Wouldn’t it be great if you could have an advantage in your marketing efforts over all your law firm competitors in the market? But what would be even better is if you could influence your prospective clients to want to hire you fast. In this week’s episode, we are joined by Dr. Ron Eccles to tell us the secret to creating an “Unfair Marketing Advantage” for your law firm.
Dr. Ron begins by explaining to Liel and Grace how having a why is the critical element of speaking to the emotional part of the brain of your law firm’s potential clients, which will automatically get them interested in what you have on offer for them. He then explains that telling stories can be very effective through his research with neuro-marketing and all kinds of branding campaigns he has been involved in over his career.
The conversation looks at why working with pros who can help you get right things you don’t know how to do yourself while also making it more efficient and less wasteful when time is your most valuable asset (which we totally agree upon!)
Resources mentioned in our episode:
- Dr. Ron Eccles email: firstname.lastname@example.org
- Start with Why: How Great Leaders Inspire Everyone to Take Action
- Neuromarketing: What You Need to Know
Send us your questions at email@example.com
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Liel: [00:00:00] Dan Ariely says Bruns communicate in two directions. They help us tell other people something about ourselves, but they also help us form ideas about who we are. I’m Liel Levy, co-founder of Nanato Media and author of Beyond Se Habla Español How Lawyers Win the Hispanic Market. And This Is In-camera podcast where we like brands that have stories we can relate to.
Liel: [00:00:53] Welcome to In-Camera Podcast
Liel: [00:00:54] private legal, marketing conversations, Grace, welcome back, how are
Grace: [00:00:57] You? Good. How are you, Liel?
Liel: [00:00:59] I’m in great Grace. I cannot complain every time we connect for our podcast this part of the week.
Grace: [00:01:05] I know it’s exciting, it’s exciting.
Liel: [00:01:08] And particularly this week. It has an extra one or two levels of excitement because we have a really fun conversation lined up. And so Grace, I’m not going to hold you back from go ahead and doing the honors and introducing our net guests so we can get right into it.
Grace: [00:01:25] All right. So everybody, we have a fantastic speaker for you today on our podcast and the topic is going to be on how to create an unfair marketing advantage with Dr. Ron Eccles. So it is with great pleasure that we welcome Dr. Ron Eccles to join us for a conversation on how to create an unfair marketing advantage. Ron is a serial entrepreneur, having started and built multiple six and seven figure businesses in different fields. He is an international best selling author, professional speaker and business consultant. He started his professional career as a doctor of chiropractic with board certifications in orthopedics and neurology. Today, Ron lives with his beautiful wife Johanna, on the Gulf Coast of Florida, has five children and three grandchildren. Ron and Joanna are actively involved in the Bayside Community Church in Lakewood Ranch Florida and are honored to support several charities. Ron, welcome to In-camera Podcast.
Liel: [00:02:19] Ron, welcome to our podcast. It’s great having you. How are you today?
Dr. Ron: [00:02:23] Man, I’m doing awesome. But if I was any better, I’d be you, Ron.
Liel: [00:02:28] So you were just telling me a moment ago, You’re in Chicago. What? What took you there? What are you doing there? And so for those who do not know, Ronnie is based in Florida. So yeah, I live.
Dr. Ron: [00:02:36] I live in a warm, tropical place and I I’m onboarding a brand new client. I take on two really big clients at a time. I can’t take on any more than that other than my other coaching programs, but I’m working with them doing a two day in service. And in fact, our subject today is something we just finished doing literally all morning today. So I’m super excited about it. I’m really pumped. It is cold up here. That’s why I’m wearing a t shirt and a cashmere sweater, and I have a coat upstairs and I got my my skullcap because when I step outside, it’s relatively chilly.
Liel: [00:03:06] Yeah, I hear you. Listen, I’m in Texas. Grace is in Florida. We neither of us can stand weather. Temperatures here failed to like low sixties and I’m wearing a fleece and I’m ready to put also my my, my snow beanie or something like that, because really, I it’s freezing for me. So yeah, bringing bring the warm weather back. So you know, you and I met recently at Palma, you were there hosting the event along with Ken Hardison, and I remember you introduced my presentation. And then at the end of it, you also gave me some very valuable insights and feedback about what you like about it. And that led us to talk about influencing people in neuroscience. And so how all of this connects. And so it really fascinated me. And then, you know, we said, let’s have a conversation. About how people can become better at influencing people and how people can become better at marketing themselves. But before we get into that, just read here your bio and you have a very extensive career. You’ve done so many things. So how is it that you, you know, started, as you know, in orthopedics and then neurology? How you know how you went from there to now coaching, helping in marketing and so forth?
Dr. Ron: [00:04:31] Yeah, I graduated in nineteen eighty three from Logan Chiropractic College and we just have a doctorate in chiropractic at that point. But there are some specialties we can actually take. They take about five years to go through and a period of 10 years I get three diplomas, so I kind of overlap them in between. So I got board, certified in orthopedics, board certified in neurology, and I have a board eligibility. I never took the test because I didn’t need to for sports medicine because I just had too many degrees behind my name and it couldn’t have any more letters. So and I’ve been I’ve been a I injured my wrist in a bad accident in about 10 years in I retired. I taught postgraduate orthopedics in neurology around the country for several different chiropractic colleges. But then I, you know, being being a chiropractor, you are naturally an entrepreneur, you know, survive. And I had a very lucrative, very good practice because I was not only heavily involved in the academic world, but I was also really big into learning how to grow a business. That led me down the road to serial entrepreneurship. I owned restaurants, multiple restaurants. Then I began investing in real estate, but discovered out of real estate that I have two great passions and everything before that prepared me for what I do today. I operate as a professional speaker, which I love getting in front of audiences, whether it’s on a stage, podcasts, whatever it is. I love communicating and helping people, really.
