being honest.
Yeah.
Yeah. There's a story about that.
And if you want, I'll tell it on the podcast.
All right. That sounds good.
That sounds perfect.
So are we always fearless?
That's the question.
Always.
Always. All right.
Oh, cool.
Well, we might test the waters there a little bit today.
All right.
Welcome in to Vision Pros Live.
With Jackson Calame, I'm your show host.
We'll be doing interviews for visionary entrepreneurs
and guest leaders who are building
fantastic visions out there.
Yeah.
All right.
Welcome in to Vision Pros Live.
I'm your host, Jackson Calame,
founder and CEO of First Class Business.
And I'm super excited to come live
for our third episode today.
If this is your first time joining us,
then of course, enjoy this show thoroughly.
If you're back for more like power to you, we love you.
We hope you subscribe and comment
and share the show, of course.
We've had some excellent leaders on the show.
Really, I mean, ever since we got started,
we've had an excellent lineup today.
Maruxa started us off.
We had an awesome talk about communities
and how to grow communities.
She's one of the best in the world at building communities
and helping visionaries with the management
of those communities.
We talked to Stacy Savage as well,
who's also tackling another really important world project.
And that's creating zero waste systems for companies,
working with companies like Nestle and Apple and Dell
to manage their waste management solutions
and improve their sustainability and impact,
positive impact on the world while reducing costs
and ultimately driving further profits
by understanding what those entrepreneurs need.
And she helps small companies too with that.
Anyway, without further ado,
I'm going to do a little bit of introductory
for our sponsor of sponsors,
because those are super important as well.
And then we'll bring Randy Crane on stage,
the fearless marketer.
So we've got this conference coming up next week
called Icon Maker Live.
And Icon Maker Live is designed to help people
who want to have more influence
and more credibility in the market
and more authority launch podcasts,
get their names out there, distribute their message.
We're talking top of funnel awareness
for what it is that you do.
And we had a great privilege of hosting Sheryl
a few weeks ago.
There she is, beautiful woman.
And Cheryl came on the show,
shared her decades of experience in TV broadcasting
and journalism, it was super easy to see
just how put together she is in terms of helping people
show up well for their shows.
She loved our show and we had such a great relationship.
We decided to partner on this venture and so to speak.
And we came in to help them reword their copy
for promoting the show itself.
And they've got a super awesome offer coming out here.
I believe it actually launched today.
I'm not gonna reveal what it is,
but go to icomemakerlive.com,
see your opportunity to join us at this virtual event.
And if you're looking to produce a show,
just take a look at the lineup of guests
and influencers that are involved in this.
We're all gonna be coming out to this
to throw down some super sincere, genuine value
that can help you take your business to seven figures.
That's their goal for the people who come into this event.
And they do have a pretty awesome guarantee
associated with it as well.
So definitely check that out.
Now, cap show is also one of the mechanisms
that we use to produce our show
and make sure that our show quality
not only attracts people for who finds the show
and goes and sees our show notes,
but it also uses AI to create all of the social posts
necessary to get these episodes out there
distributed on the different platforms.
It's amazing what it's capable of doing.
So we could upload this episode, for instance,
we're gonna be talking to Randy about Fearless Marketing.
And once it's uploaded,
all I have to do is click a bunch of buttons
and I don't even do it, my team does this.
That's so cool is that you can put superpowers
in the hands of your team
and then click and generate their Twitter posts.
They can generate LinkedIn posts, posts for Facebook.
They can generate sound bites from what it is that I say
and what is it Randy says.
It's a neat system.
You get two free credits to try it out.
Go over there to capshow.com, give it a try.
And let us know what you think as well about that tool.
If you love the tool, tell us.
If there's things that you feel like they can improve,
let us know that too.
And know that behind the scenes of all of that,
they have an amazing community as well,
where they're super open to nurturing people forward.
As most of you know, this show is quite new
and we're getting super awesome reviews,
especially from our guests.
But in spite of that, we wanna keep growing
and we wanna keep making things better.
So it's really cool to be part of a community
where they host more than 100 podcasters shows.
And then they give us insight as well
into what we can be doing better.
They're at a summit this week as we speak, by the way,
but it's a great group.
We're super happy to know the founders
and couldn't be more happy with the service
that they've provided to us with that.
So last thing I'll say before bringing Randy on board
is if you have the opportunity,
please go ahead and give a dollar
to the water project or more
and let's get clean drinking water
to those in need throughout the world.
Check out those projects.
Jaime, if you don't mind,
go ahead and throw a link
to one of the existing projects
and the show notes of this episode.
Thank you for showcasing their website
as I speak about that.
I can't think of too many causes
where you can have a greater impact
with a very minimum amount given.
And of course, inspire friends and family to do the same.
So with that said,
Randy Crane's gonna come on
and talk about fearless marketing.
