071 - The Number One Way To Attract Raving Fans With Elyse Archer

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Josh Tapp 0:00
What's up everybody? Josh Tapp here again, and welcome back to the lucky Titan podcast. So today we have a very special guest. We have Elise Archer on the mic. And Lisa is a branding expert. The reason I brought her on is because her and I have a lot of the same views on how to brand yourself how to brand your company and she has some amazing meat she'll be sharing with us today. So at least let's hop right in. Alright, at least so tell us one thing about yourself that most people don't know.
Elyse Archer 0:26
Oh, this is an interesting question. Okay, one thing about myself.
Josh Tapp 0:31
Sometimes,
Elyse Archer 0:32
I know I mean, you just really get right into it here. That's good, though. So I am I'm kind of like the crazy dog lady. I have this big place in my heart for for dogs that are pulled out of bad situations. And I have there's been more than one time when I have taken a carload of Rottweilers across state lines to escape being euthanized. And so I've been like me with a Rottweiler and every seat behind me and they're, you know, they get a bad rap, but it's a good time to I'm in your lap and snuggle and have fun. And so I don't know why that's the first thing that came to my mind when you
Josh Tapp 1:08
think I'm crazy. That's that's what most people don't know.
Unknown Speaker 1:11
That's it. Well, most people probably know that but
Josh Tapp 1:15
yeah, you never know these days, right? That's really funny. So do you have a Rottweiler?
Elyse Archer 1:20
I don't know. So I've got a couple of a couple of rescues, but they're just they're my old ladies ones like a lab hound mix and one is a little rat terrier. So I've done a lot of work with like Rottweiler rescue Pitbull rescue, and my little one just doesn't get along well with big dogs. And I actually think the Rottweiler would probably lose in the battle.
for everyone's safety and sanity. I do not have a
Josh Tapp 1:45
Rottweiler at least not yet. Yeah, but for the sake of the podcast and they're not barking in the background. Exactly. We had a lady she had a little petite Asian lady right? Just like Marie Kondo, and she has a Great Dane. She came on our show and through the walls you get here just the loud barking of the part of the of the dog. It was crazy. But anyway, so thank you for not having that. Let me ask you this at least so you know, you're a brand expert, you've built a whole company around helping other companies to brand themselves. So give us a little bit of background of how and why you got into that in the first place. Because you have a pretty interesting background.
Elyse Archer 2:22
Yeah, well, thank you for asking. So it's it's kind of funny because my whole background was actually up until this point, primarily in sales. And so I had this vision when I was growing up and going through college that I thought success was going to be going and getting the six figure corporate job and I had always been good at sales. Like when I was in college. I don't know why I did this, but I was fortunate that my college was paid for and I just wanted to work so I worked five sales jobs at one time while I was in school just because I enjoyed it and when I got my diploma I laughed because I was never in class and the only reason I got this is because they don't know who I am. They just don't worry Because I wasn't in class. So, you know, did that graduated college went into corporate advertising sales. And it did well, like, you know, achieve the dream that I thought was going to make me happy and feel fulfilled. And I found myself in my early 20s with, you know, making good money, the dream house, the dream car, all the things and feeling totally empty inside and just kind of looking around me and saying, like, this isn't what I thought it was going to be. And so it was right around that time I was in, it was a pretty rough place. And I was in such a rough place that I didn't like being alone with my thoughts. So I started getting into just listening to podcasts. And through listening to podcast, I discovered personal development, I started listening to all these personal development shows, I had no idea I've never been exposed to anything personal development before. And it was kind of this light bulb moment that I can make a change here. Like if I'm not happy with what's going on in my life, I can make a change and I can do something that's probably even more impactful. And so I started At this big unraveling process of everything in my life that I had built up until that point, you know, parted ways with a lot of friends that were just no longer a good energetic match. I actually I was in a really bad marriage to an alcoholic, we divorced, I got stopped that sold my house, like just saw a lot of stuff. And also at the time, I left my corporate job. So when I left corporate, I had this vision that I was like, I know how to sell, I can teach people how to