Ep45 Darren Gibb - Why 90% of Your Audience Doesn't Know They Need You Yet (And What To Do About It)

00:00:00:00 - 00:00:20:17
Darren Gibb
So an email list is earned and we don't have the privilege or the rate just to think just because some Muppet signed up for my free e-book. Therefore they are on my email list. They're going to stay there forever. No getting them on the email lists. Actually, the easy part getting them to stay is harder and getting them to buy is the key.

00:00:20:18 - 00:00:46:23
Suzanne Taylor-King
Hey, hey. Welcome to a podcast where dreams meet. Determination and success is just around the corner. I'm your host, Suzanne Taylor King. And I'm here to help you unlock the full potential of your business and your life. Welcome to Unlock Your Way with SDK. Let's unlock your path to success together.

00:00:46:25 - 00:01:19:14
Suzanne Taylor-King
Hello. Hello, everyone. We're here for another Friday. A live of unlock Your Way with STK. And today I'm super excited for this conversation with Darren Gibb, the greatest Scotsman since Duncan MacLeod. And for those of you who know who that is, you know, I'm pretty serious about this conversation. He is a LinkedIn genius, a content strategist, and converge and guru for coaches.

00:01:19:16 - 00:01:21:13
Suzanne Taylor-King
Welcome, Darren.

00:01:21:15 - 00:01:38:15
Darren Gibb
Thank you very much. Suzanne. How are you? Yeah. Good afternoon. I'm not too sure that Scottish version was behind it. Said yes actually yes. Very good I like that. I hope he was a nice person because a lot of Scots, you weren't so nice if you look at the history books. So I hope he was one of the nicer ones is on.

00:01:38:18 - 00:01:39:19
Darren Gibb
How are you getting on there, friends?

00:01:39:23 - 00:02:02:11
Suzanne Taylor-King
Well, it's from the Highlander series. And you know, I was a big fan of that series and he was super resilient and angry and just. Well, he he couldn't die unless you beheaded him. And then he came back, so it. Oh, really, really incredible, incredible show.

00:02:02:12 - 00:02:06:03
Darren Gibb
Like, it's a hell of a superpower. And I'll be honest, that is a hell of a superpower itself.

00:02:06:05 - 00:02:29:28
Suzanne Taylor-King
Yeah. I forget how many years he lived and how long the story went on, but it was one of my favorites. And you're also in the style of Gary John Bishop, who I actually another Scotsman I really love. And I don't know whether it's the, the accent that is so distinctive and it just really makes people pay attention.

00:02:30:01 - 00:02:31:22
Suzanne Taylor-King
So I say use it.

00:02:31:24 - 00:02:51:22
Darren Gibb
It could be a it's one of those things. It's funny. It's like whenever as well probably get to speak about later at the rate stage. And a DM conversation, we actually do want to be what I say before anything. I'm an idiot and fell off a fart. Two years old, six and four years old. Fell off a bloody bike while cycling with my girlfriend.

00:02:51:25 - 00:03:15:20
Darren Gibb
Had a lovely day planned going along happy as could be. Not nor care. Carefree. Not a jaunt in the world. Turned round to tell her a hilarious joke. And it was going to be bloody hilarious, as I'm sure you can appreciate how little pothole came flying off and our rest two places. So that's why this monstrosity is it's not some kind of like like Sarkar stick anti Halloween kind of leg drag.

00:03:15:20 - 00:03:17:25
Darren Gibb
It's like it's not a promise. It's an eye.

00:03:17:27 - 00:03:20:05
Suzanne Taylor-King
Tightening going keeping up with your content.

00:03:20:12 - 00:03:39:21
Darren Gibb
Not really. Listen this is a genius. Using takes to speech. I saw where it can even pick up this these dulcet tones of my accent as well. Suzanne. So thank you. Yeah, I know, I know, there was a lot of years for us. Poor scores got left behind in the in the voice to text revolution, but yeah. Profanely okay.

