TAS 547: Ask Scott #171 – How To Create a Face to My Brand if It’s Not ME?

Are you ready to keep pushing on with your ecommerce business? Do you have all the resources you need to take your brand to the next level of growth? If you need that extra little push, you’ve come to the right place! It’s time for another session of Ask Scott here on The Amazing Seller! On this episode, you’ll hear from Scott as he goes over why you should check out the PACE method, his thought of the week, and as always – the answer to a question from a TAS follower like you! Come ready with pen and paper, you are going to need it for this engaging episode!

Is your business on PACE?

If you’ve been around the TAS community for very long, you know that Scott and Chris have been working through a great series that explores the PACE method. Have you jumped in to hear what it’s all about? If not, in a nutshell, PACE is built on the following pillars;

  • Prepare.
  • Attention.
  • Cultivate.
  • Expansion.

By exploring each of these pillars of PACE, you’ll have the tools necessary to expand your brand and get in on the right track for success. Make sure to check out the resources section at the end of this post to get more info on PACE!

Life is short, make the most of it!

When you are young, you tend to live life under the assumption that anything is possible. While that’s great, as you get older, you realize that life is short and you need to do everything you can to make the most of it. Are you heeding that wisdom or are you wasting some of the best years of your life in a job or a situation that makes you miserable? If that’s the case, do something about it! You don’t get any awards at the end of life for suffering through situations you could have changed! To hear more about making the most of life, make sure to listen to this episode as Scott expands on this topic and more!

Considering multiple brands? Slow down!

So you’ve built your first brand, great work! Building a brand that can go the distance is no small feat. Now, what do you do? Should you expand your brand? Retool your brand? Or launch a new brand? On this episode of The Amazing Seller, you’ll hear from Scott as he shares his thoughts on this crucial topic! According to Scott, it may be wise to slow down and consider if it really is in your best interest to spread your time, energy, and resources to start a second brand. Speaking from personal experience, Scott suggests building out and expanding your successful brand to its fullest capacity before you ever consider starting a second one. Learn more from Scott’s expert take on this subject by listening to this episode!

OUTLINE OF THIS EPISODE OF THE AMAZING SELLER

  • [0:03] Scott’s introduction to this episode of the podcast!
  • [1:25] Make sure to check out the PACE method!
  • [3:30] Scott’s thought of the week; life is short!
  • [8:00] Question: How do I get someone to be the face of my brand?
  • [13:00] Why you should be cautious about starting multiple brands.
  • [14:30] Closing thoughts from Scott.

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TRANSCRIPT TAS 547

TAS 547: Ask Scott #171 – How To Create a Face to My Brand if It’s Not ME?

[INTRODUCTION]

[00:00:02] Scott: Well, hey, hey, what’s up, everyone? Welcome back to another episode of The Amazing Seller Podcast. This is episode number 547 and session number 171 of Ask Scott. This is where I answer your questions here on the podcast and I’m going to do it again here today and…

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…the question I’ll give it to you right now is how to create a face to my brand if it’s not me and how do I create content? So, that is the question we’re going to be answering. It’s a good question. It actually is also about creating a second brand and not wanting to be the face of the brand, so I’ve got some thoughts there on that and I think you’re going to enjoy that. So, I’m going to play that for you here shortly. Now before we do jump into that question, if you have a question that you want me to answer on an upcoming Ask Scott session, all you need to do is head over to TheAmazingSeller.com/Ask and that’s all you have to do. Just go there, leave your name and a question, and I’ll do my best to air it here on an upcoming Ask Scott podcast. All right. So that’s all you got to do.

Now, before we do jump into that question, you guys know I’ve got some updates I want to share with you usually and also, I’ve got some thoughts that I want to share with you that hopefully will help you through your week or just maybe at the point where you are right now. Sometimes we have to be reminded of certain things and I want to remind you something here in a minute but before we do, we have started our four-part series, podcast series that is on PACE. Now, if you have not heard about our PACE method or our methodology then you need to go back and listen to Episode 542 and basically, it’s our four pillars to building a successful brand and especially a brand that will last like that’s what we’re talking about and we’re breaking it down in detail. These are really informative and they’re also full of action steps. I’m actually giving you guys assignments on what to do to kind of go through this entire process.