sell. So I had this vision of going into sales, coaching and training. And I had six months worth of savings to my name. And I had one client who had paid me $300 and I guess to me, that was proof of concept. I was like, okay, someone's gonna buy something for me. So I'm gonna do this. So I put in my notice, and I laughed, and I all of a sudden was like, shoot, what do I do now? And so I didn't necessarily know yet how to be a great salesperson. Coach, but what I did know from my background in advertising sales was I knew how to market. And so I went really, really aggressively about marketing and promoting myself every which way that I knew how to do. I created I had a podcast, I created a local networking event, I did a ton of social media, emails, cold calling networking, like you name it, I did it. And I very quickly was able to build a pretty successful sales coaching business. And I did that for several years and worked as an executive and a sales coach working with a lot of sales leaders across the world. And to me, though, the thing that always I felt most strongly about and that had really been how I grow my business was, look, if people just know about you, and they like you and they trust you. It's like, you don't have to hard close them. You don't have to hard sell them. It's a heck of a lot easier to grow your business like that. And so I was really feeling I was just passionate about that. And about two years ago now, a number of my former colleagues and I ended up exiting That company, there were some things just unexpected things that happened. And it happened very fast. And we exited and came back together. And we're like, what are we going to do? And we ended up starting this company called brand builders group. And so we work with individuals, we actually don't brand companies, we only brand people. So that's like a clear distinction that we make. But we work with individuals who want to build and monetize their personal brand to help them get clear on what it is how they can stand out in the noise in the crowd, and then how they can use that to serve other people.
Josh Tapp 6:31
Yeah, that is awesome. Yes. And what's really funny is a lot of people don't realize that the best salesmen make the best branding experts because you truly understand what it means to brand yourself. And I mean, a lot of people so we've worked with quite a few different branding people and they start out in the, you know, corporate marketing realm or do they have an education in marketing? And they just say, Oh, that's branding, but I think branding is more sales and people realize, you know, it's it's understanding how to sell yourself. Yeah, kosher way.
Elyse Archer 7:03
Yeah, I think it's a great point. And I think the challenge with that, and I'd love to hear your perspective on this too. But I think the challenge is a lot of times, especially when it's your personal brand, you're so close to it, you just don't see it. Right? It's it can be hard because you do something so naturally like for you being a podcast interviewer in a host and doing this is so natural to you, and you're good at it. And you probably to you, it would feel like it's easy for everybody. And for a lot of people, it's the hardest thing in the world, right? Whenever someone's genius is whether they're a great marketer, a great leader, a great writer, and so we're just so close to it, we don't see it and that's where a lot of times it gets really hard to do it for yourself.
Josh Tapp 7:42
So what you're talking about is pulling the strength out of the people helping them realize what their strength is, is that kind of what you're hitting on there?
Elyse Archer 7:49
Yeah, I would say strength and and to go beyond that, I would say actually uniqueness. And I think the the key today like the biggest challenge that I see with personal brands is just it's a noise, right? It's obscurity. It's there's so many people vying for the attention of your client, your prospects, who you want to get in front of. And so the challenge with that is if you try to, and I don't really believe in competition, but if you if you think about it that way, if you try to compete on being better than the next person, there's always going to be somebody who's better than you. And there's always going to be somebody who's worse than you. So the key is more, How are you different? How are you unique? It's kind of like, Sally hogshead, author of fascinate says different is better than better. And so what we do and what I'm passionate about is helping people figure out what their uniqueness is. So I've got another full of quotes for you today, Josh, but Larry wing, it says, The key is to find your uniqueness and exploit it in the service of others. And so that's really I think, what the key is, is to figure out how are you different it can be your background, it can be the way you do something, it can be who you serve, but then how are you going to use that to serve other people? That's the real key today to rising above the noise.
