Marketing

How to Create the Story of Your Own Personal Brand

April 22, 2019 by Dan Lok

Never start at the beginning. Always start from some point halfway to the top, and work your way backwards. Now you might be wondering what I’m talking about.To create the story of your own personal brand, to be like the book that people can’t put down, you begin with climbing up the mountain.

You see, back in my early days as a copywriter, people didn’t even think I could succeed in business. And before that, when I was in high school, no one wanted to talk to me. So I don’t want to start my story there.

But now that I am a multi-millionaire, a business magnate, internet celebrity and global educator with students and fans around the world… people want to hear my story. They want to know how I became successful, and how I’ll take my success to the next level.

And now that I’ve reached this point and I’m still climbing up, people want to learn how I did it, and they can relate to how I started. They can relate to how I used to struggle to begin my career because that’s where many people are now.

This is a good place to create your story – when you are successful, and people are hungry to know how you got here from your humble beginnings. So this is how your create the story of your personal brand, using one of the following character types.

Watch this video about creating a story of your own personal brand.

The Reluctant Hero: Forced Into Action

People love a good story, and this is how you reel them into your brand, and from there, to build trust in your business.

The first character type is the reluctant hero, the person who is just like us until something extraordinary happens to him. Peter Parker was just a regular teenager, into girls and from a regular family until a radioactive spider bit him.

His life wasn’t the same after that – he had enhanced strength, speed, and reflexes. Special powers to help others. It was his uncle who said, “With great power comes great responsibility.” But Peter didn’t want extra responsibility. He just wanted the power.

Peter changed his mind when he let a thief escape and his Uncle Ben tried to stop the thief instead. When the thief killed his uncle, Peter realized the full meaning of his uncle’s words. Peter became the hero Spiderman whose mission was to find his uncle’s killer and to fight crime.

That’s the reluctant hero. A regular person with flaws just like everyone else but that hero must leave their comfort zone to make a difference in their world. It’s a formulaic storyline we’ve seen in many movies and books and it works. These characters could be any one of us.

Frodo Baggins, a hobbit from The Lord Of the Rings has no special powers and no aspirations to change his life, yet he gets sucked into an epic journey. He meets many fanatical and spectacular characters as he faces extraordinary adventures, but after all that, he’s still just a regular character.

The reluctant hero is a proven storyline that captivates.

The second type of character is the exceptional man or woman who overcomes great obstacles.

Exceptional Person Who Overcomes a Challenge

People are intrigued by characters who are good at what they do. They also love underdogs who thrive against all odds and the skepticism of others. Here’s a real life example of how someone without limbs overcame a huge challenge.

Nick, a famous motivational speaker without arms or legs, inspires millions and millions of people with his positivity. He’s an exceptional man who’s overcome challenges everyday.

For us, brushing our teeth is a simple task. For him, it’s a big challenge but he’s overcome it. We’re inspired by people like him. If you search for him online and study the message he’s trying to convey, you’ll noticed he’s narrowed down his message to mostly Christian-based philosophies. He’s found his audience.

Another example is one of the highest paid motivational speakers in the world, Tony Robbins. At one point he was overweight and broke, living in a one bedroom condo, until one day when he got sick of his life. He went for a run along the beach, then wrote in a private journal, “No more!”

Tired of who he had been, he wanted to work on himself and his psychology. He wanted to inspire others and started doing seminars on personal power. He taught people how to master’s psychology… and that brings us to where he is now. Successful and a household name.

It’s a familiar storyline.

Us Versus Them

The third type of character is us versus them. It works well because it’s based entirely on the fact that we as human beings create our own belief systems based on completely irrational beliefs.

Let me give you an example. Usually we like to blame our problems on others so it’s us versus them. When you meet someone and you both don’t have anything in common yet you have a common enemy, that instantly bonds you. You have the same enemy.

So hypothetically let’s say I don’t like Donald Trump and you don’t like Donald Trump. When we watch him in the election, we instantly have a common enemy. We can talk about a lot of things including his hair.

Here’s another example. Let’s say I am selling natural herb supplements online. I can easily talk about how in the past I wasn’t very healthy so I was overweight and sick a lot. I tried Western medicine but it didn’t quite work for me. Then I stumbled on Chinese medicine.

Then in my journey I discovered these supplements and they are amazing. I have this mission I want to share with you so I put together these products and I set up this company. Now we are fighting against these pharmaceutical companies.

They actually don’t want you to get well because if you get well you won’t buy their medicine anymore. I want to focus more on prevention and that’s what these supplements do.

A Formula For These Stories

So with these stories, you can see there’s a formula. When you use an us-versus-them storyline you stumble upon a secret. The secret proves there is a problem with the market or something similar. It’s the market’s fault.