He's got almost 9,000 subscribers on his YouTube channel.
I saw that he's just a couple shy.
Wouldn't be surprised if a couple of you guys
ended up being those subscribers
who helps push his show to the next level
and get his information out there far and wide.
We're gonna hear all about his vision
and how to become fearless in what you do.
And I'm ultimately going to test the waters with that
as I get to know him today.
So Randy, thank you so much for being here today, man.
And I look forward to hearing the value you provide.
Oh, we got you muted.
Wait, let's see here.
Let's get that mute button off.
Randy, can you hear us now?
I hear you fine.
Oh, perfect.
You heard me great.
We couldn't hear you.
We hear you now.
Thanks, man.
I appreciate you being here.
Jackson, thanks so much for having me on your show.
This is fantastic.
Well, awesome.
Well, yeah.
Well, we're happy to have you.
So Randy, you've been around the block a few times.
I can tell that with the hairdo.
And I think that's a fantastic accolade to have, by the way,
because you've seen more marketing
than most of the 20, 30,
even probably young 40-year-old marketers out there.
So tell us a little bit about your background
in marketing, sales, and the business world.
Well, you know, it's funny.
I grew up in around a selling household.
My father was a salesman.
But from the time I was young,
I was actually gonna be a priest.
And so I went to school, studied being a priest,
and I was about six weeks away from taking vows.
And I say we decided, the church and myself,
I started asking questions
that probably are not the best questions to ask the church.
And they decided to,
I wanted to rethink my vocation for a while.
That was like 40 years ago, so it's been a lot of thinking.
Yeah, sure.
What happened was, you know,
my biggest concern was the fact
that I didn't think I was getting the whole story
from the church.
And I figured there was more to religion
than what was being taught.
And so it sent me on a journey throughout my life.
And, you know, I left the church and I got into marketing.
And as time went on, I'm studying marketing,
I'm studying religion,
and the two kind of came into one.
And that's where emotional marketing was,
for me, was born, was from that.
And it actually stems from a passage
in one of the Gnostic Bibles,
one of the Gnostic Gospels that said,
what you think and what you feel creates reality.
And what you think causes more of what you feel,
and what you feel causes more of what you think,
whether it's on a positive scale or a negative.
Sure.
Okay.
And I remember thinking to myself at the time,
well, everybody knows that.
But just because everybody knows it
doesn't mean they're aware of it.
Okay?
So a lot of times, you know,
and I go back to a comedian like George Carlin,
you know, who spent his whole career
pointing out the obvious.
Okay?
And so to me, this was kind of a turning point.
And because I'm looking at the marketing in the world,
this is back in the 80s.
During back then, I mean, it was all TV and radio
and newspapers and magazines.
Yep.
And there was nothing emotional about any of it.
It was all about buy me, buy me.
Buy what I've got.
And this stemmed true into the early 80s
when websites became a thing.
And you know, you and I both know,
we go into look at websites even today.
What is it?
It's all about here, look at me, look at me.
Right.
And it really shouldn't be about that.
It should be about everybody else but you.
It really should be about your customer
and how your customer feels
before they buy your product and how they feel after.
Because how they feel after will determine
whether they come back again.
Okay?
If you can't solve the problem they have,
they're probably not gonna get a penny
of their money anyway.
So the whole concept of look at me, look at me
just doesn't work.
That's interesting that you made that shift.
What year was it when you,
or what decade was it when you discovered that shift
from the look at me?
Oh, in the late 80s.
Late 80s, you're looking at customer centric copy
or basically looking at the concept of
how do we position this message
so that it's about what the prospect actually needs
is kind of what I hear you saying.
And where did you see that taking place originally
or where did you start putting that into place?
You know what, I started, I guess, you know,
I don't even 100% sure.
I know one of the companies that really had a huge impact
on me was Nike.
Yeah.
Because it really changed the way marketing was done.
Yeah.
And you know what, I was there at the onset of Nike.
And I remember thinking to myself, you know what,
their whole Just Do It campaign,
which came out after the company's formation,
I thought was a little weird to begin with.
But the more I looked at it, the more I listened to it,
the more that I started to understand it,
it resonated with me huge.
And I remember thinking to myself,
you know what, these guys get it.
You know, in the 80s and 90s, you know,
if you saw an ad for an airline, you know,
we have the most comfortable seats,
we have the best pricing, we have the best,
and you know what, I've said this for years,
companies don't care about it.
Okay, our customers don't care anything about that.
You know, because salespeople do this even today.
Hi, my name is Randy and I work for this company
and we've been around for 20 years.
We have the best people, the best price, the best product,
the best warranty, the best delivery, blah, blah, blah.
Nobody cares about any of those things.
I think people wanna be inspired.
I agree.
They wanna be inspired.