00:03:39:22 - 00:03:59:29
Darren Gibb
City just freaked out when it first came out ten, 12 years ago, so I'm quite happy. It's not so bad. No, but that's. Yes, Eloise. You know, it's going back to the accent. The voice. No, it's a very deliberate strategic point. Yes. And am conversation always gets a really good response from our friends alliance. Like brothers and sisters like yourself.

00:04:00:01 - 00:04:16:29
Darren Gibb
All of love your accent. Oh, my God, I'm 1/16 Scottish and 1/16 Malay and things are that beautiful. I love it English people not so much for fun they that said I fucking jokes very much. Lovely to meet you too. Anyway, I I digress on.

00:04:17:02 - 00:04:44:12
Suzanne Taylor-King
Well let's let's talk about since I started following you, which I don't remember how long it's been. It's been a while. You have really not not only been successful in LinkedIn, growing your followers, your engagement. But you've been so, so consistent. And talk a little bit about what that looks like when you help someone else do that.

00:04:44:14 - 00:05:16:05
Darren Gibb
Yeah. So. Well, I mean, it's one of those things it's a little bit like the word authentic for your content. What does that mean. Be consistent. What does that mean. So I think, you know, first thing about consistency I would say is consistency. Consistency doesn't mean being consistently shaped. It doesn't mean consistently low quality content. I always see my clients give me three high quality bits of content a week, as opposed to six buying average bits of piece of content a week.

00:05:16:07 - 00:05:36:14
Darren Gibb
So being consistent is about doing what you love, right is something you're a great example of. This is I massively admire about you. You truly do what you love. There's no getting around. You know, let's say I was a high school teacher for ten years. I love teaching. I think that's why, you know, I don't consider myself to be a coach.

00:05:36:14 - 00:05:55:27
Darren Gibb
I am still a teacher, you know, but there were days, even when teaching, due to the internal politics of teaching, which is just horrific. I would go to bed and think, I can't be bothered camp or going and stay right, whereas I don't know about you, but I can remember the last time I woke up Suzanne and thought, I can't be bothered.

00:05:56:00 - 00:06:00:06
Darren Gibb
Oh God, I've got this client. I never with the feeling that right.

00:06:00:09 - 00:06:26:20
Suzanne Taylor-King
No, no. And I was a dental hygienist for 20 years before I became a coach, and I, I mean, I can't say I hated what I was doing, but the parts that I loved were the, you know, every hour I got to talk to a new person every hour, all and and so when I connected those dots, I've always been an entrepreneur.

00:06:26:22 - 00:07:01:13
Suzanne Taylor-King
I've started different businesses right while I was a dental hygienist. But the the dental hygiene thing was the stability and the benefits and all of that. But when I became a coach, you know, imposter syndrome, who am I to be doing this? Blah, blah, blah. And somebody connected the dots for me between the, you know, 40 hours a week as a dental hygienist, talking to a new person every hour from all different walks of life from, you know, two year olds to 85 year olds.

00:07:01:16 - 00:07:13:29
Suzanne Taylor-King
And they connected that for me and said, you will never have a problem as a coach because you know how to build a rapport and you know how to talk to people.

00:07:14:02 - 00:07:39:10
Darren Gibb
Interesting, interesting. I think teaching inverted into that quite a bit. It's well, right, seeing a hundred many kids a day, having to remember that was was my big thing. You know, I don't bother going too much. And I always liked the the kids who were well other teachers would call challenging. I would just call Norman. Do you make normal human beings, you know, the 90 students, you know, give the students a fucking textbook.

00:07:39:10 - 00:07:57:17
Darren Gibb
They'll pass, I promise you. They'll pass. They'll be all right. So much that mentality. So I like the ones you were out were completely you know, they were challenging and had no hope. I know that, but I find myself getting quite angry with teachers that say, oh, such and such. He or she's just a little bastard. They're so badly behaved, so disrespectful.

