The Power of Video in Being Known as the Go To Authority in Your Industry with Krista Mashore: An EOFire Classic from 2021

0:02Who's ready to rock today, Fire Nation? JLD here and welcome to Entrepreneurs on Fire, the only daily show interviewing the world's top entrepreneurs seven days a week. Today, we're pulling a classic episode from the archives, and we'll be breaking down the power of video and being known as the go-to authority in your industry. To drop these vibe bombs, I brought Krista Mayshore into EO Fire Studios. Krista has been in the top 1 % of coaches and realtors nationwide. She is the author of four best-selling books focusing on her digital marketing strategies and has been named Yahoo Finance's number one digital marketer watch in 2021.

0:37In today's Fire Nation, we'll talk about how to stop the limiting beliefs, my set over skill set. And as a marketer, invest in doing video and get it out to your community. And this is how. And oh, so much more. And a big thank you for sponsoring today's episode goes to Krista and our sponsors. Is now the time to grow a successful business? Attend the world's highest rated business growth workshop taught personally by Clay Clark and now featuring football star Tim Tebow and President Trump's son, Eric Trump at thrivetimeshow.com slash eofire. Again, request life-changing tickets today at thrivetimeshow.com slash EO fire.

1:15Krista, say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with. What's up, Fire Nation? So excited to be here. Okay. I think that most people think that failing is bad. Failing is bad. I think failing is great because if you're failing, it means you're moving forward. You're learning, and you're not even failing, really. You're just learning from the things that didn't work so you could discover what does. Fire Nation, if you can't tell, Krista is one of the few people that right off the bat matches my energy. Now, I will be honest, most people build over time as I keep infusing my energy across the mic waves.

1:53By that, I mean the microphone waves. But Krista just starts there, day one. We were just hanging out in Orlando a month or two ago, having a blast, so we've met in person. She's the real deal. and she's going to tell us how she went from zero, and I mean zero, to$20 million in less than four years. So Fire Nation, get strapped in. Krista, tell us that story. Oh, thanks, John. Okay. So no one knew me. I was in real estate and I was in the top 1 % of realtors nationwide. And a little bit about the story. My daughter got really sick. And so I ended up leaving my full-time safe teaching job to take care of her.

2:32And very shortly thereafter, I found out that my husband of the time was having an affair. And so I came home one day to drained bank accounts and I had just left my job and we had just bought a brand new house. And it was bad. I know my husband ended up moving out and within two weeks, the new girlfriend was driving my car and picking up my kids for Thanksgiving. And so I realized, oh, I've got to kick it into high gear here. So I sold real estate for 20 years now and top 1%. And I left about four years ago to start coaching. And at the time, everyone thought I was crazy because no one knew me in in on the online marketing world.

3:13People only knew me locally. And my parents were like, normal people don't leave their job that they're making really, really great money at to change careers. And I did. And I went into coaching real estate agents. Now we coach local professionals as well. We teach them how to utilize digital marketing and social media and video to dominate their profession. And yeah, we just had our first$2 million a month in September. Wow. And that's actually one thing we're going to be talking about because Krista Fire Nation knows how to get started. You just heard her story in a very brief sense, of course, about essentially having her entire life dry erase boarded, meaning just like wipe out, start over.

3:54What are we going to do? Because we both know, Krista, because we've been there, getting that initial momentum is so hard. What's the one tool, if you could just share one, that you recommend to anybody who is starting out today? Is video. So it's two things. It's video and it's really just having a positive mindset because mindset outperforms skill set, quite frankly. And I've really have learned to become a master of my mindset. But if you can utilize video in your marketing and properly distribute it, take that video, make sure it's actually being seen, develop a relationship with your audience, serve, not just sell.

4:31Right. Then you're going to they'll develop a relationship with you and you'll start to break their barriers down. They position you as the expert. And it's actually called a parasocial relationship. What that means is that when people see you on the other side of a screen, a video, a TV, they start to kind of think that they know you, right? That's why we laugh for our, you know, when we watch movies, we laugh for the character. We cry for the character because we've developed a one-sided relationship. When you generate video content, your community that you're going after, whether it's online or local, they are getting to know you and they're developing a relationship with you.

