Robust ThemeDec 09, 2019 2020-04-08 7:40
Pre-Launch Marketing Strategy | Ryan Peck and Simon Severino | STRATEGY SPRINTS 176
In this episode, Simon welcomes Ryan Peck is a world-renowned sales expert and #1 international bestselling author of Getting Organic Sales results and Getting Organic Sales Care.. He is the author of the new book Insight Parenting: Empowering Parents from Within. Listen to how Ryan Peck shares steps we can take to grow our business by capturing audiences.
3 Valuable Insights
- Keep communicating with your audience through social media to build credibility
- Be grateful for what you have
- Validating your ideas before starting the business
(00:13) Simon: Welcome back everybody to the strategy sprints podcast. I'm your host. And my guest today is organic sales King, partner of two fortune 100 companies, and founder of get organic sales and care Ultima. Up next, his coaching program, helping coaches and consultants leverage other people's audience. How neat is that? Welcome everybody. Ryan Peck.
(00:43) Ryan: Hey, so excited to be here.
(00:47) Simon: Yeah, I love it. We will talk how to validate your next idea before actually creating it. But of course also about your coaching program and how people can leverage the audiences of other people, which is amazing and really relevant. Right. So what, what are you currently creating?
(01:09) Ryan: Yeah. So thanks for the introduction and thank you so much for having me on here. Um, I love doing podcasts. It's, it's a pleasure. Um, but yeah, so currently now I'm working on my organic sales system. It's, I'm so excited about it. My, my coaching program, I put together not too long ago, actually. Um, it was a lot of kind of years in the making, so I do it should I should, I shouldn't do it. The timing was right. And so I put together my organic sales system, which basically what you just said, it basically, I help other coaches, consultants, service providers, um, build expert authority immediately, uh, by leveraging other people's audiences. And that can be through, um, getting on a TV show or getting on a radio show or even a podcast, you know, uh, basically, um, you know, you just, when you get on TV show, when you get on a radio show, you're in there and you're automatically the expert within minutes, within seconds, you're the expert, you know, and in the room about a certain subject, um, and you can leverage the audience to help you grow your business and build expert authority and build credibility and get more people to follow you and generate organic sales.
(02:19) Ryan: And so I have a whole coaching program on this, the organic sell system. I'm so excited about it because it's been great so far and I'm passionate about it too. Um, so that's besides enjoying the Christmas holidays right now. I know to this whole COVID stuff, but it's Christmas season for two days before Christmas. I love the seasons favorite time of the year. Um, so that's what I'm working on right now. And I love it.
(02:41) Simon: I love it. Let's let's get directly into it because I was on television. I was on Ted and et cetera. It did just bring like nice PR but zero business. And then there are other things which are boring and, and just are systems that, that really grow businesses. So what, what should people, uh, create around that expertise to really turn that into, into clients?
(03:13) Ryan: Yeah, no great, great question. Um, one is, is capturing the audience, you know, and then continue to, to continue to build that audience. Even after the show. Uh, I came across, I came across this a while back by mistake, actually. Um, I was doing some outreach campaigns. I got an, a huge nasty syndicated radio show. Uh, Dr. Dan Hamilton, she has up to 4 million listeners per episode, and I was on tons of podcasts on a worldwide. And in the beginning, I just really didn't know what I was doing. I was having a ton of people come to my site, uh, come to people, starting to follow me, but I didn't really know how to continue that excitement to continue it on after, you know, the radio show or the TV show or whatever. I don't know how to do that. And so it wasn't until after that, I realized, well, the audience is interested in what, in your message.
