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What is Authentic Marketing
In this episode, Coach Dean Brown and I discuss authentic marketing.
By listening to this episode you will learn ways to market and outsource.
Hello, I am live today with Coach Dean Brown. And Coach Dean today is going to share a little bit about himself. And we're going to talk about how to save time in your business, and a couple other tidbits that he has picked up along the way on his business journey. So Coach Dean, it's good to have you here. Why don't you just introduce yourself first.
Thank you so much, Hailey. And it's an honor and a privilege to be on your show. Thank you so much for inviting me. And Dean Brown here. As you can tell, I'm a coach. And as you can tell by my label, I am a paradigm changer. I didn't get there until I was able to change my own paradigm. And this is something that as we grow in business, as we grow in life, we can't help anybody do anything until we can do it for ourselves. Otherwise, you're an imposter. And you are a faker.
And. That is a part of the challenge in today's business world, as a lot of people are out there posing, why they can help you. And they just want your money, they don't want to help you, they just want to see if they can pad their pockets. And this is something that I'm working against. I don't like this. And I find it very challenging sometimes, but only when you let it be that way.
And. The reason that I mentioned it, is because I said the keywords, I let it be that way. We are in charge of four things, my friends, we're in charge of what we think we're in charge of how we feel, we're in charge of what we say, We're in charge of what we do those things create our paradigm, you are where you are now, because of those things that you've chosen to do in the past. If you want to change it, that means you want to change your paradigm. That means you need to change the way you think, the way you feel the way you speak. And what you do. I got there a long time ago, because I tried to kill myself twice, because I was doing it so wrong.
And I was living life based on what everybody else thought I should be or do. This is the key, we need to be in a place where we are doing it authentically for ourselves. We are passionate about it, we want it we need it. We love it. It's what we want to do. It's how we feel empowered is how we feel like we are doing the right thing. And trust me, my friends, it makes a difference. So hopefully that kind of answers your question in a roundabout way, Hailey,
I love it. Well, wow, what a journey you've had. And I think that it's very true that as coaches, we need to be showing up how we want you know, to be and how we want in a way that is going to attract the right clients to us, and allow us to serve. So I think that one of the things we do as coaches that wastes our time and our energy is exactly what you said, trying to be what other people want us to be and trying to, you know, be perfect or trying to fit the mold.
And really when our time could be better spent on you know, how can I serve today? And what what can I do to grow my business today and not like some of that mental chatter and mental drama about like, I'm not good enough, or I should do it this way or whatever.
How to be authentic in marketing your business
So what are some common ways we can find our own groove? Or what are some ways we can find our own groove as coaches to, you know, be different, but also still get clients still market ourselves that kind of thing. It's all about authenticity, Hailey, and you know that we both know that any coach that's worth their salt knows that. The trick is how do you be authentic? Well, the first step is understanding yourself. Being in that place where you can recognize these thoughts, these feelings that are allowing you to get away from your true self, you need to embrace your true self. Sometimes that's tough work. Sometimes that's a lot of work. But the thing is, it's so worth it.
And it's what will eventually and sometimes not right away because it's you're only just beginning with it, but it will eventually and always bring you to your authentic self and make you stand out in the crowd like work someone is going to be able to resonate with your energy, resonate with your vibration and say, You know what? That person is talking exactly like they were talking to me. And that is when you have become authentic. Because if we follow someone that really we resonate with, but we try to make ourselves exactly like them. You're falling into the trap. You can't be them. And they started out with the same journey that you are. If you are in a place where you're starting out or even if you're in a place where you're successful, you're stuck in a plateau, you're stuck.
You're just playing stuck. It's because you've come to this place where you're not trying to be yourself or you're not allowing yourself to be yourself anymore, and you don't know it. So These are one of those things, the outside world can influence you, how you react to the outside world can influence you. But I use the key word there react. So we don't want to be in a reactive position, we want to be in a responsive and creative position. So in other words, we need to think about how we feel, we need to think about what we're thinking.
How to scale your business based on what resonates with who you are
And we need to think about what we're saying about it. So that when we take action, we're being our authentic self. It's not easy, but it's critical. So one of the first things I would suggest to anybody is look in the mirror and just say, you know, what, am I trying to be someone else? Am I trying to fashion myself after that person? Or am I taking cues that resonate with me, and building it up? The way it resonates? For me, personally, in my heart, and if you're looking in the mirror, you can't lie, you can choose to ignore, but honestly, when you're looking in your own eyes down deep in your soul, you know the truth?