Josh Tapp 9:04
I love that. I'm writing those quotes down. I'm sorry.
Unknown Speaker 9:07
They're good. Yeah, they're
Josh Tapp 9:08
good ones. Those are excellent. Well, one of the things I really liked about you know, what you're saying is it really, I guess, personifies my journey. When I you're transitioning out of pursue marketing which was people listen to this, you know, understand why we transition from that to the lucky Titan brand. It wasn't just Oh, hey, we want to change brands, it was I needed to change who I was and do a business that was, like you said, it builds off of my uniqueness, my differentiating factor, and for me, what I found is it's not about you know, choosing something that you're just good at in business, right. A lot of people are great at sales. I'm great at marketing and but what makes you great at that, you know, what, what about you? You know, in my case, right, what about me makes me good at speaking with people interviewing individuals on podcasts, for example. I know for myself, one of the strengths that I found wasn't just because you know, I just said hey, this is my strength. I had people tell me what it was. And for me, one of mine is helping people get excited about their business. And helping people get excited about, I guess, really like spreading the hope of being able to succeed at a lot higher level, you know, and that's that was one of my individual strengths. I said, Hey, I can build off this, you know, that's something I could build a whole business around.
Elyse Archer 10:18
Yeah. How did you how did you figure that out about yourself? Because that's such an important strength. And I think that's like, it's very specific. And it's very rare. So how did you figure out that that was a strain?
Josh Tapp 10:28
Yeah, good question. See, now we're flipping the tables. I like to see and I'm glad you asked me a question. Sometimes people don't. So it's fun to have the, the back and fourth. I know for myself, it was it was not by myself, right. So a lot of people are trying to figure these things out by themselves. You have to ask the customers that you really like what your strengths are, or you have to have a mentor somebody to sit down with you who is going to be brutally honest with you about what you're not good at, and what you're great at, because I know for me, one of my biggest weaknesses is organization. I'm kind of that Heidi personality type. So I'm one of People that I charge, but I don't. Sometimes I charge right over people, right? I let tasks go by the wayside because I'm more concerned about getting the task done or the relationship built than I am about, you know, making sure it's perfect. And I had a mentor sit down with me. And he really helped me work through this and said, Hey, like, let's let's get to the core of who you are. So really good question. I love that.
Elyse Archer 11:23
Yeah, I love well, and it's so key to and I think for, for any of what we talked about today, I'm happy to share, like some of the exercises we use and the questions someone might ask to figure out their uniqueness. But I think the key is getting outside feedback and perspective, because it's just really freakin hard to do it. Right. That's cool. That's how it came up for you. Yeah, you know,
Josh Tapp 11:44
I would caveat what you're saying and say it's almost impossible to do it by yourself. I think everybody's trying to do it themselves to either save money, save time or what have you. But if you'll spend a little bit of money or a lot of money on a coach, whatever you decide to do, and have them walk you through In these processes, it just changes everything for you to somebody like you. Right. So go hire Elise. So I'm gonna throw out a woman day interview. So I would like to see you said, you know, you have your specific questions that you ask people to help them identify that uniqueness. What are those questions? I think a lot of people would like to hear that.