They, they literally just spent 20, 30, 40, 50 minutes listening to you to your message, you know, to do, to, to go on Facebook and to pay, to add until we get thousands of people that sit there and listen to your video for 30 minutes to an hour, that's going to cost you thousands of thousands of thousands of thousands of dollars, but you're, they're literally doing it and different, you know, whether it's a Ted show or if you're invited to speak at a symposium, or if you're just a guest on a podcast or radio show or TV or whatever, whatever the audience case is it continuing to leverage it? After the show I have found is key because I wasn't doing that. People were coming to my site, they loved it. And then I was just kind of just abandoning them after that. So I continued to nurture them, feed them, you know, the what I talked about on the show to kind of to feed them, you know, the value. And then they translated into lots of sales. And I think that was the key that I was missing in the beginning that now I'm teaching people how to do now is you have to continue to leverage that even after the show as well.
(05:04) Simon: Love it. And how did you, how did you manage to keep nurturing them? Because you, you don't get the leads from, from a TV show. What did you, what did you design in terms of flow in experience?
(05:19) Ryan: Yeah, so there, there's different, there's different ways of doing it a one way is a one way everyone has their different kind of specialties. I mean, if someone's big on social media, then obviously, you know, you want to promote your social media and communicate through social media. If someone's big on emailing and capturing their email, then you got to continue to feed them, you know, after the email. So it depends on what route you're going. Um, what I found, what works for me now, like I said, every coach is different. Every consultant is different. Every business is different, depending on what your strength is, and you know, where you have, you know, where you feel most comfortable communicating with our audience. But for me, uh, I found, I found the best way is to basically give them value upfront after the show to bring them into you.
So usually after every show, I have a special page created, um, just for a specific audience. And I say, Hey, you know, if you want, like for, like, if you want a free master class, I have a free master class that I dive. I dive in an hour really deep into this subject and hour and a half hour after the subject for free masterclass for your audience go to this site. And it's reserved specifically for the audience. So, uh, for example, like after this, you know, when they say, Oh, where can you find more about me? I'll say, go to get organic sales, a.com forward slash strategy sprints. So I have a special, URL dedicated just for this audience, that's it. And you can create, it takes seconds to create a new URL. So if you're doing a TEDx show, you know, same thing, drive them to a page, um, specifically for that particular audience.
And they'll go in and flow to that particular page, and it could be different. You know, some people I found giving away something free, immediately draw them in. You create that sort of exchange immediately. And then you can just continue to talk to them, nurture them. I mean, it's, it's a win-win for everyone. You went on a show, a TV show, a podcast or radio show. You did deliver incredible value. It was exciting. And we all work together. You know, it's a synergistic, um, you know, so that I found that was key for most people. And you really have to give something away to draw them in immediately wrapped for the show and continue that relationship, because there's, they're not doing that.
(07:37) Simon: I love this tactic and you are one of the guests that really gets it because some guests, they say, you know, for example, here, everybody has the chance to do that. But just 3% of the guests do it, put in the work to create a landing page, to do this for what's lash, according to, to your host, because they think, well, it's not scalable first EDS, because you can change that landing page just a little bit for the next one. And it is, it's not so much work. If you, if you do it efficiently, second growth starts with things that are not scalable at the beginning. And then of course you make them scalable, but at the beginning you put in the value and this tactic really works. Uh, when I'm on big podcasts, for example, I am, I am a John Lee Dumas entrepreneurship on fire a couple of times a year, because I love it. But especially because every time I create a slash fire, you know, here, the people, people run through this door, you cannot imagine it just blows up. Yeah. And it's perfect. And it has created like so much more business than the Ted or TV, because exactly this tactic that you just gave away to everybody. So this is super, super helpful, people go back, listen again, and do it.
(08:59) Ryan: Immediately. It's easy to do. It's not that hard. You can just change the URL, which takes a second. You know, you can change the verbiage inside. It takes a second. And it's, I mean, but it's so much value in the appearance. You draw them in and it's a win-win, but no one does it, but it works. It works so good. And I think that's the key is the really leveraging, you know, a radio show or TV show or a podcast leveraging the opportunity and to continue that momentum, even after the show. I think that's the key right there.
(09:27) Simon: Absolutely. So the next question, and I'm super excited who you will pick for this strategy award. In a second, You can pick only one person who do you pick?