Yeah, and one of the things that I always say to my clients is that famous Bruce Lee quote about, like, take what's useful, discard what's not, and make it your own, pretty much what it is, I'm probably misquoting that. But like, everything I teach, I want my clients to take what's useful, discard what's not, and adapt it to their own personality in their own, you know, thing. And one of the things I do want to point out, though, because I see in this industry, a lot of people being like, yes, like, you know, you got to do what's true to you, you got to be authentic, you got to show up as yourself. But I also want to say, sometimes people misuse that as a cop out to just not do anything.
So what I mean by that is, you know, what, and also turn it into something that it's not so in other words, showing up authentically for me, is wearing makeup. Like is, is, you know, it's just how I get ready in the morning, like, versus some people are like, No, you gotta like, be raw and real. And like, Okay, well, you know, this is who I am. This is how I show up usually. Right? So there's that. But then there's also like, well, just because, you know, it doesn't feel authentic to me to, you know, share my message on a live like, it just doesn't.
And it's like, okay, is that true? Sometimes it might be true for you like, you're just like, No, I am a writer at my core, I want to put all my energy into that. I know it's gonna work, yada, yada. But then sometimes I think it's a cop out to be like, I never want to learn how to be present on video, or I just don't want to try that. I don't like it. So I'm not going to do it. So just because we don't like something, I don't think that means that it's not authentic to you. What are your thoughts on that?
Methods to authentically align yourself with what sells when it comes to developing and scaling your business
That's an excellent question. Hey, and this is something that trips a lot of people up in their own business development. First of all, we need to be aware of what sells we need to be aware of how we can align ourselves with what sells. So it's been clearly proven in the past, very short, while as well as within the last couple of years is what I mean by the very short while that video sells.
If you consider yourself as a consumer, what do you prefer to consume when you're online? Do you stop at a text? Do you stop at a picture? Or do you stop at a video? Personally, I stop at videos. Everybody that I've ever pulled or question. They stop at videos. Anybody that's ever connected with me has connected with me, mostly? Because of watching a video. Now, is the video. The like, Is there only one way to do a video? No. There's lots of ways to do it.
You can do a short video, you can do a long video, you can do a an edited video, you can do a raw video, but live video. Like for example, a lot of people will pre record a video and then post that. But what they're doing is they're covering up their authenticity. When you go live and you make a mistake. It's unfair. But the thing is, now your authenticity is out there. If you get your your tongue cut around your teeth, and you're not sure what you're saying, that just lets the other person that's watching you know that they don't have to be perfect either.
And this is the key to authenticity, allow yourself to be you. And the best way to do that is on video. If there's been lots of times where I've been caught up in a live video, and someone who I've worked with in the past, has gone on come like come on as a commenter. And they brought up something that was very powerful for both of us and it's made me cry. I don't hide that I take my glasses off and I let people know I'm crying. Why? Because that's my raw emotion.
That's how I'm feeling that is my authenticity. If I get angry, which is very rare, because I have control over how I think how I feel, what I say and what I do. Getting angry is rare, but there are things that trigger me Being in a place or in a conversation, where the individual is clearly lying or clearly being false. And when I call them on it, and I don't call them on it like harsh, but they refuse to listen that they they just more and I can see excuses, my BS meter doesn't stop at 10 I can feel it, I can resonate with the vibration.
I know when someone's being false to themselves. Because they're, that's obvious, they're being false to me. So these are the things that people will notice. When they're truly seeking help truly looking for a product or a service, they will be able to smell your fakeness your falseness in a heartbeat. So this is why we want to be authentic. This is why we want to be real. This is why we want to be raw. If if I was not as handsome as I am, I would probably wear makeup too.
Oh, yeah. Right. Well, I think attention really matters how you do, it's not just what you're doing, it is how you are doing it. And if you are doing something that you feel, you're you're super forced, or you go on video, and your robot voice turns on, and you're like, Whoa, everyone, I am practicing my script.
Reading, you're reading your script, obviously, right?