And there's nothing inspiring about any of that.
Yeah.
It may be nice to know,
but it's not gonna inspire somebody to buy from.
And that doesn't matter whether you're,
I'm sitting face to face with you,
or I've got line copy, or I've got photographs,
or I've got video.
If the content doesn't resonate with the person,
it just isn't gonna work.
And just before I break back to you,
I hear this all the time.
People will say, well, when we spend a lot of money
on our website, we spend money on great photography.
And I come back to, again, I come back to the early,
the late 80s when websites are coming out.
And I've seen websites that have wonderful graphic design,
beautiful stuff, but the website does nothing.
Why?
No, the copy sucks.
Right.
On the other hand, I've seen the ugliest, ugliest website,
but the copy is right on the money.
And you know what?
That thing will outsell anybody.
And does that mean that it's all about copy?
No.
But can we harmonize and win more?
Harmonization of copy imagery, colors, okay?
All of that creates an experience.
Yeah.
And you know, I was at a restaurant yesterday talking
and he had asked me to come in as I knew,
and he wanted to be a new client of mine.
And I said to him, I said, you know,
what is the experience that you give people?
Well, we have great burgers.
Well, yeah, but that's not an experience.
I mean, it is an experience, but on a level.
Everybody who has burgers.
Everybody's got burgers.
Who names that?
You know, well, yeah, but ours is a homemade burger.
Oh, well, okay.
So that makes you a cut above a McDonald's.
What is it that's gonna draw me back here?
And you see, most people can't answer that question.
And this is where great marketing comes into play.
It's not great marketing is something that's felt.
It's not just created.
But it's created with emotion.
It's created with feeling, you know?
And I kind of prorate this back to being in love, you know?
Remember when you fall in love?
Remember that feeling, okay?
Oh yeah.
Even your smiling.
Because you know the feeling.
Absolutely.
Okay, and it's the same thing too.
You know, if you're with somebody
and you didn't have that feeling,
well, you wouldn't be in love.
Yeah.
Okay.
This is what I'm saying with anything we do.
Human beings are emotional creatures.
Okay.
And you know, I remember my father turning around
and saying to me when I was a kid, he said,
Brandon, you gotta start making logical decisions.
Human beings are not capable of making logical decisions.
What they do is they make emotional decisions.
Yeah.
And then they try to support rationalize it later.
Justify it with logic.
But what is the logic based on?
Well, the logic is based on the emotion.
So really, it's not a logical decision at all.
It's just making it a logical decision.
That's funny.
Yeah, that's cyclical and it's funny.
It's humorous.
And so as we talk, you know, normally I ask my guests,
who should be listening?
Why should they listen to you specifically?
And what do you think they're gonna get out of today's show?
Today's gonna be a little bit different though.
Because we're gonna be going back and forth
in some of this marketing stuff.
But who do you think should be listening though?
And, you know, beyond the decades of experience, Randy,
why should they listen to you specifically?
You know what?
My wife asks me that question all the time.
Honestly, it has a lot to do with your answer there, okay.
I've been around forever.
I've started in marketing when I was in my twenties.
I'm 64 years old.
I've never done anything else but marketing.
And so-
44 is my favorite number.
And you have 44 years of experience.
44 years of experience.
And you know what?
And I think, but they're blowing my own horn.
I think I know a few things over 44 years.
Sure.
So that's number one.
Why should you listen to me?
Well-
Well, here's another big thing.
44 years ago, you didn't have podcasts
and you didn't have AI.
And yet instead of being married to the billboards,
and you haven't said anything bad
about the old school stuff,
the traditional stuff that still exists and works,
but you've also managed to evolve to be present
in the most modern of technologies.
And so that tells me you have an openness about you
and a depth that some marketers don't tend to have.
I fear it.
It's interesting you say that, Jackson,
because I remember back in 1982,
I got my first computer.
And it was what they called an XT.
And it was, I think it was a 16 inch screen
and it had Amber writing on it.
There was no graphics or anything.
It was just, but I remember thinking to myself,
this is gonna evolve into something.
And I don't know what,
but it's gonna evolve into something.
If I don't hop on the bandwagon with this,
okay, I'm gonna be left in the dark.
It comes back to my father.
My father said, my brother was working at IBM in 1967.
And my brother said, dad, he said,
there's gonna be a computer on everybody's home one day.
My dad said, are you crazy?
They'll never be.
He said, oh yeah.
And he says, you know the communicator on Star Trek?
He says, everybody's gonna have one of those two.
He says, that's just insane.
And we're coming from, at that time,
we had rotary dial phones.
And you're probably too young to remember
what a rotary dial phone was.
Oh, I had one.
I didn't, my parents did.
But you do get a mic drop on this, Randy.
I was, while you're talking, I'm like, man,
Randy can mic drop on me at any moment and just say,
Jackson, I bought my first computer
before you were even born.