Liel: [00:05:50] And you’re terrific at it. Let me out there.
Dr. Ron: [00:05:52] Well, thank you. Thank you. And the second thing is, I love consulting and working with business owners because again, my why and we’ll talk about that later on is to inspire, empower and equip business owners to maximize their ability to achieve everything in life they were born to achieve. And I start out with this. I said, I believe you were born to have a leaner, healthier body, to have deep loving relationships, a powerful spiritual walk and to be financially free. And every day I wake up with this burning drive inside of me to help people achieve that in life because there’s people that just need that help. They need that coaching, they need that encouragement to
Liel: [00:06:26] Make it happen. Wow, that’s amazing. And I hear a lot of things there that fascinate me. And so why don’t we start with the topic, right? Because we have a very exciting title for this conversation. I need some firm marketing advantage. So, Ron, just at a very high level, how does this look like? What does it mean to have an unfair marketing advantage?
Dr. Ron: [00:06:47] Yeah. My journey for this started back in 2009, when I watched a TED talk by Simon Sinek, and he was un revealing information he put in his book called Start with Why? And I was absolutely riveted. Why? No pun intended because I had spent so much money marketing and I was actually wasting and pouring money away because I wasn’t really tapping in neurologically to what motivates people to purchase or buy or do business with me or anyone else. So I began studying and learning. I came across a group of guys who were actually taking Simon’s work and learning how to now, how do we take the Y concept? And I’ll tell you that in just a minute and translate it into helping business owners separate themselves from all their competition. In fact, I say blow your competition out of the water by creating an unfair marketing advantage. And the reason that Simon prompted or started so much was because he discovered by looking at the greatest companies versus the average companies. He said average companies tell people what they do and how they do it. Great companies tell you why they do what they do. They lead with their why. Then they tell you how they do it and what they do. And that became a game changer for me. And I began to get when I when I became a y certified coach, I understood how to now extract the right information from people so I could help them discover what their big WHY was, their operating system and the way the brain worked and then craft it.
Dr. Ron: [00:08:24] Now here’s the real key this is the real skill set. Turning it into a message that motivates their ideal client to do business with them. Now here’s where neurology really comes in, and I’ll make it very simple because we don’t need to have a background or degree in neurology to understand. It’s essential if we look at the brain of having two major components the the logical analytical brain and then the emotional brain, and with a primitive part of the brain. And those are two different areas and they involve different subject. But you don’t need to know all those particular structures. You need to know that you have the higher thinking brain, the cortical brain and that’s involved in. Language processing and math, and like all the big things that make us really smart and intelligent to be able to do a lot of things, but basically we still make our decisions from our primitive centers of our brain. Emotionally, we process information, we determine how we feel about it, and then we make a purchasing decision if we’re talking about business. However, that becomes critically important if you learn how to craft a message that bypasses that cortical brain and speaks directly to that primitive brain or emotional brain.
Dr. Ron: [00:09:35] Because then your ideal clients, when you’ve identified them, they resonate with your message. See, when I tell people, Look, I could get up and say, Hey, I’m a doctor in chiropractic, I got three diplomats. I have all this experience almost 40 years in business. I’ve I’ve built multiple six and seven figure business. That’s all logical brain stuff, right? And all I’m doing is when I tell people that I’m competing against other people who are business consultants and I’m a commodity. It’s like going to the marketplace and you see 10 different vendors selling oranges and you don’t know which ones to buy. Like one person says, the oranges are brighter orange than the others and also the more juicy. But you got to eventually pick, and it’s almost like 80 meeny miny moe. But if you tell people why you do what you do, you stand alone, you blow your competition out of the water. That’s why I turn out tell people every day when I wake up, this burning passion drives me to see entrepreneurs and business people achieve everything in life they were born to achieve. I believe that they can be better. They can have more. They can discover all the great things in life if they learn how to really tap into that and they deserve it, and my goal is to help them get there.
Dr. Ron: [00:10:45] See, now I’m speaking not about me, but I’m speaking about you. That’s my passion. I’m hard wired to make a difference, and how I make the difference is I take things that are complicated. I spent two to four hours every day, but doing so for close to four decades. And I simplify it because that’s how my brain had to learn. That’s how I overcame learning disabilities early on. Well, about 19 years old, and I had to take complicated information and distill it down to what does it mean? How do I use it? How do I get the fastest results? And that became my superpower. I always tell people to look. You can spend a fifty thousand dollars a year to belong to big masterminds. You can spend twenty five to thirty thousand dollars going to courses and buying stuff, and you can spend the countless hours required to take the information and sift through it and figure out what you need and then how to implement it. Get fast results or for fraction of the cost. You can hire me. It becomes a it becomes a no brainer, right? It’s like they go, Well, gosh, I’d rather spend one hundred grand or, you know, the countless hours now they go. It makes sense to people. Right?