5:04And that helps you sell more, right? Because when you have a relationship with somebody and you have a connection with them, conversions are a lot easier. So yes, video and mindset. Video, mindset. And there's a quote that I think that you would actually really resonate with, Krista. So strap in for this one. Kevin Kelly wrote an article. I think it was for his 67th birthday. He wrote, 67 things I've learned over 67 years. It was something close to that. But one of those bullet points of all of them really stood out to me, which is enthusiasm is worth 25 IQ points. Because listen to this, Fire Nation.

5:43You can put on a video, and if you are boring Jane or boring Joe, nobody's going to want to listen. Nobody's going to want to sit there. I mean, there's so many opportunities for us to be entertained in this world. You must be entertaining. You must be enthusiastic, if nothing else. And as Kevin Kelly says in all his wise years, enthusiasm is worth 25 IQ points. Now generating leads, Krista, is one thing, but generating leads that actually convert is another thing altogether. Break it down for us. How can we generate leads that actually convert? Okay. So this is what I talked about at Funnel Hacking Live when I spoke next to you on stage.

6:25That was, and you did so good, by the way. I was just so impressed. I was I was like, and they love me. So such a great guy. So you convert when you make a connection. Okay. So my strategy is Russell's like, what do you do before the funnel, before you try to generate leads? Most people are creating content and they're like, download my thing or, you know, join this seminar or watch this webinar. But they haven't done any of the pre-work. It's kind of like when you're, um, when you see somebody at a party, right. And let's pretend that you're single and you're like, oh my God, that person is so hot.

6:58Right. You don't just go up to them and say, let's go jump in the sack, right? Like, I mean, you might do that, but you probably wouldn't be a very good idea and they might slap you. So what do you do? You ask for their phone number, you start stalking them online, then you send a text message and then you maybe talk on the phone, you meet for lunch, you get to know each other. As a marketer, and this is what I did when I launched my coaching business, I spent the first three months, four months, not ever asking anybody for anything. I just spent a budget, a marketing budget on getting my videos out there to my community.

7:27So I developed a relationship with them first. When you take the time to date your community, to flirt with your community, again, whether it's local or online, and you get them to get to know you, conversions are much, much easier. It's kind of like, too, when if you were to see John, okay, you've been watching, listening to John for years. I mean, I felt like I knew John when I saw him at Funnel Hiking Live because I listened to his podcast because it's like I knew I know him. Right. So I'm like giving him a hug, giving him a hug, all these things, even though I didn't really know him. And he definitely did not know me.

7:59The conversions are much easier when people feel like they know you because who do we want to work with? People that we know. Right. So their video content will help you have much higher quality leads. and the leads, once you get them, will stay with you longer because they feel like they have an actual relationship with you. Well, I can tell you what, Fire Nation, to know Krista is to love Krista because even though I didn't know her prior, as soon as she gave me a hug and she just gave me that smile and she said, you know, I am fabulous. I said, you are fabulous. And she just really exudes that.

8:30And it's just true. It was one of those things where when you are that person that lights up a room that just brings happiness and enthusiasm to any kind of interaction, you're just going to have such better opportunities, such better connections, such better network. And then all the things that Christy just shared about just opening yourself up and letting people get to know you, man, that is so important. And that's why so many people love stuff like Instagram stories, because it's like, you know, you're taking people into your lives. Like actually just before I got on with Christa, I had a few minutes and I was just like on Instagram stories, like showing people my dog Gus and then walking around my studio being like, this is what it looks like when I'm not really too concerned about keeping things clean and this is over here, blah, blah, blah, and just kind of being open and honest.

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11:50Krista, we're back and you created a video that helped you stand out, not just from your competitors, but from everybody in your industry. Talk to us about that video. First, I want to say something from what you said last time. You said enthusiasm, right? We want to be enthusiastic. And I know that some people are thinking, well, I'm not, you know, I'm an introvert and I can't do video. I'm introverted. No, no, no. Enthusiasm sells, confident sells. When you are enthusiastic about your product and service, enthusiastic about what you do, that, that people feel that, right? And you will make more money.

12:26I cannot tell you how many times I've heard over the years, Krista, we love your enthusiasm. That's why we're hiring you. So be enthusiastic. It's okay if you're introverted, but just be enthusiastic. Okay. So the video that I created, first of all, before I go to meet with somebody, and you could do this with any type of profession, right? Before you go to meet with somebody, if you can create something, some kind of value that positions you different than your competitors, you'll have a more likeliness of winning. And I call this winning before you arrive. How can you win before you even arrive?