[00:02:00] Scott: And when you do, you will have a really good understanding on how to put these different components into your business. And really the cool thing is, is no matter where your business is you can plug these in and you can go back, and you can refine and you can enhance them. And actually, when you go through each one of these pillars, you’re going to find also that you’re going to learn stuff in one pillar that you can bring over to another pillar. All right. So, definitely check out the PACE method that we’re describing here in this miniseries and again I will link everything up in the show notes. We’ve already kicked this thing off. You should’ve already been able to listen to those three episodes and there’s two more coming. Actually, 548 and 549 will be the other two pillars that we’re going to be talking about which is the C and the E. So, definitely check that out and let me know what you think. Let me know if you have any questions. I’m also recording some whiteboard videos walking you through PACE on YouTube, on the YouTube channel. If you want to check that out, head over to TheAmazingSellerTV.com and also comment there, subscribe there, do all that cool stuff.

Let me know what you’re thinking and like if you have any questions I want to help you with this because I think it’s that important to really start adopting this methodology. So, with that all being said, I know it’s a lot, probably should give you the show notes. You can go over and check that out if you missed that, TheAmazingSeller.com/547, and that will get you all the show notes and the transcripts there.

All right. So, what are my thoughts? Well first off, let me kind of fill you in on what’s been happening. My father who just turned 75 which is crazy. I can’t believe I have a father that’s 75 and I can’t believe that I’m going to be 46. I’m 45 right now the time of this recording but July 30 I will be 46. So, it’s just crazy like time just flies by and I think as you get older as we’ve been told before by our parents, our grandparents, “Wait until you’re older. It’s going to go by really fast,” and it does. It goes by really fast.

[00:03:59] Scott: I’ve got older kids now. I’ve got a daughter that’s married. I’ve got a son that’s in college and I’ve got a 10-year-old daughter who’s going into the fifth grade which is just crazy. But I had my father here and every time that I spend time with my father, he lives in Florida, I live in South Carolina, every time that we get together I appreciate the time that we spend together even more. I just like to try to just remember that time is so precious and as we get older you do realize that because people have passed away and some people aren’t in your life anymore and you start to understand that. So, what I really want you to think about and I think you’ve already heard this before and I’m going to tell you again, life is short. It’s too short, to be honest with you. I mean, I’m just getting started. I mean, yeah, I’m still young to some people. To some people I’m old. If you talk to a kid that’s 18, I’m old. I’m older but I still feel young.

But here’s the deal, I want you to, number one, I want you to think about your life and where you are right now and if you are not 100% happy in where you are then you need to make a decision to change that because life is too short. If you’re at a job that you hate going to every single day then figure out a way to get out of that job. So, this way here you can still support your family, you can still do the things you want to do, but there’s no reason we have to do things that we don’t enjoy or that we love. If there’s one lesson that I would teach any kid out of high school is go into a profession that you are excited about that you’re happy about, excited, pumped up, you’re passionate about like I want that type of excitement because you are going to be doing that for a long time. Now, you don’t have to stick with that but why not start out in the direction that you would love to go into or the area that you would love to be involved in?

[00:06:00] Scott: Now, things do change. As you go through life, things change. You get new interest, you get new passions, that’s fine but don’t just settle because you think you have to settle and I don’t want anyone to think they have to do that because life is too short. If you’re at the end of the road, you’re laying in your deathbed and I hate thinking about that but if I’m laying in my deathbed like what am I going to think about? The first thing I’m going to think about is probably, did I do the things I wanted to do with my family? That’s the first thing I’m going to think about and the second thing is I’m going to think about, “Okay. Did I help other people from my existence of being here? Have I done enough? Should I have done things differently there?” Those are two things that I think about personally. That doesn’t mean that’s how you have to think but that’s how I think. So, just a little reminder here for you, life is short, but we can make it really, really fulfilling if we understand that we are in control. You are in control.