And I did.
And you did, you did.
And in 97, guess who had a tower on my desk,
you know, a computer tower that said IBM on it.
I did. You did.
And there's your, it's funny,
there's your brother making that prediction
and you know, to communicate with my dad in Saudi Arabia
while he was there.
We both had computers that my stepmom had,
she's a computer engineer.
She built them for us.
I remember the very first computer I got,
I paid $4,400 more.
You made $4,400 on the computer?
I spent $4,400.
Oh, spend it.
Oh yeah.
Okay, it cost me $4,400 to this computer.
And it had a, there was no internet yet.
So I remember I had a line printer and it would go,
bup, bup, bup, bup, bup, bup, bup, bup, bup, bup, bup, bup.
Took about four hours.
Took about four hours to write a letter.
Wow.
And you know, let's talk about return on investment
then on decisions real quick, because you know,
everybody wants an instant return on investment
and there's lots of systems you can implement
to kind of do that, you know,
for whether it's good, bad or ugly that that happens.
You know, it's possible these days,
but my question for you is this,
do you feel that that expense,
the $4,400 you spent on that,
that you got a good return on investment with that decision?
Without a doubt.
I love that.
Explain that to those listening.
Who are you?
You know what?
And don't get me wrong, it was a lot of money at the time.
Yeah.
Okay, it was a lot of money.
It's a lot of money today.
That's twice the amount you'd pay for a supercomputer today.
Not supercomputer, but a good computer for your home.
Well, without a doubt.
For me, it was the best investment I ever made.
It wasn't at the time.
But looking back, absolutely.
You know what?
It got me from the pencil and paper,
which a lot of people my age are not littering.
Oh, they can, you know, go on Facebook
and they can answer their emails, but you know what?
They're not computer literate.
Right.
Okay.
Me, I'm pretty well rounded when it comes to these things.
Okay.
And because I've been doing it a lot of years.
I mean, since the 80s.
So, and then I just kept learning
and learning and learning.
Okay.
I figure, you know, the intelligent level of people
in this day and age are the people that are gonna unlearn
what they've already learned and learn something new.
Okay.
And when I say that, this comes back to marketing.
The old ways of marketing, you know,
pushing out cliche content, okay?
To drive sales doesn't work anymore.
Okay.
I don't think it ever did.
But I think a lot of people-
I asked that question too.
I asked myself-
Not people made you think it worked.
You know, it's kind of like a multi-level marketing
opportunity.
I don't have anything against multi-level marketing.
All companies are built in pyramids.
All societies and tribes are.
Okay.
That's not the point.
But if Bill Gates launches a company tomorrow
and everybody joins just because they know it's Bill Gates,
there wasn't actual value added in the process.
So just because a bunch of people claimed Copies King
and were able to produce successful results on it,
because people liked how catchy that saying was,
does not make that copy valuable.
It doesn't.
And you're absolutely right.
Copy has to be based on two primary factors.
Number one, it has to answer a question.
Whether that question is a problem,
whether the question is a feeling or something,
it has to answer a question.
Yeah.
Number two, it has to be built on emotion.
It has to be built around that.
Okay.
You know, this comes back to, again, you know what?
I bring this up because in the 80s, it was just chronic.
We had these little acronyms like ABC, you know,
always be closing.
Yeah.
And, you know, FAB, you know, features,
advantages and benefits.
And you know what?
Coming back to what you were saying earlier, you know,
I don't think these things work anymore.
And I'm not even sure that they ever worked at all.
Okay.
You know, and don't get me wrong,
the zig zigglers of the world, I mean,
they were pushing that stuff in the 80s.
I think the stuff came out of the Fuller-Prush era
in the 1940s.
Okay, and the one thing I found about sales and marketing
is the stuff that was done in the 40s
didn't get retired until the 70s.
Okay.
The stuff they were doing in the 60s
didn't get retired until the 80s.
The stuff they were doing in the 70s
didn't get retired until the 2000s.
There's always this 30-year gap.
Hmm.
Okay.
So, and I mean, today, you know,
I was talking with a gentleman,
and he turned around and he said,
to me, he says, you know what, Randy?
And I said, what's that?
He says, ABC, always be closing.
And I thought, oh my God, it's just about,
I was ready to come through the screen.
Because you know what?
I don't know that it ever did.
My ABCs is always be charitable.
I love it.
Thank you.
Always be charitable.
It's my response as well.
And it's like, you know, it's,
you brought up a good point,
because one of the things that I'm striving to do
with our brand and that I want to emulate
and live in my life is, well, really,
it's about being my best self.
But part of that, what I've seen when I do that
is that it inspires others, right?
So when I utilize that line,
it plants a seed with somebody that might inspire them
to evolve how they approach
that particular business mechanism.