Grace: [00:11:48] It certainly does. I mean, you know, you said you were in Florida and I’m in Florida as well, and we know in Florida you can throw a rock and hit a lawyer, right? I mean, there’s tons of lawyers here, lots of attorneys.
Dr. Ron: [00:12:01] So people would like to do that sometimes.
Grace: [00:12:03] I’m sure they would. Good point. Ron, good point. Yeah.
Liel: [00:12:07] So, you know, it’s a famous activity to do down there in Florida. You know, people, people take holidays for it out there.
Grace: [00:12:13] They sure do. Florida, man, we all know that one. So, you know, part of creating this unfair marketing advantage for themselves. How could a lawyer do that? I mean, again, it’s Florida, and there’s a lot of them. So I know it speaks to your why and what you’re talking about. But how can we apply this? Because, you know, it’s hard for lawyers a lot of times, I think when they hear something like this. But what about me? Right? What about me? What about lawyers? What about attorneys? I’m different. You know, my practice area is different and how I approach these things. I can’t create an unfair market advantage because I’m not allowed to say I’m an expert. I’m not allowed to say x y z.
Dr. Ron: [00:12:51] Well, the answer is a glaringly simple, and it’s just so easy when you discover why you do what you do. And I’m working with a company right now and this morning they are. They started the company by doing rapid COVID testing. That’s how they launched into this. But we sat down yesterday and we spent some time creating an extraordinarily detailed, vivid vision of where they want to be in 10 years and they want to be bigger, more and we’ve expanded the concept. They’re not a diagnostic company, they’re a world changing, industry leading difference maker that treats people like family where we’re crafting this whole message, right? And it takes it takes someone who’s been there and done that. And you know, I have to say, I humbly say I’ve gotten really good at it of taking what somebody does, finding out what their why is and then crafting into a message. And lawyers are no different than anyone else. When a lawyer says, I do personal injury, I do tort reform. It’s like a chiropractor saying, you know, I do, I do car accidents, I do worker’s compensation, I do low back pain, neck pain. Well, every chiropractor says the same thing in Florida because you can’t go far enough, you can throw it.
Dr. Ron: [00:13:59] You can throw a rock at any chiropractor, and it’s just it’s just the same thing, right? But how do you stand out from everyone else? You stop speaking as a commodity? Now, let me tell you what I just did. Recently, I spoke to a group of about 40 entrepreneurs, and what I did was when it came in a room, it was a small, intimate. I had oranges and I had everybody take a black magic marker and put their initial on the orange, their first and last initials, right? And then I put all the oranges on a table. It was my turn to speak. I rolled the table out in front of them and I looked at everybody, I said, and I picked up an orange and I tossed it up and down. I said, How many people are wondering because they kept asking me, like I said, I can’t tell you, I’ll tell you later how many were wondering what the Orange is all about? Everybody raised their hand right. I had. I had them involved, I said, and I kept throwing the orange up and down. They said, This orange is you right? And then I took it, and I put it down in front of all the other oranges.
Dr. Ron: [00:14:52] I said, Right now you’re competing as a commodity, you’re like every other orange on the table and nobody can tell you from anyone else. But by the time I finish. I promise you this, you will no longer look like everyone else, and I reached down into a box I had hit and I took out a big pineapple and put it right down the middle. This will be you. So I would say that to every single lawyer, don’t look like an orange, be the pineapple, and you have to discover how to do that, but you can be because your story of the drives you and you tell people why you do what you do. Then they resonate with you, you’re no longer an orange, you are a pineapple. So it’s a matter of figuring out what your why is having somebody who’s an expert at it craft that message for you and then you use that message in your elevator pitch, you use it in your marketing or use it on your website. You use it in different places because now you’re you’re tapping into a neurologic part of the brain that helps people make a decision very easily to do business with you or not.
Grace: [00:15:57] So, you know, I really love that, you know, you have this neurological side of things in particular because these lawyers, right? I mean, they’re lawyers, right? They’re logical. They like to, they learned, and they got a license for a reason. So behind all of that? My next question is kind of it’s not really loaded, but for you, I think it would be great what science is supporting this?
Dr. Ron: [00:16:20] Oh, there’s tons. All you gotta do is pick up books like I think it’s called Neuromarketing. There’s like a whole bunch. I mean, there’s so many books out there today of social scientists and PhDs in different areas, and they literally hook people up with leads and they measure different activities. And they show that when when a person says this or hears this, or does it like areas of the brain light up so they know what people respond to? And it’s not just say, Hey, we just kind of come up with a theory and it’s not tested. They’re testing and looking at this. Some of the greatest research that I’ve been looking at recently says that the primitive brain, that area that was designed just to keep us alive, it keeps us breathing without thinking about it. It keeps us heart beating, without thinking about it controls our temperature and our body. But it’s the same area that the neurologically they showed that the circuitry of decision making runs heaviest through there and then sends more output information to that cortical brain and say, Hey, here’s how we feel about that. Here’s the decision you make. They’ve been able to prove that the primitive brain structures make the decisions almost all the time, and then we justify them in that logical brain.