And I want to thank my father for reminding me this one more time just by being here and by like really allowing me to understand through his upbringing and through teaching me this that this is precious, this time every hour we have is precious. So, if you think about that and if you think about where you are, if you are not happy, if you’re not taking the time to spend with someone and be present with that person, you need to change that because life is too short. All right. So, that is my little pep talk to you. Go out there, make it happen, create the life that you want that you deserve and that you love that you can’t wait to get up every day to just go and attack it and just have fun and enjoy the people that you are around. All right. So, go ahead and do that. All right. Now, that all being said, let’s go ahead and get to it. Let’s go ahead then dive into this week’s question. I’m going to go ahead and play that recording. You can listen to it. You can listen to the question and the answer and then I’ll pop back on here and we will wrap this up and you can get on with your day and go out there and make it happen. What do you say? Let’s do it.

[Q&A]

[00:08:11] Scott: So, today’s question comes in from Jeff and Jeff asks, “Hey, Scott. I’m starting a second brand and I need someone to be the face of the company for social media purposes. I know you operate multiple brands, so I wanted your advice. How much do you pay the people that are the face of your brands?” Okay. It’s a great question. First off, let me just say this. If you are not the face of your brand, then there’s a couple of different ways that you can do this. Number one, you can ask them if they wanted to basically create content for you on a regular basis and then you would pay them. That’s the simple way of doing it. I know myself personally that if you had someone that was an expert in a certain field and you say, “Hey, once a week, can I sit down with you and can we like shoot like an hour or two’s worth of video? And I can just ask you questions or you can teach me how to do X, Y, and Z and I’ll pay you $100?”

Most people would do that, and they’d be excited to do it because they’re good at it and they enjoy it. I’m thinking about like the Jeep market for example. I have actually someone that does my pool. Her husband is into jeeps and he also happens to work on jeeps all day long but he loves it and he’s working on them on the weekend and everything. I know for a fact because I said to her. I said, “Does he ever thought about doing a YouTube video?” She goes, “Ah, he really doesn’t know how to do that stuff,” and I’m thinking, “Well, if I knew how to do it, this guy would probably do it for $100 a week.” So, for $100, how many pieces of content could I create to be the face of my brand in a sense or the expert? Now, you can have multiple experts that are in your brand. It doesn’t have to be the one, but you can totally do that, and I know people would be willing to do it. What if you have someone that’s a golf guy or a girl that is good at golf, but they don’t teach right now. They don’t do instruction but they’re good at it and they enjoy it?

[00:10:08] Scott: Well, you could say, “Hey, could I sit down with you for an hour at the range and you can give me tips and techniques on how to correct my slice, how to drive further, how to put, how to chip, all of these different things that I know going to a golf game?” and I know them firsthand because I’m terrible at all of those and I need some help. But you could hire someone for $100 for an hour-and-a-half, two hours and then they create all this content for you and all you got to do is set up a camera and just record it and then there is your content. So, that’s one way of doing it. If you want to take it to the next level and this is kind of what we’ve done is where you make that person part of the brand. They’re an equity shareholder. This is where you’re going to give up equity for your brand or in your brand so this way here they’re also feeling like they’re going to be getting more out of it and it also incentivizes them to want to continue to create content at their own pace. And if they’re excited about it, they’re going to want to create it on a regular basis which is great for you.

Now, the downfall of that is you are going to be sharing equity, but I think there’s a lot of upside to that because that person is going to feel more connected to the brand. Also, they’re going to learn more about the people that they’re serving. They’re going to probably feel good about it because they’re getting feedback and questions from people all over the world so it’s a way for you to allow them to let them do what they want to do, right, if that makes sense. So, it’s kind of like you’re giving them that opportunity but that does mean you’re giving up part of your equity and again what this that worth to you? I don’t know. Maybe it’s 25%. Maybe it’s 10%. I don’t know what that is, but you’d have to give them some numbers like we’re projected to do this, you would get 10%. That means that you have potential to make this and if the business grows you get 10% of everything. Whatever it is, you need to work that out. I would definitely probably draw that up with your attorney as well rather than just a handshake but that’s what you can do. So, there’s a couple of different things you can do there and like I said, I would probably stay away from just going to Upwork or someplace like that and saying, “Let me hire someone this week,” and then next week hiring someone else.

