What It Really Takes to Build a Values-First Business ft. David D. Simons

0:00I made the transition out of the military, but I didn't want to stop pushing my limits or protecting the nation. So I joined the CIA. Now I conduct strategic operations and intelligence activities globally. It's a career that draws on my significant military and leadership experience. Keep serving our nation's interests. Join the CIA's Directorate of Operations. Visit cia.gov slash careers to learn more and apply. What's up everybody welcome to another episode of coffees for closers today We're sitting down with the founder and CEO of kingdom social media. Mr. David simons Which is a seven-figure on its way to be an eight-figure social media agency helping entrepreneurs scale their companies Using platforms like webinars a complete end-to-end ecosystem and he is crushing the social media marketing space Please welcome David Simons.

0:56Thanks for jumping on the show. Welcome to another episode of Coffees. You're having me on, Joe. Truly an honor and a pleasure. Absolutely. Well, hey, it's been nice conversating with you thus far. Yeah. You know, you seem like such a genuine and authentic person. Thank you. Can you give the audience a quick 500-foot overview of what is it that Kingdom Social Media does and how do you help entrepreneurs scale and leverage your platform? Absolutely. So from the high-level view, what we do is we help speakers, coaches, and consultants have six-figure days leveraging webinars and challenges. So that means that we help them get a clear offer that's irresistible, that we always like to say people are willing to mortgage their house for, to pay for.

1:31And then once we have a clear offer, we help them get a clear presentation, a premium presentation, that's going to explain the value that they offer and show them why they're the trusted expert that they should give this resource to. The other thing that we do is we help them build the engines that make this happen, the funnels, the ads, the processes, the systems to help them succeed. and then we also provide the coaching to help the client guide them through the process because sometimes helping somebody to turn an offer that maybe is just doing well into a premium offer takes a different mindset so those are all the things we do to help them to have success i like the irresistible offer philosophy and that's been something that you know alex ramozzi wrote a book on it right and uh you know it's been i i was just listening to a podcast the other day about defining your irresistible offer.

2:18And it sounds like it's easy for an entrepreneur, but it's really not. It's not. So what are some of the cadences or some of the things or strategies that you use to create an irresistible offer? Great question. I'm going to give you the sauce. I'm going to share it with your audience. I'm not going to hold back. This is exactly what we do. This is what we need. And you know what? It's a fact. If you give people the sauce anyways, 99.9 % of them don't do it anyway. Don't worry. You're right. They're still going to call you. So we have a framework called the Proven Offer Framework. And I have learned from people like Alex Hermose, Russell Brunson, Myron Golden, and a lot of my mentors that have helped me to shape this process that we found to be our own and unique.

3:00So the first thing we do is we find what is that deep result. So let's use real estate, for example. Let's use my mortgage company. Mortgage company. How about that? Perfect. Our platform, we basically cater to other mortgage entrepreneurs. Yeah. People want to use our, who are looking to scale their mortgage companies, don't want to deal with the licensing, the compliance, the marketing, the lead gen, the data, all the riffraff that you have to deal with. And they just piggyback on our ecosystem. So we are a white label for mortgage companies. And basically, I sell that irresistible offer, but I have to do it on a manual basis or one-touch basis, kind of like a, we call it a very high-ticket sale.

3:39Got it. So since I'm literally in your space and I'm potentially a possible candidate for you to work with, let's just use me as a use case. Perfect. A little bit more understanding for me. So your offer is to who exactly and what is the criteria and what is the ideal client? My offer is to other mortgage professionals who are licensed and have the objective to scale their company or currently own a mortgage company and are just sick of the compliance and the licensing and the headaches that are associated with running a mortgage company. So they'll come to me and be like, you know what, Joe? I can't scale.

4:17We spend millions every month on our ecosystem. They spend five grand, ten grand. They have no way to compete with us, and they're handicapped because their offering is limited to their loan officers. Right. Whereas with us, it's a nationwide platform. We're a bank and a broker. So there's much more of a greater offer, much more potential of success. Love it. Okay, cool. Awesome. So the first thing we're going to do is, and we're going to walk through this together, right? They're deep desires. Let's do like two together all the way through our process here. So the first thing I'm going to ask is, what are the deep desires that they really, really want?

4:56What are the top two, the deepest desires that these mortgage professionals want? They want to make much more money. Okay. And they want a better lifestyle. They want a better lifestyle. Cool. That means like time freedom. More time, more freedom. Okay. So they don't want to be handicapped. So the operationally is handicapping them, right? Because they got to deal with compliance. They got to deal with legal. They got to deal with payroll. They got to deal with HR. They got to deal with IT. That just takes time away from their life. Got you. Perfect. So what are the obstacles? Let's start with the first one, which is they want to make more money, more income.

