One thing that we commonly hear from those that made it to the top is the word “commitment.” In business, this word is critical as it separates those that are serious from the ones playing around. Revenue strategist and business performance optimizer, Melanie Benson, joins Mitch Russo to share her personal failures, realizations, and mindset that brought her to where she is today, emphasizing the important role that commitment has in everything that she does. Listen to this episode to know how to make sure that the message you’re conveying is presented on the proper platform and is amplified for your audience to hear and understand.
The Power Of Commitment In Business With Melanie Benson
Do you know any other show that’s a two-way conversation? Do you realize that you could talk to me any time you want and I will respond back to you? I’ve had voice messages from all over the world and I want you to click on the button that says, “Speak to Mitch,” and I’ll return the favor with an honest and prompt answer. Don’t hesitate, ask me anything. This episode is sponsored by VEA, the Virtual Entrepreneurs Association. Finally, a place with all the tools, resources, discounts, education and community to help you on your entrepreneurial mission. This is the place you need to go and get educated and discounts. This is an incredible value and while the price is still super low, check out this resource-rich asset that can make you money by saving you money on the things that you already buy. For a limited time, you can get your free trial as well as a copy of Daven Michael’s new book, The Virtual Entrepreneur at VEABusiness.com/mitch. Now, onto my guest and her incredible story.
Back in the 1990s, the semiconductor business was booming. Some called it the Golden Age of Innovation because it was at that time that revolutionary electronics were being invented and perfected. That’s when my guest worked for one of the best, Motorola Inc., heading up their trade show division among other responsibilities, but something was missing. It was part of her life where she got to contribute to others. When you can’t contribute and you want to, it hurts and I know how that feels. She left and became the President of the International Coach Federation and grew the local organization 500% before leaving to work on her own. It was a dream come true to be on her own, but she struggled to make a living for 2.5 years until she finally broke her first six-figure year in 2004. Since then, she’s coached thousands of entrepreneurs into breaking 6 and 7 figures in their own businesses. She was nominated for the prestigious 40 Under 40 Award in 2005. She’s here with us to help you grow your company and accelerate your progress. Welcome, Melanie Benson to the show.
Thank you for having me. I’m excited to join in this conversation with you.
It’s a good conversation to have because we’re helping people.
We are helping people and that was what was missing.
It’s was missing for me too. I didn’t know what it was that was missing until I realized what it was. I made changes as you did, but this is about you, Melanie. Tell me how this all started for you.
For me, it was that empty feeling inside going to work every day that I needed to fill. I needed to feel fulfilled if I was going to get up, go to work and do something. I was in a Fortune 500 company. I had spent many years feeling like a round peg looking for the right size hole to fit in. Luckily in that organization, there were lots of opportunities for me to express my creativity, but I could not find that thing that lit me up and got me wanting to achieve bigger things. I went looking for something that would have more meaning and had the use of my superpowers better. What I ended up finding out was that I had a superpower of achieving extraordinarily big goals in record time. I could inspire anybody to get on board and do things that maybe they didn’t even know how to do to accomplish these goals in record time.
I went looking for a place that I could transfer those skills. That’s how I found the coaching world. It took me a little while to get going, but once I did get going, I realized that there was a bit of a knack that you had to find to take a superpower and transform it into things that other people are clamoring for. It’s one thing to say, “I’m a business coach and I help people grow their business.” It’s another thing to have people lined up who can’t wait to hire you and to join your programs. That was a huge learning for me. I took this goal that I had and said, “I want to build a business around helping other people achieve things they didn’t know were possible. What would that look like?” I went out and found a way to build a business. I got trained as a coach, which I know a lot of people lean more into mentoring, which is they teach people what they’ve learned, while I have a certification as a results coach. When I was going through that process, something pivotal happened. I realized that being passionate is not enough to be profitable.
What a great point, “To be passionate is not enough to be profitable.” That must have happened right around the two-year mark because you changed quickly.