00:07:57:22 - 00:08:16:12
Darren Gibb
I would always say, what have you done? Says I'm to build a bridge with them. Could be an adolescent teenager whose hormones are all over the place, and they don't know who they are in this world. So what have you done to establish connection as an adult with this? In the vigil? Not another number. Not a number on a register, not a number.

00:08:16:13 - 00:08:37:14
Darren Gibb
No, no to tick off that. It's done their homework. The individual. So I think you're right. I do think that and the road that we both share at the moment, there's a huge thing there. And it's a very people it's you know, it's the learners were always the same sort of everything I did as a teacher. And that's just now my clients are at the center of everything that I do as a as a teacher.

00:08:37:14 - 00:08:42:24
Darren Gibb
You know, if they're not successful, I can't be successful. And I very much maintain that way.

00:08:42:27 - 00:09:02:13
Suzanne Taylor-King
Well, I, I love I just heard a connection for you about, you know, when you were a teacher engaging those more difficult students. An engagement is really a hot topic, right. And you can look at engagement.

00:09:02:14 - 00:09:09:01
Darren Gibb
And, I like how you did that, Mr. King. I was very nice. Go. Go on there. Really nice.

00:09:09:03 - 00:09:38:25
Suzanne Taylor-King
Well, engagement. You know, everybody talks about wanting engagement on social media. Oh, you want people to like and comment your on your stuff, right? Which is nice, but it's vanity metrics. Yeah. True. Engagement is when somebody doesn't like doesn't comment and sends me a DM about a post and says, Susie and I felt like you were speaking to me or well done on that post.

00:09:38:25 - 00:10:11:16
Suzanne Taylor-King
I really enjoyed your story. My post today has a story about meeting a billionaire and I knew who he was, but we met at the dog park. I had a Great Dane. He had a Great Dane. I use the dogs as rapport. Right? It was. It was. I couldn't have scripted it better. And I didn't play in the meeting, you know, that's the kind of engagement that is really key in the world of social media distractions.

00:10:11:18 - 00:10:40:21
Darren Gibb
110%. I mean, engagement for engagement sake is pure bullshit. Let's just call it right now. Easiest thing in the world to suggest to spend at a quarter of a second. Not if and not a millisecond. Tapping on a like button and scrolling on, doesn't mean anything. So these are these influencers who have got 50, are holding a 150 to 100,000 fans, and they appear like fans, and they've got 500, 1000 to 1500 engagements.

00:10:40:24 - 00:11:03:16
Darren Gibb
It means nothing. And four comments are I love this. You're a great okay, great. You've got fans, but fans don't pay the bills, I think. Well, unless it's only fans. But fans tend to not pay bills at the end of the month, right? They're the ones that would be the cheerleaders and give you that. But, you know, yeah, I mean, the whole idea of LinkedIn.

00:11:03:16 - 00:11:23:08
Darren Gibb
Dan Roth, the editor in chief, about 18 months ago, said when something goes viral on LinkedIn that we start sweating because that's not how this network is meant to work. We don't want things going viral. So that's why we don't tend to see big numbers compare to the Instagrams, the Facebooks. And so, I think that's a good thing.

00:11:23:11 - 00:11:53:14
Darren Gibb
I think we also need to notice that, yes, the the reaches down. How many people get to see your post? Do you remember when when we start to do post a picture of yourself, say hello world, and you'll probably get at least 10 or 5000, 10,000 people showing up and their tweets. That's going to dramatically down. But again, I think it's actually an opportunity for us as marketers, content creators, and any coach who says, I'm not a marketer, that's why you're failing.

00:11:53:16 - 00:11:55:05
Darren Gibb
Nice. Why you're not. Yeah.