Dr. Ron: [00:17:29] I know lawyers, I know engineers. I know and they’re like, Oh, I make my decisions logically. No, you don’t. You make them emotionally because you see a person driving around in a two hundred and fifty thousand dollar car. There’s nothing logical about that when a fifty thousand hour caller would do or twenty five thousand. What we do? It’s about, Hey, the emotionally they made the decision. I like that car. I want to be seen in that car one drive. They’re not putting cars down. I mean, I used to spend a lot of money on cars, but I get I mean, I got picked up while I was here in Chicago by the owner of the company in this beautiful SUV, Lamborghini. It’s like, Man, this thing is the schnitzel. It is like, unbelievable. But. It’s a car, it’s a really nice car, it’s a really expensive car, but he bought it on the emotions. He didn’t make it. He didn’t. You don’t make the decision. Logically, you make an emotionally and you justify it rationally. I did that for a lot of years, sweetie. I had to have this car.
Dr. Ron: [00:18:23] I had to spend all this money on this, a fancy car, but it really was an emotional decision. And go back to your question. Lawyers can easily do this and and let me give you some proof at Palma over the years, and I want to say I have hosted or emceed about eight events over the years for Ken. So I’ve got to meet a lot of wonderful attorneys. I mean, great people and I’ve watched because you always hear that the ambulance chaser stuff like that. Well, I got to tell you, the people I have watched have been extraordinary. And after making community differences, right, and they’re finding some of the great companies that come and support them that are shooting videos and like crafting these, some of them are doing some really great stories because what they’re doing is rather than saying, Hey, we’re a lawyer, we have a correction, they’re showing how they’re helping and changing kids lives by giving out helmets for bike awareness and stuff like that. But they’re tapping into an emotional response from people and people going, Oh, I like these people. They’re making a difference in our community. They’re learning how to tap into that neurologic response.
Liel: [00:19:23] It’s all there, right? Grace, how many times have we’ve said it? There is not. Everything should start. The baseline should be community outreach. Community involvement, right? Nothing speaks or sends a more powerful message than that. I do just want to add, right, because when you say that there is neuromarketing books, I want to point out to everyone listening to this podcast, there’s even a neuromarketing for dummies available. So that’s how well established this concept of marketing is. Now, Ron, I want to ask you personally, do you have actual experience applying this type of marketing for yourself or in general?
Dr. Ron: [00:20:05] Well, the clients I’ve worked with and I couldn’t I continue to work with now. We work on this all the time and when when you actually I mean, I’ll give you example this yesterday and this morning, there’s this group of entrepreneurs and their whole team is here. I’m working with the whole team and how they when they hired me, they hired me, for one thing. They hired me, OK, how do we get results? How do we really build our structure and stuff like that? But we started out high level. What’s your what’s your vision? What’s your big vision? What’s your mission? What are your core values of the company? Explain it to him. We got to build out the foundation before we build a skyscraper, right? But then when we got to the idea of, you know, why, in other words, what are you going to be? How are you going to look like to the world around you? When we started brainstorming and getting ideas, we stopped. We got away from the logical mind. We started imagining sort of going to those those areas of the brain and you watch people’s pupils dilate, you watch people’s expressions on their face, pop up and and all of a sudden the energy in the room just went through the roof, right? They’re super excited about building a company. That’s different. They are excited about not being like everyone else, not being a commodity.
Dr. Ron: [00:21:13] They’re excited about where they’re going to go and how are they going to innovate and change the world and do things how they see themselves now is completely different. That’s just one example. And we’re now crafting like we’re close to crafting that really good message. You could take a couple of months to really massage it and get it where we really want. But and I’ve done this with a whole bunch of other companies where we’ve established the core values we’ve established, and then we actually taught them how to actually speak to people at that level where, like one company was a guy who’s become like a brother to me. We worked together for four years with this company. And I work on the the owner and the company at the same time. And when we crafted this message, they teach people they train people through government regulations to ship dangerous goods around the world or nationally. And their training involves essentially, in other words, how to draw the story out of them and says, what’s the worst thing that would happen if things aren’t packaged and shipped properly and documented properly so that people die? And he gave an explanation of a plane. There was this thing inside this this generator, and it kept it kept boiling up and things exploded in. About a hundred to two hundred people died.
Dr. Ron: [00:22:25] So when we started crafting the message, it was like, we’re not a dangerous goods company, so we are changing the world. You know, and I forget the tagline because it’s been so long since they did it. It was like one package, one shipment, one life at a time, something like that. So in other words, we were connecting that end result to we’re more interested in saving lives than we are teaching about. We do this because it’s because it could it could. It could save a life or it could save somebody significant health problems. So it’s always about tapping into that neuromarketing pattern or pathway that gets people to make a decision with you. They implemented extraordinarily well in their growth has been outstanding. So we use that. And again, my clients are all different backgrounds. I’m working with an attorney, but she does a state law and collaborative law. I’m working with a financial planner. I’m working with a company that does what’s called incredible adventures and they skydiving over the pyramids and diving with sharks. Neither one of them, I want to do, by the way, but I’m real supportive, helping them grow that business. So it doesn’t. It doesn’t matter what business you’re in. It matters how you tell your story and how you’re tapping into a different part of the brain for people.