Elyse Archer 12:19
Yeah, absolutely. So, and I've got a visual model that I can send you for the show notes if you want because it's going to be easier, I think, for people to see it. But so there's, there's a lot that goes into this, right. But one of the things that we created is a model called the brand DNA helix. And the idea behind it is that each of us has our own unique brand DNA, just like we have our own unique genetic DNA. And so it's a series of six different questions and they come in pairs. And and when you see it visually, it's laid out like a helix. So it'll make a little bit more sense. But the concept and the idea behind the questions is, you want to go through them and figure out what's the through line and pull out like that. What's your unique ability, skill talent message? And how are you going to use that to serve other people? And so I'll go in order. So the first one and the most important for any personal brand is what problem do you solve? And this is foundational, because people at the end of the day buy solutions to problems. And if you think about some of the top, you know, personal brands in the world, think about like a, maybe a Dave Ramsey. The man has built a massive Empire off of solving the problem of debt, or Rene Brown. And the problem of shame, or one of our clients is a podcaster named Lewis Howes. And it's like, his problem is self doubt. And so you It feels counterintuitive, because you get so as entrepreneurs, especially, we can get so excited about our solution. And that's all we want to talk about it all we want to share on our marketing and in our social media. But the key is that people don't really care about your solution until they know what problem it solves for them. And so you really want to think about what are all the different problems I could solve For people and then try to narrow it down to a one word problem that you become known for solving. And you then become the ambassador of that problem, just like Renee has been such a researcher of shame. And she writes about it, and she talks about it. You want to promote the problem as much as you promote the solution in your marketing. So that's the first one. And now the balancing question to that, though, is what are you passionate about? So when you think about passion, you can think about it a couple of different ways. Passion can be positive, it can be what lights you up, what gives you joy. And it can also be what ticks you off. What makes you really upset passion doesn't have to be positive and happy and joyful, necessarily, but you want to think about like, if you were going to lock yourself in a room for six months and write a book, what could you write about forever and not get sick? And so those two questions combined, what problem do you solve and what are you passionate about? Those will tell you what you want your message to be what you want your brand to be about. Now, the second set of questions is more What are you qualified for it To be about. So this is where we really look at your background and your expertise. So the first question here is what have you researched? So you can think about it kind of metaphorically like, what are the letters behind your name? So what degree do you have? If you went to school? What certifications do you have? What have you studied? What do you read about a lot? So the book smarts, but then the balancing question to that is, what do you have results in? So this is more street cred, because you've probably seen it, your listeners have seen it, I've seen it, you know, it's like, there's a lot of people online, promoting, they're gonna help you become a millionaire off of social media. And you can tell it's like everything is staged in the video right there. They're, they're renting the cars there. It's just it's not authentic. It's not real, they haven't actually done it. And so we're big believers in building a brand from a place of integrity, where you can speak to actually helping someone do what you're teaching them to do, just like you do in your business, you know, helping people transition and create new businesses like you've got the street credit because you've been there and done that. And so there's much greater strength that's going to come from real world experience. So this can be, you know, what results do you have? What results? Have you gotten your clients? What's your superpower? What challenges have you overcome? But those two questions combined, of what have you researched? And what do you have results in? That's really going to tell you what are you qualified to talk about and for your message and brand to be about? And then the final set of questions is, okay, how are you going to monetize? And this one is important. And a lot of times I think people start off and they don't necessarily think about this right away. And you can be very much Twitter rich and dollar poor, and we're big fans of, you got to have a lot of money to make a big impact in the world. And so we want to get clear on what's the business model going to be. That's gonna that's going to serve people with this. So two different questions to uncover the business model. The first is what would people buy from me? So you basically want to list out and think about all the different things someone would buy and we've categorized the five different ways you can monetize your personal brand. You into this, we use a lot of acronyms you'll find we call them the paid the PA IDs. So the five ways you can get paid. So you can do products, like a book, like a, you know, coffee cups or you know something, anything that's like a tangible physical product. Probably not gonna become a millionaire off of that fast but