00:11:55:07 - 00:12:24:19
Suzanne Taylor-King
Yes. Please. Please. Coaches who don't want to market yourself. I've met one coach in the last year who's been a coach for 30 years. Well, actually, two, two coaches in the last year who charge ridiculous fees, they don't barely have a website. They don't post on social media, but they've been coaching for 20 and 30 years, respectively.

00:12:24:21 - 00:12:57:25
Suzanne Taylor-King
And they work with, such elite clients. Those elite clients aren't on social media anyway, so. And they refer to other elite clients because they've gotten good results. There's no billionaire on LinkedIn searching for a coach. You should go. You have to go meet them somewhere, somehow. You have to go. You have to research and you have to figure out how to meet them in real life.

00:12:57:28 - 00:13:14:20
Suzanne Taylor-King
So that's my soapbox for for coaches. Like it's not going to happen if you want to work with, you know, millionaire business owners, they're not scrolling social media looking for a coat.

00:13:14:22 - 00:13:31:15
Darren Gibb
Excellent. And I would even perhaps suggest that nobody's really scrolling social media for the approach for a, for, coach. Well, you know, only 3% of people who are looking for content that's on 3% are problem aware and actively looking for a solution.

00:13:31:20 - 00:13:32:00
Suzanne Taylor-King
Exactly.

00:13:32:02 - 00:13:55:03
Darren Gibb
Only 7% more of them are actually problem aware. So that means 90% of people, nine and ten people checking out your content are not aware they have a problem. So what do we do? This is where so many of the gurus get it wrong or speak tipping points speak to problems. How can you do that if they're not aware you're a multimillionaire person who needs coaching.

00:13:55:07 - 00:14:12:01
Darren Gibb
They aren't necessarily intrinsically aware of the pain points, but they are aware of symptoms. Yeah, I've got a strange cough that sounds like that. For example, people like the door open. Hello? Yeah, I had a call that.

00:14:12:03 - 00:14:18:21
Suzanne Taylor-King
The dog from Saturday Night Live, the Cramer was coughing like a sorry squirrel. Just.

00:14:18:25 - 00:14:20:00
Darren Gibb
All right.

00:14:20:03 - 00:14:21:07
Suzanne Taylor-King
Sorry. I'll share the.

00:14:21:10 - 00:14:22:11
Darren Gibb
Other. Yeah, dude.

00:14:22:16 - 00:14:25:13
Suzanne Taylor-King
I'll spare the episode with you. Very good.

00:14:25:16 - 00:14:43:15
Darren Gibb
Thank you. Suzanne. You. So I've got a cough like that, right? Yeah. Oh, bloody cough of mine. And you say? Darren, that doesn't sound good. We've been to the doctor. No, no no no, I'm all right. Well, Darren, my uncle had a cough like that and he was dead within 12 weeks. He was coughing up blood. Do you have any mucus?

00:14:43:15 - 00:15:04:11
Darren Gibb
It's kind of red colored. Yeah, I do right. Ballocks barricade to the doctor. So because you're symptom aware, you've me symptom aware. And that's where our connotations seek to do our country. Yeah, yeah. Conduit to the symptom. Not the problem. Because if in 1910, people don't have a bloody clue that they have the problem, need to speak to that symptom instead.

00:15:04:15 - 00:15:21:27
Darren Gibb
So instead of saying, for example, your DM game sucks, no, why are you. It's like you're not getting the engagement. Why are you getting ghosted? Why do people not seem to open up to you in the conversations? Those are the symptoms of a poor DM'd rather than saying you don't know how to use direct messaging, you need a strategy.

00:15:21:27 - 00:15:40:07
Darren Gibb
So playing to the symptoms is so important rather than the problems. I think that's one thing that people really get confused about. And they also try to be for everyone. And that's a massive problem. Susan. Yeah, I love you all. There's anger spirits probably combined. I think there's about 15 watching at the moment on LinkedIn and everything. Lovely.