Liel: [00:23:39] So Ron, how would? That’s very interesting, and I cannot help but be curious. How would an estate planning attorney which you know, you talk? You gave some examples about personal injury lawyers giving helmets and things that are very there’s a very, very direct relationship about what they do right, which is they represent victims who got injured in an accident and they are now proactively getting involved in the community to try to prevent those accidents. How would an estate planning lawyer, for instance, could do something that can connect emotionally with their potential clients before they actually?
Dr. Ron: [00:24:38] Yeah, it’s telling stories. You know, if you say to somebody, look before it’s too late, you need to make sure you have a a a trust versus a will, right? You need to make sure you’ve got these plans like you’ve got an 18 year old. You need to have a medical release in case anything happens to your child and not married. You know, like there’s like so many different things, she needs to get the communication out. But you tell the story what if your child were off to college and they were out with some friends living on the bad car accident and your child was in hospital and maybe it was in a coma, God forbid? And the hospital that you know, your child was hurt. When you ask how my child is doing, can I speak to the doctor, he said, we’re not allowed to release any information to you. We can’t tell you because you don’t have a HIPA compliant permission to do that and you don’t have the papers signed to make. Medical decisions for your child or to take care of their finances. What would you do? You realize that once your child is 18 years old, they’re a legal adult. And if you really love your children, you should want to make sure they’re protected and you have the ability to act on their behalf because you love them more than anybody else. See, I just told the story. I didn’t say, hey, you need to do this, here’s what I do, this is I didn’t say to you what I do or how I do it. I told you why you need me.
Liel: [00:26:04] Yeah. Now you just created here. Yeah, you just created there. A very powerful copy for Facebook added. Like, can you imagine that on a video like just start off by telling that story? Let me tell you about what happened to this lady, you know, or, you know, whatever the impact that the case had and then you, you go back, you say how, how he or she could have prevented from being in that situation. But you start very powerfully talking about how did they ended up there? And that’s that’s a very, very effective messaging. Rather than just showing up, for instance, on a social media clip telling, Hi, my name is this, I’m an estate planning attorney and you know, it’s very important that you have an a wheel or whatever or a trust because these will help you do. And then you go super technical and in theory, explain what it does. That doesn’t mean anything to no one, right? This other thing, as you’re saying, Ron, it’s emotional, right? So you’re impulsively saying, I cannot allow for that to happen to me. So you take action that pushes you to be something that that becomes top of the list like that is a priority right now. And that is what it takes and particularly in the environment in which we are that we don’t have attention span. I don’t know. Grace, what do you think? Because I really care about your your thoughts on this one. Our attention span last literally a minute, right?
Dr. Ron: [00:27:31] No. Yeah, six or seven seconds. Right. So fish have longer attention spans.
Liel: [00:27:37] Yes, there we go. And so if we don’t, if we don’t create an impact on people, they’re not going to do anything with what you’re saying. You’re just going to, you know, you just become a little distraction in their in in their timeline scroll. But on the other hand, this actually not only delivers the message that you want them to get, but actually inspires them to take action. And that’s the difference, right between effective marketing and just marketing. Just. Clustering the net with more content that is useless, so that’s yeah, that’s great, thank you so much for sharing that.
Dr. Ron: [00:28:16] Oh my pleasure. Listen, I just want to just point something out, you mentioned. If if you can do video, it’s just absolutely the way to go. That’s how people are consuming information. That’s what gets their attention. And if you have the right hook. Right, opening, right closing, because in neuromarketing, what they remember, the beginning and the end stuff in the middle, not as much, they’re processing it subconsciously and it’s still telling them how they feel. But your call to action or your your your opening and your cold action at the end or two. Most important parts of it and video is the way to go now. It just is.
Grace: [00:28:51] Oh yeah, neurologically. I mean, if you look at it, I’m sure you’ve seen this before on where they have the sentences or even the words where the first and end of it is correct and your brain just fixes the middle part, so you’re automatically reading what you want them to read, but it’s all spelled wrong or completely reversed. But that’s the brain. You know, the brain wants to fix what’s wrong, and it wants to take action on things that create that emotional response. That’s why, you know, it’s, you know, all these different social media platforms like Instagram, in particular with the stories and the stories and the videos they pop up at the top. I feel like that’s your story, right? And that’s why people still keep going to Instagram for those stories and they haven’t abandoned it, you know, I mean, Tok has all the dancing and things like that, but Insta Stories and Instagram, that’s where people put some of these things that capture people’s attention and keep it moving, you know? But just like you said that that emotional gut response is particularly if you can make it something like what you just said that that immediately wants me to take action now. You know, myself. So I mean, this is it’s been it’s really great. The conversation, you know, we normally ask, you know, how could this potentially work for me? You know, like me as an entrepreneur or as an employee or as this, as that or the other? That’s kind of my last question before we go to the takeaways. How do you feel this could work for me or Lial or, you know, just like a regular person walking down the street? Not necessarily a business owner, maybe.