you never know. Yeah, products. Then the next is ads and affiliates, right? So building up a big audience and then selling kind of exposure to them that way. Information is the third. So information products. So think about membership sites, courses, ebooks, etc. Deals is the fourth one. So working on brand deals. And then the final one is services. So services are going to be coaching, consulting, training, speaking, it's typically a time for money play, which is the lowest hanging fruit at the beginning, but not necessarily where someone wants to stay their whole life, right. So a lot of times you'll think about this in terms of short term, like in the first year, what's going to make sense, and oftentimes that could be a service related business, but then long term. How are you going to scale and grow. Which gets into the final question. The sixth and final question. And this was the second of the business model. questions is, What business do I want to be in? And this is a big one, because there's so many different. There's so many different ways you can make money. And not all of them are going to be fun or joyful or, or fulfilling to you, right? And so, you know, Louis is someone who lets us talk openly about his brand, so I'll use him as another example. So for him, when we first started working with him, he had all these different revenue streams in his business. He had the podcasts, he had brand deals he had his book, he had mastermind memberships, like you name it, so many different things. And that's often a place where you can if you're doing well, in business, you will reach that point where you have a lot of revenue streams, you have a lot of things going on, a lot of things vying for your attention. And what ends up happening is you get dilution of your time of your energy of your focus. And so what we really had to look at was what actually is creating the greatest impact and the greatest results? And what sort of lifestyle does he want to have? And there's some, there's a series of questions that you can kind of ask yourself about your business model to see what's going to create the most time freedom. And it's basically a checklist that if you can run your model your business model through it, the more of these you can check off, the more time freedom you're gonna have. So we look at something we call the dares. So for any sort of business model that you're looking at, we look at, is it digital? Is it automated? Is it recurring? Is it evergreen? And is it scalable? So digital, automated, recurring, evergreen, scalable. Now you're not going to find all five of those in one business model, because some of them directly conflict. But the more of them you can have, the more the more time freedom and ease you're going to have in what you do. And so that was something that really helped Lewis refocus on it's actually the podcast, that's the core of everything that he's doing, which a lot of times when we reach kind of that pivot point, it's it can be very Going back to what you did really well at the beginning, that can help you kind of break free to that next level. So those are the six questions. So it's what problem do I solve? What am I passionate about? What have I researched? What do I have results in? What would people buy from me? and What business do I want to be in? And there's a juxtaposition or a balancing of the questions where half of them are about who does the world need you to be at this point. And the other half are more about who were you designed to be? Why were you put on this earth? And so once you go through those and uncover the through line, that kind of unites them all together, that's going to help you figure out what your messages your uniqueness is, who your audiences that you're going to be able to best serve. And that really lays the foundation for everything else in your brand from there.
Josh Tapp 20:44
Wow. Well, thank you so much for sharing those. I'm the kind of person I like lists. I like acronyms. It helps you remember, right. I don't know if you listen to john Lee Dumas or not if you listen to Okay, if you listen to Lewis Howes and you know, Lewis Howes, I mean you probably listen to john Lee Dumas pretty similar but you He talks about his focus, right follow one course until success and that, I mean, I think those acronyms really help you lock it into your into your brain. Okay? What should I be? Why should I be focusing? So thank you so much for sharing those. Man. Yeah, I took a lot of notes right there. That was awesome. That's like a free consultation. That is the goal. I love that. Well, so a lot of people when we talk about branding don't really understand like truly what it is. I think a lot of people are like, Okay, why should I have a website? branding means I need to have a good logo or a good tagline. But, but what would you classify? You know, your, your brand as I quit? What would you classify the brand?
Elyse Archer 21:41
Sure. So I would say really simply a brand is what other people think of when they think of you. And so when it comes to your personal brand, what you have to realize is you don't own it, the world owns it. It's not yours. Now you can shape it, you can cultivate it. And if you look at, you know, celebrities, they're a great example of people who were very intentional with the brand, and the message and the image that they put out all the way from the, you know, the pictures that they put out in the press in the media to the messaging. And so I think for each of us, we have to realize we all have a personal brand, and it's, but we may not necessarily know what it is right, which is where when you can get into asking a mentor are some of your clients? What do they think of when they think of you? And what are some of your strengths and superpowers that can really help you? But I think the the problem that comes up, Josh, that I see is when people aren't intentional about their brand, and about their reputation. And there's when we really looked at we coined this term that we call reputation design. And so I don't know I think we coined it, maybe somebody else has already
Unknown Speaker 22:45
know somebody twice. There you go.