00:15:40:07 - 00:15:59:26
Darren Gibb
Thank you. Oh I'm sorry my channel if done if if anybody here doesn't particularly like the way I speak, the fact that I say the word fuck quite liberally, the way I look, the way I sound, that's okay. I've not got a problem with that. You can just click off this so not watch anymore. And that's okay. We can still be friends if you want.

00:15:59:26 - 00:16:23:09
Darren Gibb
It's a bit weird, but we can still be friends. I don't need you to be my biggest fan. What I need out of a certain amount of people to be. And that's why I have a sustainable multi six figure income every single year. Because I've got a certain amount of people who just get me. We want our content to attract and repel, and that's not the main reason people content doesn't land.

00:16:23:13 - 00:16:45:00
Darren Gibb
And the executive coaches, I'm looking at you. I couldn't give a shit about your free workshop. Oh, I'm about your masterclass. I could not give a rat's ass. Really pleased to be invited to be speaking at the recent event about I couldn't care so many executive coaches. That's through no fault of their own, Suzanne. But they're doing very old school marketing.

00:16:45:03 - 00:16:46:03
Suzanne Taylor-King
Oh, yeah.

00:16:46:06 - 00:16:52:10
Darren Gibb
Works. Right. Well, what are your observations of these executive coaches, especially I it and what do you see, Suzanne?

00:16:52:12 - 00:17:33:25
Suzanne Taylor-King
Well, same saying. So I know there's lots of business coaching franchises out there and good for them. They're they're making incredible money offering a business like solution to people who don't like know how to be a business coach. So they they give you a turnkey solution. And here's what I notice that 900 coaches from this one company are all marketing themselves with the same language, the same the same headline, the same, the same post, the same e-book that they try to give away.

00:17:33:28 - 00:17:35:28
Darren Gibb
And books in 2024.

00:17:36:05 - 00:17:39:01
Suzanne Taylor-King
So money nobody, nobody will.

00:17:39:01 - 00:17:56:11
Darren Gibb
Throw a yes in the comments if you honestly read e-books. Thomas I see you next. See brother Jeff, lovely to see you as well. Drop a yes in the comments. This isn't pajamas page. I'm looking at them here. If you honestly download and read e-books, see if you do. You you're really into that individual. You're a dead sell.

00:17:56:12 - 00:18:00:10
Darren Gibb
But I would see the vast majority e-books. Sorry, I says I don't interrupted.

00:18:00:10 - 00:18:32:19
Suzanne Taylor-King
You know this it's so it's so important to look at what is modern and what is and to understand. And I say this like a frickin broken record all the time, providing massive value to other people is not the top of your funnel in some lame thing I'm going to download that is not how you provide value to other people.

00:18:32:21 - 00:18:59:14
Suzanne Taylor-King
And I run an event that's called Ask and Give, and I run this event for other communities, not just my own, but others. And basically the premise of it is coming to this event, getting to know people. So it's like a hybrid networking event, but the goal is to give something that's of massive value to the other people in the room.

00:18:59:16 - 00:19:24:20
Suzanne Taylor-King
And I have to explain, every single time I run this event, I have to say massive value is not the top of your funnel. Massive value is not the top of your funnel. Massive value is not your opt in. And I repeat it 5 or 6 times and we'll get to somebody in the meeting and they're like, oh, I have this great e-book on data.

00:19:24:22 - 00:19:47:24
Suzanne Taylor-King
And I'm like, no, you're not hearing me. So hear me now. Anybody who's listening, providing massive value to other people is not at the top of your funnel, does not involve subscribing to something that I'm going to download. So just stop doing that. Thank you for the round.

00:19:47:26 - 00:20:12:26
Darren Gibb
No, I absolutely love it. I love it for in the chat I said that she watches it, she reads ebooks and that's all right. Great. Absolutely fine I do you there's a lot of there can be value and number. Here we go. Flow I love you, but you know, the way I, I think sometimes we read shit to pretend we're getting shit done, and we're not, actually, because genuine value is rarely truly delivered at an e-book.