For example, in the case of the natural supplements, the fault is the pharmaceutical companies out there selling their drugs and teaching the doctors to get them to write prescriptions. You vow to fight against them and unite on your mission to solve the problem.

You emphasize that by buying your product, your client becomes one of us, the good guys. If you don’t buy the supplements, then you support the evil pharmaceutical companies. Or you buy the supplements and you become one of the good guys who fight against evil.

It’s a very powerful formula, so you want to use it with caution.

One of the things I used to do was talk about how most internet marketing gurus haven’t been there and done that. They talk about things that they don’t have firsthand experience in. So it’s us versus them when I talk about a lot of these other people, the so-called gurus who are selling information. That’s an example of what I do in my business.

Them. So that’s an example of what I do in my business.

Now, after you’ve got your character type, you work on character crafting.

How To Craft A Character

To make a character compelling and irresistible he’s got to have some flaws. Nobody likes to meet a person who is just far too perfect. The perfect family, the perfect kids, the perfect home. People don’t want that.

They want to see a bit of loss that will reveal the character’s motive, their human side. They want you to be transparent because real people have flaws. We all have flaws and we’re all a work in progress.

You sustain your tribe’s interest over time to the degree and extent that you’re willing to be transparent. If you want to have a strong character you have to be transparent. If you want to have a powerful personal brand you have to be transparent.

Look at Superman as an example. Superman is almost perfect. What is his weakness? Kryptonite. If you take away that weakness, think about it. It won’t be as fun to follow his story. You can’t kill him, he doesn’t get hurt, and he can dominate everything.

Final Thoughts On Creating Your Branding Story

What draws an audience to you is the type of character you create. The reluctant hero, who is forced to leave his comfort zone and take on a new mission. He or she is just an ordinary person, which makes this person relatable.

Another character type is the exceptional person who overcame an obstacle. We admire this person because they have faced challenges that we haven’t. They inspire us.

And finally there is the us versus them story type. We bond instantly with another person because of a common cause or belief. We take their side so we can either become the bad guy or the good guy.

No matter which character type you choose for your personal brand story, you want to have a character who is flawed. A perfect character is uninteresting and unrelatable. It would be like watching an undefeatable Superman rid his world of his enemies in two seconds because he is invincible.

Which character type is your favorite? Comment below.

The Best Strategy To Get Clients Fast

March 13, 2019 by Dan Lok Leave a Comment

If you’re like most entrepreneurs, you want to grow your business fast. But if you want high-paying clients, then you must be willing to go against conventional wisdom.

Not everyone can be your client. If you say, “Anyone is my client,” then you’re in trouble.

Many new entrepreneurs think everyone and anyone with money is a potential lead. But for you, you must be more selective.

Most advice out there recommends that you talk to everyone you know, get involved in local business communities, optimize your website, and get into as many social media platforms as possible. But what happens if you try to catch a fish with a tiny net in an enormous sea?

You’re lucky to catch a fish or two! So if you’re patient enough to grow your business slowly, if you want to talk to dozens of people to get your first client, then follow those conventional strategies that require a high degree of time and effort. Eventually, you will find your first client. But your troubles don’t end there.

You’re new and no one has heard of you, so your first client doesn’t want to pay you hundreds or thousands of dollars. You might even have to offer some advice or service for free, just to get your first testimonial. Meanwhile, your rent and your phone and electricity bills are waiting to be paid. So what can you do to cut through this slow and painful growth stage? Is there a way to fast forward this process?

Back when I was running my one-man advertising agency as a copywriter, I was trying to get clients from all over the place. I would do the work for anyone who would hire me. As long as the client breathed, they were good enough for me. Everyone was my customer.

However, over time and with more experience, I realized that to grow my business, I had to use one powerful strategy which I’m going to teach you today to get that ideal high-paying client fast.

Watch this video to learn how to grow your business faster.

The Kingpin Strategy to Get Clients

Here’s the problem. If everyone is your customer, then nobody is your customer. What I needed was that one account that would improve the quality of my clientele. I didn’t need dozens of clients paying me a few hundred each for my services.

I just needed a couple of high-ticket clients paying me thousands for the same service. My goal was to make the same income with fewer clients. So what I had to do was find the kind of client I would attract when I had more experience… and attract that client now.

When I was struggling as a copywriter, I came across a book called Guerilla Marketing. It’s a very famous book series on small business and marketing written by Jay Conrad Levinson. Now Jay has sold over 20 million books worldwide for the Guerrilla Marketing series. He was one of the most well-known educators and marketing gurus of our time before he passed away. So I approached Jay.

