405: Ryan Deiss - How To Create Awareness, Tell Better Stories, & Build Your Brand

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Full show notes at www.LearningLeader.com

Twitter/IG: @RyanHawk12

Ryan Deiss is a best selling author, founder of multiple companies collectively employing hundreds around the globe. He is the founder and CEO of DigitalMarketer.com and Founder and Managing Partner of RivalBrands.com and plattr.com. Ryan is the creator of the “Customer Value Optimization” methodology and have introduced and popularized many of the digital selling strategies. He is also the founder and host of the Traffic & Conversion Summit, the largest digital marketing conversion conference in North America.

Notes:

• Commonalities of excellence:
  • They understand why they've made mistakes - they learn why they've failed.
  • They are purposeful about their decision making
• Appetite for risk:
  • "I have a very low appetite for risk."
  • "I value security."
• Must have qualities in a leader to hire on his team?
  • "I want them to not be like me." Need to have skills that compliment his...
    • Early on he hired people just like him. It was a mistake.
  • Consistency - Must show up.
  • A big heart - People who care about others and their work.
• Why writing is so important as a leader:
  • Like academics being peer reviewed. "It forces you to crystalize your own ideas."
    • "You need to say something new that hasn't been said before. And be willing to be criticized."
• Eugene Schwartz
  • Breakthrough Advertising =  one of the best books ever written on marketing
• The Awareness Levels:
  • Completely Unaware - They don't know they have a problem worth solving
  • Problem Aware - They sense they have a problem, but don't know there's a solution
  • Solution Aware - Know the results they want, but don't know your product provides it
  • Product Aware - Know what you sell, but aren't sure it's right for them
  • Most Aware - Repeat buyers and loyal customers who refer you to their friends
• How to make your leadership training better?
  • Acknowledge their problem is real. Make them feel heard...
  • Sell the soft. Speak into someone's reality.
  • Acknowledge the pain, offer a solution... "Outsourced Leadership Development"
• "Your service is a vehicle to a more desired result."
• Be the "transportation to transformation."
• Scaling beyond a personality driven business:
  • Get off the field, get in the owner's box. Productize yourself.
  • Build an asset.
  • Create ideas that travel - Have your version of 10 commandments on one single piece of paper
• Ryan has his "customer value journey" - The Customer Value Journey is about turning strangers into super-fans.
  • Redirect it into the artifact
  • Say "We" instead of "I"
  • Give it a name - The genius is in the artifact
• The Goal is a book on manufacturing about assembly lines. They identified weakest link and fixed it.
• The value of creating of having a big event like Traffic & Conversion Summit:
  • Create the place for others to go - It helps with branding, earning media, and the gathering spot for great people. It draws others to it.
  • You become the connector. The host of the party.
• Story is the leverage of persuasion:
  • Don't talk about yourself
  • Help others change the story they tell about themselves
• Marketing shouldn't stop at the order - Marketing should own the entirety of the customer journey.
  • Career wise - Get as close to the revenue as possible.
• Advice: Study old, rich, happy people.