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This business coaching episode is about ways to blog and build your audience.

Results-Focused Training, Tools, and Workshops from Expert Business Coaches.

Featured Coaching Excerpt - Notes & Transcript, Part 1
  • Success Principles: 1. Find a niche and fill it
  • Definition Magician: A situation in which a business's products or services can succeed by being sold to a particular kind or group of people.
  • Lesson Nugget: To be successful blogger you have to find your niche.
  • Success Principles: 2. Be authentic
  • Definition Magician: Authentic - Real or genuine; not false.
  • Ask Yourself: Who is my core audience?


-When you want to write a blog, you've got to be thinking about what is the core niche that you are wanting to fill.




-How are You

-Doing well.

-Hey, I am honored to have you here in the Thrive15.com dojo of mojo.

-I am thrilled to be here.

-Thank you so much. And we are talking about blogging. And you sent a question in and you get asked, "As I create my blog and draw in our target audience, are there other important steps for laying a good foundation for this kind of business? And in particular, you're going to be done in publishing and writing, and you're the Thriver of the month, so I wanted to offer you these answers with great detail.

So if I get vague, you just tell me if you need more clarity on it, OK?


-But basically there's four simple steps. And it seems it's really not super complicated, but there's a lot of work that goes into it. Step one is you need to find a niche and fill it. So find a niche and fill it. And so for anybody who's watching this right now, any Thrivers that you're watching this and you want to write a blog, you've got to be thinking about you know what is the next what is the core niche that you are wanting to fill.

Now I'll give you an example. Glenn Beck. He has a thing called GBTV. You ever heard of Glenn Beck's? Good Beck, his network, is doing phenomenally well. He's featured in Forbes, and they're talking about he's now starting to produce Oprah levels of income.

But the advertisers on his program tend to promote guns, gold, the right wing, I'm going to say organic kind of preppers, and you go, "Are you making fun of these people?" No. I'm just saying this is the reality. These are the commercials. If you go on GBTV, a lot of the commercials are about guns, gold, organic stuff, the right wing. Commercials for whoever the Republican candidate is.

But he represents a niche. It is certainly not the world view of the whole of America, and I'm not even getting political, I'm just saying the reality is let's say America, if you had to say what's the pulse of America, I would say that America right now if you had a center, America right now is like left of center. If you had to say center, America is kind of left of center in terms of socially it's becoming more liberal. Economically, more liberal. It's becoming more of a left-of-center country.

But Glenn has this niche of like the far right, and then he's past the far right. He is into the libertarian mode this is where Glenn Beck is. And right here he has found a niche that people love.

So another example. On the far left, over here you have Howard Stern. Howard Stern, if you're on the right, Howard Stern is on the left. He has a completely different worldview. He has no problem cursing on the radio show. And he talks about things that people on the right don't even want to think about, and he talks about it in great detail.

So what I'm saying is you have to find a niche and fill it. So you can't write about something that's broad. So step one for you is figuring out your niche. It only has to appeal to 1% of the market. It doesn't have to appeal of 99% or half. Just find your niche, that's step one. Very, very important you do it.

Now the second step, step number two, is you have to be authentic. Be authentic. So again, if we go with Glenn Beck over here and we go to Howard Stern, Stern over here is very authentic. He features people on the show that Glenn would never feature on his show.

So Glenn is featuring these thought leaders who are breaking down biblical studies. They are studying the-- these are people who are in-depth, they're studying the Torah, they're studying Judeo-Christianity, they're studying Judaism, they're breaking it down. He has scholars of constitutional, people who've read the founding fathers' original works, the people who've written any of The Federalist Papers. He's getting into the detailed stuff, the framework of our Constitution.

And then over here Howard Stern is trying to see who he can book on the show who's going to offend the most people on the right. He wants the biggest shock. And over here, he wants to get in deep into the Constitution.

So I'm asking you, if Glenn all of a sudden tried to be in the middle, who would he appeal to?


-So if you're going to be a blogger, you have to be authentic. So in particular you're writing a curriculum for home-school parents of teens, is that right?

-High school students.

-And what is-- can you explain briefly what your curriculum is all about? How is it different from let's say standard public school curriculum?

-Well we create materials that are for high school students or really actually anybody who wants to have a key to help them open and enjoy a classic and get more out of it than they thought they ever could.

Featured Coaching Excerpt - Notes & Transcript, Part 2
  • Lesson Nugget: To be successful, your niche only needs to appeal to one percent of the population.
  • Success Principles: 3. Focus on your core audience
  • Ask: What does my core audience want?
  • Notable Quotable: "The customer is the boss." - Sam Walton (Businessman and entrepreneur best known for establishing Walmart and Sam's Club)
  • Lesson Nugget: Your audience is the boss of your blog.
  • Success Principles: 4. Monetize after 30,000 subscribers
  • Notable Quotable: "Space, the final frontier." - Captain James Tiberius "Jim" Kirk - Captain of the starship USS Enterprise
  • Lesson Nugget: Once you reach 30,000 subscribers, third-party advertisers will begin to come to you.
  • Ask Yourself: Am I ready to be authentic with my audience?


