Howard Opening to Viewers:
Welcome. We have a great show today! I have got my special guest here, Bryan Heathman. He is the Chief Success Officer of Made for Success Publishing with over 1500 book derivatives since 2005. Bryan publishing magic comes from a combined experience of running an agency and 15 years of Fortune 500 Marketing companies including Kodak, Microsoft and Xerox. Bryan is the author of Conversion Marketing, which is an awesome book by the way. It is all about converting websites into paying visitors and customers. Made for Success motto is you tell the story, we tell the world. Welcome Bryan to the show.
Bryan: Well thank you Howie!
Howard: Good to see you again.
Bryan: I appreciate it. Awesome.
Howard: Well thanks for coming out today and we’ve got a great show. I am glad you are here. What have you been up to lately and tell me some of the big wins that you have lately.
Bryan: It is funny you ask about big wins, you run a company called Made for Success you are going to attract to some success in business and you’ll also going to…
Howard: That is putting it out there bro’
Bryan: …It is putting it out there. Yeah! Pretty bold but you also going to attract some adversity. What I have found, when I thought about my biggest wins, they were a result of adversity.
Bryan: So I’ll tell you a little bit about what we do. We publish books for professional speakers and business executives. That is our space. We have been pretty fortunate to land a couple big names in the professional speaking space. One guy is America’s #1 Sales Trainer, a guy named Tom Hopkins and another guy, Brian Tracy, who has written, I don’t know, 38 books or so.
Howard: Who hasn’t heard of both those guys.
Bryan: NY Times Best Seller. I got a call from both of those individuals asking to remove their books from the marketplace.
Howard: What? That is a shocker.
Bryan: It was pretty averse when you talk about adversity like Made for Success. So, what I did is I kicked into immediate action. What I have found over the years is that leadership truly is about taking immediate and decisive action. I jumped on a plane and went down and met with both of these individuals. Now as a result of doing that, I had one win and I have one loss. I lost the Brian Tracy account. He removed his products from the market but when I sat down with Tom Hopkins, I went through a process – it is not a secret process, but it s a process where I was able to walk away with 41 new projects as a result of that meeting where they were calling to removed their products from distribution with Made For Success.
Howard: So you are freaking out, you are looking at losing both of these projects. What did you do? What kind of tactics did you get into that would cause you to save the deal?
Bryan: That is a pretty fair question. It goes back to some of the early training. One of the philosophies that I have is that I have in businesses is always to be feeding your mind. Adopting a mindset of being a continual learner.
Howard: Positive Mental Attitude.
Bryan: Positive Mental Attitude, and the mental attitude is key. One of the training’s I took early in my career when I was a sales person for Xerox. Back then, Xerox was considered the top sales training in the world. As such, it did teach me to deal with adversity and to turn conversations around. They taught a technique that was called SPIN. A lot of salespeople have been trained in the SPIN methodology. There are books out there called “Spin Selling” which might be good reference tools for people interested in learning more about it. Effectively what SPIN does is teaches you to find and address the solution based on the needs of the person you are talking to. The way I kinda see it, it teaches you to care about the people that you are working with. In caring for Tom Hopkins needs, we were able to come up with a pretty interesting solution.
Bryan: It was all through that process – that was part of the secret sauce.
Bryan: We turned that adversity into a success.
Howard: Nice. Well good job on that. I am happy you were able to save that deal.
Bryan: Yeah, thanks.
Howard: Tell me some of the tactics or methodologies that you have used to create success in your business and all the clients you have. You have all these authors you work with on a regular basis. Do you have a specific method you use for one of them that you for all of them? Are each one unique?
Bryan: That is a great question all by itself because on any given week I will be dealing with 3 or 4 authors and they are almost always thought leaders within their space (leadership, sales, management, or motivation). They all have their different systems. In the 10 years of running this publishing company, I have encountered dozens and dozens and dozens of different systems. One of the things I have found interesting was actually an old one. This is dating back to the days when Tony Robbins first got his start in the personal development industry. He taught this thing called the Power Hour, where you start out each day with a fitness routine – to get the mind activated, body engaged, to spend a little time thinking and planning on your priorities for the day and then spending a little time thinking about the bigger picture or focusing on your spirituality. I have found this a very effective way to start each day from a success tactic standpoint.
