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This episode is a business coaching course that goes over the steps for creating a business.

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

Featured Coaching Excerpt - Notes & Transcript, Part 1
  • Lesson Nugget: Trust symbols build credibility and can attract potential clients, but the absence of trust symbols can create a negative perception and turn away potential clients.
  • Action Step: Be intentional about getting customer reviews, video testimonials, and references to establish credibility with potential customers.
  • 6 Moves To Social Proof: 6. Public relations
  • Lesson Nugget: Public relations is important because it helps get your brand on different media outlets which helps promote your business.
  • 6 Moves To Social Proof: 5. Celebrity endorsements
  • Lesson Nugget: In order to successfully market your brand, you must create and accomplish the social proof moves before you start your marketing process.
  • Lesson Nugget: Creating your logo and website will cost approximately $3,500, but many of the other social proof moves can be accomplished for little money.
  • Jargonization Translation: Mystery Shopper - Individuals that perform specific tasks undercover such as purchasing a product or asking questions in a place of business to provide feedback.
  • Action Step: After you have researched your competition create a one sheet that differentiates your business from your competition.

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-Now this is why I do the smiley face versus the negative. When I started, social media didn't even exist then so didn't have that. I had no trust symbols. In fact, what I did was reverse trust symbols.

So I would basically just pass out like flyers, and sheets of paper, and horrible business cards I got from Kinko's. And I would do all this and so when people would-- even though I might have been a good DJ, they would look at my beat up card, and they would never judge me based on the content of my character, they would aways judge me based off my gift wrapping.

And they would say, gosh, your branding is so terrible. You're probably terrible too. They didn't say it to my face, but they said it with their actions. Now the next thing is the video testimonials. I never had video testimonials. I didn't have those things. I didn't I didn't have the ability.

So I was out there doing-- I would call up these top hotels and I would say, hey, I would like to do your event for free. Just like Napoleon Hill says, you want to over deliver, which can be a game changer in your business. I'd like to do your event for free and if I do a good job, if you'd refer me, it would mean the world.

And they would say, sure. And I would do a great job. I honestly did a very good job. After I messed up those first twenty or so, I got good. And then I never recorded their video testimonials and I never got anything written down either.

So brides and grooms would say, well, how long have you been doing this? And I'm like, oh, I do events for the Renaissance Hotel, and I do them for the Crown Plaza and I do them for the Sheraton Hotel. And they're like, do have any references? Uh, no. So we want to have all this. Marshall, the fifth one.

MARSHALL: Celebrity endorsements.

-David, do you know of anybody that's a celebrity that we could say this guy is a celebrity?


-OK. So the celebrity, we don't have to have that, but that's one you want to keep on your wish list. OK? And then the next one, Marshall.


-PR. Now the PR is getting you on Bloomberg, getting you on "New York Times", getting you on "Washington Post", getting you in the local paper within Danbury, within Richfield. And I'll totally, before you leave today I'll make sure you know exactly how to do that. But this is what has to happen on your website before you market.

DAVID: Makes sense.

-Now if you do that, now when we market, it works. But if we don't have these things together, or at least mostly together before we market, it's really, really hard to win.

-Well, you're talking about the illusion of building an institution.

CLAY CLARK: Mhm. Because you told me you want to build a franchise, you know?


CLAY CLARK: So if you want to build a franchise--

-Make something scalable.

CLAY CLARK: Uh huh. And one of the clients I worked with, his name I shall not mention on this, he has sold over 475 franchises in less than a 10-year period of time. Totally doable, but this is how you do it. I mean, it's totally doable. This is how we do it.

So again, do we feel like you have good notes on one elevator pitch? You know, pitch hacks starts there. Two, the name. You got it. Logo, brand, we feel good about that? Now you feel good about the goat rule? Have at least three greatest of all time.

-I understand that. I have to look for that.

CLAY CLARK: OK. Best logos?

DAVID: Totally get that.

-Cool. Site, we know it's going to cost us.


-I'm going to keep this on the board because I want to be very real about costs for you. So as we're going through this, let's do this. This is going to be-- so, so far we have spent $3,500. The rest of this that I'm showing you is the kind of stuff we could do without spending a lot of money. Is that cool?


CLAY CLARK: The competition, we know we have to research them. For the goats, when you're researching your competition, don't have one. Go after three, OK? Because you want to get an idea.

