore that, could you create a website that has FIFA tips. How many people play FIFA? Oh, I don't know, hundreds of thousands of people…
Igor: A billion.
Ray: Every single day, millions may be, right?
Ray: You know, how many people would be interested in tips? How many people would be interested in an online tutorial on how to beat anybody at FIFA for a low cost? See what I mean. You can take anything. As long as you're solving a problem and that's where it involves others. A lot of times people think of I'll follow my passion and it's all about them. Well, you can't sell to you. Right? You know, you got to involve others. What are their problems? What are their desires? What can you help them with? And, so you could take, in fact, in fact, I do know somebody. I met him, man, this is a long time ago, I met a young guy that what he did, his passion was gaming, and he was very good at it; so he would play, I don't know the games, Dungeons and Dragons or some kind of online games where you could build up characters. He would build up these characters and he would build up resources and sell them. There literally is a market for people. And he was telling me, he goes, "it's kind of funny, in this one game the dollars in that game are a higher exchange than the U.S. dollar." And, I'm like, what do you mean? He goes, "well if I go and I get, if I collect 250 of that gaming dollars within that game, I can sell it for 320." That's crazy, it's just crazy.
Igor: As long as there is a demand, right?
Ray: As long as there is a demand. It has to involve others and that's kind of the point that we're wanting to, you know, help people, we don't want to shoot down people's passion, they've just got to be realistic and they've got to think, you don't make money by, you know, selling to yourself. You may it by selling to others.
Igor: Nice and this is actually true. My mentor, the guy who taught me, like the email marketing game and especially the technical side of it, he used to be a millionaire where he actually developed weapons for World of Warcraft and they sold them for a lot of money; and so that company grew to, I think, like 2 million dollars at some point.
Ray: That's awesome.
Igor: No, that's just ridiculous. I've always wanted to meet the people who play video games and get paid for it, but, you know, now I can clearly see exactly how to go about, you know, profiting from the skill or passion, whatever you want to call it. Ray, first off, this has been a tremendous call, crazy value. I've just been sitting here taking notes like crazy and I am making a ton of money; so if your guys are listening, you know, if you're not making anything yet, this is gold to you. Now, I just want to mention this, if you want to get more of Ray, you can visit rayhigdon.com, which is the big blog that gets 40 to 70 transactions per day, which is, you know, at the very least, go there to study the blog, okay, if you want to make money. And, also, I highly recommend getting Ray's new product called “The 3-Minute Expert”, which teaches you how to become a credible authority in any marketplace regardless of your previous experience. So, Ray, thank you very much for taking the time to sit down. You're a very busy dude. I really appreciate it, and until next time.
Ray: Yeah, man. Thanks for having me on. Hopefully, that was beneficial to everyone and thanks for having me.
Thanks for listening to The List Building Lifestyle Show, make sure to subscribe on iTunes or Google Play to never miss an episode because who knows just one conversion tactic we share on the show might double your list and double your business. Download the transcript of today’s episode and all future episodes at listbuilderslifestyleshow.com and don’t forget to claim your complimentary copy of “The Wealthy List Builder’s Survival Guide” at listbuildinglifestylesshow.com/survival. This is Igor Kheifets until next time we talk, have a good one.
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