Becoming Wealthy and Well-Known with Rory Vaden

0:02Who's ready to rock today, Fire Nation? JLD here and welcome to Entrepreneurs on Fire, brought to you by High Level, the all-in-one sales and marketing platform. Today, we'll be breaking down how to become wealthy and well-known. To drop these vibe bombs, I brought Rory Vaden into EO Fire Studios. Rory is the New York Times bestselling author of Take the Stairs, co-founder of Brand Builders Group, and an eight-figure entrepreneur and a Hall of Fame speaker. And today, we'll talk about what exactly is a personal brand. We'll talk about why most personal branding efforts flop. We'll also talk about a proven path to earning more revenue with fewer followers and oh so much more.

0:38And a big thank you for sponsoring today's episode goes to Rory and our sponsors. Are you ready for the ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies? Build funnels, automate follow-ups, manage clients, and even white label your own software. Say hello to our featured partner, High Level, and visit highlevelfire.com to start your free trial today. Rory, say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with. Man, great to be back. Fire Nation, what's up? It's been a hot minute since I've been here.

1:20JLD, love you, brother. I got you. Here's it. We're talking about personal branding. In the context of that, something that we deeply believe that I think a lot of people struggle with is we just believe that the key is to give away everything you know for free. And you do that to earn trust that you don't have to gatekeep your knowledge. You give it away for free to automate trust, build relationships, and you will get paid in rears if you do that. But if you don't give away your knowledge for free, people are not going to stay tuned. They're not going to come back and they're not going to share.

1:59So just give it away for free and get paid later. You're listening, Fire Nation, to a New York Times bestselling author, an eight-figure entrepreneur, and a Hall of Fame speaker. So I think we should really consume his words wisely. And today we're focused on becoming wealthy and well-known, a great combo if I must say so myself. What exactly, Rory, is a personal brand. And I want to really get into the myths that are keeping so many people from building a personal brand that actually works. Yeah. What a personal brand is not is logos, fonts, color palettes. It's not even websites or social media.

2:38It's not all the things you tend to hear about. People say, oh, you got to build a brand. You should put your logo on your shirt and like be a very consistent. No, building a personal brand is simply the digitization of your reputation. The digitization of your reputation. It's about creating trust at scale. So the same way that you would interact offline as a normal human being who adds value to people and isn't weirdo and isn't self-centered and doesn't walk up to strangers on the street and try to sell them stuff is exactly what you would do online. Be useful, be helpful, be maybe funny. If you're funny, be yourself.

3:21And the reason that most brands don't break through is because they bounce off the wall. There's a sea of noise and they get consumed in among the noise because there's nothing unique about them. There's nothing different about them. They sound like everybody else. They regurgitate all the same thoughts. And the best piece of advice that we'd ever heard was from a guy named Larry Wingate. He said, find your uniqueness and exploit it in the service of others. And then what our company and team has done is we developed a process to help people find exactly what is their calling and what is their uniqueness.

4:03So they break through break through the noise. Fire Nation, just value bombs being dropped by Rory right at the top here, and they're not going to stop. And you kind of touched upon this a little bit, Rory, but I want to dive deeper into why most personal branding efforts actually flop. And specifically, what is going to separate the ones that break through from those that just disappear? Yeah. So here's what most brands are doing wrong. They're talking to too many different types of audiences on too many different platforms about too many different types of products trying to monetize in too many different ways.

4:41And when you have diluted focus, you get diluted results. And so it's like, how do you create content that anyone cares about when you're creating content for like grandma that follows you and your colleagues and your friends from high school and your arch nemesis and your competitors and this, the thing you're selling now and the new thing you're trying to do and the nonprofit you're associated with. It's like you have to pick one audience. So it's a series of ones. You pick one audience. You pick one problem to solve for them. You choose one message for how to solve that problem. You figure out one monetization stream that matters above all others.

5:21And then you go find one traffic source. You drive traffic to one, what we call a trust soldier, basically a lead magnet. You drive traffic to one trust soldier, let everybody consume that trust soldier, and let that trust soldier drive people to one product. And I'll give you an example. Our trust soldier, John, is you mentioned we just had a book called Wealthy and Well-Knowed hit the New York Times bestseller list. I'm going to give everybody that book for free, completely free right now. No catch. You get it forever. You don't have to pay anything. You go to freebrandaudiobook.com forward slash EO fire, freebrandaudiobook.com forward slash EO fire.

6:04That is our one trust soldier. The one thing I want, if anybody gets anything out of this interview and they go, what's the one next step? What's the one thing I could do to learn more about Rory and what they do, you give them one call to action. Go to freebrandaudiobook.com slash EO Fire. Some people will consume that trust soldier and then if they want more from us, it'll show them more. But you add value with a series of ones. And if you have diluted focus, you get diluted results. And on the flip side, if you have focus, you have breakthroughs. Fire Nation, just straight fire coming out of Rory's mouth right now.