Ultimately, I had to let go of a lot of preconceived notions. You have to remember that in Corporate America at that time, marketing looked like you flash your brand at a Super Bowl commercial and get people aware of your brand. That was the indoctrination of marketing for me. I had no clue how people make the decision to hire you as a personal brand because that’s what we are in the coaching industry. For a lot of service professionals, you’ll relate to this. We are the brand. To bridge that gap, you have to learn how to communicate and articulate your value so that people want what you do instead of feeling you’re chasing this mysterious equation of how do I help people solve their problem.
Where were you in this course? You left Motorola. You left the big corporation. You started on your own and it took 2.5 years to break six figures. Tell me what you did in those 2.5 years. What did you try? What didn’t work? What did work? How did you finally figure out and made the leap?
There were several pivot points. The first piece was the transition. Anybody who’s starting their own business, always come up with an exit strategy. I took a year to exit. This is where the power of goal setting can be your best friend. What a lot of people do is they say, “When I make this much money, I’ll quit.” I said, “I’m quitting on this day.” I had a one-year exit strategy and I worked that exit strategy hard. The thing I had to do during that time was to learn how to have a better relationship with money because I didn’t have a relationship with money, especially as a business owner. What I discovered was I didn’t understand what my value was. I didn’t know how to manage the flow of money. I took a course from someone locally here who taught me how to create my value, create my offerings, set goals and achieve those goals as a business owner.In the coaching industry, you yourself are the brand. Click To Tweet
You said that you gave yourself one year as a goal when you would quit. I assume you meant while you were still working for another company.
I exited out of that Fortune 500 company for one year. During that time, I learned about the money but I also learned how to perfect my skill. I didn’t want to fall into this trap of feeling like I didn’t know how to deliver my service while I was on the hook to make my own money. Here’s the interesting thing, none of this mattered. Two important things happened. I gave my notice and ten days later, 9/11 happened. My plan went completely out of the window but I was still extracted. That card had passed and I was all in. The amount of money I thought I needed and the type of businesses I thought was going to work completely deteriorated. Quickly, I had to become resourceful, which was an important skill to have, pivot and decide how I was going to deliver something to an audience that needed what I did. One of my superpowers early on was I knew how to accomplish huge goals quickly and keep the overwhelm down, put the clarity, the focus and the results up. I pivoted my whole business to teach at workshops for entrepreneurs. That time when you’re sitting in a room and you’re getting all of this amazing and extraordinary wisdom from the person on the stage, but then you’re completely overwhelmed because you have no idea how to prioritize and organize what you’ve learned.
That sounds like a Jay Abraham conference.
We can pretty much put a lot of different people on that stage. That became my thing and that’s what pivoted everything for me.
You had to. The boats were burned. You had no way to get back onto the island. You were ten days out and you had no choice. Do you think if you had delayed that decision by two weeks and then 9/11 would have happened, would you have still left or would you have waited to get into safer waters before you took your boat out?
I’m glad it didn’t happen that way because burning the bridge, the boat was in the water and it wasn’t going to go back. It probably saved me on many levels because my soul was dying there. I didn’t feel seen. I didn’t feel valued. I didn’t fit in the culture and I kept trying to fit in. There’s nothing more painful than trying to figure out how to fit into a world that isn’t your world. I was forced to figure out how to make money quickly. My great propeller was that I was forced to figure it out because I didn’t have a husband or a partner. I didn’t have big savings account to fall back on. I didn’t have an enormous amount of credit. In those moments, you have two choices.
This is what happened to me. If I go back into that moment and I think about the real moment that I stopped struggling to get a few thousand dollars in the bank every month and I started to get those multiple six figures rolling was I knew I didn’t know enough to get past my own like, “This is what I know.” I didn’t know how to get past that. I knew how to make about $1,000 a month selling my services. I could get 3 to 7 clients easily. I couldn’t figure out how to scale. That’s when I had to shift my mindset and strategies. I had a come to clarity moment where I had to say, “I don’t have enough money in the bank to make it another 2 or 3 months.” I called up my bank. My bank was called dad. I said, “Dad, can you help me? Can you extend a loan?” I had already asked for a little bit of money and he literally said, “I don’t think this is working. You need to get a job.” There couldn’t have been better words to say. I was not going back to a job because I was extraordinarily unemployable.