Elyse Archer 22:48
Because there were a lot of firms out there that are helping more from a like a defense standpoint, right when something goes wrong. That's when you call the crisis communications or PR coming you try to fix it and We were really intentional about saying no, you need to be proactive about crafting your brand and your reputation from the beginning. And I shared with you earlier in the interview when all of us, not all of us, a lot of us at our company now used to work together. And a former company, when we exited that company, we had nothing left, we had to get rid of all of our social media, websites, everything, there was nothing and the only thing that we had was the power of our reputation. And so when I think I think when it comes to a brand, you're right, that a lot of people instantly jump to and think of what's my logo going to be? What's my website? What's my Instagram, right? Kind of the fun, the sexier stuff. And I would equate that to building a house without having a blueprint. And that's when a lot of clients come to me at that point where they've started this process, and they're realizing they've sunk a lot of money a lot of time into it, and they're not actually clear what they're building. So I think the most important step is first, to get clear on what is your brand all about? And those six question We just went through in the brand DNA helix are going to be.
And you actually have a clear blueprint to build it from. So you're not just like if you're building a house, building it and then having to tear it all down because it never was going to come together in the right way in the first place. Right. So, to me, it's that foundational piece, the discipline of the foundational piece. So getting clear on the questions, some of the questions we just looked at, that are critical to building an influential brand.
Josh Tapp 24:34
Yeah. And I love how you structure that because like you're saying, it's like building without a blueprint in most businesses. And you and I both know, we work with kind of the same type of people. Even if they've made millions of dollars, they're still sitting here, sometimes with 15 different things going on, but they don't have it all aligning with their same their values, their mission, their purpose, and so their brand is kind of just scattered, right? So I really, I really love that What do you have to ask you this question though? You're you're working with some pretty high level people. If people don't know Lewis house, I'd be surprised. Um, so with with Louis, what's it been like working with our client like him? And what have you been able to help them with?
Elyse Archer 25:14
It's been awesome. It's been so much fun. Like, to me a lot of the fun is just seeing behind the scenes of some of the people who have really done it and have really have really made it. Right. And so yeah, I mean, Lewis, it's a long story, but he was our first client. Well, I mean, look, we owe a lot of our business success to him. And so he's been a just an amazing partner. And behind the scenes is someone who is as cool as he is in, you know, the public, the public eye. So really, really good guy, but I think, you know, with everyone we work with, whether it's someone at that caliber or not, it's it comes down to the same sort of stuff. You know, it's like, we, regardless of what level we have achieved, we're always I think, if you're going to cheat If you're a driver you're wanting to break through to that next level. And it can be challenging to look at everything you've got and figure out how to focus it because that's really one of the keys is focusing to break through to the next level. And, you know, even outside of lives like I work with, you know, multiple seven figure entrepreneurs, New York Times bestselling authors, eight figure on traits, like really successful people. But the one thing that I find always shows up, which is interesting to me, is a level of insecurity about who am I to be stepping onto this bigger stage? And that, to me is really fascinating. Because a lot of times we look at these people who are our heroes, and we were like, they would never struggle with that. They would never wonder or second guess themselves. And I think a lot of times, it's human nature, to wander into question, you know, I feel like I have this message, but hasn't it been said before? Or hasn't? You know, hasn't everyone already done this or who's going to want to listen to me, and the thing that I always come back to is just think about if you're a mentors in your heroes had let that stop them. And whoever you follow, what if Rachel had decided that personal development had already been done, and that people had already? You know what I mean? And so we have to really look at, there is someone out there who needs to hear your message from you, specifically. And if you haven't gotten your voice out there yet, they're still waiting. And they're not getting the they're not their life isn't being changed the way that it could be like my own personal spiritual beliefs, but I don't believe it's by accident. I think if you have a calling to do something, you are on this earth at this time for a very specific reason. It's not an accident. And so you have to just trust that calling that you are being called to do something you may not know why, but it is for a reason and it's something greater than you.
Josh Tapp 27:46
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