Dr. Ron: [00:30:24] Yeah, I wrote. I wrote a book that was released within the last year or so. And in there, what I did was I described seven steps that I could walk in clients through to help them grow a very solid business. And one of the steps is creating an unfair marketing advantage. So the thing I would, first of all, advise is that you have to have the know you don’t have the best flour in the world to make a cake that had eggs. You have to have oil, you have to have other things, right? So in creating an unfair marketing advantage, but you have a terrible product, there’s not a good combination. Well, the things I learned a long time ago, you can have the best product in the world, but you don’t know how to market it correctly. You’re done. You can have an average product and you’ve got extraordinary marketing, you can make a fortune. But if you have a really bad product, an extraordinary marketing, you’re not going to last long. People eventually figure it out, right? So there’s lots of moving parts. But I would say this if you’re committed to really having a great business, giving great service at great goods, then having or crafting a message that speaks correctly.
Dr. Ron: [00:31:26] And I’m telling you, even in, I will actually erase the text because I know there’s a better way of doing that to touch their emotional brain, whether I’m sending a text to my wife to tell her how much I love her, when I’m sending a friend that I care about them and praying for them, whether it’s I’m speaking in front of a group, I’m speaking one on one, I’m doing a thing like this. I’m always thinking of how can I create the message that helps them take the action they need to get the best results possible. So that should be always the concern. So how can I go back and answer your question by understanding the neuroscience and principles, having somebody work with you to really craft that message? Once you begin to get it, you’ll start implementing it, seeing it everywhere. And it will make I look at it. Is it going to make you a million dollars in one day? And the answer is no. Right? But over time that compounding of speaking. Let me give you the perfect example you’ll ask me before he said, Can you give me real world examples, the company upstairs right now that’s paying me really good money, and I want to say that too loud.
Dr. Ron: [00:32:29] You know, I got the. Remember that talk I just told you about with the oranges? That one, the partners, now he’s one of the new partners in air. He lives in my area in Florida. He was working in a bank. His last day was last week and he invited me to come speak because he had seen me speak before he invited me to come speak. And when he saw the demonstration two weeks later, he called me up and said, Hey, you got any time today to meet with me? Well, not till the end of the day. I was very busy. So he says, Well, what time can we go? Five 30? Can you be at my office? If I said I had no clue what he was calling me, though, I thought he was going to let me try to open up an account. The bank. And he called me and said, look, and he explained to me what his brother in law was doing, and he’s joining him and. And could I help them? That’s why I’m here, because I told him because he watched me talk about the unfair marketing advantage. And he said, We need somebody like that.
Liel: [00:33:21] Yeah. You give idea, another lesson learned here, yeah, I think a lot of our listeners here here is that is that speaking engagements really good marketing, right? Yeah, really good marketing. We had a conversation last week that was a little bit about, well, not a little bit pretty much about that, right? How to build your profile, how to become more authoritative. And I think, you know, being able to have that opportunity to speak and address an audience is a great way of doing that because at the end of the day, you need the channel right. You can have your Y, you can have your story to tell, but you need to also create the platform to tell to tell that right. So social media is a great way to do that. It gives you access to it. But I think you know now, especially now as we’re starting to come back to in-person a little bit more than we were over the past couple of years. I think that’s that’s something that people are really hanging the the impact, the way they feel, the way they are responding to what they’re hearing, what they’re learning at events, when they hear and meet other people is really living a profound impact. I think in the way people are are behaving. Then afterwards, what they’re doing, what they’re buying, what they’re signing up for. So I think I’ve seen that. What what are your thoughts?
Dr. Ron: [00:34:40] Listen, people ask me all the time because I love speaking in front of people. And over time again, first of all, if you like doing it, that makes it easier. Then if you practice it and then I’m a student of everything I do. So I always study and look for great speakers and I go, OK, I like what they did. Like, I can’t go to an event anywhere. I don’t give this church doesn’t matter. I it’s like, I’m studying and looking, OK, how do they present that? What is the lighting look like? How is the speaker? How are they moving? How are they impacting? What’s the good things they did? What do I want to avoid? And I’m taking mental notes all the time because I want to always improve myself. So I recommend this to people because a lot of people have a fear of speaking in public. But I says speaking in public is like anything else. You don’t grow muscles until you get in the gym and start moving some weights around until you get out and you hit the road and start running. You don’t develop the lung capacity to run a marathon. You have to start out where you’re at and grow, getting help, getting training. People ask me to actually train them as a public speaker. I said, that’s not where I spend. That’s not my superpower.
Dr. Ron: [00:35:42] Watch me. I’ll be more than glad to jump on a call and speak with somebody about something or look at what they’re doing and say, here’s what you can do. Like, I work with my clients and I say, Hey, when you’re public speaking, here’s what you’re doing. You’re communicating a message and how you communicate. The message effectively becomes critically important. I always recognize there’s three types of speakers a person who has great content to share, but they’re not a very good speaker. They’re not a honed public speaker. A person that has great public speaking skills but is shallow and doesn’t have much to say. And then there’s that person you come along who’s really practiced, and they got something good to say, and they know how to do it in a fun and entertaining way. That person becomes a great speaker, but you don’t have to be a great speaker, you just have to learn how to be a decent speaker and learn how to communicate a message because people hear what people are starving for today. Liel, Grace, they’re starving for authenticity. They want someone who’s going to be real in front of them. Now I love to be entertaining and funny because I know that it impacts people, but I’m that same guy on stage as I am off the stage. It’s about being consistent. And I got to tell you that’s I would say that for everybody.