At the time, Jay was marketing a Guerilla Marketing Association membership. I went to his website and saw what he did so I rewrote the entire page. I sent it to the Guerrilla Marketing Association and got a reply from Jay personally. He thanked me because I had delivered value before asking for anything in return.

“Wow, you know what, young man, that’s very nice of you,” he said. He actually used the material and it helped him to generate more sales. Afterwards, I asked him, “Hey, Jay, since you’re getting value, is it okay if you give me some kind of recommendation and endorsement?” He said he was more than happy to do that. And he did.

That was my first Kingpin client.

By getting Jay Conrad Levinson, a well-known marketing guru with credibility and authority for so many small business owners, I could approach potential clients differently. I could say, “I have an endorsement from Jay Levinson who wrote Guerilla Marketing, who sold 20 million books.” That reference impressed my next client.

At the beginning of your career, when you’re establishing credibility and reputation, don’t chase everybody. Decide on the one person or company that will launch your career and serve them.

For example, in the tech world if you could work with Google or Amazon or Microsoft you could get then get other high quality clients. Everybody else will look at that account and say, “If you’re good enough for them, you’re good enough for me.”

You skip that learning curve and grow your business much faster. You can also use this technique to draw in more customers at one time.

The Kingpin Strategy To Get Clients Fast

Let me give you another example of the Kingpin Strategy from a different perspective. In the United States, they have these huge events. The Learning Annex back then was doing massive conferences with 5,000 to 25,000 people using this Kingpin Strategy.

They would bring in “Kingpin speakers,” such as Donald Trump before he was president, Tony Robbins, Robert Kiyosaki, and Bill Clinton to draw people in.

They paid them a huge speaking fee to have them show up at the event. At the same time, platform speakers or platform closers who aren’t paid to be there will offer their programs or products. They would make a 60-minute or 90-minute pitch on stage to draw in the crowd.

These events don’t make money from 5 to 20 thousand people’s tickets.They make money from these platform closers. The event organizer would do a split with anything that the closers sell. Imagine if someone is speaking to 10,000 people and he is selling a $1,000 package.

If he sells 500 of them a day, a multi-day event would generate millions of dollars. The platform closures would get a 30 to 50 percent commission because the organizers are the ones spending all the money. The organizers made millions upon millions of dollars from these conferences going around North America, even the U.K. That’s how the business model works.

That’s the Kingpin Strategy from a different perspective. So ask yourself the question. Who is that one company, that one organization you could get that would change everything. From then on, you leverage that one person’s name or that organization’s name for the rest of your career. Before you know it, you go from a nobody to a somebody.

How will you apply the Kingpin Strategy to get new clients? Comment below.

Blue Ocean Strategy: The Art of Innovating A Sustainable Competitive Advantage In Your Market

March 4, 2019 by Dan Lok Leave a Comment

With hundreds of thousands of new businesses starting up each year, is it possible to break free from your competition?

No business wants to be in a Red Ocean, fighting against cutthroat competition that turns the water bloody red. Every industry, all your competitors, are in the Red Ocean, like shark infested waters where everyone fights for the same prey.

Instead, we all prefer the Blue Ocean… calm, peaceful…and the only business of its kind in that market. Ideally, every business wants to be in the Blue Ocean, but what must your business do to be in this uncontested market space?

Before I share the business model that will differentiate you, let’s take a look at a recent phenomenon that disrupted the marketplace. Uber.

Taxis have been around for a long time as a public transportation option. There are many cab companies. Each one tries to stand out by saying, “I am better than everybody else. My services are better than everybody else’s.” But there’s one problem.

These statements may or may not be true and consumers become confused. They’re skeptical because they don’t know what is good and what is not so good. Just because you say you’re better doesn’t mean you’re better.

Then Uber comes along and introduces the concept of ride sharing services. They completely change how we pay for cab fares. No more tipping or carrying credit cards or cash. No more wondering exactly where your cab is.

There are good and bad points to this disruption, but that’s part of capitalist society. For Uber, competition becomes irrelevant. For taxi companies and drivers, they lose market share. So what can your business do to move yourself to an untapped environment?

There are three models you can follow. To be different, to be a giant in a vast blue ocean of customers, you must follow the third type.

Watch this video about how the Blue Ocean Strategy makes your business stand out.

1. Me-Too Business

In the first kind of business, the Me-Too Business, you are the same as everybody else. If you’re put next to the competitors, your message and products get swallowed up before your consumers can tell the difference. You look like everybody else. You provide the same product and service.