00:20:12:26 - 00:20:36:04
Darren Gibb
I've certainly made no money through free resources. You know, I think that we do when we're able to and I'm being very supportive here. But when we're able to invest, we can buy an investment can be our $27 product download a 47. I've got some crazy investment from that that naturally beats me a few bucks. What are they do Suzanne and invest not mid ticket value that of the same person.

00:20:36:04 - 00:20:54:10
Darren Gibb
Okay this got me here. So I'll invest to there. And that's five on the bus. And then I'll go up to that high ticket just simply on the value that I'm being given by this individual. But yes, free resources are really useful. Thank you Flora I love you my friend. Free, free resources are useful to get people into your world.

00:20:54:10 - 00:21:09:05
Darren Gibb
But to your point, I think that that massive value, I would say there's a lot more there should be a lot more value in this chart that we're having right now than any ebooks that we put together right off the backs of more. I don't yeah, I think.

00:21:09:08 - 00:21:10:09
Suzanne Taylor-King
Yeah.

00:21:10:11 - 00:21:30:20
Darren Gibb
If there's lots of different ways for every day we go, it's fair enough. So I think there's lots of different ways in which we can do marketing. There's definitely no one size fits all for some people so that they will get lots of that, giving massive value. Harmlessly says give, give, give, give, give give, give give give take.

00:21:30:22 - 00:21:43:05
Darren Gibb
That's all right. I tend to give 90%. I like to say I'll, I'll build the house for you. I'll let you look at the windows. Maybe you can give you a little guided tour, but you're not getting the fucking front door keys. That's what you get when we work together.

00:21:43:07 - 00:22:12:21
Suzanne Taylor-King
I love that so much because, I give, I would say 95% of information I give know, but the magic comes in with the implementation, and that's that's the thinking partner that I am for my clients. And that I believe you are to. Because theory is wonderful, right? You can go out to social media and do a YouTube search.

00:22:12:21 - 00:22:44:13
Suzanne Taylor-King
You can learn learn how to do pretty much anything. And I'm going to use my AI mentor as an example. He's got a Facebook group with 250,000 people. Shout out to Jonathan Mass and Massive Value in this Facebook group from learning prompting learning image design like he literally gives it all away. Now, most people aren't going to implement what he's teaching in those Facebook posts.

00:22:44:13 - 00:23:20:05
Suzanne Taylor-King
They're not. And he shared a YouTube video and I watched it. I had to rewind a couple spots a couple times, and I had something mastered, mastered, and I shared my results in the group and I said, thank you, you know, for this YouTube training. This was awesome. Here's what my output was that post got him for, I don't know, four clients, five clients because I'm sharing that I'm doing what he says.

00:23:20:07 - 00:23:49:06
Suzanne Taylor-King
I just provided massive value to him. Yeah, yeah. And I do that all the time for other people because I'm learning from stuff. And I was in his challenge this week. He does a week long challenge every month. It's $97 to join his challenge. Now, of course, he's promoting it in a group of 250,000 people. He's already provided massive value to those people.

00:23:49:08 - 00:24:11:14
Suzanne Taylor-King
So when they pay, they know they're going to get even more and it's going to be implementation. And I follow that same example. And I I've seen some of the stuff you do that you invite people to, you do the same exact thing. And I think people are afraid to give like that.

00:24:11:16 - 00:24:33:05
Darren Gibb
I think you're right and I thank him. No thank you I appreciate that sounds very kind. Your I think you're right there. I think as well, Karen says titties everywhere. And she's right. Yeah. I think well there's a real element here and it's it's just lifted. Bring all the orders, it all the honesty to the front and like it completely back.

00:24:33:12 - 00:24:33:28
Suzanne Taylor-King
Yeah.