5:31And then the second one is they want more time, more freedom. What is the obstacle for the first one? And then we'll get the obstacle for the second one. Okay. And I've gone through this framework with other people who do webinar build outs. Yeah. But the obstacles for money, for instance, they're limited on states. Yep. They're limited on marketing. They're limited on technology. And they're limited on overall resources. Beautiful. So we solve for all that because we have departments for each of the resources they need, whether it's leads, whether it's marketing, whether it's data, whether it's technology, whether it's just overall support, whether it's placing or pricing their loans.

6:11So we solve for all that. Beautiful. Okay. Second one. What's the solution for the second one? Well, now they don't have to deal with any of that. So it's all offloaded. All of the IT is offloaded. All of the HR is offloaded. All of the marketing is offloaded. All of the licensing, which is dealing with the state regulators and the audits and the surety bonds and the complaints. All of that is offloaded onto the various departments that we supply to them. Beautiful. I love going to this framework and letting the audience hear so they can really understand what you do and how you can support them.

6:48For sure. For sure. So with the time reading, what other things are holding them back? You kind of answered it, but I just want to make sure that obstacle holding them back from being able to have that ability to do what they want when they want. Is it their bottleneck by the payroll systems, bottleneck by the day-to-day grunt work, the compliance? Their bottleneck, but they don't even know the resources that they don't know. you know like so they come to us like wow i didn't know i could do this i didn't know you could launch a podcast for me i didn't know you could do all this social media for me i didn't know that you know i should you could create all this content for me i didn't know that this data was available yeah so a lot of it's like they're just not exposed because we're a mega company these are very micro companies yeah you know so they're just they're in the grind they're not doing the research they're not doing the diligence i'm a very outside the box thinker so i'm i'm over I'm talking to guys like you.

7:35I'm talking to other entrepreneurs. Right. I'm an outside-the-box thinker, so I'm bringing resources into our ecosystem that they never knew existed. Got you. Perfect. So the solution on the front end for the first part, which is the money, is to have something that is end-to-end. They don't have to think about it. You handle it. You take over. Correct me if I'm wrong. The second part, which is the time freedom, is kind of similar. But it's the ability to have everything. The first one is more technology systems. The second one is processes. And I imagine that you take over. They don't have to think about it.

8:14It's all done for them. They don't have to think about it. The only thing they got to think about is implementing what I tell them to. Implementing. Okay. Beautiful. Taking advantage of the resources that we expose them to. Excellent. All right. So I just want to walk you and the listeners what we just walked through. The first thing we did was we first looked at what is the deep result that they want to have. We looked at two of them. We looked at what are the obstacles stopping them from that result, and then we found what your solutions are. So now what we're going to do is create IP, intellectual property, that is going to go into the offer.

8:47When we do an offer, I want to explain this part. The offer is meant to handle every objection that a person has. So that's the main purpose of the offer. When the person reads the offer, hears the offer, we sell the offer. we've already destroyed the well through our presentation we've destroyed as many objections as possible but when we hear the offer it obliterates objections so i'm i just came this with this on top of my head the first one for the ip for the first one the limitless income mortgage system that's the ip we would use to solve for the first one the limitless income mortgage system because right now that component is what they don't have they don't feel like they're they have a limitless capacity.

9:33And what your system does is it ensures a limitless possibility for them to have in their business. The second one is going to be the seamless mortgage professional. No, no, no. I want to go with the, I want to ask you this and I want to be in compliance. Is it possible for someone to work, like say they work 40, 50 hours, could they do now what they do with like 10 to 15 hours? Or does that... I mean, you're talking about significantly cutting down time. Yeah. But here's the flip side. Yeah. If they put in the same time, they're going to make five times more income. That's true. So, you know, if they put in the same time, in the same effort, oftentimes just even the transition, just because of our pay structure, their income will double.

10:20Got it. So they can make the same with a fraction of the time or 3 or 4x or 5x their income with the same amount of time. Okay. Got it. So then maybe I'll go with something with leverage, right? The instant leverage mortgage professional model, for example. That's an example. So those two components, I only went through two, but what you can imagine, what we do is we go through maybe 10 or 15 more of those. And then I read the offer stack. Each one of those has a value to it. We explain the value. that first one, maybe that has a value of$10 ,000 to$20 ,000 of value, and we can prove it. We go through the value of what it proves.