The thing that you said that made an impression on me is that you knew how to deliver value but you didn’t know how to charge, sell or close. You didn’t know how to build the business and something changed. You learned how and you went to a mentor. That mentor coached you and then you’re able to do that then. Is that the process you went through?
I had several mentors. The first one taught me to have a better relationship with money and to own my value and to recognize that we do as a service provider have to charge. The second mentor solved an even bigger problem I had that I didn’t realize I had until that moment. That was my mindset was sucking. I had the mindset of struggle and I had embedded in me this deep pattern of having to work hard to accomplish more. I was working 80 to 90-hour weeks. I was starting to make better money, but I was like, “Wow.” I was trained in my coach training program where you charge people a package per month and give them a certain number of coaching hours. At the time, the going rate was $350 a month for three 1-hour sessions.
Start doing the math. How many clients is it going to take to make six figures or more? I’ve recreated a stressful job for myself. I went looking for how do I shift this paradigm? How do I blow up this model, which is going to have me working way more than I want to and create a model where I can work 30 hours or less and I can have a multiple six-figure, maybe even seven-figure business? At the time, those were my dream. What I realized was I needed a mentor to change my paradigm to think like that. I did some work around Neuro-Linguistic Programming, often referred to as NLP. It was a huge mental rewiring. You know those moments when you learn something and every single cell in your body gets lit up and you go, “I have recalibrated my entire being. Who I’m going to be after this is completely different.” That’s what happened. I recalibrated it.
It’s amazing that you did that because I’ve spoken to a lot of people who have heard others promise and as a result, they hire them. After paying them a bunch of money and spending a lot of time doing all of what they ask, nothing happens. It’s not only disappointing, but it could also be devastating if it’s your last X number of dollars and you spend it on that amazing coach and now you have nothing. How did you find that person? How did you understand enough about yourself to know that he could potentially help you?
This is an important conversation. I’ve never had this conversation in the thousands of interviews I’ve done. I’m excited to share this. I would say it was less about the mentor and more about my commitment. This is what is missing for many people. They give their power to a mentor and expect the mentor to create a breakthrough. I wasn’t going to stay where I was anymore. I had fully committed every fiber of my being to be a multiple 6 or 7-figure business owner. At that point, I was looking for what was I needing to do differently to achieve that. The breakthrough I had in NLP was in me going through a process and I do this process with my clients. You can go to a lot of different NLP training and it’s called timeline therapy.There's nothing more painful than trying to figure out how to fit into a world that isn't your world. Click To Tweet
For me, because I was committed, I was all in and I was not holding back. I put everything on the table and I fully work the process. Afterward, I stayed in action and accountability because I was in a mastermind, I was taking action and I was hiring help. The breakthrough came through that mentor and that Neuro-Linguistic Programming timeline therapy where I went back and I cleared the belief I didn’t even know I had that was holding me back. Also, I kept taking forward action to integrate the new beliefs. This is where people hold themselves back. They don’t take action because they don’t have accountability. They don’t keep working with the mentor or they don’t stay in a mastermind or they don’t do whatever that thing is they need for accountability. They let the fear take over. They let the logical mind bring the rationalizations out of why this isn’t going to work. They talk themselves out of doing what needs to be done. I was one of his top three students because I did the process fully, whereas he worked with millions of people who never had the results I did.
I think I know who you worked with. There are two things I wanted to say about what you said. First of all, you had urgency and a lot of people don’t. They have this desire, “I’d like to grow my business. I do have a couple of million in the bank. It’s my retirement accounts, so I know I’m safe.” The problem is that there’s no urgency. Number two, you had this burning desire. You knew that your gift could not be fully realized unless you reached many more people. Those are two supercritical things. The third thing, which I’m a big fan of is accountability. Without accountability, I would have never made so much of the progress that I made in my life.
