#177 – How To Make 2019 Your Best Year Ever!

#177 – How To Make 2019 Your Best Year Ever!

Today is episode #177 – How To Make 2019 Your Best Year Ever! … and on today’s show I’m going to give you a framework that can help you become the most respected, most-trusted and most in-demand brand, thought-leader, personality or business in your marketplace.

It’s the last day of 2018 and it has been a banner year for most of us, especially for myself and most of the members in the FunnelTribes community.

Get The Full-Transcript of the Show – Click Here!

However, judging by the questions we’ve been getting over the last several weeks, it seems to me that’s still a lot of you who are listening to this show are feeling stuck and struggling.

You’re struggling with the fact that your business isn’t really growing like you want it to, which means that not been able to serve as many clients, customers or patients as you’d like.

Some of you feel as though your perfect prospects and clients haven’t (on a larger scale) been able to see firsthand that your work: (i.e., “The products and services you deliver”) is good … even exceptional. And if they’d give you a chance … they’d discovered that in fact hiring you was the right and only choice.

So in response to all of your questions, I’ve actually decided to do one last show this year. One last episode that addresses this particular challenge. One last episode so that you can gain insight into how you can get this turned around quickly so that 2019 can indeed become one of your best, most profitable years in business.

So what I want to do now is quickly before I get started, I will tell you a story that’s relevant to today’s training. I promise it won’t be boring. Well, it might be boring, but it’ll be quick.

NOTE:  For the sake of space and time … I haven’t included my story and/or some of the content in this post.  You can download the FULL Transcript of episode #177 – How To Make 2019 Your Best Year Ever! … by clicking here.

I want to start today’s training by telling you that whether you’re a consultant, whether you’re a coach, a professional, or a small business owner, a market, or whatever you are … I want you to realize that there literally are only five levels of people who do what you do.

I’ll go through each level in this post and show you what it takes to ascend. What it takes to climb from one level to the next. Now, after reading your emails and questions, it seems like a lot of you folks are probably stuck at what I’ll call maybe like level two. Some of you who submitted questions are probably in level three.

So, let me start by describing level one so I can put the entire training into context. So these five levels, what am I talking about? Well, Level #1 is what I call or like to call the Mechanical Turk.

Level #1 – The Mechanical Turk: This is actually a real service offered by Amazon where someone can put up a job, a really trivial job, and anybody who’s willing to work maybe for like ten cents a click, eight cents a click, they’re to get the job right.

Another type of Level #1 Mechanical Turk work is someone who works for Uber, right? So I don’t think anybody who’s a professional uber, driver’s gonna be listening to this show, so if I’m offending you, that’s not my intention.

But when somebody calls and gets an Uber, listen, they don’t care who’s driving, they just want to get where they need to go. They want to make sure you’re safe and clean their car.

Your car is not disgusting, right? And if you’re a good enough uber driver, guess what you’re done. You’ve reached your maximum potential. You’ll have work, you’ll have all the work you want, but you’ll never advance and you’ll never do more than simply get by.

Now there’s a positive side to being a mechanical Turk kind of business person, and that’s it. You’ll never have to worry about creating effective marketing.

You’ll never have to worry about how you’ll get your next client, customer, or patient. They’re going to simply show up, right? A middleman like your boss … like the boss I had in my story (Dr. Swain) … who gave me patients to work on. Maybe like a corporation or a company or whatever is going to send them to you.

The bad news about being a mechanical Turk is that you’re generic. You’re vanilla … non-specific … unidentifiable from everyone else. If you’re at Level #1 … that’s all you are. You’re a cog in a system that’s run by somebody else.

The entire goal of the Get Clients Now podcast, and even more importantly and more specifically, the entire goal of the FunnelTribes online community, is to figure out how to get you from Level #1 – The Mechanical Turk (or the Level you’re currently on) … and move you up to the next level and the next level and the next level. Next, there’s Level #2

Level #2 – The Handyman:  I think most of you guys are stuck at level two. Very few (if any) level ones listen to this show. Level two are the people I like to refer to as the handyman type. So, I think most of you guys who submitted the questions that said: “I feel like I’m stuck” are here.

What’s ironic about this level is that you’re probably getting some work … and you’re getting it because you’re handy, right? Maybe you’re right around the corner, maybe you’re the easiest person to hire.

You’re the one they grabbed. Now, don’t get me wrong, there is an advantage to being a handyman or a handy woman as it were, right? Especially if there are lots of people around who need what you do.

So, if you’re like the only chiropractor within 15 miles, guess what? Your handy. You’re going to get the work for that reason and that reason alone, but you can do better than that. So let’s take a look at level three.