[00:12:10] Scott: I’d like to get someone that was the face and someone that was consistently on there. Another little tip here. If you sat down with someone for an hour and you shot little 10-minute clips, you’ve got a nice solid stream of content there for a month, month-and-a-half, and then you can do that once a month if you want to. So, it doesn’t have to be where you’re creating content every day. You can batch that stuff and that’s what I really like about using someone that is an expert in that field. If it’s not you, go find someone. Now, the last thing I want to talk about though really quickly is you’re starting a second brand. My only concern ever in doing this and again for you it might not be an issue but for anyone else, I don’t think that you should just go out there and start launching multiple brands because then what happens is you take the attention, the focus off of one brand to help the other brand and then that brand suffers. So, just be careful of that. I just want to warn you because I’ve actually had that happen to myself even in just previous businesses where the attention comes off of this, goes over here, then this one here I’m putting all the attention. This one starts to slip.

So, you got to be careful. So, if you do start that new brand, make sure that you do have someone that you can rely on that either is the face of the brand or someone that actually can help drive the brand.

[CLOSING]

[00:13:29] Scott: All right. So, hopefully, you got value from that. Hopefully, that makes sense, gives you some things to think about and again you can go out there and find someone else to be the face if you don’t want to be the face. And the other thing I do want to just kind of highlight here as well is if you’re going into another brand or you’re building another brand and you already have an existing brand, make sure that you are not cutting yourself too thin or spreading yourself too thin because again time and back to what we talked about before, life is too short. You don’t want to also work yourself to death to where you’re never able to really live the life that you want to live. So, make sure that you have the time, make sure that the partner or the face that you are going to be working with has similar interests as far as or at least visions for the company or if you’re just going to one-off hire them, just make sure that they’re going to be around for a little while and there’s someone that you can rely on. So, that would just be my last little bits of advice there.

All right. So, little reminder here again. I would definitely suggest, strongly suggest you go through this series that myself and Chris Schafer are doing right now on PACE, preparation/foundation and then from there the attention and then cultivation and then expansion. Those are the four pillars that we’re covering that can be really overlaid on any business and it starts with the P and then you move forward through each pillar. And then once you get through all of those pillars and you have a nice little business setup, guess what? You get to go back and dig in to each one of those pillars and make it better and improve it and expand on it and once you learn these different skill sets in each of these pillars, you’ll have them forever and that’s an asset that you have that no one will ever be able to take from you. So, definitely check that out. The episodes, like I said, I’ll link them all up on the show notes to this episode. That is TheAmazingSeller.com/547.

[00:15:29] Scott: The other thing that I’m going to do, I actually didn’t think about this until right now. I’m going to create a link right now and it will be TheAmazingSeller.com/PACE and what I’ll do is once all of those are done, I will link all of those up on their own page on the blog so you can just go there and you’ll get all of the resources for PACE and really building your business to run on PACE. I love it. All right. That’s all you got to do. The last, last little bit of a reminder here is if you are stuck right now and if you have not even picked your market or you’re struggling to pick your market or your products or you want to expand your market into submarkets and you’re just stuck, definitely check out our training over at TheAmazingSeller.com/Bootcamp and you can actually look over myself and Chris Schaffer’s shoulder and you can see exactly how we’ve done it from scratch inside of the boot camp. So, definitely go check that out.

All right, guys. So that’s it. That’s going to wrap it up. As always, remember, I’m here for you, I believe in you, and I’m rooting for you, but you have to, you have to, come on, say it with me, say it loud, say it proud, take action! Have an awesome amazing day! And I’ll see you right back here on the next episode.

[END]

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