In fact, I felt that accountability was so important, I built accountability software a few years ago called ResultsBreakthrough.com where people can pair up together and have an accountability partner relationship. That software is no longer open to the public. It’s sold only to coaching and training organizations because if you give people the chance to choose an accountability partner and then show up and be accountable, they’ll take the same action that they did when they signed up to buy a course that they never finished. It requires accountability to be accountable. It’s funny, but that’s what joining the program does for people. My belief is that you got to this incredible spot. It was a combination of desire, need and vision. Would you agree?
That’s accurate. I also had this realization somewhere between the time that I took that training and when I broke those first six figures. I can only say it was a decision that led to a certain vibrational state that failure was not an option. If I was going to succeed, I was going to have to be willing to do whatever it took instead of letting my fears, doubts and uncertainties take over and stagnate me or caused me to get derailed. I was a woman on a mission. I remember at that time, there were a lot of people I met in my first year of business. I was leading a well-known networking and training company here in LA at the time and it was growing fast.
I had this real benefit of developing influence as a measure of building connections for speaking gigs because I knew I wanted speaking gigs. I was meeting these top name people at the time like Jay Abraham, John Assaraf and a lot of great people. I was getting invitations to speak on stages and I realized some of these people were not growing as fast as I was. They come to me later as friends and say, “What are you doing? What’s different?” I’m like, “I’m committed. I know what I’m doing. I know where I’m going and I will take any action required.” The key was leverage. I started studying what people were doing that grew quickly, that was scaling into the multiple six figures. I realized the one thing they were doing, those other people who struggled to get multiple six figures weren’t doing, was leverage. You’re the master at this with the Tribe concept and certifications. These are all examples of how we leverage our time, talent and revenue potential. Most people don’t leverage enough.
Melanie, I’m going to put you on the spot here because we have thousands of people in the audience who are dying to know how to do this because this is your expertise. How do we do it, Melanie?
It’s a two-parter. Let’s talk about leverage because I brought that up. There’s an even more important ingredient, which is one of the pieces of the formula that a lot of service professionals and product people miss. I’ll get to that, but leverage is ultimately the formula of, “How do I take what I do well and exponentially grow the reach of it?” There are at least 10 to 12 standard leverage strategies I teach. I want to talk about how people get out of the one-to-one because this is where I was. I was in the one-to-one model. I can work with one person at a time and I’m going to make this much money. My big a-ha was if I took the thing that I teach over and over again to every client, which in my methodology now, I call it your unique profit amplifiers. This is something you do uniquely, but you do it over and over again and you teach it one-to-many.
It could be a workshop, live event, group coaching or digital product if that’s your thing. You figure out how to teach it so that many people can do it at once. You can immediately transform your revenue. I was probably making $2,000 to $3,000 average a month. When I implemented this, I immediately jumped to $12,000 a month. I made that leap by simply delivering at that time it was a twelve-week course. I went to doing 1-year courses to a 12-week course that then led to a one-year course. I was charging around $15,000 to $18,000 for the one-year course and the six-week course was $497. That was my first model.
I rode that pony for a long time. There have been different versions of coaching programs, evolving that over time, certifying people, and training people to deliver the program with me. It did lead me to some figures. One of the interesting things happened during that time because I was fortunate to ride the upswing wave of the internet frenzy. We hit a bubble around 2009 where being a big name and being influential wasn’t enough to get people clamoring for your programs. Anybody who’s been around for a while remembers the painful burst of that bubble. What it eliminated for me is something that I had to go back to basics on. That was I had to master the craft of articulating results and value. I had gotten good at it in the beginning. This was another one of the big early lessons as you’re reading. I don’t want to take any shortcuts and paint any picture that this was easy.