-Now the second you need to be doing-- OK? The second thing you need to be doing is, you need to build a reputation. Oh, and this is-- this is tough. This is something that people don't want to hear. But unless you're crazy, I'm not going to invest in you if I don't know you. I mean, unless I'm crazy, I'm not going to invest in you if I don't know you.

If you don't have-- if I don't know you, we haven't met each other before, if I haven't-- come to me and say, hey Clay, would you investment in my business. If I've never met you? No! But you know what? If I've seen you be diligent and work hard at your job, and I work with you close quarters for the for two years and I go, man Augustine's awesome.

You pull me aside one day at the water cooler and you say hey man, I'm thinking about starting this business, would you want to team up with me? Yes. Why? Because you're diligent, you're kind, you're honest, I've seen you work hard. And then you say, hey can I show you my business model? And you have that? Now you're there. So the business model is something you can define. You can go ahead and build your reputation, right? You can do that.

Then, once you have your compensa-- your reputation, then we need to focus on raising that capital. And so these are things that can be do-- and I know some people might go, that sounds discouraging. But what I'm saying is that if you don't have a business model, well defined, nobody with the sound of mind is going to lend you money.

Two, if you right out of college and you don't have a business model-- let's say you do a business model. So you're right out of college and you have a business model, but you don't have a reputation? People-- it's also insane if they want to lend money to you. So you're like, what do I need to do to build my reputation? I'm going to focus on this first.

So to build that reputation, what we have to do is we have to become a master of networking. So what you want to do right now is I want you to dream. I want you to think big, and we're going to come with a list of the dream 100 people. These are the contacts that know the people you want to know. I'll give you a fun example. This just happened, it was like three days ago.

A guy named Nabie calls, and Nabie is an Olympic trainer. He was from Guinea, he was in the Olympics for Guinea, and he trains Chris Paul. And Chris Paul is the NBA basketball player who is the the-- probably one of the best point guards in the league. He plays for the Clippers. Well Nabie says, hey, I'd like free to work with me on something. Well, who are the Nabies of your life?

I mean for me, I really-- we do some work with some NBA people. These are connections that I need to have. I need to be able to know these kinds of people. The other day I got a call from a guy who's super, super successful and he says, hey, I want to connect you with this person here who has access to some huge venture capital they'd like to put into Thrive 15. Well, you have to build that relationship.

So what I want you to do is I want you to make a list of 100 contacts, OK? This is your Dream 100. Make a list of 100 contacts that you believe if you know person A, B, C, D, that they know who you need to know to get where you want to go. These are the people who know the people that you need to know. These are the people-- and again, when you reach out to people, how long does it take to build a relationship?

In my mind, it takes a couple years. So what you want to do is you want to contact this person, OK? So you're going to make that contact. And when you contact them, what you want to do is you want to over deliver. You want to never ask them for money, you want to never ask them for compensation, you sincerely want to just reach out to them and say, how can I help you.

So I'll give an example of a real call I actually made. Years ago, I reached out to a mentor, who's now on Thrive15.com, and I called him and I said, hey, you're you're a best selling author and I really would like to write books, and I've never done it before, and I would like to spend some time with you. And he was like, well, are you looking for a job?

And I'm like, no, I would just like to get to know you because I feel like I could learn a lot from you. So I reached out to the man, I did some work for him for free after hours, I did some manual work, I did some just grunt work around the office. But after a given period of time, what did I get?

MAN: You got a new connection.

-I did.

MAN: That led to additional connections after that.

CLAY CLARK: That's right.


CLAY CLARL: And this, right here, is how I met Paul Pressey. And Paul Pressey. Is a guy who's a wonderful, wonderful man. He's an assistant coach with the Los Angeles Lakers, and Paul has a mentor on Thrive 15. And through Paul, that's how I got connected with David Robinson, who's one of our Thrive 15 mentors as well. He's a partner in the company and a great guy.

So how do you go f-- here, I was at my apartment. Right? I was in my apartment and didn't have air conditioning and I reached out here to Clifton Taulbert. And from Clifton, I was able to build that relationship here being over delivering to Paul to get to David.

Featured Coaching Excerpt - Notes & Transcript, Part 3
  • Steps To Monetize Your Blog: 1. Sell advertisements
  • Steps To Monetize Your Blog: 2. Promote products you believe in
  • Ask Yourself: What products, people and services do you believe in?
  • Definition Magician: Affiliate: To closely connect with or to something (program or organization) as a member or partner.