6:42And I know a lot of people are thinking this question right now, and we can't go in depth. And of course, your free giveaway, Rory, is going to cover all of this. And people working directly with you is even going to take them to the next level. So just give us like a sneak peek into how. How we uncover our true calling. How do we craft a brand position that's so unique the market can't ignore it? Again, just a peek. Yes. Okay. So if I took our entire book and all of this strategy from years, right? We've been working with all Lewis Howes and Amy and Trent Shelton and John Maxwell and all these, you know, Jasmine Sar, all these great clients that we've been a part of behind the scenes and boiled it all down into one insight, it would be this.

7:31What we discovered is that for all of us, you are most powerfully positioned to serve the person you once were. You're most powerfully positioned to serve the person you once were. So the fastest path to breaking through the wall, the fastest path to your uniqueness is to not start with why, but to start with who and say, who can I help the most? Who can I serve in the deepest way? Who can I make the greatest impact with? Who do I have the most credibility with? Who can I help the fastest? And the answer to all of those questions for all of us is serve the person you once were. It is ironic that for most of us, our why is actually a who.

8:23And so if you lean into clarifying that who and connecting it to the person you once were, you're going to find your calling quickly. You're going to find clarity. You're going to find power and you're going to have momentum and you're going to make money and you're going to make impact. Fire Nation, we have a secret coming your way when we get back from thanking our sponsors. Okay, let's talk about a platform that's completely changing how entrepreneurs are running their business. And they are also our featured partner, High Level. If you're an entrepreneur, coach, agency, or course creator looking to grow faster and smarter, High Level is the all-in-one platform that replaces your entire tech stack.

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12:08Full disclosures in podcast description. Roy, we're back. And I kind of teased before the break that we have a secret for Fire Nation. That secret is, what is the secret to creating a magnetic message that solves our audience's biggest pain points? Not slow, but fast. Yes. So in the context of the idea that you're most powerfully positioned to serve the person you once were, let me tell you how to not develop a winning message. You don't do it by looking at what other people say. You don't even do it by data. You don't do it by asking your audience what they want. You don't do it by going and getting a degree.

12:50You don't do it by having to be famous first. The key to creating a winning message is to teach people what you actually did to solve the problem for yourself in your own life. Uniqueness is centered in our humanness. It is centered in our reality. It's centered in our experience. Doesn't mean you shouldn't have education and that you shouldn't do research. We do a lot of research. It doesn't mean that you shouldn't pay attention to what the customers say. But the shortest path to helping someone else change their life is to share with them exactly what you did to change your life. And the reason this matters, and this is where we say boil it down to one message in one sentence.

13:43Give people a one-sentence command, a one-sentence instruction, a one-sentence order of exactly what to do that if they do it, it will change their life. Because we believe the best marketing in the world is a changed life. And so you have to deliver with clarity exactly what to do, right? So for us, that is serve the person you once were. That is all of our kind of strategy and insights boiled into one instruction for our audience to help them figure out how to turn around and go and serve their audience. So figure out what changed your life and share that with others and make it clear so that they can do it.

14:25It will change their life. And if you change their life, they will bring you all the customers you need because the best form of marketing in the world is a changed life. Okay, one thing that a lot of people do recognize is that it is hard to become an expert at something. It is hard to gain expertise on a topic, on a subject, on a problem that needs a solution. And once you do that, you'd love to be able to close your eyes at night, go to sleep and know that you're still generating revenue, passive income flows, that you have this 24 seven digital machine that's just working for you. So how can we turn this hard-earned expertise that we've now acquired into this 24-7 digital machine that attracts warm, ready-to-buy leads on autopilot?

15:13So I want to call back to a term I mentioned earlier, trust soldier. You need to build an asset. You need to create some type of asset that is scalable, that can be given away for free, that people can consume easily, that adds massive value to them. So the reason why I said, if you go to freebrandaudiobook.com slash EO Fire, we're going to give you the book for free. It's digital and scalable. I can't give everyone a physical copy of the book because I'd have massive expenses in both printing and shipping. But I can give away the audio copy of the book because it's digital. And that's the best work we've ever created.

16:01And so that is our trust soldier. It is something that is automating trust while you sleep. So you need to put as much energy and focus into creating an amazing free sample as you do creating the actual product. And when you create your machine, you want to create it in a way that people will actually consume it and go make it massively valuable. Don't make it, don't try to do a thing where you go, okay, I'm going to give you a teaser, but you have to pay me for the real thing. No. So solve the real problem. Give them the goods. I promise you, if you go listen to our book, it will blow your mind.

16:43It's the best stuff that we have learned over two decades. And just because we give it away for free doesn't mean we're hiding anything. But what we've learned is people don't pay for information. They pay for application. So you can give away the information for free. And enough people will still need help applying what they've learned. That that is how you can make the money. So that's the digital machine is create, you know, an amazing trust soldier, a digital asset have really, we love to specialize in one traffic source to that one trust soldier. And then from there, offer people a chance.