Jaime, do you mind pulling up the power
marketing funnel to share on the screen while we talk?
I'll tell you when to pull it up once you have it loaded.
But I want Randy's take on what we've created with that.
But Randy, go ahead.
You're about to say something.
I can't remember.
See, that's what happened.
It was supposed to be 64.
Right?
I'm hot to tell my friend in that regard.
My memory fails me often.
But the-
Actually, I will say, from now on though,
I am going to use that.
Always be sure.
I love it.
Thanks, brother.
I appreciate that.
I'm glad I can help.
And in 30 seconds, the 30 second version of this,
what's your vision for those that you serve?
Oh, wow.
That's a great question.
I always figured this.
People want two things in life.
Most people, one, they want to be happy.
Do we agree?
Yeah, I'll agree with that.
But let's face it, there's a caveat to that,
is that some people are happiest in their own misery.
Number two, is that every single person
is emotionally connected to their own problems.
Every single-
Emotionally connected what?
To every single person is emotionally connected
to their problems in life.
Okay.
Every single one.
For me, my vision is when I take on a client,
relieve pain.
Okay.
So what do I have to do in order to make that happen?
Now, I think I have a pretty good track record
because my clients tend to stick around.
I have one client's been with me three years,
one's been with me two years,
one client's been with me nine years,
one client's been with me since 92.
Okay.
I don't go around looking for new clients
because my clients stay with me.
Because I always put my client first.
I put their needs ahead of mine.
So if I were gonna give advice to anybody
watching this podcast,
when you put your clients first,
when you put your sights on the money
and the money that you're gonna make,
okay, you're setting yourself up for failure.
Put your focus on your customer's needs.
What did they want?
What do you really want?
What would excite them?
Put yourself in their shoes.
And then deliver what you promise.
And when you do that,
you don't have to worry about money
because the money will follow.
Okay.
But I hear people say, think, well, you know what?
I need that deposit.
I need that deposit to pay my rent.
I mean, you know what?
If you're in that situation,
go out and get a job for a few weeks.
Yes.
Okay.
Go out and get a job for a few weeks.
Okay.
You know, I hear people, they use a buzzword.
Buzzwords are huge right now, right?
Entrepreneur.
Okay.
That's a buzzword.
And I wanna make it very clear.
And I actually heard this from Russell Brunson,
who I'm a very big fan.
Okay.
Don't like click funnels too much,
but I do like them.
Right, but I like Russell.
I'm with you on that.
I like Russell.
And I remember him saying, an entrepreneur is a person
who takes one person's problems and makes it their own.
And I loved that.
So I verified that information.
And actually that's actually true.
It comes from the French,
which originally came from the Greek.
And it means to take one person's problems
and make it your own.
But it has nothing to do with being in business.
It has nothing to do with being making money.
It has nothing to do with any of those things.
It just has to do with taking one person's problems
and making it your own.
Okay.
To me, I'm not a big person to follow up on buzzwords.
I don't like it.
Okay.
I'm a big believer that deliver what you say,
sorry, say what you mean, deliver what you mean.
Yep.
If you do that in your marketing,
you'll always come out ahead.
This is why, you know what?
There's so much irresponsible marketing.
Like, okay, the food industry, the pharmaceutical industry,
the Canadian and the American government,
it's all horrible, horrible marketing.
And I'm sure you would have to agree.
There's lots of room for improvement.
And all entities, everything in this earth
has imperfections and the imperfections hold us back.
Those are fairly new institutions
when you look at the reality of centuries.
So yeah, there's all sorts of problems.
There are always going to be a convoluted nature
of problems that exist, complexities.
So yeah, I agree with that.
I would agree.
Like I said, tell the truth.
Yeah.
Tell the truth.
Be honest with your customer and tell them the truth.
And you know what?
Don't do the things like,
hey, we're going to get you to the top of Google
in 30 days.
Okay.
Be honest with people and tell them.
Right.
You're talking about exploiting the desires.
You know, of an individual, you know,
and kind of being a yes man, you know,
and there's a catch 22 problem that exists
between marketers and entrepreneurs.
So that we won't, I don't want to derail
your thoughts on this or go that way.
But I would say the one thing I would add,
and from my perspective on this,
and I'm seeing you right and wrong,
it's just mine and yours is,
I like to say what you mean and do what you say reality.
And you use the word that is kind of a buzzword these days.
And I use it too.
I caught myself when I did,
which is you said it will always lead to success.
And my thought was God willing.
And so, you know, and that's,
I know that's what you're trying to prepare people
to understand is that, you know,
there aren't guarantees, you know, of success.
There aren't guarantees.
You're not guaranteed to get a reward
just because some marketer or somebody told you
that's going to be your outcome.
There are lots of factors that go into it.
But if you play by great principles,
to have the success,
to have the outcome that's meant for you in your situation.