So David, I'll just tell you funny stories. Recently I worked with a consulting client and they are opening a new business in town and they had never-- they knew of the industry, but they had never been in the industry before.

So I literally mystery shopped the competition. I got all their flyers, taped them up on the board, and we just beat them on every single point of differentiation. It's all we did and it works.

And so the guy's been in business for a couple years now and it's amazing how people are like, you're the only guy in town who does-- like, we know. So we did the research.

Now the sales one sheet, you're going to want to create this after you've done your research. This is basically, it's going to let you know what you do different from the competition. So you feel me on all these things here?


CLAY CLARK: Now the reason why I put all these things in here before we try to build a team is why? Why would I do that first?

-Well, if you're going to go after a team, you want to have some sort of proof of concept.

CLAY CLARK: There you go. So it's that chicken before the egg. I don't really think it's that confusing. I can just say this. There is no way, no way, no way, no way, nope, no way that I would have networked or partnered with myself. So myself at age 20 and myself at age 34, my 34-year-old self would not spend any time with my 20-year-old self, because I had so much jackassery around me that it would seem as though I wasn't serious.

So I didn't have any reviews, I didn't have any trust symbols, I dressed like an idiot, I didn't have any testimonials, I didn't have any endorsements, I didn't have any public relations, and I'm like going to these networking events and going, hey, I'd like to network with you. And you're like, you're crazy. You're probably living with your mom, you crazy DJ, you know? That kind of thing. And so I just want to make sure when you do it, you don't fall on the deaf ears.

DAVID: I'm getting it.

CLAY CLARK: Is that cool?

-I'm starting to get it, yes.

CLAY CLARK: OK, so this is what has to happen. This is like-- and this whole thing should take four weeks. Cool?

DAVID: Cool.

-So now we're going to move into the building of the


Find that business game changer

Featured Coaching Excerpt - Notes & Transcript, Part 2
  • Mystic Statistic: "9% of Americans make a to-do list. 81% of the wealthiest people make a to-do list." - Entrepreneur.com
  • Mystic Statistic: "44% of the wealthiest people wake up three hours before they have to be at work." - Entrepreneur.com

[MUSIC PLAYING] -All right. This team thing is tough. Tough, tough, tough. And I'm going to just give you some stuff. It's probably awful, and that's OK. Would you consider-- how many hours a week do you typically work? -Uh, 47 and 1/2 to 52 and 1/2. -So you typically work 47 and 1/2-- -To 52 and 1/2. -OK. So I'm going to say, this is the entrepreneurs. And then this is everybody. OK? So today, I don't know if it'll happen or not, but we have a conference call with somebody who's interested in buying a staggering number of Thrive subscriptions for all their clients. Like millions of them simultaneously. -Congratulations. -Well, it could be awesome. It might be like, [INAUDIBLE] you never know. But the thing is that I have five kids. So this is how-- this is where it gets weird. Almost everybody on the planet-- this is according to Forbes. And, Marshall, if you'll put up-- do we have that print down the hall? Where is that print that we have? Don't we have a print in the hall that shows what time people wake up, successful people versus most people? Do you have that? I think it's down the hall. MARSHALL: It's to the right. -To the right? Grab that off the wall. This is an infographic that was done. And it's basically your research on the wealthiest people in the world. And so there's just stuff that I want to give you that is unbelievable. So the average American, average person-- what percentage of the population keeps a to-do list? Of all the things we're going over, what percentage actually writes a to-do list? -1%? -So 9% of Americans. So over here on the entrepreneur side. -I'm surprised. -These people have a to-do list. These people do. -I'm surprised it's that high. I really am. -So and then these people over here, the average person, only 9% of them do. Continue. If you look here, and you say television habits. Well, the world's wealthiest people watch an average-- an average-- they're watching less than an hour a day is their average. So these people, they watch less than an average of-- the world's wealthiest people, entrepreneurs, they do not watch TV. Now these people, most people, according to this graph, over 75% of people are watching TV all the time. Hours and hours a day. -How many hours? -This one asked the question do you watch TV for an hour or less. And so the entrepreneurs almost all of them were like, yes, we don't watch TV more than an hour. I don't know how many hours on here. A couple other ones for you. The average entrepreneur wakes up three hours before they even need to be at work. So these people-- I mean, I interview all the millionaires. Every time one of them I've met, every one of them is basically getting up at 5:00 AM to 5:30 AM. -What time are they going to bed? -That's a good question. Now these people-- now there is entrepreneurs, we [INTERPOSING VOICES] we've interviewed two entrepreneurs so far-- -That's a really good question. -Well, we've interviewed two-- I can answer this question pretty good for you. We have interviewed a couple entrepreneurs who pull all nighters. That's their move. But as a general rule, most of these entrepreneurs that we're working with, these millionaires we've interviewed, they're going to bed at about 9:00 PM or 10:00 PM, and they're getting up at 5:00 AM. Why? Because they want to have quiet time to work on stuff.