One of the things that I have noticed about our society today is that we are constantly being bombarded by messages no matter where we go. Our phones are pinging us all the time. We receive about 3,000 different advertising messages – every single day. There is this cacophony of noise that comes – it is intense. So one of the tactics I have been using lately is to unplug and dial back and spend some time getting quiet. Give myself time to think. At least in America, the art of deep thinking is being lost. Finding time to actually get deep thought process and taking the time to write out the things you are doing. There is something about getting quiet and still and then jotting those ideas down.
Howard: So you are journaling.
Howard: That is interesting. We are kind of on the same path. We haven’t talked about that. One of my clients, Maslow, we created all of these coaching series. So I have been doing this guided meditation every morning for 10 minutes. I have a gratitude journal. One of my friends and clients, David Brooker, wrote a gratitude journal and I have been writing in that. You are right! Getting your mind clear and your thoughts clear to be able to go after the day in fully consciousness with your clients.
Bryan: That does raise another a point. You talked about your client who is developing intellectual property that is built to help people, well there are thousands of programs out there and I do feel like continual learning is key to the process of being successful in life. Here is an interesting statistic that you won’t hear from anybody else I am pretty sure. Did you know that only 25% of college graduates ever pick up a book after they graduate from college. That to me was staggering.
Howard: Did they say why? Burnout?
Bryan: I am not sure why but I know in my own lifestyle I used to reserve time for reading books. I found other forms of media are starting to encroach on that time that I would read books. Now I have got a smart phone where I can take anywhere and I can take that into bed. I used to read in bed and now I find myself watching Netflix. I am finding that there has been an encroachment of technology on my reading time and so I have been forcing the push back on some of that so I can spend more time reading and learning, thinking and planning.
Howard: Being more contemplative on your business and the direction it is going is important. I hear what you are saying because I just recently read the book “Martian”.
Bryan: You did? How was it?
Howard: It was excellent. I am not sure that I want to go see the movie.
Bryan: You have got to go see the movie. It is very well done.
Howard: I am not a big Matt Damon fan.
Bryan: He did a really good job. I was impressed. The movie really gets you thinking. There are some suspense things and…well, I don’t want to give away the plot for people who haven’t seen it yet but it is a good movie.
Howard: Yeah, well that guy spent a lot of time thinking, that is for sure.
Bryan: He did. Do the math. That is the big one liner from the movie.
Howard: So we all have this thing we are trying to balance out with life and work and how much video we should be watching versus how many books we should be reading. Where do you see video going in the future? That is a space I am heavy into. I have written two books about video so what are your thoughts about video?
Bryan: Well it is funny I spend a lot of time thinking about marketing mix for small business owners. If you are an author, professional speaker or running a small business, Brian Tracy said this to me while we were riding in the back of limo while working on a contract deal many years ago, he said, “The day I stop marketing my business, my business will drop off 50%”. I give a lot of thought to what different types of marketing activities we should be doing as business owners that work. Video is definitely a huge part of the mix.
One thing that I have developed is a scorecard that are interested in playing a bigger game in life. If are looking to build a personal brand, get famous or to develop celebrity status, there is a system for doing that. I have created a measurement system to measure different types of activities like recording Youtube videos, posting on social media, writing books, releasing mobile apps. All of these things factor in. Your question was how important is video in the mix? Over 20% of this index is based on video related activity. It is a huge part of the small business or for building a bigger personal brand/celebrity status.
Howard: Interesting. So there are so many things people can do. Video is one tactic you can use. How do you define for your clients what is the most important thing they should do next.
Bryan: It stems to who your target audience is. If I am trying to reach baby boomers, I would reach less to video than to some other kind of tactics. If I am trying to reach the millennial male, video is essential. Almost all my marketing expenditure, should be geared towards video. This is the medium that engages that sense.
The trick is marketing use to be easy. Back when we had 3 networks and we had several different mediums – TV, print and radio. Today, the advertising medium has spidered into many different fragmented areas. Half of the business I run today is an ad agency to support book launches, so I am always singing about the mix of the right tactics. The challenge is having spent most of my career in marketing, I see thousands of marketing tactics that you can use to run a business. The average small business owner has the mentality to attack 5-10 of those tactics. So which ones of thousands of options do you have? Which ones do you reach for? It all goes down to who your target audience is. So if reaching young males, definitely reach for videos. If you are looking for 32-yr old mother of two, you definitely want to reach to video, especially in social media.
Howard: That totally makes sense. What about connecting with their target audience? You talked about the different demographics but how do you connect, or what methods do you think are most effective to connect with a potential target audience?