17:19Like, like, you know, if you read our book, the only thing it will do is offer you a chance to request a free call with our team. And then if you do that, we can we can talk about working further. But that is the digital machine, one traffic source, one amazing. real legitimate trust soldier driving to one offer. One thing I want to end with a bang on is something that I know a lot of people struggle with because they look at individuals who are out there, people that you mentioned like Lewis Howes, Jasmine, fill in the blank. And they say, yeah, but they have so many followers. They have such a big audience.

17:54They're so well known. Rory, give us the proven path for earning more revenue with fewer followers. Okay, I love this. So this is a great question because by the way, so we're an eight figure business and we don't have more than 100 ,000 followers. So many of our clients have more followers than us, but we have bigger revenue than most of them. So this is one of our skill sets is making a lot of money from a few followers. And one of the keys to this, this comes out of the monetization strategy chapter in the book is called fractal math. Okay, so here's the concept of fractal math, and then I'll give you an example.

18:37So the concept of fractal math says that 10 % of your customers will invest at a level 10 times what they've already invested in if you give them more speed, intimacy, and access to you. So for example, let's say you sell a$30 product and you get a thousand people to buy it. So 30 people, or excuse me, a thousand people buying your$30 product is$30 ,000 in revenue. The way that most people operate and think is you go, okay, how do you double your revenue? Well, one way to double your revenue is to sell that same$30 product to another 1 ,000 customers. And that would double your revenue, but that is the most difficult and the most expensive way to do it.

19:30Why? Because the most expensive type of customer is a new customer. It is the highest CAC customer acquisition cost. It also takes the longest to build trust and trust must always take place before there's a transaction. And we have the least amount of trust with strangers. So this is where fractal math comes in. Fractal math says 10 % of your current customers will invest at a level 10 times what they've already invested. So if you had 1 ,000 people give you$30, Fractal Math says that 100 of those people, which is 10 % of 1 ,000, 100 of those people will invest 10 times more. So instead of$30 each, they'd give you$300.

20:12So now you have 100 people giving you$300. That is also$30 ,000. You doubled your revenue without adding a single new customer. And it continues on. So if 100 people gave you$300, that means 10 people, which is 10 % of 100, would give you$3 ,000. So now you doubled the revenue or you tripled your revenue. Again, another$30 ,000 because 10 people each gave you$3 ,000. So now that's another$30 ,000. And if you had 10 people who gave you$3 ,000, that means that one of those 10 would actually pay you$30 ,000. And you double it again. So you quadrupled your revenue without adding a single new customer.

21:06Part of what, you know, we help with a lot of various things for many of the world's biggest influencers and also many mission-driven messengers who are aspiring and just starting out with a dream is we help them with monetization strategy. And what most people are doing is chasing millions of followers, thinking that they have to constantly attract new customers. They have to just, they're chasing more, more, more. And that's not wrong to do, but it's the hardest way to make money. The key to making a lot of money quickly is to not chase more, is to chase better, right? You don't focus on being bigger, you focus on being better.

21:46You serve a smaller audience in a deeper way, and it's actually, ironically, much easier to sell more expensive things to smaller audiences because they already trust you. And if they're hanging around, it's because they want more from you, and it's actually an easier sale to sell a higher dollar offer to somebody who already trusts you. So fractal math is the key. It is serving a smaller audience in a deeper way by understanding that 10 % of your customers will invest at a level 10 times higher than they already have. If you're just able to give them more speed, we call it, you make your offers sexy.

22:31It's an acronym, S-E-X-I. You gotta give them more speed. You gotta help them with more execution. That's the E. The X is if you can give them exposure. And the I is more intimacy or access to you. If you make things sexy, they will pay you more and you will make more money. It will be easier and they'll have bigger wins. It's incredible. Everybody wins and it's the most simple thing and it works again and again and again. It's time to get sexy, Fire Nation. It's time to bring sexy back. Let's go. Rory, one more time, give us that call to action, brother, so Fire Nation, who loves audio, they're listening to a podcast right now, can get your audio book for free.

23:12Totally free. Freebrandaudiobook.com slash EOfire. Go there. We'd love to give it to you. John, I'm so grateful for you and the audience and the trust that you've built. And you've been so generous to me. So I hope this episode can be valuable back to your people. Roy, thank you for sharing your truth, your knowledge, your value with Fire Nation today. For that, we salute your brother and we'll catch you on the flip side. Hey, Fire Nation, a huge thank you to our sponsors and Rory for sponsoring today's episode. and Fire Nation, over the last decade, I've interviewed more than 4 ,000 of the world's most successful entrepreneurs and I've created a revolutionary 17-step roadmap to your financial freedom and fulfillment.

23:52I put it all into my first traditionally published book, The Common Path to Uncommon Success, which is personally endorsed by Seth Godin and Gary Vaynerchuk. The Common Path to Uncommon Success is the step-by-step guidance that you need to achieve the lifestyle of your dreams. Visit UncommonSuccessBook.com. I'll catch you there or on the flip side.

24:39Thank you.