Featured Coaching Excerpt - Notes & Transcript, Part 3
  • Mystic Statistic: "88% of wealthy people read 30 minutes or more a day, whereas only 2% of poor people read 30 minutes or more a day." - Entrepreneur.com
  • Action Step: In order to accomplish your goals, you must practice the disciplines of successful and wealthy people.
  • Lesson Nugget: Being intentional about accomplishing your goals will require you to prioritize your activities and cut negative or unproductive things out of your life.
  • Action Step: Designate a specific time each day to tackle your goals.

[MUSIC PLAYING] -Now if you look in here, these are just more things that are a little bit out there. Millionaires. Says 88% of them are reading or studying self help. They're watching stuff like Thrive. Listening to that kind of thing. Whereas the average American here, oh, it's pretty bad. Only 2% of them are reading self help. -How many on the left? -So the entrepreneurs, here. There's been 86% of these people-- I'm sorry. 88% of these people are reading more than 30 minutes a day or studying successful people. More than 88% of them. So I show you all this to say that you're going to have to-- if you're going to do this, we're going to have to do this. Then Spence, you can take-- that's great. -That makes sense. -So in order to do this, we're going to have to start doing this and stop doing this. So it comes back to what I was saying earlier. Today, trick question. What time did I wake up? What I did is, I was meeting with the CEO of Thrive yesterday, Dr. Zoellner. And we're meeting. And I knew that we had this call, and I also knew that I had stuff to do. So my alarm went off at-- Ben, if I can put this up here for you. This is, for me, my typical 4:00 AM. 5:21 AM. You look at the 5:00 AM, 2:06 AM, 5:18 AM. That's typical for me. -What's the 2:06 AM? -I had a day that I had to get up earlier to get stuff done. So the thing is that I still want to have a great family, and I still want to get to be successful. So I have to choose what am I not going to do. So for me, I just don't watch TV. I don't engage in relationships with people that are not positive. I just don't. I'm very purposeful about what I'm doing. So for you, it's going to come down to when. Because you already have a job, and for most people watching this they already have a job. We already have things we're doing. So I guess what I'm asking you to do-- I'm not saying you have to get up early. Maybe you want to stay late. BEN: I get up early anyway. -So when every day are you going to work on these things? -It would probably have to be between 7 and 9 o'clock in the evening. CLAY CLARK: Every night. -Except for Wednesday nights. CLAY CLARK: And with your family life, does that work? 7:00 to 9:00? -That actually works. -Well, let me put this for you. So you're saying 7:00 PM to 9:00 PM. That's your when. -Yes. -Cool. -But we can't be one of the first successful people in the history of the planet who doesn't wake up earlier. Who doesn't cram it in at night, or who doesn't read, or who doesn't. So for a lot of the Thrivers watching this, and for yourself, and for myself, and anybody on the planet who wants to become successful. One of the things I've discovered is that most people want it. And they really want to be successful. But they just want to watch TV more, and they want to sleep in more, and they want to. Well, for me, Dr. Zoellner talking yesterday. And it's like, hey, if this guy wants to buy a million subscriptions, we should probably prepare. BEN: Absolutely. -So you do your preparation. And you have a presentation, and you're ready to go. So what I would say is, the higher up the food chain you go. And look at this little diagram for me, because this is what I'm talking about. If you look at this diagram, the higher up the food chain you go, the less people are up here at the top. There it is. So the higher up the food chain you go, the less people are up there. And these people have a reputation. These people have skills. These people have wisdom. They have contacts. So, example. One of the guys I was hanging out with last night. In the United States, who makes the decisions? It's like the head of the Senate. Head of the Congress. You've got the president. You've got the governor. Well, this guy I'm hanging out with last night. He can call all of them, with an exclusion of the President, on his cell phone. And they'll answer.

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