The Secret to Successful Leaders and Businesses
The key is in how you communicate.
Everyone knows what they do and many know how, but few know why. The why is what speaks to people.
“People don’t buy what you do, people buy why you do it” - Simon Sinek
When you tell people what you do and how you do it, they’re not inspired, they’re not driven to buy your product or use your service. However, when you tell them why you do what you do and then you give the what and how, they will be more likely to get on board with you.
“The Golden Circle”
Most people communicate from the outside in (what, how, why). However, the inspiring and successful leaders communicate from the inside out (why, how, what).
The “why” is what makes people and companies successful.
“The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.” - Simon Sinek
Time is so precious to us, but are we doing everything we can to maximize it?
We can maximize our time in two ways:
Maximizing Time Through Strategy
We’re all here because of our dreams. We dreamed of doing better, it’s why we became entrepreneurs.
The question is, have you dreamed properly? If we dream properly then our chances of succeeding are significantly higher.
The Dreaming Recipe
1. Take 15 minutes to sit by yourself and close your eyes. Once your mind has
calmed down think about
Once you have the answers to these questions, put them together to form your dream.
2. Now you need to envision yourself achieving your dream.
If possible experience the moment.
For example, if it’s a specific car you want, go take that car for a test drive. Savor the feeling of driving that car. Pay attention to the feel of the leather seats and the new car
In episode 16 we learned the basics of the Profit First system and now we will do a Profit First deep dive. With these steps you’ll learn how to manage your money to create a healthy business.
One Time Setup
When you first start there are three steps to setting up the Profit First system and you only have to do it once.
Set up five bank accounts.
You and/or your accountant will most likely have some resistance to this. You may be worried about:
Don’t worry about the cost because there are different ways you can get the fees waived.
Change. You will have resistance because this is a big change, but don’t skip this step because it’s the whole point of this system.
The five accounts are split into:
By creating a great client experience, your clients will become your best salespeople.
When clients are happy with their experience, they will on their own compliment you and your firm to all their friends. Not only that, when they hear about someone with a similar issue that they had, your name will be the first thing out of their mouth.
To accomplish that we need a well structured process for our clients, but how do we go about doing that?
Creating a Stellar Client Experience
There are five steps to take to make the perfect client experience.
1. Personal Conversation
2. Aligning Your Values
3. Your History and Mission
Is your firm struggling with cash? Are you not bringing home enough money?
If the answer is yes, then it’s time to implement the Profit First system (from the book Profit First by Mike Michalowicz).
Owner’s Pay v.s. Profit
Before we get into anything let’s define Owner’s Pay and Profit.
Owner’s Pay is your salary for working.
Profit is what the firm made after all expenses were paid.
What is causing this cash problem?
The root of the problem is human nature.
Mike Michalowicz likes to call what we do “bank balanced accounting” and that is where we naturally look at our bank accounts each morning and one of three things will happen:
Our lives revolve around money and we don’t always make the right decisions about how to handle our money.
There was a time many years ago that I did not handle my money correctly and I went through bankruptcy. All my money was going to child support and religious school tuition (a part of the legalized divorce agreement), so to survive I took out loans. In the end I couldn’t pay them off and I couldn’t get more loans, so I went through bankruptcy.
There was no way I would allow that to happen again. I analyzed my situation and where I went wrong, so I wouldn’t make the same mistake twice. I want to share my knowledge of debt with you, so that you won’t make the same mistakes I did.
What makes debt bad?
Do your taxes pile up to impossible numbers? Are you not taking home the amount of money you should be?
Why is that?
There are a lot of things that contribute to this, for example:
Your Top line Number
Everyone has a top line number they want their firm to achieve. You’ll aim for that number, but that number on its own is irrelevant. You have all your expenses you need to take into consideration.
Revenue v.s. Profit
The difference between these two is that
Revenue = the amount of money you make before any expenses
Profit = the money you take home after all expenses are paid
So, the revenue number (like your top line number) is irrelevant. All it means is that you’re getting clients. If you’re expenses are twice the amount of your revenue, then that’s a problem.
What you need to be looking at is your...
It’s important to understand marketing before you start marketing or getting someone else to market for your firm.
We’re going to get into the very basics and work our way through the different concepts of marketing.
What is marketing?
Marketing is the progression of a prospect on the journey from unaware to a promoter.
These are the steps the prospect will take on their journey:
Are you working tirelessly for hours on end?
Well guess what? You don’t have to.
We interviewed Chris Small, a SUCCESSFUL law firm owner who ONLY works 25 hours a week for his firm.
That can be you because we are going to share his marketing strategy with you right now.
Chris used to use SEO, but that doesn’t work anymore. Now he uses what he calls “Longtail SEO”. Which means he creates a lot of content to put out there. He does a Facebook live video everyday and then turns it into a video, podcast, blog post, and transcript.
Also, when creating the content he tries to do it in answer to a question someone might be typing into Google.
Moshe has a similar strategy as well. When someone reaches out to you, think about what there first question would be. Now answer that question in a blog post and pay for it to be an ad. People are more likely to click on an ad for a piece of content that answers their question than an ad for a law firm.