- I guarantee that in five years' time
you will have something that's so valuable
if you need to make some sales
you just turn on the tap of the personal brand.
Do we wanna be unlike most businesses
that push for business?
We wanna be training our brain
to pull business towards us.
Joe Wicks has done this so spectacularly well,
you know from just doing Instagram videos every single day
has turned his life around to where he was pushing
to be a personal trainer in London, and he was going out,
you know, trying to get clients,
he's now turned his life around
where he's pulling so many opportunities towards him.
He's on TV, I was in Costco the other day,
he's got his own range of pots and pans this man.
You know, and I discover this guy on, you know, Facebook,
doing Lean in 15, just three and a half years ago, you know,
and he has definitely become a marketeer
of personal training that's allowed him
to pull opportunities towards him
rather than push for opportunities.
Catherine, books, you've done that.
You've pulled books towards you
and pulled clients towards you through your books.
Partyman, well we've started Partyman TV.
Is building slowly followers, you know,
and I've done this in my first business
being a kid, at ten,
I would go into schools and do shows
and build up a micro-audience
so that in effect you become famous to a few.
Not famous to the world,
but famous to a few,
and that is what you gotta be thinking about
if you want to go down this approach.
So this is the old way of how people
or the most way, should I say,
shoppers, people looking, searchers and shoppers.
They're looking for offers and the best possible deals
and down here, is your followers.
And this is, this is how, you start an entry to market.
You either have followers,
or you have shoppers and searchers.
The old way I said this isn't the person that's stumbling
on Google looking for products and services.
The next part is getting those people to become customers.
At the top, the aim is to get fans for the business.
We're looking followers to fans or shoppers to fans.
In both cases this works.
Let's just,
what we're trying to do is then get members and advocates.
Up to this point, up to gettin' customers,
you've got fickle people.
Let's look at electricity for example.
You surmount an electricity deal,
you've turned me into a customer.
Someone then comes along and says,
hey, I can do your electricity for cheaper.
You then become a shopper again,
looking for these new offers.
Mortgage rates for example, you know
every two years someone says I can do your mortgage rate
and your finance for cheaper.
You then become a shopper again.
If you can make people feel like members of your business.
Now this is not just members like traditionally
like a, um, I don't know, like a golf club
or Netflix memberships,
but actually making your customers feel like members.
Now this is why I love the day nursery model.
Because you get shoppers that become customers
because they interact with you.
And here's the rule, guys, as soon as someone interacts
with you four or more times, they start feeling
like a member of your business.
We gotta get people to interact with us more than four times
as quickly as possible to make them feel like members.
So let's use that Costco analogy again.
Costco is a wholesaler, but they make you feel
like a member.
I know, I can't work it out why people are so loyal
about Costco 'cause it's a warehouse full of stuff
that you can buy anywhere else.
But they give you this card and they check your membership
on the way in and they won't let you come in
unless you're a member, and people like to tell people
about their deals at Costco.
It's because they've managed to break this divide
of getting, stopping being customers.
People feel like they're a member of Costco.
Over time, you make people feel like advocates,
if you're very lucky, you're gonna get fans.
But let's just talk about the difference
between advocates and fans here.
A fan goes 'round and tells the world about you,
and an advocate is happy to recommend you when asked.
So in most cases, people are gonna have really strong
advocates, very rarely do you get fans.
But football teams have fans, where they're wearing stuff.
Nike have fans, Disney have fans.
Very rarely businesses get that.
This is a problem when you sell cars, for example,
people only need you once every three years,
or something like that.
But private schools, schools, your place of work,
you feel like a member of where you work.
Supermarkets are really good at doing this,
like most people, very rarely hopscotch
between supermarkets.
There are some exceptions to the rule, but most people
go yeah, no, I go to Sainsbury's most regularly,
I go to Tesco's most regularly.
And they work really hard for Nectar points,
Tesco Clubcard points, to get you back in,
to get you to transact more than four times,
so that they get you to feel like a member.
It's how human beings work.
There's a great story about this guy that's got a restaurant
in New York City and he uses different color napkins.
You come in and he's like, oh, is this your first time here,
you get a white napkin.
And he sits you down and then all the staff know
that that's their first time there, and they go up to them,
say, hey, have your regal meal today, brilliant,
we'd love you to come into lunch on us next week.
What?
Yeah, yeah, all the food, just pay for your drinks.
Give ya, and they leave, and they give them a voucher,
they come back, oh, you've got this voucher,
your second time, give 'em a yellow napkin,
so they know that this is their second time.
Have you ever really got, oh, we're doing a special dinner
night and a special wine tasting night next week,
hey, why don't you come along as guests on us?
Okay.
They go, they come back, they're doing that,
give 'em a green napkin, they know it's their third time.
Oh, by the way, we're doing something else
for the next week, oh well, give 'em the thing,
they come in, they give 'em a red napkin,
got 'em four times.
They transact with them four times.
So that they're now in, they feel like a member,
you know, this is my regular, I've been here four times.
And it's then, once you've achieved that,
once you've achieved that, they come up to there.
Then if you get something wrong, they're actually okay
to tell you that you've got something wrong,
so that you can put it right.
If you get something wrong down here,
you're far more likely to just jump back down there.
Now this is the crucial difference, so one I always
try to get businesses to work really hard on,
how can you get people to transact with you more than four
times in quick succession to make them feel like advocates?
It's not always possible because lots of businesses
start from zero, like.
So over here, this would be the, so this
is the traditional way,
so let's use the Joe Wick scenario again here.
He wants to sell pots and pans.
So he's got an option, he can get on a plane, go to China,
find some factories in China, put it all on Amazon,
and compete with everyone else, and just hope
he gets through and over 10 years people go,
probably have the best pots and pans ever, maybe 20 years,
maybe 30 years, 35 years before Disney started really
making some money, 30 years before Apple really started
making some money.
This is how long it really bloomin' takes, you know.
Or you could go here and go actually, I'm gonna spend
five to seven years on building me as an industry leader.
I think that's realistically the sort of time that it takes.
When you got followers, they skip out a whole stage
of the pyramid, this stage, the fickle stage.
Remember what I said over here is these guys
are the fickle ones, the ones that will continue
to shop around.
When you've got followers, they even skip customer,
they feel like a member of you, and in some situations,
go straight into advocates just 'cause they've consumed
loads of your stuff.
So strange, and in other situations, they go straight up
to fans, so there's you know, people listening to Beyonce,
and they, this is, I love this person,
or I love Michael Jackson, or I love Elton John,
or Frank Sinatra, whatever, they go from I've listened
to some of this stuff, I'm following this stuff,
I become straight up into fan situation.
It's unbelievable.
But what all in scenarios and examples I just gave you,
Frank Sinatra, Beyonce, Michael Jackson, you like
needed to be one of a thousand people out of seven billion
people on the planet to use this scenario.
Most of us have to go through this scenario.
But what I'm so excited about now is this industry leader
stuff is you can do this by being famous to a few,
you can absolutely, like Catherine, you can absolutely do it
over farm, you can absolutely do it.
Like you could do content about farming every single day,
make your own little YouTube show, start bringing out
some books, and you think this is all about the kids books
or about farm, if you kept on it, to the level
that I'm keeping on it on the James, I guarantee,
on my James Sinclair stuff,
I guarantee that in five years' time
you will have something that's so valuable
if you need to make some sales, you just turn on the tap
of the personal brand.
Mark, I absolutely believe if you keep going on it
in five years' time, you'll have that in the legal
world as well.
But here's the great thing, you're famous to a few,
you're not famous to the masses, and that's why
it's possible.