Dr. Ron: [00:36:54] Never be anybody other than who you really are on a stage. If you’re a jerk, don’t tell me that. Don’t be that person on the stage. Just don’t do publicity, right? You got to hide it because this is not going to work real well. But being genuine is and I said, it’s about your brand, right? You are walking, talking brand, especially in small world. If you don’t have a gigantic corporation with thousands of employees who you have marketing teams, people might even know who you are. You can go anywhere. No one recognizes you, but the average entrepreneur we’re recognize everywhere we go. So how we show up, how we present ourselves, what we do should be consistently representing the brand we want people to do business with. People don’t want to do business with me if I say I’m a great business coach, but they see me doing things that would be uncomfortable. Things that would be wrong, right? If I say X, but I’m doing Y, I’m inconsistent. Now, listen, we’ve all been hypocrites. We’ve all done things that we talk one game. We did another. But the congruence factor, if you want to have a great business and I’ll say a great life, become congruent with what you claim. Clayton, who you’re going to be and have become consistent with that.
Grace: [00:38:07] Love it. Yeah, that to me, actually. You know, I hate to end the conversation, but that really could be your very first take away if you’d like. Don’t be anything other than you are. Unfortunately, we are coming to the end of the conversation. It’s been so much fun speaking with you, Ron. And honestly, all those stories in particular. I mean, that’s what grabs the emotional, you know, the stomach, the bottom, everything. It feels like it just pulls on your heartstrings. So thank you for that. But here’s the opportunity for you to, you know, distill it as you say and bring it down to two or three or however many you would like. And I said, I think that that could be your first one if you’d like.
Dr. Ron: [00:38:46] Yeah. Number one is I would I would lock in the concept that in order to create an unfair marketing advantage, you have to learn how to no longer be a commodity. And then that should be the first primary directive. And then you begin to take actions to help get you there. So you’re going to read books on your marketing, you’re going to get a hold. Simon, cynic’s work, you’re going to maybe hire a coach to help you work and get that message crafted so you can then infuse it into all your marketing and then help you to then infuse it into your public, speaking your elevator pitches. So that should be the the first part of it. The second one I would recommend is you’ve got to be committed at. Stephen Covey calls at sharpening the saw right of the seven habits of highly effective people one of the sharpening the saw nobody arrives at the at the point of at the pinnacle right. You have to work to get there. I’m going on sixty three years old. I spend two to four hours every day learning and I learn in many different areas. I have no intentions on ever retiring or ever stopping until God keeps me from doing it.
Dr. Ron: [00:39:52] But until that point, I’m going to continue to do that and I’m going to continue to read and learn and study. And here’s the amazing thing about today. When I was growing up, nobody listened to 20 year olds, right, because they were just young and inexperienced and stuff. So at sixty three going to sixty three, it’s a completely different game. I listen to teenagers who know more about social media marketing or or insights to Facebook advertising like I listen to them because they’re really smart in areas. They have super powers that I don’t have. And here’s one thing I have learned. Don’t try to be all things in your business. Hire the best videographers. Hire the best coaches. Hire the best people. And that’s how you use leverage. You use other people’s talents, skills and abilities, and you just exchange money for it. My last one would be to be authentic, always be authentic in what you do. Never try to be anything you’re not, but always work on being more than you are. That was profound. I wish I had it recorded.
Liel: [00:40:46] It is required. I know I want to be a problem. You came to the right place for that good run. First of all, thank you so much for so many valuable insights for this amazing conversation, right? For great takeaways. And what if someone would like to hire the best and hence hire you to help them achieve unreasonable marketing advantage?
Dr. Ron: [00:41:11] The unfair marketing advantage? Here’s here’s what you do. I’ll give you my email address and my phone number. I’m very approachable. If you email me, I don’t get back to you right away. Text me because sometimes I got a lot of emails to go through, and sometimes I miss them because I’m busy working with a client. I don’t check my emails for the entire day, and the next day I’m catching up on the new emails, so I’ll give you two sources to reach me. One is my email address and the other one is my phone number. And if you need to call me and I don’t call you, I don’t get you, I don’t answer. I will call you back. I promise as long as you’re just not going to call me just to say, Hey, I heard you there, like both of the guys. And, you know, it’s like, like, but if you wanna have a conversation about something, I can, you think I might be able to help you with? I’ll let you know if I can if I can’t, and there’s no obligation. So my my email address is firstname.lastname@example.org. It’s really simple. email@example.com. My phone number is four eight four five one five four zero four zero. That is the only phone number I have. It is my cell number. So you feel free to reach out to me. I’ll be more than glad to help you or send you in a direction I think would be best for you.
Liel: [00:42:17] Excellent, Ron. Well, first of all, again, thank you so much. We had a great conversation, really a blast and most importantly, great insights and great tips, so we hope we get to have you again sometime soon because there’s so much more to talk about and to learn. Yes. Awesome.
Dr. Ron: [00:42:33] Thanks, guys. Thank you.
Liel: [00:42:41] Grace, what a great conversation, wasn’t it?
Grace: [00:42:44] That was awesome story upon story, upon story and real applicable things we can do. I love it.
Liel: [00:42:51] And that’s the thing, right, Grace? It’s conversational. It’s just it’s just engaging. It doesn’t feel theoretical. It doesn’t feel. Like a process, it just feels natural.
