Show Notes:

4:15 – Creating a memorable experience. “We need to provide people with experiences that they could want to come back to and share. This is how I think people should be growing their brands. Community is really a part of the future of what will make that business successful.”

8:40 – Building your superfan empire. “People are not fans the moment people find you; people are fans because of the moments you create for them over time. From the casual audience at the bottom, you want to convert them to an active audience member — for example, somebody who subscribes or is engaged in some way. They communicate with you and you communicate with them, and that’s really cool. They follow you on social media and know what you have going on, and when you create something or publish something, they already have a basis for what they might get. They then make a decision to buy that or take the time to read [your published work].”

14:59 – Bigger isn’t always better. “I often try to inject small, quick wins, which is a strategy that anyone can do to allow for people to go, ‘Wow, I’m already getting a result here. I need to come back for more.’ That taps into a person’s reptilian part of their brain.”

15:53 – Keeping up with your clientele. “When was the last time you reached out to a client you hadn’t spoken to in a while or from a case a year or two ago? Reach out! See how they’re doing with no agenda but that. When you keep those relationships open, you’re digging your well before you’re thirsty.”

20:32 – Correction, not perfection. “Hotels got higher ratings when they made mistakes and solved those problems, or had done something incorrect and stepped up to correct those problems versus hotels that were just great and worked out perfectly. People really appreciate when somebody or a company sees them and steps up. When a person is involved, they’re invested.”

28:30 – The riches are in the niches. “If you keep changing the language, if you keep changing your target audience, if you keep changing what it is you say, how in the heck are people going to understand that you are that person to help on that certain thing? …When you niche down, the language becomes easier and people are more likely to share you.”

32:51 – Always let your followers be your guides. “Your audience almost tells you what they enjoy and think is unique about you, and then you just lean into that. It’s going to take time for that to happen, but unless you’re fully yourself, it’s never going to happen.”

33:51 – Become an open book. “People online are tired of being duped and not knowing exactly what’s going on, and I think that the more open and transparent you can be about how you do what you do or the experience you’re going to offer somebody, the better.”

37:00 – Put yourself in your clients’ shoes. “Consider the journey that your client is on. What would make them feel better? What would make them feel more comfortable and more secure about the thing that they’re about to get involved with?”

45:22 – Never sell out. “Always [do what you do] for the community and the people, and your earnings become a byproduct of serving that audience. If you are gearing up to do any brand deals, make sure the company is legitimate — you’ve worked with them or you’ve used their product, and you wouldn’t recommend them unless you’ve tried it out. “

46:04 – Sage advice. “Do the right thing, man.”

49:17 – What it means to be a game changer. “In football terms, a game changing play could be an interception or a tackle. It could be something small that interrupts normalcy or the flow of something that wasn’t going in the direction that you wanted it to go. Game changing can be one small golden nugget from today that changes the flow of how you run your law firm. Nothing changes unless you are out on the playing field, because if you’re on the sidelines, nothing is ever going to happen. You have to recognize and celebrate those little moments as well…You can make something game changing by acknowledging it, celebrating it, and by actually changing direction.”

EPISODE RESOURCES & REFERENCES
Crisp
The SPI Podcast
Game Changers Summit
Gary Vaynerchuk
Star Wars
Back to the Future
Backstreet Boys
Taylor Swift
Justin Bieber
One Direction