11:00The second one, the instant leverage mortgage professional system, we go through the value of that. We break down the value. So by the time a person is done hearing the offer and by the time we're done with the presentation, we've already handled every objection. We thought about all their objections beforehand. We thought about all their problems beforehand, and now we have a solution. And so to fulfill this, right, we go back to your system, what are the things that you're already doing? Because a lot of these things you already solve in your business for them, and now we have a full suite that breaks down the offer, if that makes sense.

11:33It does. And because I've went through this exercise with someone else, I totally understand how to create an offer package. And this is a high-ticket offer, even though I don't sell anything. But I am selling something very expensive. I'm selling their life because they're moving their whole livelihood to me. So it is the highest-ticket offer you can really sell. Certainly. because it's not monetary, it's livelihood. Right, facts. Yeah, so that's why I'm always trying to solve for this and figure this out because I'm not a traditional salesman and all this, the stuff that I do, everything that I do is for the purpose of scaling my company.

12:09And my target demographic, everybody who's listening is a beneficiary of a very small percentage of people that are actually my target avatar. You know, which is like.0001 % of my audience. I hear you. You're a man of value. There's only 50 ,000 people that I'm looking for in America that exist. Look at that. And only 10 ,000 of them actually do business. So 10 ,000 people in the whole U.S. are my target avatars. Look at that. Wow. So how do I find them? I'm like really, it's a needle in the haystack model of marketing. But it's okay because I get to serve a lot of people, help a lot of people.

12:47That's right. And a lot of people get to benefit with this whole strategy. Definitely. definitely love that yeah so uh so you you what you do sounds great and uh you know you've been you've been called a media panor a media panor yeah and which is kind of a cool name and a purpose-driven digital strategist yeah but before all that what were you like growing up that's a funny question um so i grew up in a very strict african household we talked about our our connection there to Africa. And my parents are Ghana, from Ghana. And there's four options, lawyer, doctor, engineer, accountant. Pretty much.

13:27Yeah, we didn't have that account option. You know, maybe that's a new addition. And now now now they're weaving in pharmacists as well. So I was on track to become an engineer. My brother, my younger brother was going to be a doctor and I just didn't listen. I didn't follow the path that was set for me. I initially started to, but then I changed course. So going through high school, I already knew I was going to be an engineer. Elementary school, I was going to be an engineer. I get to college and I want to give some background to like kind of what I grew up like because in my junior year of high school, I actually cracked into the system and I changed my grade from a D to a B because I was more scared about bringing home this bad grade to my mom than actually getting caught in school.

14:17So I got, somebody snitched and they told, and I ended up getting expelled from the school and from the district in my junior year of high school. And I had to come to tell my mom what was happening because I'd rather me do it than the dean come and tell her. And I'll never forget that day. I was telling her and explaining, and she had like these tears coming from her face. She was angry. She wasn't crying, but the tears were just coming out of her face. And it was a marker for me. And I realized that my mom used education to get here. She got a scholarship for nursing. So I didn't see education the way that she saw education.

14:58And I didn't respect education the way she respected education. So I get expelled. I shouldn't get into college with an expulsion on my degree, on my transcript. but I miraculously get into Sac State, and I had many other stupid things that I did, but that would be a whole other podcast. Did you go straight from high school to college, or you went to a JCC first? I went straight from high school to college. Straight from high school to Sac State? Yeah. That is a miracle. It is a miracle, right? Yeah, because you should have went to junior college first. Right, right, especially with an expulsion.

15:32Yeah. So after I went to a whole different senior high school. My senior year, I went to a different high school. after that um i get into college and you think i get my act together i was partying doing stupid things hanging all the all the dumb things i was doing all of those things and uh i changed my major because i was a mechanical engineering major first year it was cool second year i was like i actually hate this i don't want to do this i told my mom and i tried to get a word in i couldn't so i wrote her a seven page letter explaining how i'm gonna do this thing called digital media and at the time digital media was not a common we were talking mark zuckerberg facebook just starting you know myspace was still popular so i'm nobody knew what digital media was nobody knew what it was and i told my mom she's like wow what a waste what what what where did i go wrong and and i'm just like i'm gonna follow passion mom i'm not doing this mechanical or electrical engineering thing that's your dream i'm not doing that and i followed my heart and i'm glad i did and i was using my space of Facebook to help my friends grow their brands online for fun.