Feel confident in yourself and what you offer. This is really what kills sales. Like, if you aren't, it's easy to sell something that is you feel is very sellable and awesome and going to help people right? It's not so easy. When you're like, Well, I don't know if this is a very good product, it's kind of seems overpriced, and yada, yada, right? So I think you make a really good point that your intentionality behind things is very viewable and seeable. And the other thing I want to say is your permission to make mistakes.
I've gone on video so many times and made mistakes, or forgot what I was saying mid sentence or got distracted or whatever. And I actually have had people say to me, you've actually given me the confidence to go on video and stuff because you mess up. So like, so you can't if you if you do that, and you're you seem fine. I think I can do that, too. So I like to serve as that imperfect example for people. And same thing with like, my emails, I've had typos, I've had a mistake email go out, you know, I mean, you just have to let yourself give yourself permission on this business journey to make some mistakes and happen sometimes, that doesn't mean be careless, that doesn't mean don't don't care, but it means at least understand that it's part of the process.
It doesn't make you a bad person, you know, etc. And I used to have a quivering voice. When I would go on videos, I get super red, and my voice would shake. And I would see like someone from high school on video and I get really nervous. And then I'd like turn off the video halfway and delete it and run away. Got to get my stripes, you know what I mean? So you brought up some good points there. Now, what are some things you see coaches wasting time on? And
oh, my goodness, not asking for help. You don't know everything you can't know everything you need to learn when you need to ask for help. What is he can't do or don't want to do or hate doing. But need to have get done. Ask for help. You don't have to build a team. You know, you may not be in a place where you can afford a team right away. But I'm sure you would have I I'm a perfect example. I have coaches reach out to me that say, look, Dean, I don't have the budget for this. Can you help me? I don't hesitate. I'll help. Why? Because I was there once to I get it. The thing that I honor is their awareness and their own challenge their own journey.
They need help. You need to be willing to ask for help. Now if you're in a place where you're building you, maybe you're 50k 100k a month, whatever the case may be. And you're just wiped out because you don't have any more time delegate. Right? Build some processes, get in some automation, integrate your systems get into a place where you're freeing up some time we're not in this to wear ourselves down. We're in this to have some abundance and I doing want to include a time abundance and I mean time for yourself time for your family. Time for enjoying what you're doing. Think about why you're doing this. Are you doing this for to wear yourself out? Well then hang in there and work your 16 hour days and kudos to me if that's what you want.
But if you were kind of like me, where you're thinking that you know what, I only want to work three days a week, and I want to have lots of fun on those other days that we can be able to afford to do it. That you're going to need to understand that if you're doing something more than three times, it needs to be turned into a profit is a template something, if you're doing using that template on a consistent basis, then you can teach someone else to do that. If you're in a place where that someone else can be given a change by automation, then don't take your you're not taking the job away, what you're doing is you're freeing them up to do something else.
And let that you know, let the automation kick in, let it be in that place where, like you said, you have you've had emails go out that were incorrect. Well, there we go, we need to review our automation processes and stuff like that. But the catch is, if you're struggling with time, and everybody has 24 hours a day, it's what you do with that 24 hours a day. Give yourself the opportunity to realize where you need to ask for help, and then get the help you need.
And love it. Yeah, I mean, and I think a lot of times we don't, you know, coaches are like, Oh, I don't want to slow down to set up this process right now I gotta keep moving. But the truth is, if you can document yourself doing something once you are gonna save so much time on the back end by giving that to somebody else. And I think the other thing is, yes, it's, you know, slowing down to speed up is a big message.
One thing I did last year, I spent more money in my business than any other year before to get teams to get help, etc. And I had the most definitely work life balance year I've ever had in my life. And yeah, initially, it feels uncomfortable, because you're like, oh, like, I've never spent this much, you know, but at the same time, time is something you can never get back. Money is something you can make back.
And I can make a quick point, as you say that, when you're doing this, when you're delegating when you're teaching a team to do things, one of the time consuming things is when they don't catch on what you're asking them to do. So of course alone tutorial video, while you're demonstrating the process with a document or a software or something like that. And then give them an opportunity to make mistakes. And ask you questions, do I do this? Do I change that, but also be in a place where you can give yourself time and themselves time to work with that? Just wonderfully.