(09:49) Ryan: I would, I would pick, um, a guy named a nano few people have heard of them. They, they have, or haven't, uh, his name is Tanner Chidester. Um, he's a fellow, I guess, business coach out there. And he, I I've been super impressed with him. And I've had, I've been in a lot of coaching programs. I've whether I'm paid high ticket coaching programs, or just bought some, you know, low ticket material or whatever, I've digested and spent lots of money, like other people as well, a lot of different coaches and programs. And I've been blown away and impressed by, um, Tanner Chester and the system that he's put together, which has just been amazing. That guy he's just blowing it up right now. Well, one financially, you know, I think he's on pace this year, I believe to do like 25 million or something. And he's just absolutely blowing it up with that.
But the system he put together, it's so systematic and it's just blow my mind apart. He doesn't miss a beat from really bringing in the clients up the value ladder. He has a solid, solid system. You know, you, you, you talk about, you know, like leaks, you know, in your, in your system, he's plugged them all. I've just been so amazed about how fluid his system is and the little things he does to make sure he maximizes and gets the most, every step of the way has just blown my mind. Um, so hats off and he's fairly new. I believe he's only been in the coaching business for two or three years, but he's just, you know, he's brilliant guy, smart guy, and knows what he's doing. Uh, I've just been impressed with him. So that would be the person.
(11:24) Simon: Beautiful. I'm also curious about the three books that most influenced you
(11:31) Ryan: Books. Absolutely. Um, that's a great question, but I'd have to go and you, you may have heard these, some of these might be common answers, but, you know, it's what really influenced me. And one of them is um obviously Russell Brunson's expert secrets. You know, he has a few there. I really enjoy the expert secrets book. Um, that was just for me a couple of years, it was just game changing. It was just, it was an eye-opener, you know, for any, for any one here, who's interested in creating some sort of online business and presence. This is like a staple, what you need to have when it comes to, you know, creating a solid system and expertise and generating an online business, wherever you're, even if it's not online, you can still apply these concepts to brick and mortar as well. But Russell Brunson's expert secrets that guy's a master brilliant.
When it comes to online marketing and establishing a culture and just, he goes into so much stuff and he gives simple analogy. He teaches simple, but expert secrets, I believe would be one of the top three for me, not in any particular order, but expert secrets. Second one would be, is a fairly new book. Um, Dan Henry's a millionaire secrets. Um, Dan Henry, if you guys haven't heard of him, he's awesome as well. He's been a, you know, he started off as a Facebook ads coach about four years ago, actually joined his first program years ago. And now he's just evolved into, you know, number one bestselling author. And like I said, his book is millionaire secrets and he has high ticket programs now in coaching. And the book is so good. It's, it's short, which I like. Um, Dan Henry's, it's a short book.
It's simple, simple reading chapters are short, so it was very easy to digest and he just teaches anyone who's interested in taking their expertise and creating a business, add their expertise, but he breaks down the steps and he simplifies the process. And so it's easy to digest, easy to follow. Um, and the third one, which isn't so much of a known book, at least I haven't really found people that have read it, but I love it. And it's called the fearless mind by Craig Manning. And this is more of a mindset book. And, um, so he, uh, he lives, I believe up in Utah, Dr. Craig Manning actually is a doctor and he, and I guess a lot of colleges pay him to help them with their mindset. You know, for athletes, he, the U S Olympic team has hired him in the past to travel with the Olympic team to help them, you know, during the Olympics, they helped them get in the right stage of mind.
And there's just so much value in that book. And it's a very simple book. It's short, simple, easy to read, but there's so much value in that when it comes to mindset, um, it's just great, you know, and he just makes you realize that a lot of our fears obstacles, what's holding us back. All of it is in our mind, but the way he lays it out and the examples and analogies he gives, it's just so good. And it's just after reading it, there's no way that someone can read the whole thing and not just feel good and empowered after reading them, whatever they, whatever you do, you can do anything. But after reading that book, there's no way you're going to read it and not feel better about yourself and not be more confident and not be more excited about doing things after reading the book. So I that's my third one.
