Have you ever wondered what it takes to be a top business owner/top salesperson in your industry, the one who makes all the money, who gets the promotions and all the respect? My guest today is a digital and business strategist for Fortune 500 corporations, brands and celebrities. He thrives on helping brands systematically find and engage new audiences who reward relevant content, products and services with their attention and ad spend. He started his career at Lakeshore Entertainment where he worked on 16 films that generated worldwide gross sales in excess of $685 million dollars. He is known for creating an innovative application for Taylor Swift and Rihanna that automatically turned any Facebook profile into a fan page in less than 60 seconds. His social selling strategies are responsible for 100s of millions of followers for his clients and billions of views online.
  • Join The Sales Revolution: If you’re ready to do sales differently, you’re in the right place. This community is for entrepreneurs and sales pros to connect, grow, + learn the new (and highly improved) connection-based way of selling. Get ready to toss out all that you’ve been taught about sales up to this point. It’s time for a revolution.

 

3 Value Bombs

  1. A “Hook Point” is really a tool to grab attention. We live in a very noisy and oversaturated world. There are over 60 billion messages sent out on digital platforms each and every day. Like it or not, you are not just competing against your direct competition. But instead you are competing against all other pieces of content.
  2. 3 Pillars of Getting Attention: 1) Hook, 2) Story 3) Authenticity – Are you doing it authentically? Do people believe what you are saying?
  3. One of the biggest fundamentals to being successful in this space of social selling is your mindset. Understanding why you are doing what you are doing. It’s a journey. Hypothesis, Test and Pivot. Keep testing and learning until you find the right answer or result that you are going after.

Sponsors

VIRTUAL SALES TRAINING PROGRAM & PLATFORM: Our virtual training has helped thousands of people and companies turn-around sluggish sales. The mobile-enabled, innovative, flexible training is rooted in human behavioral psychology and provides easy-to-consume, on-demand training for sustainable results.

SALES STRUCTURE PARTNERSHIP: Accelerate your growth with a customized partnership! This partnership includes onsite coaching and role playing for skill reinforcement, 1:1 work with Jeremy Miner on your specific product or vertical scripting (aligned to the new model of selling) and coaching support and alignment for your sales managers and/or sales coaches.

Show Notes

**Click the timestamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: Hook Point: How to Stand Out in a 3-Second World

4:19 I want to dive right into your story and your background and give our listeners a feel for how you arrived at this point where you are one of the elite authorities on social selling and influence. Please tell us a little bit more about your background and how this all started for you. How did you learn all these skills?

  • Even as a kid Brendan would take his toys and try and sell them by going door to door to the neighbors.
  • He went to film school.
  • He started internet companies while in college to differentiate himself.
  • He moved to Hollywood in 2005 and started helping movie production companies embrace the internet and the early stages of social media.
  • It was by working with the studios managing $15M – $100M budgets and by doing that it opened up opportunities for Brendan to start building relationships with actors, directors and producers online.

7:15 Talk about your experience working with Taylor Swift and more importantly how you were able to establish and close that relationship?

  • After working with studios for a while, Brendan realized his passion is as an entrepreneur, so he left and built technology platforms that he could then license back to big media companies.
  • It was his relationships with companies like MTV, Viacom, Paramount, Yahoo and others that opened the doors to working with some of the big celebrities.
  • He was able to close licensing deals with the executive of MTV, one of which was with Taylor Swift.
  • When Brendan started working with Taylor Swift and her team it was initially to help her with her website. She had a 98% bounce rate and less than 30 seconds of engagement per visitor.
  • Brendan was able to increase the per visit time from 30 seconds to 22 minutes. 
  • They created a technology that would allow Taylor’s fans to turn their Facebook profile into a Taylor Swift fan site.
  • Went from 30 Taylor Swift to over 35,000 in just a few months.

11:01 In your book you talk about how actors in Hollywood are often chosen for roles now based in part on how strong their social following is. That movie production companies really favor that now. How could a salesperson use their social following to land and hold jobs with reputable companies. In other words would it help sales people significantly if they learned how to do what you did?

  • The number of followers you have means something in today’s marketplace.
  • It brings a level of validation and credibility and that’s what sales people want.

12:21 Let’s talk about your book 1 Million Followers. Why 1 million followers? Why did you choose that number specifically and why 30 days?

  • It was not a matter of “if” he could do it. He had spent 3.5 years developing a system working with prominent athletes, journalists and celebrities. It was a matter of “why.” And it plays into the second book which is called Hook Point: How to Stand Out in a 3-Second World
  • A “Hook Point” is really a tool to grab attention.
  • We live in a very noisy and oversaturated world. There are over 60 billion messages sent out on digital platforms each and every day.
  • Like it or not, you are not just competing against your direct competition. But instead you are competing against all other pieces of content.
  • You are competing against NetFlix. You are competing against LeBron James, The Rock and all these people, so you need some way to earn and win that attention. 
  • His first book 1 Million Followers In 30 Days was really a tool, a “Hook Point,” to grab people’s attention for a larger conversation to share everything I had learned through social media and with my partners. 