And remember that you Eve your processes, you want to get them to a place where a seven year old could come in real connections, watch the video and know how to do it. So don't ever think anything's too obvious. Just because thing. You really have to check your processes and be like if a child was doing this, could they do it? And not to say that your team is a child, but it is important to have those things simple, you know, written out so that things don't get missed? And the other thing is, people cannot read your mind. No, I would really love it if they did. Yeah, well, I wish they got the double edged sword girl.
In my morning, journaling sessions, maybe not. But in the work zone, I want them to read my mind. But they can't. So definitely something to not get mad about like not be like a control freak. Oh, why didn't they know? Is this their fault? Always take responsibility that you didn't explain it clear enough? That's right. You know, it's a learning process. I've had to realize like, wow, I didn't I clearly didn't explain this properly. That's right. Yeah. So okay. Are there anything else you see them wasting a lot of time on? Or energy on?
Yeah, I see them wasting a lot of time on perfection. Perfection is not getting anything done. You can spend 10 years on getting something perfected. But the thing is, that's that authenticity thing. You're trying to pretend that you're more than what you really are. You're never going to get it perfect. You are going to put it out there, you're going to realize, oh, wow, I if you're a B testing, you're gonna say well, wait a second, I thought this one would do better when that one's doing better. You don't know let the market tell you.
And a lot of people waste their time on perfection putting it out there after so much time has gone by the market has changed two or three times in the meantime, and you were wrong all free. Because you didn't give the market a chance to instruct you let the market be your guide. Rather than thinking that you have the answers before you even put your stuff out there.
Yeah, great point. Yep. And what would you say is something that coaches should be doing more of in their business spending more time on
self development? I find a lot of coaches hold back on that. They think that their clients, their prospects are, you know, you you you need what I have. But guess what, buddy, you're not perfect either. You need to find a way to improve the things that you don't get right. And if you notice something happening on a regular basis, then clearly you're slipping on the self development aspect of your career. We need to stay on top With technology, we need to stay on top of the market, we need to stay on top of our own mindset, we realize that our should realize that as we grow, new things are going to happen for us or become who we are, that need more growth. You know, when you grow, it's like, it's like a caterpillar being in the chrysalis.
It's in there transforming, you got to be ready to become that butterfly, you got to be ready to shed that, that shell, you got to be ready to become that next level. And you got to be willing to seek it to get there.
Yeah, and part of the reason why I have a business is because it's the best personal development program I've ever signed up for. It has forced me to do things outside of my comfort zone, it, you know, has caused me to learn challenges I have within myself like, oh, wow, I need to work on my need for control, or I need to work on these things.
And so I would have never been exposed to those weaknesses or things stories I have in my head or limiting beliefs. If I didn't have a business, that's one of the things I like to say is, the more I manage my mind, the more everything aligns. So in other words, if you take care of the thoughts going on in here, like you say, Dean, and you are coming from a intentional decisive place, and coming from feelings of empowerment, confidence, motivated, etc.
In your business, the actions part is so much easier and feel so much lighter than if you're coming in with this is going to be so heavy, I'm dreading every second, I have a big chaotic thought process going on in my head right now. etc. So, um, so that's a really good point. Yeah. Well, what would you say? If somebody is struggling with perfectionism? What would you say is something they can do to kind of help themselves through that?
Well, a lot of the time, it's based on fear, because the reason that you're being a perfectionist is good, you're afraid that it isn't good enough. That my dear friend, whoever's listening now or later, you're lying to yourself. You don't know that, that you're burying your authenticity, out of fear, you're avoiding being your true self. Because you're telling yourself it's not good enough. But you don't know that fear is false evidence appearing real. Right? Face it. And guess what, when you come through the other side, the only thing that's going to be there as you fear is going to be gone. The truth is going to be there with you, mind you, but the truth is going to be perfectionism wasn't the answer.
Because how many clients are you going to enroll when you're trying to be perfect? Zero? How many clients? Are you going to enroll when you're just putting it out there? And, and they say, Wait a second, that makes me want to ask a question. And they asked you, they engage with you to ask that question. Now we're working on the know, like, and trust factor. Wait a second, there's a relationship going on? There's a conversation going on, there's authentic given tape going on? What are the odds that that person is going to become your client? Pretty high. And the whole difference is, you put it out there?