-So let's think about your life for a second, and think about the people that you want to meet. And two years from now when you have the capital ready to go and you're going to launch this thing, who are the 100 contacts that you'd love to have? Well let's think of one. One would probably be a venture capitalist. Wouldn't it be awesome if you had a guy who's your best friend who has access to $500 million?

MAN: That'd be great.

-Now wouldn't it be awesome if you had two guys like that?

MAN: That'd be better.

-What if you had three? In real outings, if you reach out to 100 people, probably only four or five are going to connect with you. But make that list, those venture capitalists. What if you had a buddy of yours who's an architect who designs restaurants? You know? What if you had a buddy who's very, very well connected in the franchise business?

What if you had a buddy who honestly has already franchised his company, he knows how to do it, and says, hey buddy, come along with me and I'll do it, and I'll give you an example.

There's a guy that I met about two weeks ago at a conference I was speaking at. He did this. He reached out to a guy who owns one of the most successful franchises in the United States. And he called him and said, I would like to work for you for free. He got blown off, the guy never called him back, he couldn't get through a secretary, he couldn't get return calls, he couldn't get-- and he started mailing him every day. I swear to you.

He mailed him every single day, these letters. Mailing him, mailing him, mailing him. Finally, his assistant's like, you're getting letters every day from this guy. Could you at least call him? So he calls the guy and he says, guy what do you want. The guy says, I just really want to build a relationship with you because I want a franchise my business and I know you're an expert of that.

I'd like to see if I can serve you, work for you for free, do some things. He sets a meeting, as God as my witness, now they are business partners. Now there are guys who are working together and their franchises has taken off, it's great. They have just a hair under 20 franchises sold now together. It's awesome.

So what do-- so right now you say, I got these student loans, what am I going to do. Well I'll tell you what you're going to be doing. This is a good-- this is actually a blessing. We can't view this as a-- we can't get bitter, we've got to get better. We've got to say, look here. I can take this time right now and focus on defining my business model. I can begin building these relationships here. I can build that reputation.

And then I will have the reputation and the business model needed to go out there and get that capital.


-That's how we've got to do it. That make sense?

MAN: That makes-- makes lot of sense. I did have one question--

CLAY CLARK: Yeah, sure.

--about the Dream 100. Is there-- is there a point at which you-- and maybe it's just a total I'm not going to talk to blah, blah-- I mean, is there a point at which you make a decision to replace somebody on the Dream 100 with somebody else?

CLAY CLARK: Yeah, and I'm going to tell you how you do this.

MAN: Because you've talked about getting down to, you know, probably four or five people that you might actually work with. But, you know--

CLAY CLARK: That's a really good question.

MAN: There's some-- sometimes there's just, for whatever reason, somebody just says yes. Screw you buddy, I'm not going to deal with you.

So let's say you had a list right here, OK? And on your list you had contact one, venture capitalist one, venture capital two, architect three. These are just-- so you have 100 rows of these folks, and I'm just going to say here we have 100. This-- we're just showing four. What you do is you want to come up with, in advance, the steps you're going to take, and you want to go 10 steps. OK?

So you want to figure out in advance what are the 10 steps you're going to take? You-- literally, Thrivers-- you literally want to make a board, a whiteboard, and do this. So step one, what are we going to do for every single person. What's the first thing? What's the first way we're going to contact them? So I would say with a letter because no one sends letters anymore. I'd write a hand written note.

Two, I'd send another letter. Three, call them. Four, email. Five, gift. Go all the way through all 10 steps. And when you get to the 10th, if you haven't established traction I would blow them up. So let's say we went through this mock scenario. We go through this, we go boom, boom, boom, boom. Right here, bingo. That guy calls back, you set a meeting with him. This person. Boom, boom, boom, boom, boom, nothing. Blow him up.

Next one. Boom, boom, boom, boom, boom-- he responds. Keep him. Right?

MAN: Yeah.

CLAY CLARK: So now you'd say I blow this one, I'll replace him with something new. That's how we do it.

MAN: Perfect.

-Make sense?

MAN: Yeah.

-Now the book "The Ultimate Sales Machine" by Chet Holmes? That's the book I'd recommend to really get into this.

MAN: Perfect.

-And the chapters six, seven, eight, and nine. That's the chapters I would dive into. OK? Chapters six, seven, eight, and nine of that book.


-OK? Fabulous book by Chet Holmes, "The Ultimate Sales Machine." But you have to be either dumb or numb to implement this system. But I have seen it work so many times. The thing is, you get paid based on what you can do and who you know. And if you don't know the right people, you're never going to be able to have those big contacts. Think about how your business-- imagine this, though.

Let's say that you did get one venture capitalist who totally buys what you're selling. How easy is it going to be a grow your business and to turn your dreams into reality?

MAN: It's going to get a lot easier.

-You just need one contact. So, awesome?

MAN: Awesome.

-Hey, I appreciate it, my friend.


-Can I get a little boom here?



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