Bryan: If our audience were reaching 32 yr old mother of two, the format of this video would be the wrong video. She is not doing to sit down two guys rapping on marketing activities. If you want to create an emotional response with your audience, your video needs to be stimulating, engaging, humorous (this always works). The video needs to be a little more produced, refined and be in a place like your studio, which is a great place to come and activate emotion. You are creating the atmosphere. If you are looking to shape the hearts and minds of your audience, you start right here with the heart.
Howard: Right. So what you are saying is you need to create the right environment and tell the right story. Right? You work with a lot of story tellers.
Bryan: Yeah. In fact, you are story teller too. In fact, you are one of the most effective story tells that I know because video is your canvas. Video is a way to tell a story once and get it out there to many, many people. Our motto at my company is, “You tell the story. We’ll tell the world!” Video is key in being able tell the world.
Howard: Nice. Thanks for the plug there. Let’s talk about Tony Robbins and your mornings. What kind of other daily rituals do you find help you with your business on track, fresh and help you with your daily day-to-day things.
Bryan: With a company like Made For Success we are very invested in the personal development industry. One aspect of this industry is goal setting. I always have visible (in front of me) my long-term, medium-term and short-term goals. Having those goals visible helps me think about these all the time. So when I am sitting down to plan out each morning of activity, I look at my big, medium and short-term goals and that dictates how I am going to structure my day.
Howard: How about vision boards? Do you anything like that.
Bryan: I have never used a vision board. It is a great question. I know a lot of people that swear by vision boards. I just haven’t taken the time to do one.
Howard: Do you put in on paper? Post it on your mirror? How do you present your goals to yourself?
Bryan: For mine own personal use, I use a whiteboard next to my desk. I put my big goals into sub-goals and as they get modified (which happens often), I swipe it out and write new things in. That is the tactic that I am using. I am sure there is an app I could use to do this more efficiently that a whiteboard, but what I have found that it has to be visible and in front of me at all times for it to be effective.
Howard: Nice. I am going to start implementing that because I have lots of goals but they are in a notebook some place stuffed away.
Bryan: That is what a lot of us do. Especially when we do our annual business planning.
Howard: We are about wrapping things up. Is there anything else you’d like to add to the mix?
Bryan: Well, I think when take a look at video and success, especially when you are trying to accelerate the number of leads you are getting, I think often of social media aspects. There are a lot of different things we can do with social media. It is a very visual medium and I know when I evaluate the effective or the efficacy of social media posts, the ones that have the highest engagement rates (views, shares, likes and comments) are those that have video embedded.
I just recently I had an author named David Dusek (author of Rough Cut Men) that took a YouTube video that was very funny and very relevant to his audience (men basically) and he posted a video that got viewed over million times on his Facebook profile. As such, we started a promotional campaign because of this video that went viral. We used this as a mechanism to sell more books. When you have written a book called Conversion Marketing that is all about how to convert a website visitor into a paying customer, we look for activities like this. I called it a “Tsunami of Interest”. So when you have this, you want to get in, be active and do things that will support your business because once the tsunami comes into shore and the wave crests and loses it’s energy and loses it’s momentum, it never comes back.
Howard: Better have another book on the heels of that one, right?
Bryan: You have to strike while the iron is hot. I had an intern with me a few years ago. He was a musician and he was very good. He got on America’s Got Talent. He went all over to number 24 in America’s Got Talent. His YouTube video go over 800,000 view of his music videos. It took him a year to get his album up on iTune. He has this huge tsunami of interest in him and his brand and as his tsunami came to shore, there was no more interest and people were not coming to his social media sites. Then he released his album and it fizzled out and died. It is a matter of striking while the iron is hot.
Howard: Carpe Diem.
Well Bryan, I’d like to wrap up the show with a favorite quote. Do you have something you can share with us? Maybe tell us why it your favorite.
Bryan: Going to back to high school our wrestling coach put a quote on the wall and when I was a kid it did not make a whole bunch of sense but it said “If you fail to prepare, you are prepared to fail” . This struck me more and more and I have gone through life and where adequate preparation will make it right for you when the tsunami of interest comes your way. So having that preparation done in advance is key.
Howard: Good. Awesome well thank you for being on the show.
Bryan: Well this has been a pleasure.
Howard: I appreciate it.
Howard to Viewers: I’d appreciate if if you subscribe down below because we have lots more shows in the can for you. We have about 24 of them. I am looking forward to seeing you on the next show of 10XYourCompany.com