(14:41) Simon : I love how fired up you are. When you talk about these three books, they read each something. And what are some like practices or routines that you extracted out of there that you are still doing?
(14:55) Ryan: Yeah. So with a fearless mind, I read that one for my first time. I don't know, maybe six years ago, I would say. And then now, still till this day, um, every morning, and this is a common routine, you know, that people I've heard people, other people do, but it wasn't until I read that book, I started doing it every morning. When I get up, I see three things that I'm grateful for. Um, and I mean, you don't people do that, even not reading this book. People have done that as well, but it was from this book that really inspired me to try and do things daily, to keep my mind fresh and grateful and on the right path. So every morning I get up, I repeat out loud, I can verbally hear it. Three things that I'm grateful for. It could be anything. And I tried to make it not repetitive.
You know, every day I can say, I'm grateful for my wife and my three kids, my wife and my three kids. And that's four things, but I try and change it up every day, if I can, because it really expands your mind to really not just go through the re, not go through their routine. When you go through the routine of saying it, not really thinking there's not much emotion into it, but when you try and make it different every day, you actually take the time and think and put emotion to it. And just even, it's just like a minute, you know, but really get your mind in the right state of mind to really start the day fresh and just feel better about whatever chaos is going on in our life. But it's just that minute, you just feel good. It gets you on the right path daily.
(16:18) Simon: I love it. And, uh, I do it in the evening, the three things I'm grateful for, and it's the, exactly the same. It was always Fransisco, Alessandra [inaudible]. And then I started doing variations, but for weeks it was because of course, that's the first three things that pop up. And now I'm like, um, the wind, the sun, the earth, uh, wifi. Uh, yeah, no, exactly.
(16:48) Ryan: No, no, you're, you're right. You just start thinking and you start feeling it. And then I even got my six year old to do it with me sometimes. And just the other day I asked him and he was like electricity. And it's was like, yeah, like, you know, there's little things that we don't think about, you know, that when you start thinking, you're like, all these things can Wi-Fi and you know, you just start extending it
(17:09) Simon: Electricity. I'm so grateful, you know, in our, actually an hour on our dinner table, over our dinner table, there is a big, um, there's a big, uh, painting and it's called the history of electricity. And, uh, it's about how electricity came up. And I am grateful every day for electricity. And it is part of our, what catapulted our civilization for one. Yeah. And so, yeah, he's absolutely right. And I'm inspired because I don't do this with my kids, but I could start integrating them with, we only do in the evening, highlight what was bad and what made, what made you sad? What made you angry? Yeah, but I could incorporate that. I love it. Yeah. Yeah. So now you have a CEO tip for us that we should validate first and then put money into it. Yes.
(18:06) Ryan: That's I think just on a personal level and experience with me and students and stuff, I think that's one of the biggest mistakes that we as business owners make is sometimes we just get so excited about a new idea, a new company, and like, Oh, who product or whatever. I mean, I'm not going to go and invest all my time over the next month and just dive into it. This is going to be game changer. It's going to be awesome. I'm going to dive into it and spend all my time and money on it. Then you go to launch it. And it's just crazy. No, one's interested. No one wants it. And it's like, that's happened to me. It has, it's happened to so many people out there as well. It's a learning experience. And so yes, validating the idea before you create it. It's free.
It's easy within seconds. That's the best way. That's the best advice I can give is before you start your next idea, whether it's like a full-on company or just a product or whatever, validate it first before you actually invest your time and money into it, it's literally as simple as asking your audience. You know, if you have, if you're on Facebook or if you have an email list or an Instagram, literally, if you, if your next idea is about a certain thing, then literally go on there and just say, Hey, Hey guys, I'm so excited. I'm putting together this, whatever it is, whatever the idea is, weight loss program for this and this, you know, who here would be interested in learning more about it. And just if response has started, it's as simple as that, it really is. You don't have to pay for ads, or you just got to just, just go to your warm audience around you and just ask them.