15:10 Many social media “gurus” teach that you should first focus on trying to get 1000 true followers at first and then build from there. You have this “wide as possible” philosophy where you encourage people to make as much noise as possible so they can’t be ignored…then scale the attention back. Can you please talk about this a bit more?

  • Brendan through his early profession in the film industry was trained to think big. He was dealing with situations where he had to reach $10M, $50, even $100M people.
  • How do we go as big as possible for himself as well as for his clients.
  • His brain is conditioned to go as big as possible and then scale back the attention to isolate true followers.

17:32 In your best-selling book One Million Followers, you detail your scientific approach including Hypothesis, Test, Pivot. Can you teach our listeners more about that strategy?

  • The strategy is simple but not necessarily easy. It’s constantly testing and iterating to see what messaging or what “hook” really resonates with the masses at scale.
  • Hypothesis – what is the hook that will get them to stop in their feed and click the follow button.
  • Testing –
  • Analysing the results
  • Pivot – make changes.
  • Schedule 300-500 tests every day. Did that over and over again for 30 days.
  • Everything fundamentally starts with can you grab attention.

19:43 Can you give our listeners a few examples of Hook Points so they can really understand what you are talking about and why today they are so critical to success?

  • One is with his book One Million Followers In 30 Days
  • One of the biggest challenges that people have is that they say the same things in the same way as everyone else. They think they’re being unique, but they’re not.
  • Example: Let’s say we are launching a meditation app. Meditation has been talked about for thousands of years. Rather than saying meditation is the key to success, or happiness or stillness which is what everyone else would do, reposition it and say something like meditation is a scam. That’s a “Hook Point” or a pattern interrupt. Most people aren’t used to seeing something like that.
  • Once you have their attention with the “hook point,” you can dive into the story by reinforcing that most people think meditation is a scam and then empathizing as saying you’ve felt that same way before and then by sharing 3 tips that prove it.
  • 3 Pillars of Getting Attention:
    • Hook
    • Story 
    • Are you doing it authentically? Do people believe what you are saying?
  • If you have a great hook but your story sucks then it is “click bait” and it will turn people off.
  • If you have a great story but people don’t believe you then it doesn’t work.
  • All 3 have to play together.
  • Amazon is a master of hooks. 
    • The World’s Largest Bookstore
    • The Everything Store
    • One-click Checkout
    • 2-day Shipping
    • Amazon Prime

23:50 For our listeners who really want to grow a social following to help them in their sales profession, what platform do you recommend they focus on first? And please talk about short-form vs. long-form consumption.

  • Start with the platform that you use every day. Because you have to be a student of the game.
  • Understand the consumption behavior of each platform and what are you trying to achieve.
  • Facebook, Instagram, TikTok are examples of short-form consumption behavior vs. YouTube which is long-form consumption.
  • Know your strengths and weaknesses and factor that in as well.

25:07 What is the best piece of advice for sales professionals, and entrepreneurs who are new to social media and what advice do you have for those who already have a small following and even a brand?

  • You’ve got to learn how to win attention.
  • Your first goal is how can I master getting attention in 3 seconds or less.
  • Just think about the first 3 seconds being the goal to win the next 5 seconds.

26:40 What is a dark post?

  • Whenever you create an ad on Facebook and Instagram, it essentially creates a “dark post” automatically. It means that it is just not posted to your main feed; to your live feed.
  • It gives you flexibility to test variations of many content to see what works without spamming your audience or spamming the feed.

27:03 In your book you say “Shareability” is the most important KPI. Why is that?

  • Do you want to win every single client yourself? No. That can require a bunch of work and can be expensive. 
  • How can we a. Get people to stop and pay attention, and b. Do such a good job with your content that they are willing to share it with their friends.
  • It’s the viral coefficient that you are looking for. It’s where real scale can come from if you can create content whether it is paid or organic that people are willing to share with everybody that they know.

28:00 Can you describe the kinds of content you created every day to build a following of 1 million in 30 days?

  • He tested inspirational quotes from celebrities and influencers
  • He tested his own inspirational quotes
  • He tested podcast interviews he did
  • He tested comedic-based content and political-based content.
  • He tested pet-based content.
  • The objective in all his testing was to test what it would take to get people to stop and pay attention and then click the follow button.
  • How can you expect to sell something to someone if they won’t even stop and pay attention to you!

29:07 Any final thoughts or advice for our listeners?

  • One of the biggest fundamentals to being successful in this space of social selling is your mindset. 
  • Understanding why you are doing what you are doing.
  • It’s a journey. 
  • Hypothesis, Test and Pivot. Keep testing and learning until you find the right answer or result that you are going after.

29:55 Where can our listeners learn more about you and your company so they can start learning these skills?

Killer Resources

  1. The New Model Of Selling: Learn from Jeremy Miner The Only Friction-Free, Persuasion Sales System Guaranteed To Increase Revenue.
  2. Join The Sales Revolution: If you’re ready to do sales differently, you’re in the right place. This community is for entrepreneurs and sales pros to connect, grow, + learn the new (and highly improved) connection-based way of selling. Get ready to toss out all that you’ve been taught about sales up to this point. It’s time for a revolution.

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