And ideally, if you put the right formula together,
then that formula should lead you to financial success.
And that aspect of happiness you're talking about too.
Absolutely, you know, it's funny.
I, just before you go,
because I know there's a party coming up,
and I know there's a part here you want to move on to,
but you know,
I remember my mother said to me, you know,
she said, Randy, money will never make you happy.
And I could never understand that.
But she, okay, didn't get it.
Yeah, of course it would make me happy.
I need more money.
And, but as I got older,
I started realizing that it's not money
that makes you, doesn't make the man.
Okay.
A person turns around and wins a million dollars.
Are they going to be happy?
No, they're just going to be a miserable person
with a million dollars.
Okay.
Because the money doesn't make the person, you know,
how you feel inside you,
is what changes.
And I think when people go through that transition,
and they start to realize that people are going to be happy,
that what you say and how you speak
and what you do really affects the world.
It affects the world, it affects people around you.
You've brought a lot on the show today that inspires me.
Grateful for the, again, that experience,
just the depth of wisdom that comes from experience in life,
you know, and I appreciate that.
And so I look forward to having a long-term friendship.
If you want to share one other thing, go ahead.
I said me too.
Good, good, awesome.
We're off, we're on a roll.
I want to share one more point
that may be of inspiration with you.
I've had some really great marketing concepts.
I call them revelations and they mean a lot to me.
And they mean a lot to me in the aspect
that I want other marketers as well to scrutinize them,
you know, and help make sure that we're on track
because we have the opportunity to shift the tides,
change the landscape.
There's 96% of businesses failing over a 10-year period.
That's awful.
4% success rate is not a good thing.
We need to be raising the bar and the standard
on what we provide in order to make that happen.
So one concept is we're often taught
there's two reasons people buy, right?
Back to the ABC style info, right?
And that's pain and pleasure.
But-
If they need it, what they want.
With entrepreneurship, it's inspired me to think higher
and realize, well, wait a second.
The elites that I've studied in the world
have disciplined themselves to ignore pain
and to forsake pleasure in order to drive purpose.
I think that purpose is the greater incentive,
especially when you're looking to work with people
who are aspiring to do greater things.
And that goes back to your inspiration card.
If you don't mind, Jaime, you can pull up the screen now.
You're familiar with the marketing funnel.
And anybody who's listening right now,
the marketing funnel consists of awareness,
interest, consideration, intent, evaluation, and purchase.
And this funnel is built with so many flaws
and holes in it.
And it's the standard that's taught in universities
and everywhere you go, you look online,
you look at marketing funnel,
you're gonna find that exact funnel process.
And marketers think it's the best thing since sliced bread.
And I think it's great.
It's awesome.
But what I realized last year was it's only the questions.
Those are just the questions of,
okay, it leaves you with a question of like,
well, how do I drive awareness?
How do I drive interest?
How do I get people to consider my offer?
How do I get people to have intent?
And I don't see anybody answering that
in stream-line fashion.
And bam, one day it hit me.
I was showering and it hit me.
This process of, well, wait a second.
If you wanna draw awareness, knock, knock, knock,
you gotta intrigue somebody.
And if you intrigue them,
if you want them to be interested in you,
you have to attract them.
And if you want to get them to consider
what it is you're doing, you gotta inspire them.
And in order for them to have intent,
so for instance, my daughter,
let's say she knocks on the door, right?
I don't know, it's her, I turn around.
That's my daughter, she's got a plate full of cookies,
Randy, and now I'm like, oh, now I'm interested.
You know, and she comes up and she says, you know,
and I can smell them.
And now I'm starting to consider like,
oh, are these for me?
Right?
And in order for me to have intent though,
like she's gotta invite me to take action.
I'm just gonna take her cookies from her.
And she might say, hey, dad, you want a cookie?
Right.
Right?
And I say, yeah.
And she says, okay, well, it's $10 per cookie.
There you go.
Oh, she made an offer, right?
So now I'm evaluating like, whoa, $10 for a cookie.
You know, and she might decide to support me in the process
of, well, I can do it for $2, you know,
that's what you have.
Or she might, based on scarcity,
she might say, you know what, dad,
how about I go give these to the neighbors?
You know, I can just do a service project instead.
It's okay, you don't have to pay me.
But there's this process of support
and there's this dependability that needs to exist.
And there's, again, urgency that may be baked
into the equation, but this process that you're seeing,
that power marketing fund on the left-hand side,
it's way too small to see.
Again, you mentioned that inspiration process
and I couldn't help but bring this up
because I haven't shared this with the world at scale yet.
But I'd love to know, what are your thoughts?
Are there, what do you think about this
in terms of answers and questions
and improving the marketing funnel?
Okay, so I'm glad you asked that.
The question awareness and intrigue, okay?