And if you get responses saying, yes, then the next step you can do is you create a free resource. Hey, I'm going to do a free training on it. There's a lot of responses that said, yes, they're interested. I'm gonna do a free training. And four days from now, you know, please kind of watch the fruit, you know, who here wants to access to the free training. And if people say, yes, they're interested, they go to the free training. Then there's definitely an audience for buying the product. And that's mistake that I've made before. And others that have, while it could be a costly mistake financially and even timely, you know, with their time, but just validating the product, the idea first, before investing as something you can do today. So in here, listening has an idea they've been wanting you to do go on Facebook right now, or Instagram or your email list, wherever you are, wherever your audience is and just ask them, Hey guys, I'm so excited to have this idea of putting together, who here would be interested in learning more about XYZ and just see people respond. And if they do, then you, then your idea is validated, you know, and taking it a little bit.
(20:40) Simon: I love it. Now, my first launch flopped so miserably. I did a class at MIT on product innovation. I thought, Hmm, I can do this better. So I'm going to build it. I'm going to sell it. And it, if I know how to do it much better. So I built it for three months and then I launched it. Ta-da is ready, who wants it? And I, and it flopped of course. And what I learned is first only because you think it's better, doesn't mean it's better. It's better when the market says it's better. So you, so what I do now, I would create only the first three modules, I would involve like just super fans, uh, the top 10% clients for free in the first three modules, do it completely customized for them from A to Z and then standardize it. And while I standardize, I would, pre-launch make some bass around it, do some challenges to collect people who get excitement. And then I would let them in at full price when it's validated, when there is a community that has tested it, when I know it's working. And so, yeah, this is how you learn as an entrepreneur, right? It is.
(22:13) Ryan: And it makes the biggest difference, right? Like going through the validation process, you know, when you leave, when you launch, you have buzz already, you have testimonials already and you're not wasting your time. That's the thing. That's just not going to work.
(22:26) Simon: And right now I'm launching so much more lean. I just pick 10 people, the boat who would really profit from it. And I say, Hey, come in. It's hard price. Then they come in, uh, and, and we develop it. And then more people come in and more people come in and more people in, and the better the value is, the higher I raise the price month by month, year by year, depending on how, how, how quickly I can really improve. And, uh, and I measure everything with the NPS, with the net promoter score. Otherwise I don't really know if it's really good.
(23:01) Ryan: Yeah. Yeah, yeah.
(23:05) Simon: And I remember Tim Ferriss inspired me so much because he, he wrote his, his book global best-seller the four hour work week, four hour workweek. And he just tested for 100 bucks, a Google ad to test some titles for the book. And this was the one that got more clicks. So he went with that, which is much smarter than most publishers do. They don't get the data.
(23:38) Ryan: That's interesting.
(23:40) Simon: Absolutely. So, yeah. Um, tell us about your coaching program, uh, who should apply and when can people apply?
(23:53) Ryan: Yeah, no, I mean, it's for anyone, but it typically, you know, it's for, uh, existing coaches, consultants and service providers. I've had all, I thought all three, go through the program on those, you know, coaches, consultants, service providers, um, all three go through it. I, I found that those are typically the best, uh, students I can help the most. Um, and it's just a matter of, it's a good fit. Um, it's, it's, it's not rocket science. What I teach it really is. I just explain it to you, you know, how you know, it's not rocket science, it's a strategy that people are currently using. It's not hard to do. It's you just got to follow the process and follow the systems. And it really it's, it's, it's amazing. And what ha what can happen to anyone, any coach, any consultant, any service provider. It's amazing what can happen to their business when they start getting on, you know, a radio show or a podcast.