12:58How can you win before you even go face to face with somebody? So I created a video that I send to sellers on before a listing presentation. And it talks all about, you know, all of the things that makes me very, very different and very unique for my competitors. For example, most agents do things like open houses and door knocking and cold calling. And so I talk in the video about how open houses don't work and how you know, broker store doesn't work and the reasons why marketing online does. So I discredit in a very professional kind way, the normal traditional practices. And the video is 17 minutes long.

13:32Believe it or not, people watch the video, like 97 % of people watch the video. We can track it because they're, they're doing something very important. So if you are any type of business and it's, it's, it's something that, you know, people it's a big deal, right? Selling a home, financial advisor, CPA, insurance agent, mortgage officer, any of those type of things, real estate agent, if you can create something that really positions you as different, and that's what this video does. It's 17 minutes long talking about all the marketing that we do, how we expose their home to the masses, how we get hundreds of thousands of views, how we get thousands and thousands of engagements.

14:07And we then show why that's important to the seller and how that affects and impacts them in a positive way. We have literally won before we arrive. We get there and they don't ask us about commission. They don't, they don't, they're just like, where do we sign? So that's, that's one of the videos that we've done. Winning before you arrive. I mean, Fire Nation, what are you doing to win before you arrive? And again, that's either virtually or physically in person. I mean, we live in a new world now. So think about the ways that you can win before you even arrive. Now you believe in this phrase, and you've actually mentioned it once on this interview already, serving, not selling.

14:45I really want to dive deeper into that because I feel like it's a very powerful phrase. What do you mean by that? People feel like they're always being sold, right? But when you can come at a place of service, like helping people, adding value, like you do on this podcast, John, you give so much valuable information. You're totally helping people. You're not asking for anything. You're just interviewing people and giving the world just the most amazing content. And now you have these wonderful, loyal followers who then later on end up buying your services and buying your products. When you can add value to people and help people and solve their problems, bring, you know, move them away from pain, drive them closer to pleasure.

15:24People start to, they appreciate it. Right. And so serve, not sell. The more you serve, the more you will sell. So, so many people come at their business from a place of like taking and downloading and doing this. If you come from a place of service and give people as much value even as much help as possible, you'll convert more. And you'll attract, right? It's all, marketing is attraction. If you read Dean Graziasi's book, Millionaire Success Habits, he talks all about marketing being attraction. When you utilize your content and you help people, you start to attract business. So you're not constantly chasing it.

15:57And the conversions just are so much easier and they stick around so much longer. So Chris, it was great being able to share the stage with you at Funnel Hacking Live, with Tony Robbins, with Russell Brunson. I mean, it was just such a fantastic experience. It was such a fantastic event. Everybody there that was on stage speaking in front of 3 ,000 people, they have become the go-to authority in their industry. You've become the go-to authority in your industry, me for mine, Tony for his. You believe it should be our main goal in life, what we've achieved. Why should this be our listeners, Fire Nation's main goal?

16:37Because there's so much competition out there, right? I mean, you know, when you're the go-to main authority, ask yourself this question. When somebody thinks about what you do, do they think about you? And if the answer is no, right, then you're in trouble. Also ask yourself this question. Do people think about you before they're ready to make a decision or are they only thinking or being made aware of you the instant that they're ready to do something, right? For example, most people, I don't remember where I read this, but people take 179 days of research online before they make a big decision.

17:13So you want to be showing up in that 179 days as the go-to, as the authority. If they're only thinking of you the day that they're ready, you're too late. As an entrepreneur, as a professional, as a business owner, they need to be thinking about you way before they're ready to pull the trigger. And that's how you stand out amongst the crowd, right? That's how you make the competition obsolete. It's kind of like, you know, when you do things differently, it's like Blockbuster, right? Blockbuster, I don't know, you're younger than me, John, but Blockbuster. I used to love going to Blockbuster, taking my kids there on Friday nights, picking out a movie, letting them get candy.

17:47It was amazing. Well, all of a sudden, this supernatural beast came along called Netflix. And Netflix found a way to make it easier, to make it more convenient, and to make it make them completely stand out and like take over their competition. You want to be the Netflix of your business. You want to figure out how can I, you know, show up in front of my audience, be the person that they think of, right? How can I make things easier for them, more convenient for them? How can I make it so I'm unforgettable so that they are going to want to, so, you know, hire me, you know, you are the go-to, right, John, in your, in your field.