00:24:34:00 - 00:24:49:03
Darren Gibb
You jump on that challenge with me. I don't know if our Lord you have information and tension, I will do so. I've got no problem with that. And I take full ownership of that. Why? Because I want you to be able to pay that floor, Karen, where there is. I think Thomas just popped up. All these different people.

00:24:49:07 - 00:25:15:27
Darren Gibb
Whoever is in there, I want the real, dedicated, hard workers that can sit by, get that shit for free and truly make connections, attain 20 K, 100 K, whatever it is that month. But guess what? It's a lot of information. And just like, well, Aaron and teaching, you can have the best teacher in the world. But if you don't get feedback, you're ballocks because it's only if we mess up and get something wrong do we truly begin to learn and succeed.

00:25:15:27 - 00:25:32:26
Darren Gibb
I'm a big believer, and that's what I would always tell the kids I've worked with. So that it's vital actually that yes, there will always be a certain amount of people who will go through a challenge and workshop whatever it is, if it's a free one especially, or even if it's low, check and they will learn a ton.

00:25:32:28 - 00:25:52:17
Darren Gibb
So much. And you've been on some of mine before, I give it. But the idea is that those who have the time, the resources, the perhaps the patience, perhaps an element of experience, perhaps that was built, that they're just they've just found to be found the exact right points on which builds on their prior experience. And this is just that next step.

00:25:52:17 - 00:26:10:25
Darren Gibb
But take some. That's perfect. Lovely. No problem with that. I know they'll come back later on. Yeah. Mean. But as people are doing that they're going there. And I get this I get I get it, I get it. But you know what? Wouldn't it be nicer just to have you working with me through it. Yeah. So I'm shortcutting it.

00:26:10:25 - 00:26:32:16
Darren Gibb
I'm getting that direct answer, that direct feedback, rather than having to figure out in the in the dark by myself. And again, those that people that you end up converting. So of course when one of three ways one the action figures who sign up for events turn up half late, half way through or off camera? Off camera off, obviously.

00:26:32:18 - 00:26:41:16
Darren Gibb
Yeah. Or to do in the house where costs are listening. Then log off. Come back the next day. The lowest be there or thereabouts. But they'll never take action.

00:26:41:18 - 00:26:42:08
Suzanne Taylor-King
Yeah.

00:26:42:10 - 00:27:06:07
Darren Gibb
There's just a type of person this is. Well, those are the ones who unfortunately never make it to where they deserve to be because they don't take that massive action, even just action the action fake. They think by signing up to something, sitting there paying half attention, but not implementing it. Yeah, well do I'm being busy and I'm not saying this is I, but I think that's the e-book mentality in the free book mentality.

00:27:06:14 - 00:27:06:26
Darren Gibb
I'll work.

00:27:07:00 - 00:27:09:28
Suzanne Taylor-King
I'm learning something. Oh, Logan. Yeah.

00:27:10:00 - 00:27:28:28
Darren Gibb
Really? Yeah. And I think even myself, I read Russell Brunson's books years ago and never implemented them. Read them cover to cover. Oh my God, this is brilliant. Then implement them. We've got to implement things. So there's a lot of people there, the action figures. Then there's those who just get it, implement it, works for them perfectly. They'll come back at a later stage.

00:27:29:01 - 00:27:49:07
Darren Gibb
And then there are those further in the funnel who it's like, yeah, I get it, I understand it, but I want help now and you're the person to give me that help takes me six years. To go back to your question about consistency takes about 6 to 7 hours. More or less is on of exposure to somebody content for you to become, you know, know, like and trust them?

00:27:49:07 - 00:28:11:01
Darren Gibb
Just believe this person gets made. They can solve the problem. Yeah, that works out roughly. It takes two minutes to read a post. One day through Friday, 42 weeks on LinkedIn. And that's assuming they see your content every day on Monday in 3D. But we know they do it. Or we can do livestreams, webinars, challenges and shortcut that really, really quickly.

00:28:11:01 - 00:28:11:23
Darren Gibb
So there's so many.