Yeah. One thing I think we need to acknowledge and I don't know, if you've noticed the same thing, but the more yeses and wins and conversations I have, there's also more nose and feedback, like, oh, I don't, you know, you're too repetitive, or whatever that I get, in addition to the good, and I don't think you can have, especially if you want to be a coach who stands out, you can't be afraid to be polarizing and be be, you know, sharing your, your stance on things. Some people are gonna disagree, like I talk about, you know, high ticket sales and all that stuff.
And some people are like, Well, money is not the answer. I agree, but the reason why I'm saying that is because I want to help coaches keep their jobs so they can keep coaching so that they don't have to go get another job, and put their passion project completely on hold honey with purpose, like, hey, I want to make the world a better place by helping coaches keep coaching. And usually if you got to work another job, and you have a family and you don't have a lot of time, you can't really work on your coaching.
So, I think like, you just have to be okay with not pleasing everybody all the time. And it's hard to take sometimes, but you also have to look at the data look at it as data like I can tell you the amount of pushback and I haven't even really, you know, I'm not a huge superstar or anything, but it's it's very small, like I could count on oh, you know, I got two emails that said that or something.
And so when I actually look at the the bat, you feel so much less like, okay, I was extreme Ising this versus if you're just you know, sometimes our mind likes to go to Oh, everybody hates me cuz I got one comment. Right, right. May we focus on the one? No, instead of the 40 yeses, we just got you know what I mean? So, um, yeah, I just have
a couple of points I'd like to share with you on I would love that. So knows the word and oh, is pronounced gold. Why? Because the end all is covering up some gold. It's in a place where if you ask, why did you say no the right way, that person will be more than happy to let you have it and tell you what's wrong. Now you're either going to find out that they're covering up something for themselves, or they're exposing something that you should know about yourself. That's gold. So you're you're in a place where you're giving an opportunity for them to let you know how you can turn that no into a yes. Or how you can change what you're doing. So the you get a better response or opening rate.
Those two things, right, there are gold in our business. And not only that, but you're responding like that, well let the person realize that wait a second, this person knows what they're doing. That's gold. And there's a lot of reasons why the No is the most important. Yes, the yes will get us the client and the enrollment and the income. But that's like we said earlier in the show, that's not what it's all about.
But one of the objections that I like to handle all the time is it's too expensive. What I like to get them to understand is well wait a second, I'm asking you for $10,000 For my program, I'm going to help you earn $100,000 a month. How was that too expensive. You telling me that you will put in a small percentage of what I'm going to help you to learn to do and earn. It's called ROI. And I like to call it ripple of impact. Not return on investment.
Because if you want to be authentic, if you want to build a business, you need to make a ripple have impact with the people that you serve. And when you serve those people. And they say, Wow, I worked with Hailey, and she turned my $5,000 a month business into a $50,000 a month business. That's huge. And not only that, but they're not going to stop. Once they know what they're doing.
And you've helped them get there. They're going to go to 100 grand, they're gonna make it seven figures a year. That's why we're doing what we're doing. Why? Because it needs to happen in today's day and age. People don't seem to understand or aren't willing to admit that a job is a form of slavery, well, while your business is a form of freedom. Mm hmm. I get a lot of pushback when I say that.
Because people will say, Well, I'm a tradesman, and I built your such and such, I'm saying thank you, you did a great job building it. But how many of those you got to build to make the million dollars I made last year? No offense people, there's people that have to there's got to be people doing the work. But there's got to be there's got to be more businesses. That's what builds wealth in the world has businesses, you won't see any wealth. If you I mean, hey, those people that have a job, are they working for a business?
Mm hmm. Right. Well, there's a lot of nuances.
Yeah, I mean, I think that you make a good point where it's more for me, like if you like your job, and you like having a nine to five, and you don't want to have a business, like kudos, Rock on, you can show value to your company, you can grow in that role, etc. But thinking that a job is safer than having a business, that's where I disagree. Because I been there, I worked in the startup world, the entire team daleko and it was safe. And I put my business on hold for that. So that's where I learned because I thought I was doing the safer thing. I thought I was being a good girl and doing my you know, little duty and whatever. Right. Exactly.