16:41I didn't know this would be, nobody knew what social media would become. I'm helping my friends grow their brands. I'm building these things for fun. I graduated in the recession, so I applied 100 jobs, didn't get not one job interview. Not an interview, not a callback, nothing, right? So opportunity comes across the country in a place called, a company called TerraCycle in in Trenton, New Jersey. So I became, it was my dream job. I became a digital media manager there and started to help them grow, build up their brand. And I'm working with companies like Kraft, Frito-Lay, Huggies, and I'm managing all these different brands.

17:20I'm managing 26 countries. And so it's the dream for me. I'm like, I get paid to do what most people get fired for doing, which is being on social media. And as a result, I built Kingdom Social Media on the side. I was building the business on the side, and it got to the point where it was tough to manage. I'm working eight hours on the job, eight hours on the business, and I was eventually let go from corporate America, and it was one of the greatest things that happened to me and been building Kingdom Social Media ever since. Now Kingdom Social Media, you're a seven-figure agency. Yeah. Tons of big clients, got a great offering, got a great protocol.

17:54Yeah. What's the vision for Kingdom Social Media now? What are you trying to accomplish within the next couple of years? Great question. We're really looking to go deep with a few. So what that means is we've had clients have$700 ,000 days, a million-dollar months. What our goal is is to really help people on a deep level get to become a category king or queen in their lane. We just want them to dominate. I'm very competitive, so I'm actually not money-driven. I'm more competitively driven. so we're helping our clients into specific categories take over and just be the be the name be the brand so we're looking for a few partners to help grow to that we're doing that now with a few different industries we have some in government contracting we have some in content we have some in different areas and then we just take over a category and that means helping that person scale and to where nobody else thinks about anybody any other name and that means that we'll doing webinars, doing challenges, doing live events virtually.

19:00So what kind of challenges do you do? So like a five-day challenge model over five days where we're educating people on whatever topic. So right now we actually have a client right now that's doing one on, it's called Think Like the Bank Challenge, where he's a financial strategist, and walking through his frameworks, his processes, and through the process, we're sharing with them a high-ticket offer at the end of that. What's his high-ticket offer called? It's a 10K in his case. We have some offers arranged. So he's like what? He's helping people acquire real estate? It's a mixture. It's helping them realize the money they do have out of their 401K, how they access certain things to access certain capital that they already have, how they can maximize life insurance policies.

19:47It touches on all areas, real estate, how they can tap into different things. It's like a conglomerate of things. And really helping. He's helping a specific market. People that are already at six figures in their personal income and how that they have money they're sitting on they don't even realize they can access. Wow. Yeah. Now, you've worked with nonprofits, faith leaders, Fortune 500 companies. What moment first made you feel like, man, I'm really called to do this? Man, that's a great question. I would say it was actually pretty early on. Other than when your mom told you. You know, what does this digital mean?

20:29Right, right. Yeah, even after that, I think when I saw I was doing some coaching and I was helping a lady. I'm trying to remember her name, but Keisha, Keisha. I was helping Keisha and she had a tech business teaching people how to use tech. And I was coaching her and I was like, man, she's got all the skills. She's got all the technical know-how. She knows how to do this thing. But she wasn't having success selling her course online. So we're talking 2018 at this time, 2018, 2017, somewhere in there. And she wasn't having success selling her knowledge or her wisdom. And I just was coaching her through the process.

21:11And I was explaining to her her value, breaking down the value that she has. And this is where, believe it or not, this is where most entrepreneurs, most professionals struggle, is they don't understand their own value, their own worth. And I want to bring this point out. John Maxwell says the John Maxwell Foundation says to be an expert in any field you need to know 10 % more than your audience just 10 % more but a lot of people think they need to know 90 % we're obviously advocating that they know 70 100 % more ideally but you only need to know 10 % more to serve the market so I helped this lady Keisha to understand her value and she went from not being able to sell courses to being full time in that business That's crazy.

21:53Just 10 % more and you can teach a course. Yes, that's it. You don't even need to know much more. That's it. Like, if I know underwater basket weaving and you want to learn the basics, I don't need to know the advanced tactics. Most of the market is in the beginner market. So everything is understanding the economics of how people work. Yeah. Yeah. You know, we are launching. We're working on launching a school. But everything we do, we do for free. We don't have high ticket offers. We just give everything away. Wow. But you know we can talk about how we can start monetizing some of this stuff.

22:24Absolutely, you know eventually I got other people to Because because I've learned if people pay they pay attention, right? They just they just pay more attention when they pay and if they pay more they pay more attention Yeah, yeah, I mean if they paid the most then they're really gonna master it. There we go Exactly, they're really give you good stewards. Absolutely. Absolutely. I'm all in on this course. Absolutely, man Now, let's talk about kingdom social media. What problem do you think you were trying to solve for when you started it? And then what was the inspiration? Obviously, I know the name.