Let's talk about intrigue.
Yeah.
What is your intrigue based on?
My intrigue?
No, I'm asking just in general here.
Oh, in general.
Usually there's an occurrence.
You're answering the awareness question with intrigue.
The awareness question is based on what?
Look, what I'm trying to get at here
is that when I go through a process of evaluation
for a product, I'm gonna sit down and I'm gonna write down,
what is the product?
What are the problems associated with that product?
What product, your product,
what problems does it solve?
It's gonna be the problems that you solve.
So we're gonna make a list of those problems.
And there's gonna be some that are gonna be very apparent,
some of them that are not gonna be quite as apparent.
And maybe you have to go to the client and say,
listen, what products did you,
what problems did your product solve?
They'll give you a few more.
How does that make people feel?
If you've got a problem, how does that make you feel?
And what emotions are tied to that feel?
Okay.
Now there are sub emotions
that can be tied to the emotion.
Okay.
So two little emotions make up one kind of bigger emotion
and maybe two of those emotions together
of the bigger emotions give you a feeling,
a feeling of happiness, a feeling of sadness.
So how does it make you feel?
And what are the emotions that are tied to that?
So I wanna make a note of that
for each one of those questions.
Then on the other side, I'm gonna write down,
how are you gonna feel after you buy?
Well, I'm gonna feel great because this is the reason my,
you know, this was my problem, this is my resolution.
What is the resolution?
How does the resolution make you feel?
And what sort of emotions are tied to that feeling?
What kind of emotions are tied to that feeling resolution?
So I'm gonna kind of work with those
and I'm gonna play with them
because I wanna find out what the common threads are
between them all.
And you see, when you answer a question like that,
you turn around and you say,
well, look, if I know what the problem is
and I know why you're feeling the way you are,
and I know what emotions are driving those feelings,
I'm gonna go to the table and I start writing my copy.
My copy now is based on that.
My copy is based on that.
So I can drive intrigue, okay?
And I can drive awareness.
Yeah.
But if I've got the emotions and the guy turns around,
I say, oh my God, man, I'm feeling that way.
Oh yeah, you ever read a book, a great author,
and you'll turn around, you'll write something in the book
and you'll go, oh my God, I feel it.
This is the reason we go to the movies.
This is the reason we read a good book.
We wanna feel.
Yeah.
Your content must make me feel.
It must make me feel angry, it must make me feel happy,
it must make me feel scared,
it must make me feel annoyed.
It doesn't matter, but it has to make me feel.
Otherwise, it's just words on a paper
or words on a screen, it means nothing.
It's the emotion that drives our decisions, nothing more.
And I have been saying that for years.
And the big thing is that everybody wants
to go the easy way, Jackson.
The easy way is, well, you know what?
Maybe somebody will buy.
I'll just throw out some copy and maybe somebody will buy.
And maybe they will.
But are you really doing justice
for the people that are buying from you?
I want people to feel what I feel.
And the more I look at a product,
the more I look at the problems that people have.
The more I become engulfed in that product
or that service or that person.
Okay?
Yep.
Like, I look at your vision pros, okay?
I wrote down CapShow, I wrote down IconMaker,
I wrote down Water Project.
Why?
Because I'm gonna give money to Water Project.
I'm gonna check out IconMaker
and CapShow I'm gonna do something else.
I feel what you feel.
Yeah, makes sense.
I feel what you feel.
This is why we built, this is how relationships are built.
I have never shaken your hand, have I?
Nope, not yet.
But man, I like you.
I think you're a hell of a nice guy.
Okay?
And you seem like the kind of person
I would wanna get to know.
Right.
Now this is the part where you're supposed to say,
Randy, you look like the kind of person I'd like to be.
I gotta leave people on the edge of their seat
for the show, Randy.
True.
I've already said that earlier.
So that was a whole long-term friendship aspect.
Absolutely.
For me, it's connecting.
If your copy, if your video, if your imagery,
whatever it is you're doing connects with the show,
whatever you're doing connects with me,
I'm gonna buy it.
But you need to put in the legwork.
You gotta put in the legwork to learn it.
You can't just say, oh, this is a great product.
I think I'll market it tomorrow.
It just doesn't work.
So let's wrap up because we are over time.
And I know Jaime, I'm probably keeping Jaime
a little bit late right now too.
But I wanna give you one final opportunity
for this particular show.
And I think we could bring you back in the future, Randy.
I know there's other opportunities for both of us
to collaborate on different opportunities.
And I see an extreme value.
And again, the wisdom that you have,
it's kind of like publishing a book.
You wanna go to a publisher that's going to slice
through all the plot holes.
I'm gonna tell you, this is not gonna work.
This is not gonna work.
But of course, embrace and appreciate the value
of what you've created.
And because of your experience,
you're gonna see things like that.