Grace: [00:43:06] It does. I like it when I mean, just about all our conversations flow nicely, but when they have stories and experiences to share with the audience, I feel like it makes it a kind of a special thing for us to be able to provide.
Liel: [00:43:19] That’s actually that’s right. That’s like reading a text book that has no pictures and reading a text book with pictures, right?
Grace: [00:43:24] That’s a very good analogy. Yes, I agree,
Liel: [00:43:28] Alright, Grace. So we already have here some killer takeaways. Can we can we add, can we add or can we adjust? Can we make them ours?
Grace: [00:43:36] I want to repurpose it. Yes.
Liel: [00:43:38] Ok, let’s do it.
Grace: [00:43:40] I think, you know, part of being authentic. And for me, takeaway number one would be the be authentic. But I would like to add to it in and kind of expand just a little. And that’s what he said about not being a commodity. Right? Your job as an attorney is, is to distill the information in the most pleasing and easy to digest way for your clients, right? I mean, the prospects and the people coming to you, that’s what they need. They need you as the lawyer to take the law and make it a way that they understand. So besides being authentic, you know, don’t be a commodity and distill the information for your clients. What do you think?
Liel: [00:44:18] Totally Grace you. When dairy, you went to all three takeaways into one. So you’re you’re going aggressive here. I obviously agree there with what you are putting up as our takeaway number one, and I will just go into one other thing that Ron said as well, which is choose video as your vehicle, right? Choose VIDEO as your as the way in which you were going to deliver it is, particularly when you’re looking at digital platforms, right? I think that we’ve mentioned I’ve said that I think it’s a real privilege to be back in in a world where in-person is is is back. But video still has a lot of power because in-person is not always it cannot be applicable all day, every day. So video is a great way to give you that extra impact that it’s going to be hard to achieve through text. So when you’re taking the digital, of course, because of the way digital works, text is going to be important, but complement supplement and maybe even make video the central part of it. What do
Grace: [00:45:27] You think? Agree. A thousand percent. I mean, it’s it’s I’m glad you brought that up because we do talk about video all the time. And, you know, together with video understanding that the attention span is very short for most people and it is about six seconds, the you see those six second bumper adds. So video is super important if you can go all video or as much video as you possibly can anyway, with obviously, you know, transcript files and all that stuff we always talk about. But make sure you got video that is yes, I agree with you a thousand percent. I think that’s super important.
Liel: [00:45:59] Yeah.
Grace: [00:46:01] And so for me, I’d like to bring up the third one. You know, don’t try to be all things in your business. You know, you can’t do everything. And so that’s why you hire people like the Liel and you hire his company and you hire people like Ron. And that’s because you cannot be all things to everybody all the time. You can’t even do that at home, right? So you have to figure it out. And the best way to do that is to hire the right people with the right skills to make your team the powerhouse that you, you know it can be. And answer your why?
Liel: [00:46:35] Yeah, totally, totally Grace. I mean, first of all, thank you for bringing it up because you have no idea, right? How inefficient it is for you not to have any expertise whatsoever into something and trying to fill in that gap with your zero skills on that matter. And. I think what Ron said there, that hired a best. And grow faster. Is a no brainer, no brainer, like priority number one, priority number one. Obviously, within within all of the different areas where you need help, you need to prioritize what needs to come first, what needs to come after. But when you’ve decided that something is important for your business to move forward? You need to very clearly evaluate and say. Can I deliver and execute at the level that I want to be? Right. That I want to be that I desire to be. With my own resources, or do I need help? And if you are realizing early on that you need help? Just then, don’t take the long journey into going and making the mistake, so then you can go back and hire someone that can fix it for you because. You’re wasting something that it is very well known to be the most valuable asset that is not available to us to waste, and that’s time and that is why. This is probably the most valuable thing we can get out of these podcasts.
Grace: [00:48:26] Definitely. I mean, don’t be penny wise and pound foolish guys. And you know, ladies gentlemen, they them her and she because honestly, you you need to understand that you cannot be everything to everybody. And the fastest and best way to grow your business is by relying on experts and paying those experts to do the things that you cannot do and don’t have time to do. You know, you shouldn’t be spending time on it. You know, you should be spending time on your Y and delivering value to your clients. That’s the whole point. Yes, I agree with you completely, and I think that’s super important. Hire legal guys for digital marketing Grace.
Liel: [00:49:05] But I do. I do want to just again before we’re closing up on that one. You cannot hire all of the experts at the same time to do everything for you. You still need to have a set of priorities, and you need to be able to map out what you need first to then go next and so forth and so on. But when you achieve that milestone, that’s opening the door for you to now focus on another area that you will need. And that’s going to be important for your growth, for your strategy. I mean, it should be black and white, it should be binary, you should be able to say this falls under my area of expertise. I’ll take care of it or this is actually about use of my most valuable resource, which is again time and I will bring someone that can get the results and not necessarily take away more than I need to give. So Grace. I love this conversation. I love talking with you every week, and that’s why we’re going to do it again next week.
Grace: [00:50:02] That’s right. Next week it is Liel. All right.
Liel: [00:50:05] Have a great day, Grace. You too. And if you like our show, make sure you subscribe. Tell your coworkers. Leave us a review and send us your questions at: firstname.lastname@example.org. We’ll see you next week.