The Lesson Greetings from Troy,Trust is very difficult to scale and consistently build as a personal brand.We've spent millions on campaigns for personalities, personal brands, consultants and expert campaigns and I keep seeing this happen again, and again.Most companies focus on scaling the "sales mechanism" and then they focus on optimizing "client success" because that is the logical next step...What if all of that thinking was broken?The Old Way of doing...
7 days ago • 2 min read
The Lesson Greetings from Troy,Well, I was going through the Mr Beast leaked internal document. It is a 37 page document outlining his way of thinking about YT videos, consultants, planning and processes. Essentially giving you a roadmap of what to expect when you work at MrBeast Production. (I'll link it in the study section).There is some SERIOUS gold hiding inside it.Read this section on consulting I pulled from the document... USE CONSULTANTS Consultants are literally cheat codes. Need to...
14 days ago • 2 min read
The Lesson Greetings from Troy,Does it ever feel like you’re just YELLING into a void?It can feel like that when you’re creating online.The internet is sophisticating like crazy. Before we dive into that, A client of mine who was a real estate agent. Great fella' he is... He was transitioning to becoming a consultant & coach. I told him to share lessons from his real estate career that were stories related to leadership and his new practice. His many years of selling millions of dollars of...
21 days ago • 4 min read
The Lesson Greetings from Troy,There are two types of people in this world, the brighter horizon people, and the gloomy tomorrow folks.Before we get into that, I discovered that in the construction industry. I spent over 10+ years as an interior contractor.I’m blue collarI’m a little ruggedI believe in hard work and mutual respect I know what it takes to bring a big project to completionSo, we would manage people, projects and production.Making sure the people are happy, the project is on...
28 days ago • 4 min read
The Lesson Greetings from Troy,Cashflow is constrained, and we're on the verge of a sweeping recession across North America. The writing is on the wall. It's interesting because advertising, and personal branding is changing at a pace I've never really observed.Many folks are jaded, and they need to spend MORE time with you to make a sale. They need to build enough trust up to work with ya'...So, where does trust come from?Generally, time, exposure, positioning, narratives...So then, let's...
about 1 month ago • 3 min read
The Lesson Greetings from Troy, When we tell better stories, we attract better clients.The reason we tell stories is not to just "re-tell" our experiences, but to find stories we're sitting on that resonate with our core audience or ICP.Example #1: I could talk about my scrappy upbringing in the interior construction space, landing my first deals, writing my first invoices etc...and who would I attract? A beginner entrepreneur.Example #2: Or, I could talk about my agency life. Where we would...
about 1 month ago • 2 min read
The Lesson Greetings from Troy,This one might be a big pill to swallow, but the reason many folks miss HUGE opportunities is desperation.If there's one thing I'm grateful for, is building up a "runway" or a "nest egg" where I don't have to accept projects I don't want.Someone is a pain in the butt to work with? I can consider it, or I can look the other way and continue on my journey.When you build up a "Buffer Zone" or something you can bounce against and you're not screwed financially if...
about 2 months ago • 2 min read
The Lesson Greetings from Troy,I was working with a client, and they knew what they needed to do, but they just couldn't get the task done when they knew what they needed to get done.This was before we started working together.They knew they needed to map out their long term retainers and packages, but they either...A) Didn't know howB) Kept procrastinatingThe reality, they had no one to be accountable to.One of the reasons they decided they needed some help and wanted to hire someone 1:1 to...
about 2 months ago • 2 min read
The Lesson Greetings from Troy,Sure, sharing testimonials is cool……Unfortunately it’s not enough.Sophisticated clients want to see your thinking behind your success with other clients.They want to understand. Big claims don’t sell as well as they used to, and sometimes they can attract the WRONG type of client. Highlight reels are tantalizing……In a crowded world where everyone is shouting “I’m the best!” Demonstration can help you EASILY stand out.Showing your process allows potential...
2 months ago • 2 min read