I was that person that had no idea to articulate what I did. I knew I did something that helped people. I had a mastermind full of brilliant marketers that I was super fortunate to be involved in. These people taught me how to articulate the value in a way that made people want to buy. It was mind-blowing for me. This was a big part of getting people into my programs. I did it well enough to ride the wave. I knew how to tap into collective energy like speaking on a stage and having an event. It was never good enough to create those floods of people to come in. It’s like you go, “It’s out there,” and people come racing in. At the bubble, I got to face how important this piece was.
This is one of the pieces that continue to serve all of us. It’s where I spend an enormous amount of time coaching my clients. We can’t rely on relationships and influence alone. It’s like saying, “I’m this coach that can help you have a better life.” It’s not enough. If you don’t know how to articulate your value in a way that causes you to have a bold influential impact, then people go, “That’s nice,” and click away. They go, “That’s interesting,” then they’re off to the next bright, shiny idea. You have to be able to meet them in the swarmy painful place of the thing they’re struggling with the most and say, “I see you. I know how it feels to continually struggle to be good at something you do and not know how to transform it into a profitable empire.” Tell them you have a solution for it. That’s what I didn’t know how to do well for a long time. I didn’t know how to articulate it and magnetize it so people got I was the best solution for them.
That’s the best explanation of what it takes and what people are missing. I don’t think I’ve ever heard anybody articulate what most people are missing better than you did.The secret to getting multiple six figures are commitment and leverage of time, talent, and revenue potential. Click To Tweet
Thank you. It’s taken me many years to get there. It takes time to perfect it.
I want you to teach us how you do this. I want you to take an example if you will. You can even use me if you like. I don’t care. Give us the lesson and take us through your process right here on the show so that the audience can understand it better and maybe even get a feel for it.
This requires a mindset upgrade for a lot of people. That means you have to embrace that just because you’re an expert at it doesn’t mean everybody gets the value of it. This other shift and I know we’ve all heard this, but have you embodied it? It’s recognizing that talking about the feature of what you do is not the same as explaining the outcome that’s different when you successfully completed someone’s process with them. I’m going to give a client example then we can certainly play this for you if you want. I have a lot of clients who do different kinds of transformation work and coaching services.
One of my clients is a content marketing strategist. What we found was she would go out and talk about her content management features. What she was struggling with was what the reason somebody needs this is? Here’s the reality. We have three circles of potential clients. We have the people who know they need a content marketing strategy. They’ve already figured out they have a problem. They’re already searching for a content marketing strategist. They’re out there looking for the person who meets their needs and values. They like working with you. There’s the know, like and trust factor. The second pool of prospects are the people who have the problem, but they don’t know they have the problem. They’re suffering and they don’t know why. This is the biggest pool of prospects. These are the people who absolutely need to hear your message and meet them with their pain.
The third pool of people are the people that had the problem and they will never solve the problem because they’re not willing to spend the money. They’re not willing to have someone else teach them how to do it. We’ve all had those clients or those buyers who are like, “I’m not going to use that.” They’re never going to be your client. They’re never going to do anything about it. They have a problem. Here’s what’s interesting. Think of how many people spend countless hours a week trying to get those people to work with them. They go to the networking meeting, they schedule the lunch, they have this glassy-eyed conversation. The person goes, “I don’t get it.” We have to let go of trying to save that pool of people.
Let’s assume we’ve got an audience of these people who are in the, “I’ve got the problem. I don’t realize I have the problem. I certainly don’t know there’s a solution yet.” Let’s use the content marketer. One thing we might look at is what are they struggling with? How many hours a week are you struggling to get the content? You’re working hard. You’re creating all these great podcast interviews. You’re spending hours developing blog posts. You’re hiring people to translate it to social media and yet crickets. Now we’re talking to someone’s pain. What is the cost of this problem? We have to articulate what is the cost of spending hours on something that’s not getting any traction. If your worth is $200 an hour to your business and you’re spending 6 to 8 hours a week on content that’s not converting, do you want to spend $200 a month to solve a $2,000 a week problem? Now I’ve got people’s attention. This is how we start to do that.