Level #3 – The Craftsman:  The craftsman is somebody who has invested enough in their craft that they’ve become demonstrably (a little) better than their competitors.

Not a lot better, not remarkable. There are a little better. And so the person business person who’s shopping for a vendor or professional … the consumer who’s looking for a Dentist (Chiropractor, Coach, Consultant, Photographer, Marketer) Small Business Owner, etc. … is going to say: “I’m going to pick you because you’re a little better.”  The fourth level is to be unique.

Level #4 – Being Unique:  To be unique is an entirely different game, and now we’re getting somewhere. Now we’re getting to the place where if you want to grow your brand, if you want to become more profitable than ever, this is the starting point where you can make that happen.

Once you can become unique, you’ll be known as the “one and only.”  The one people in the marketplace will brag about (by name).  The one who will be asked for (by name). 

Admittedly, it’s difficult to become unique.  But I can tell you from my own experience that it is absolutely worth every bit of effort and money that it takes to get there. And then there is level five, which is remarkable.

Level #5 – Remarkable:  Very few people achieve level five.  Level five is the person who does work that people simply have to talk about. The remarkable person (or company) does work that stands out merely because it’s worth talking about. 

It’s not better than average. Oh No, my friend! It’s so far superior to average that it has a name unto itself. So if you want your business to grow, if you want your brand to become the most respected, most trusted, most in demand in your marketplace, you will have to answer this question and decide:

Are you someone who does a job?.. Or are you a Brand?

And what it means to be a Brand is to make promises that stand for something. Things that are unique, right? So if we think about going all the way back to the first level, level one, the “Mechanical Turk” … or if we go onto Craig’s List and we type in:

“I want to move” … or we type in: “Someone with a van for hire” … there’s going to be like 100 people listed at least. Or if we think about those apps, I forget their names, but with a few clicks you can actually send somebody to the nearest McDonald’s to wait in line to actually buy you a big Mac and then bring it to you for like five or six bucks, eight bucks, I don’t know.

Now, five, six, seven, eight, 10 bucks? That’s certainly nothing to sneeze at for 15 – 20 minutes’ worth of work. But it’s not a profession. So if you’re allowing yourself to be the cheapest … the easiest to replace … what you are is a “cog in a machine.” 

Someone who’s waiting for the next prospect to come along.  And as an example, if you were to work for an ad agency and the agency has a big database and they can call on somebody, whoever’s next in the rotation to do this specific work that anybody else can do, you’re always going to be without power, without money, without certainty, and a lot of cases without your dignity.

And so I want to challenge you to think about these five levels. I want to challenge you to think about where you want to be.  I want to challenge you to think about the cost. 

What payment you’re willing to make to work your way up to the level where you can become unmistakably remarkable.  I think it was serine Rao who actually coined the term unmistakably remarkable and he coined that term to mean:

“The work of somebody where we can tell it was them … where we can talk about it to each other and say, only this person could have made it.”

Think about Steve Jobs. Only Steve Jobs could have created Apple.  The company that has become what it is today.

Most of you know that I expect a lot out of myself. I expect a lot out of my clients and the members in the FunnelTribes  community and I expect a lot out of my kids.

And speaking of my kids, there’s something I like to ask my 14-year-old Hannah Ray when we’re training hard, like really hard for soccer, you know, what’s Hannah’s goal to become a professional soccer player.

And even bigger goal of hers is but not only play on the team but she wants to be the captain of the US women’s national team. But the thing I like to ask her over and over again when we’re training is:

“Why not you? Someone’s going to make it, Hannah Rae … so why can’t it be you?” In addition to that and we’re really training hard (I really push her hard, but I don’t make her do it.  She could stop if she wanted to) … but I when I’m pushing her like super, super hard … I like to tell her:

“Listen!.. You’re never going to have this moment again. You’ll never have this opportunity to push yourself in this very moment, in this time again. So if you really want it Hannah Rae … if you really are “The Champ” … (that’s my nickname for her) … If you really are the champ, show me that you deserve this. Show me, Hannah Ray. Why not? You show me right now that you deserve this more than anyone else on the planet.”

So that’s my challenge to you. That’s my way of encouraging you to become unmistakably remarkable.  My way of encouraging you to do the work you can be proud of.

And just as importantly … to do the work your perfect prospects and clients can be proud of.  Listen … 2019 can be your best year ever. But to get there, you’re going to have to ask yourself a series of questions.

  • How bad do I really want it?
  • How bad do I want to do work that matters?
  • How hard am I willing to work in the service of others to get there?

Only you can answer those questions, but if you’ll answer them, if you’ll decide to do the work, if you will decide to become remarkable, then I’ll be there to help you make it happen.