For example, there are over 35,000 health clubs in the USA, and at least ten, maybe more, major health club chains, each with 100 to 2000 locations. How can a customer decide to choose your club instead of someone else’s?

Maybe you tell them about your features. Does your location have a workout area? Group exercise classes? Personal training? Not surprisingly, most health and fitness clubs have these exact same features. You need to do more to stand out.

2. Me-Better Business

In the Me-Better Business, you’re better than everybody else. Maybe you’ve been in business longer than your competitors, maybe your packaging is better, or your warranty or your technology is better. It doesn’t matter. In the Me-Better Business, you’re the one saying you’re better.

Your health club is better because there are so many locations that a member can work out anytime, anywhere. Your club has the best equipment and programs for losing weight. Or, your club has more equipment and personal trainers. These are the reasons why you say your club is better.

How can you get your customers to say your club is not only better, but the best because you are different?

3. Me-Only Business

The Me-Only Business is where you want to be because you are the only person in that space that does what you do.

In the 1990s, a women’s health club broke into a market already saturated with health clubs, but it realized there was an untapped market in the fitness industry. At one end, there were high-end, full service health clubs. At the other end were home exercise programs that required little or no equipment. This club found a Blue Ocean somewhere in the middle.

It was different from a typical health club because machines were arranged a circle in groups of ten so members could talk and support one another while working out. The nonjudgmental atmosphere included the lack of mirrors on the wall. Most importantly, the company, Curves, offered value at a lower cost.

It also created a new demand for fitness consumers. And it wasn’t the only company to create new demand in the last decade. It’s possible to find a Blue Ocean in a 200 year old industry that has entertained generations.

It’s a Blue Ocean for a Me-Only Business

Creating A Blue Ocean In A Declining Industry

If you’re thinking you can’t find a Blue Ocean for your new business, think about the challenges Cirque du Soleil had in a declining, centuries old industry: the circus. Children wanted to play video games, and people protested animal rights. So what did they do?

Let’s start with what they didn’t do. They didn’t cater to the traditional end users, the children. They appealed to the traditional purchasers, and charged a lot more for an entertainment experience. Adults and corporate clients who enjoyed the theatre, ballet, Broadway shows, and opera now had another option, but in a circus setting.

Cirque now had an uncontested market space and they had eliminated costs. No more animals to feed and multiple performers to transport. People now came to the circus instead of the other way around. And they were now catering to upscale audiences.

Discovering a Blue Ocean is possible, whether you’re in an old market, or a new one. In the case of iTunes, they entered an existing market and created a new one.

Creating A Blue Ocean By Competing With An Existing Market

Now how does a company create its own market by competing with one that already exists? It can, if the current market is entirely illegal.

In the late 1990s, file sharing programs enabled the illegal downloading of digital music files. A demand for MP3 players to play mobile digital music was answered with products such as Apple’s iPod. After making an agreement with five major music companies, Apple’s iTunes offered à la carte song downloads.

Consumers no longer had to buy an entire CD for one or two songs, which was previously a major annoyance. They could get the specific songs they wanted and recording companies could have the copyright protection they wanted. It was a win-win that started a new trend.

Fast forward to today, when millions of songs, movies, TV shows, books, and podcasts are now downloaded on iTunes. Apple has been dominating this Blue Ocean for more than a decade.

Now I’ve shown you examples of how companies have created their own Blue Ocean, by breaking free from tradition, like Cirque du Soleil did, or by creating a demand, like Curves did. But what if you’re a small company, or a micro business, or sole proprietorship? How can you disrupt the marketplace?

Dan Lok’s Blue Ocean Strategy

I’ve started a lot of businesses in my career. Some were Me-Too. I mowed lawns, fixed computers, and operated just like everybody else with a single employee company.

I’ve also had Me-Better businesses in which I was striving to have better marketing skills, management skills, better service, or better products.

But where I found massive wealth was the Me-Only Business. That’s when you’re the best one in the world at this one thing that only you can do. You may not get there overnight, but you can get a bit closer over time. How I created a Me-Only Business was by creating a certification program.

I founded the High-Ticket ClosersTM Certification Program which graduated thousands of students worldwide in its first year. The concept of a salesperson wasn’t new, but the term “High-ticket Closer” to describe people who close deals for premium products wasn’t familiar to most people. That put me in a Blue Ocean.

Your business idea doesn’t have to be revolutionary. You just have to give the marketplace that perception. That perception they have becomes the reality if they perceive you as Me-Only.

Once you’re doing something nobody else is doing, then you have dominated the marketplace and you have applied the Blue Ocean Strategy.

So, think about how you can find the Blue Ocean and dominate it.

How could you apply the Blue Ocean Strategy to your business? Comment below.