18:24Think about how can you do that, when you utilize video content, you're making it to where your competition is kind of obsolete because most people are not utilizing video content. And if they are, they're not properly distributing it. So nobody's seeing it anyways. Fire Nation, there's so many takeaways from that. And by the way, you don't need to be like, well, how am I going to become the go-to authority and the motivational speaker niche? I'm not going to be Tony Robbins. No, you're not going to be Tony Robbins. But guess what? That's why you niche. You niche again. you knit your face off until you identify the one area that right now you can become the go-to authority in that industry, in that niche.

19:00Back in the day, I couldn't become the number one authority in podcasting or business podcasts or interviewing podcasts, but I became the number one authority almost day one, not even almost day one, day one in daily podcasts that were interviewing entrepreneurs because I was the only person doing that. So of course I became the authority in that and think about how you can do just that. And Krista, I said this before the break, I'll say it again. You dropped so many value bombs in today's episode. So thank you for that. Take the microphone, share with us the one takeaway that you really want to make sure Fire Nation gets from our entire conversation today.

19:36One thing I don't think I touched on enough is the mindset piece of it, right? Like I think people look at some people like John and I, and they think, oh man, they're, you know, they're, they're special and they can do good because, Because, you know, John does well because he lives in, you know, Costa Rica or Puerto Rico. Krista does good because she's got, you know, her pretty fake blonde hair. And I got to tell you, like, I haven't lived at home since I was 13. I was in a group home and a foster home in juvenile hall. And I just, I worked on my mindset and really, really, you know, getting rid of my limiting beliefs.

20:08And so stop with the limiting beliefs. Like, what things are you saying to yourself that are holding you back? How are you, you know, comparing yourself or saying why you can or can't do something? Mindset over skill set. Work on that mindset because if you don't have your mind right and you're not, and how you do this is by, you know, one of the videos that I shared at Funnel Hacking Live was my stop, snap, and switch trick. And that is where you take a bracelet and you put it on you. And anytime a negative thought comes up, it might be something like, I don't have enough time or I don't have enough money or I'm not, you know, I'm too thin, I'm too heavy, that you recognize that negative thought, you snap the bracelet and then you move the bracelet it to the other hand, and then you restate that negative thought into a positive one, right?

20:46You say, oh, I love my body, or, oh, my age is going to make me wiser, or, you know, I love my nice type, but whatever it might be, but you just change that thought. And so you really get in control of what you're thinking, what you're saying to yourself, because thoughts become things. And what you think about becomes, turns into your actions and your habits and your rituals and your routines, and that turns into your life. So really, really work on reading the books. And, you know, People will ask me about how do you build a funnel or how do you do a$10 million funnel or whatever it might be?

21:16And I'll say, well, we're going to start first with getting your head right. And so get your head right. If you get your head right, everything else will kind of fall into place. Krista, how can Fire Nation connect with you, share any call to action you may have for our listeners here today, and then we'll say goodbye? I just had such a great time, John. Thank you so much for having me. I mean that too. I really, really think you're amazing. So Fire Nation, you can find more about me by getting a copy of my book, my new book that I just released. It's a bestseller already on marketing, The Ultimate Digital Marketing Playbook for Dominating Your Local Area by Krista Mayshore.

21:53And you just go to KristaMayshore.com forward slash fire. It's KristaMayshore.com forward slash fire. And thank you so much, John. Krista, you're the best. And Fire Nation, I hope you do take advantage of KristaMayshore.com slash fire. Obviously, she can only drop so many value bombs in one podcast episode. All the other value bombs you haven't heard from her are in this book. So take action. Get over there. Make that book part of your daily routine over the next however many days and weeks it takes you to consume all that content because you are the average. Of the five people you spend the most time with, you've been hanging out with KM and JLD today.

22:30So keep up the heat. And if you head over to eofire.com, type Krista, that's Krista with a K, in the search bar. The show notes page will pop up with everything that we've been talking about. But once more, the direct call to action, KristaMayshore.com slash fire. Make it happen. Pick up that book. Krista, thank you for sharing your truth with Fire Nation today. For that, we salute you and we'll catch you on the flip side. Thank you. Bye, Fire Nation. Hey, Fire Nation. Today's value bomb content was brought to you by Krista and Fire Nation over the last decade. I've interviewed more than 3 ,000 of the world's most successful entrepreneurs and created a revolutionary 17-step roadmap to your financial freedom and fulfillment.

23:13I put it all into my first traditionally published book, The Common Path to Uncommon Success, 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 to order your copy and I'll catch you there or on the flip side.

24:02Thank you.