And, you know, they start leveraging the audience and creating relationships with these people and start, you know, they're, they're building credibility and they're getting exposure out to a hundred of thousands of people. This same exact system, you know, has gotten me exposure to, um, you know, almost 40 million people, you know, close to that you noticed over the last couple of years, and it didn't cost me a diamond advertising, none, not a diamond advertising, you know, I've then paid advertising. I still do it sometimes if it makes sense, but specifically for this strategy, you know, it can do wonders for coaches, consultants, service providers. And, um, like I said, you know, it's just go to my website and just book a call. And it's as simple as that, you know, it's, it's not, it's not hard to do if it's a good fit for both of us, then it's a good thing for both of us that we'll move forward.
(25:27) Simon: You have also created a gift for us, where can people get it? Yeah.
(25:34) Ryan: Um, get organic sales as a website. So get organic sales.com. So get organic sales.com forward slash strategy sprints. And that's dedicated to the audience of this show, go to go to there, give me your information. And then, um, you'll have access to a masterclass. The masterclass is a presentation I did when I dive deep into this subject. It's about an hour and 15 minutes long, but it's a masterclass that people went to and, you know, it's great. It's fantastic. It's has gotten rave reviews, but have it free for you guys. Again, you can get access to this master class, get organic sales.com forward slash strategy, sprints and masterclass is yours.
(26:14) Simon: Beautiful. And, uh, what did you recently change your mind about?
(26:21) Ryan: Uh, I recently changed my mind about, um, you know, a lot of things, but, um, it wasn't until, and there's just, there's so much to do. The reason I didn’t mind, I wouldn't say recently, I would say maybe over the last couple of years, I would say cheated on mine about warm email marketing before I was like an, I still am an expert, you know, in cold DEMA marketing. You know, I partnered with Amazon, you know, through cold email and a partner with another fortune 100 company. I've talked with dozens of fortune 500 executives through cold email. So I'm, I'm so good at emailing when it comes to like cold prospecting. But ironically, before I got into all this, you know, I wasn't, I had an audience built, you know, an email list, but I emailed them zero times. None. I had an audience coming in and I had, and that, wasn't what I was telling you earlier.
I didn't really learn how to continue the conversation after the shows. So it's taken me a while and that's something that I, that's something huge that I changed my mind about with time. Um, but it's so big, you know, so if anyone here listening, if you have an audience, it doesn't even have to be, um, email, but it can be, you know, if you have an audience that you communicate with, you know, it's social media or Instagram or Facebook, but communicate with them. It's just simple as that. And even if it's something personal or just try and do it, you know, communicate with them makes a big difference. And that's something I changed my mind about because I wasn't doing that before. Um, and there's really no reason why not to it really isn't. So I communicate with my audience a lot through email. So I changed my mind about that, where before I was like, ah, I'm too busy to do that, but in a reality, that's your business, you know, that's your audience, you know, they're the ones who love you and want to learn from you and purchase from you and keep you going. And so you've got to put the time into what matters, which is those with your audience who wants to hear from you. And so that's, I'd recommend that’s why I changed my mind about over the last couple of years.
(28:17) Simon: Absolutely. I cannot support that enough email, email list. You know, if for 15 days I don't send anything because I just forget then call me and say Simon, everything. Okay. I didn't hear from you and who should be my next guest, your next guest. Um,
(28:42) Ryan: Say the exact person I nominated earlier, which would be tattered shifts there, you know, he's, he's amazing. He's great. And he, he mentioned, he's mentioned to me too, that he, he, he enjoys getting on podcasts as well. And he's someone who can come on here and you 're showing just deliver absolute fire to your audience. He's great. Knows who he's talking about. Good speaker and just he'd be my nomination for your show.
(29:08) Simon: Beautiful. Thank you so much for being here, Ryan, and come back soon.
(29:12) Ryan: Absolutely. Thanks for the invite. Had a blast Merry Christmas to you and your audience and hope feedback soon. Thank you.