22:58What was your inspiration for the name and the problem starting? So kingdom social media, great question. It starts from Matthew 6, 33. Seek ye first the kingdom of God and all these things should be added unto you. And if you look at that scripture, it's talking about the kingdom. And kingdom, what does kingdom mean? Kingdom means dominion, dominate. so there's two aspects one it it focuses on uh i'm a man of god i'm a christian uh it highlights that like we bring our values into our work not everybody that works for us is a christian not all our clients are a christian but our but our values and the way we operate are christian and i am and um we pray for our clients and we invite we invite god into what we do um but the other aspect is dominate i'm very competitive and always always had that mindset of if I'm going to do anything, we're going to dominate.

23:47I don't want to be second. I want to be first. I want to beat out the competition. I want to help our clients win. I want to help them to be the best as well. I've read that scripture a thousand times, right? And I never thought about dominate when I think about that scripture. Yes. I think about it because every day, even I'm texting my 10-year-old this morning, like, dominate the day. Have a great day, son. Dominate. you know it's like but i don't put dominate in a christian sense and god wants you to have dominion that's it and and and we never even the word dominion i don't think of dominate right even though it's totally like god wants to dominate everything we do the best absolutely and uh you know you you even framed it in a christian context for me because i never really thought about it because i'm hyper competitive too yeah everything i do i want to win yeah everything I do, I want to be number one.

24:42Right. Um, and, uh, you know, sometimes there's a, you know, there's a balance. Like, is this, am I doing God's work by dominating? You know, because you know, when you're like, when you're hyper competitive, sometimes, you know, you could lose sight of the, of your faith. I get you, you know, just because you're so competitive, you're like trying to get an edge on your competitor and right. And sometimes like you're taking their business you know so is that good you know because then they can't put enough food maybe on their table the way i look at it is it brings glory to god because it's it's showing that this person is such a person of excellence that they shine to the top and then those competitors might come and say hey joe how did you do that and you're able to guide them and help them that's what happens for us sometimes we have people that come that are not that are not in our space that ask hey how are you guys doing what you're doing and it actually brings an opportunity for me to pour into them.

25:39So that's the way I look at it. It's like it just brings more. The Bible talks about, you know, let your light shine before men so that may be glory to God. And how do people see your light? They see your light through your influence and your impact. I love that. I love that. And I love your mindset and the concept behind that. Because, you know, I always try to give glory to God in everything I do. I'm not – there's no shame about it. You know, I'm Coptic, ancient Christian. Yeah. Coptic, Orthodox Christian. So we came to America because we're persecuted Christians. Yeah. So for me, I've never been ashamed of the gospel.

26:18Yeah. I've always been boasting about it. Right. I've led the company by faith. Yeah. But, you know, but right now the concept of dominate in a biblical context is just fantastic. Oh, lovely brother. To think about. Yes, sir. Now, in a time where everyone's chasing vanity, how do you help your clients stay rooted in their purpose? Yeah, that's a great one. We truly, for us, it's a filter. We're looking for people that not only want to help people, they have to be high integrity. So we're looking for people that really genuinely care. So our core values at Kingdom Social Media are collaborative, accountable care, collaborative, accountable, responsive, empathetic, and efficient.

27:05So that's what we look for in every team member. We also look for that in our clients, like that they truly care about the result of the people that they're helping. We don't we've we've turned I turn down people all the time. We've had people come to us like I want to do this. I'm like and I'm like, OK, what do you want to do with this? Yeah, I just want to make a bunch of money. I'm like, OK, cool. And we can make making money is not a hard thing to do. Um, but making money with integrity is a different game. So I turned down offers. So we're looking to really help people. I believe I can't, I can't create or stir that in someone.

27:40They have to have that intention and integrity already. And we find those people and come alongside those people. but when it comes to their purpose, we help them point out what they're doing and the impact of what they're doing and also the impact of what happens when they don't do what they're supposed to do. I'll give you an example. Let's just use Lenny. I always use the example of Lenny. Let's just say Lenny was supposed to be a coach that teaches or he was supposed to become a chef, right? And we got this guy, Jared, that was supposed to teach Lenny how to be a chef. Jared says I'm not I'm inadequate I don't have the ability I don't have the know-how I can't do this and even though he you know he's been equipped with it he doesn't teach Lenny Lenny guess what I believe this that God has assigned people to our lives I don't know Joe Joe's impact might be a million people David's impact might be a hundred thousand I don't know whatever number God has assigned to each of us.