And you're gonna know like that would save them time.
That's gonna relieve pain.
By the way, one final plug before I go there.
Ryan Giordano, who we hosted last week,
who gave the number one answer in my opinion
for a question I put out to hundreds of leaders
about what are some of the struggles
taking place in leadership right now.
He said the exact same thing.
His vision is to relieve pain.
And he almost said it with a little trepidation.
I was like, brother, that is powerful.
And so Ryan Giordano,
I hope you guys get a chance to connect afterwards.
But my question for you, Randy, is this.
If there was a scenario where you could come in
with your strengths and make change, right?
Be able to make immediate change and impact,
what does that company or entrepreneur look like
in less than 45 seconds?
What's the situation?
What are they facing?
What are the opportunities you can come in
and help them resolve?
What are you gonna look at?
Can you imagine that?
Yeah, because I do it all the time.
I look at the owner.
The owner?
I look at the owner of the company.
Who's leading the company?
And how does he lead?
Does he lead by here or does he lead from here?
And if you are, I'm a big believer
that what happens in here controls what's out there.
If you're sick, fix what's here.
When you fix what's here, everything out there,
it'll figure itself out.
You're talking about fix what's in your heart.
What's in yourself.
Fix what's in your heart.
Fix what's up here.
Fix what's here.
And in your mind, internally, fixing what's internal.
I'm voicing that for those who aren't watching the video.
Oh, okay.
So, fix what's in here.
Okay?
You wanna lead great, you lead with your heart.
Okay?
Because it's your heart,
your heart-mind combination that makes it work.
And it comes back from a gospel of St. Thomas.
And Thomas was a disciple of Jesus.
He was actually a good friend of his growing up.
And Thomas turns around and Jesus says to Thomas,
he says, well, he says, how do I move mountains?
Jesus says to him, he says,
what you have in here,
what you think and you desire in your mind,
and what you feel in your heart.
And he says, when the two become one,
ask the mountain to move and it will move.
And I relate this to prayer.
We're all taught that get down on your knees,
put your hands together and talk to God.
Well, you know what?
In that scenario, God's not listening.
Because it's the mind and the heart has to come together.
And when those come together, God listens.
And to me, this is the same as everything in life.
And when I go into a new client,
matter of fact, I went to the pizza guy
or the burger guy yesterday, I'm talking to this stuff.
And he started to get it.
Because you know what?
When you worry,
and because usually people that call me,
they'll say, oh, well, I need marketing, I gotta have it.
Nobody plans for this.
They call me up and they'll say, well, can you come in?
You know what?
We spent $10,000 on our website.
We spent $15,000 on social media posting.
And of course, I always tell them,
what research did you do on your website?
Oh, no, no, no, no, we just put up a website.
Yeah, okay.
So I always tell my clients,
you don't start with the website, you end with the website.
You don't start with social media, you end with social media.
You do your research first.
Anyway, long and the short of it,
with a leader, I wanna know that your deliverable is here.
This is your deliverable.
Lead with your heart.
And people will follow.
Lead with your mouth.
And people will resent you.
And this has been a fact my whole life
because I've run a couple of big organizations.
And when I was younger, and I remember one time
I had telemarketers working for me.
And I had a girl, Michelle Bauer, nice girl.
She worked for me and she said,
the only thing I can hear over and above your,
over and above all the callers is you screaming.
And it was all about stress, it was all about worry.
How am I gonna pay my bills?
What am I gonna do?
Oh my God.
And eventually I had to calm myself down.
I had to say, look, man, this isn't what it's about.
Yeah.
Okay.
It's the salesperson who goes out
and he thinks it's all about making a commission.
If he thinks that's what it's about, then he's wrong.
Right.
Hey, that's powerful stuff.
I appreciate you sharing that vulnerable story.
It's a reflection of your leadership.
And I know there's, you know, everybody likes you.
And I know there's, you know, everybody listening in
has an opportunity to evaluate,
what am I doing in my life right now
that I can adjust to show up better for the right reasons
for those around me that I serve
and align ourselves with what the true desire
of our heart and mind is.
So Randy, thank you so much for being on Vision Pros today.
I'd love to recap with you after for a minute.
Vision Pros, those of you listening in,
if you gained something from this, of course,
share it with others.
Like and comment with, you know,
to spread awareness for this if you're called to do so.
And don't hesitate to connect with Randy or I
on any social media channel of your choice.
We'll be happy to show up, answer questions, make friends.
Absolutely.
Everybody have a fantastic rest of your day.
Thank you for being here today.
I'm really happy that you tuned into Vision Pros Live.
I'm looking forward to seeing your reactions
as these episodes continue to move forward.
This is gonna get more and more fun.
We'll have more and more engagement as well.
We'll invite people to participate in the show.
And thank you for giving us your time and attention.