I’m sure you’re familiar with Chet Holmes Stadium Pitch. You started out with that. The pinnacle of your ideal client is the one who knows they have a problem, knows they need your service, but hasn’t found a place that they can get it yet. That would be your ideal buyer, the 2% ready to buy when they hear what you have to say. The majority of the people that you need to sell to are one level down. They know that they have a problem, but they don’t know exactly how to articulate what their problem is until someone else does it for them and then they identify with it. That’s what you’re describing.
If it’s okay with you, Mitch, I thought I might give people an exercise that they could do immediately to start getting some clarity around this.
Let’s do it.
I’m big on you are the expert. As you’re reading, I have a lot of experience with this. I can help guide people. I can help shape it. Ultimately, the wisdom is inside of you because you know who you get the best results with. You know who your best clients are. You know who the buyers that keep coming back over and over again are. Here’s a super simple formula I give every one of my clients that you can do immediately. I want you to think who are your best clients and what is the problem that they struggle with the most that match the thing your business or you do the most effortlessly that makes you the most money. For some people, that won’t necessarily be the most money. That’s when we get into what I call a unique profit amplifier. You may have to start with, “What’s the problem they’re struggling with and how does that intersect with the thing you do effortlessly?” Let’s take you, Mitch, do you want to play with this? Take one of your businesses because you have a few things going on. Which one do you want to play with?
Let’s play with the one that has the least number of truly available clients and has the highest value. That’s certification.
This could be a deep dive for us, which I know would probably take three episodes. We’ll do the simple version. Do you know who your ideal buyer is? Have you clarified them?If you’re one of many, you’re invisible. Click To Tweet
I think I have, yes.
Tell me a quick 30-second overview of who they are.
In most cases, my ideal client is a SaaS-based company, a training company or a coaching company that has two things that’s important. That has at least 500 to 1,000 clients and has a transformation, which I’ll call the intellectual property or a process, a program or a procedure that completely transforms whoever experiences it. The first part of it is do they have the qualifications? Are they running that type of company? The second thing, is this a transformation that there’s some magic that only they can do? Is this a transformation that if you teach somebody else, they can accomplish the same thing that you can? If the answer is yes, then the only last question is, do you want to grow your business or do you want to stay where you are? For me, my ideal customer wants desperately to grow their business, has an incredible product that needs to get out into the world and requires some help in getting it done. If it’s coaching, then it’s a process. If it’s a SaaS-based program like CRM systems, that means the program will transform the company, but only if they use it properly, only if they get the most value from it. That’s where certification comes in.
This is juicy because we could do a whole thing on this and uncover a lot of great pain points. Let’s imagine you’re having a conversation with that perfect buyer, but they don’t quite know yet that you’re their perfect solution. What is the magic thing they say that you go, “They’re perfect,” because it’s a problem you solve? What are they struggling with?
It’s almost always money. I would lead them to it by saying, “How’s the revenue coming in, nice and even? Most particularly SaaS companies, it isn’t. It’s lumpy.
That might be a cashflow roller coaster. My guess too is they have a deep desire to grow the reach of their offering, but they’ve hit a plateau. What I would say is those two pieces together are the messaging components that have to be everything that builds around the content and the marketing message. You’ve already done this well and you figure out how to ask questions that bring it up. If somebody says to me like, “If I could help you grow your business so that there’s cashflow that’s consistent month after month, year after year and it’s growing exponentially, would you want to hear about that solution?” Someone’s going to go, “Absolutely, Mitch.” That’s what happens when you find those magic messaging formulas. You understand what moves people to buyers versus just being interested. It’s unique to everybody because what works for me isn’t necessarily going to work for the other business coach because you have your own unique profit empire. You have your own unique know, like and trust factors. We have to find the one that magnetizes your best clients.