And I was doing a good job in it. You know, they were like, oh, yeah, you know, we might get a promotion we will and then it's like, oh, oh, it's like, oh, okay, so plot twist. Right. So it's nothing is safe. I mean, yes, there's degrees of safety or things that make you feel safer. But I agree with you in that having a business it's on it's your responsibility, which me is a great privilege is a great opportunity. Because, you know, most people might that might freak them out to me. I'm like, Oh, that's amazing, because then I could just decide what I put in and what happens and all that. So very good point. And I love how you brought up the pricing objective.
And I also want to go back to your thing about nose. I love asking why people say no to me I at first, I really avoided it because I hear what they had to say I was afraid, right? It's been incredible feedback. Like I've learned one person, you know, she was looking for a very specific type of coach about faith and things that I just don't cover my program in depth or at all right? So it was like, Okay, well, that makes sense.
Wrong type long, wrong. niche, right? So you just start to learn like, Okay. This was the wrong niche, wrong message, wrong timing, wrong offer, etc. And that's. You can take that and that. There's value to that. Even though you don't get the client. There's value in the feedback. So. Thank you for sharing that. Now. Where can everybody connect with you, coach Dean?
Well. My website is my personal reality.ca. And. If you search Coach Dean anywhere online, you will find me, I am Coach Dean on Instagram. I am posting on Facebook. And. I am Coach Dean. Actually. I should say Coach Dean Brown on LinkedIn. So. Anywhere you go. And want to go to look for me, I'm easy to find. Just as it says in my label, Coach Dean Brown. And. You will find me. Now if you want to email me, it's Coach dean at my personal reality.ca. So it's all very straightforward. I've tried to keep my my branding, very streamlined, very consistent. And this is a lesson for anybody that is becoming coach. Don't spread yourself out with different messages, keep your branding your messaging very clear, concise, and compelling.
Keep it super simple. And don't mix up your messaging be consistent. If you want to teach something different once you have the client enrolled, or during the sales club there, they're asking for something that you do but you just didn't advertise provided. But hold on to your authenticity, hold on to that one line. And what will happen is you will get warmer clients that are more interested in enrolling with you and to speak to your thing about the lady that was looking for something that you didn't offer. Remember referrals. Yeah, you could have easily or I don't know what you did on that circumstance, but it when I do my business, I make sure that Oh, well.
I actually know someone that can help you or do you know what, tell me more about what it is that I couldn't provide, because I might know someone that can help you. When you do that consistently, the person realizes, Oh, wait a second law of attraction, I was in the right place at the right time to get to the next step. Mm hmm. So don't always think that it's the end of the world with any with any particular client or any particular prospect, there's always something next. Naturally, it's not it doesn't come to an end unless you stop. So, think of the next step. Always think of the next step for yourself, for your prospects for your clients. What do they need next? What do I need to do next? And, what is next?
Right? And yes, and I want to just elaborate that you said, you know, stick to your core message, don't confuse don't have a million different niches and offers and all that. Because constraint, everybody thinks, narrowing it down, it's going to close them off. Like it's a direct correlation. But constraint opens so many doors, it is the answer, because you're not going to be distracted anymore, you're going to follow through, you're going to stick to one thing, people are going to know you and recognize you for that, they're going to remember you for that you're going to stand out in that niche like it to me it is freedom.
So and same thing with not being somebody who takes 7000 courses, and instead finds a comprehensive solution for your problem, and constraints to it. You know, like that is the message of the last two years. For me, it was really like focus and constraint. So thank you again, Coach Dean. We will put all of this in the show notes. And I appreciate you for coming on today.
Awesome. And I'm so happy to be here with you, Hailey, and thank you for being on my show previously.
Yeah. Thanks for having me. Awesome.
So that's what it's all about. We work together we build together. We grow together.
That's right. Awesome. Thank you.
About Coach Dean Brown
Coach Dean Brown provides systems, inspiration and guidance for creating the solutions to the problems that is involved in generating more pre-qualified high-ticket leads. He specializes in mindset, habit, system, and paradigm changes. Coach Brown teaches why you do what you do and how to align mind, body, and spirit with awareness, choice and technology for ultimate performance in life and business through the Law of Attraction.
- Coach Dean Brown-Paradigm Changer
- Personality Assessment Bank
- Complimentary Business Consult
- Health Coach Nation: Marketing, Business, & Mindset for Health Coaches
You can find Coach Dean on his website here.