That’s valuable and it makes a lot of sense. I’ve been doing this awhile and I have discovered that it’s not the same for every client. While I said for some it might be this lumpy profit cycle or revenue cycle, for others, it’s something completely different. I bet it’s the same for the readers. I bet you too when you work with clients, you find that there are multiple pain points. What Melanie is teaching us here should be done for each one of the pain points that you have discovered that your clients are struggling with. Would you agree with that?
Yeah, I would. This is the first layer of it, but there’s a second layer of it because the other thing about the bubble is it also taught us that if you’re one of many, you’re invisible. I think this was intriguing. It’s this idea that when we learn how to craft our messaging, then we have to amplify it, which is what my specialty is, by finding a way to have bold influence in your market. That means you’ve got to find a platform where you’re consistently being a beacon of this message in a space your ideal clients are in.
This might be that you host your own podcast. This might be that you’re a speaker that you speak at the right audience. It might mean you’re guesting on other people’s podcasts. There are a lot of different ways to execute on that. The trick is you can’t do what everyone else is doing. You have to find the one that’s aligned with your ideal clients, your unique profit amplifier and helps you stay consistent with it. That’s where we go from being one-to-many to being that big, bright magnetic force in your industry, aka influential that gets people to choose you over the 17,000 other people that do something similar.
I want to add one more point to the incredible points that you made. The last thing I want to add is you have to do it a lot. You have to be consistent and you have to keep doing it past the point where you are convinced it’s no longer working or maybe never even worked, to begin with. I was surprised and happy that my show had hit the top 200 for iTunes. I’m not saying that to boast in any way at all. I was shocked and surprised because I don’t do anything to make that happen. Nobody knows how these algorithms that Apple has figured out who is the top. I would think there’s got to be thousands of people that are ahead of me when it comes to that. My show is only a couple of years old, but the thing is though I never cared that much in the way that other people do. I never cared that much whether it became a top anything. I was doing it because I love doing it. It’s a great way for me to build incredible relationships with people like Melanie and others. You’ve got to find that for yourself as well. I think that’s what you’re saying, Melanie.
The consistent see piece is what’s critical because what happens is people do something enough and then they get bored and they let it go. Maybe it’s not working the way they thought it would and they give up. That one foot from the gold concept is true. Most people give up and stop doing something right before it starts catching on with their industry. We forget there’s a lot of noise out there. I had a podcast before this one, but my second podcast took me a couple of years to get the traction with it because there are a lot of podcasts out there. You have to be committed to the thing because you know it is aligned with your ideal audience and it’s the perfect showcase for your business, your work, and your product. You keep doing it. You might have to optimize it. You might have to tweak it, but don’t give up on it because it’s not doing what you thought or you’re bored. That’s the worst thing you can do.
I’m going to tell you a secret. I have never mentioned this before on the show. Maybe you can identify with it as well. When I started podcasting, and this is the truth, I didn’t care if I ever published a single episode. The only thing I used podcasting for was to attract amazing people to be my guests and to have a one-hour conversation and build a relationship with them. If my audience tuned out and there was a zero on the chart of the number of audiences I have, I wouldn’t care. It’s these conversations that have brought me the incredible value in friendship and relationships. I’ve learned so much from interviewing almost 200 people who are experts at getting thousands of clients. Who wouldn’t want to spend 200 hours learning from the top people in the world about getting clients? That was my viewpoint. That was my attitude. The results that other people care about, I didn’t care about at all.Most people give up and stop doing something right before it actually starts catching on with their industry. Click To Tweet
I do care about my results, so I might get a little too attached to them. What that does for me is it keeps me tied to, “How can I improve my reach?” In addition to being an amplifier, I’m an optimizer. I’m always looking at what’s the little shift that will produce a massive shift in the outcome.
That’s the leverage point that you were talking about. For our audience, this is the tip of the iceberg of what Melanie can do. At this point, we’re going to switch gears and I’m going to ask you a couple of questions. People said, “Mitch, these are interesting questions. Why do you ask your guests these questions?” The reason is that it discloses an element, a facet of their personality, in this case, of your personality, Melanie, that most people would never ever see. Who in all of space and time, past, future or anything, would you like to have a one-hour conversation, a walk in the park, a quick lunch or an intense conversation with?
I struggle with this because there are a lot of people that I would be intrigued to do this with. I wanted to pick somebody who was known because they beat the odds and they accomplish things that nobody believed they could accomplish. One of the people that always pops up for me as trite as it sounds is Oprah. If you know her story, she has a huge reach, she’s accomplished a lot, she’s a billionaire, but she beat the odds. She came from a painful past. She had massive childhood trauma. She had people who told her all the way through that she could never accomplish something. For her to sit with me and impart that mindset on me would be worth gold. There are probably several people I would put in her place that had similar experiences.
Thank you for isolating it to one. Sometimes I can’t get a guest to nail it to one person, so I appreciate that. Here’s the other thing about Oprah that I want to share. I heard in an interview, she was at a Tony Robbins event and sitting next to her with some people. Tony did an exercise where you rate yourself on seven different levels of your life. The person sitting next to Oprah was a little embarrassed because they were rating themselves somewhat lower. They’re honest in areas of their life where they wanted to improve. People were asked to share some of their ratings and Oprah was asked to share and she did. Her ratings were low. As much as she’s accomplished, the humble part of her knows that she’s always improving and always wanting to get better, always wanting to grow. That’s the part I love most about her.
She has a growth mindset and it’s something that I admire. It’s something I strive for and it’s a profound tool to have in this world.
Melanie, now we get to the grand finale, the change the world question. What is it that you were doing or you’d like to do that truly has the potential to literally change the world?
I don’t know why this feels a little ominous almost because I’m like, “Am I changing the world?” I believe that I’m a catalyst on this planet to amplify people’s superpowers. I look at myself as a ripple maker. I know myself and I’m probably never going to have the reach that I want. I know that every single change agent, transformational leader, a big-name coach that I get to work with who’s out there doing big programs, they are also impacting the lives of millions of people. I feel my job is to make sure that every single mentor, client, change agent, every person I’ve ever worked with, I have to activate in them the most powerful confidence, the most aligned process and the true spirit of giving. That’s the way I do it. There is a book in all this that will be coming out. Those are great tools to make a greater impact. That’s the way I see it like it’s my job to take every painful, challenging, illuminating experience I’ve had and turn it into lessons to inspire people into their own greatness.
Melanie Benson, you are changing the world and it is the type of transformation that helps many people, which leads us to this incredible free gift that you have for my audience. Do you want to tell us about that?
You can go to MelanieBenson.com/1000clients. What I put together is I’ve been teaching these seven different amplifiers for many years now in different forms. I put them all in one place. That’s an eCourse that we’ll send you one a day because you may want one or you may want all seven. Use these seven amplifiers and you will be able to exponentially increase your profits, your influence, and the leverage in your business. It also includes a free Facebook community. If that speaks to you, you can join us there. Challenge yourself to put at least one in place in the next 30 days if not all of them.
I’m going to go one step further because to me, I know how powerful what you do is. If you download this free gift and if you use them and if you write up what you did and how you did it and send it to me, I will consider you for an interview on the show. I want to hear how you use this. Here’s the thing. We as educators and coaches, we give away stuff, but most of the time, it feels like it’s going into an abyss. It feels like nobody looks at it. They download it but they don’t look at it. If you would like to be on a top 200 iTunes-rated show, I would love to have you here. Here’s the best part, we’re going to have Melanie back on. I didn’t ask her about this, but I’m going to make the point here. If she’s willing, we can have her back on to literally coach you at the same time on the air as we talk. You got your marching orders, you go forth and you make it happen. Melanie, thank you for this incredible interview and do not stop doing what you do. We need you.
Thank you. Thanks for having me, Mitch.
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