00:28:11:23 - 00:28:46:26
Suzanne Taylor-King
Reasons I love that so much because, you know, I'm telling people it takes if only 1% of your followers, your, your group members or your list is seeing what you're doing on a daily basis, you have to repeat yourself so often. I recently came up with 900 different ways to talk about my year long program, 900 different ways to talk about what that program delivers.

00:28:46:28 - 00:29:17:27
Suzanne Taylor-King
You know, not the pain points it solves, but what it delivers, what you're going to feel like, how you're going to be, what, 900? And it was totally overwhelming to me. Oh my God, I'm going to have to repeat myself that much because it's a new program for me. It's a new offer for me. And I realize if I don't repeat myself hundreds of times, only 1% of my followers are going to see it, which means I'm not going to get any purchases.

00:29:18:00 - 00:29:41:27
Suzanne Taylor-King
Right. And I think that's something that people forget. And I want to go back to what you said about exposure. This is why I do a monthly workshop, a monthly free workshop that I want to get people in the zoom room with me. And I know you do the same thing. I want that interaction and I want you to see me.

00:29:42:01 - 00:30:05:16
Suzanne Taylor-King
Not a PowerPoint. I'm not hiding behind slide. I want you to see me feel my emotion, feel my passion for what I'm teaching you and sometimes it's scheduled for an hour and I go for two. And at the end people are like, oh my God, I feel like I was drinking from a fire hose. Awesome. Not changing that, right?

00:30:05:19 - 00:30:43:15
Suzanne Taylor-King
And I just think if more people could do that and be that for I don't care if one person shows up for your workshop, you overdeliver for that person and I ask them to talk about it. You know, if I had one person show up, tell me what you would do. If you had one person show up, I would ask that I would serve them powerfully, and I would ask them for some kind words, whether it was a LinkedIn testimonial or whatever.

00:30:43:17 - 00:30:45:21
Darren Gibb
Yeah, absolutely. That would be the.

00:30:45:23 - 00:30:52:04
Suzanne Taylor-King
Gets all the workshop. Because there's only one person there that's ego.

00:30:52:04 - 00:31:08:10
Darren Gibb
And that comes to ego with this comes through to I deserve more than one or even even the opposite I feel because I've only got one signed up. Oh, it's just feel grow up man. You've got one more than zero. Do you know what I mean? If you've got zero, and even if you go to zero, forget it.

00:31:08:11 - 00:31:25:02
Darren Gibb
Don't cancel it. Recharge and out. It's a free training. It's a webinar or something. You've allocated one hour of your time to this thing. So if you don't be successful in that, ask why was the reason? So I always say there should be a two week pre-launch, a week launch and a two week post-launch.

00:31:25:07 - 00:31:26:16
Suzanne Taylor-King
Oh thank you.

00:31:26:19 - 00:31:27:10
Darren Gibb
Right? You're right.

00:31:27:15 - 00:31:30:21
Suzanne Taylor-King
Repeat it. Repeat it for those in the back.

00:31:30:23 - 00:31:51:05
Darren Gibb
Two week pre-launch week of the launch week two week post-launch. I again, I've seen people and it's it's frustrating. I've seen wonderful clients who perhaps they've not. And it comes down to them, I didn't get what I expected. And so what we do is we simply reverse engineer it. And it's a case of how are your two weeks pre-launch?

00:31:51:08 - 00:32:09:15
Darren Gibb
Well, well, no, let's go back and look at your content. And I said, no, it's just, you know, did. So what you did was you actually posted about four different things and your offer once. So you confuse your audience. They didn't know what was happening. So you've confused them there now. And the actual presentation itself, it was good.

00:32:09:15 - 00:32:27:22
Darren Gibb
But you've got a confused audience, the wrong audience coming and then the post is a little bit of a I feel bad about it, so I don't want to email them too much. So you email them twice in the post launch sequence. It's like I've only ever happened to one client. And I say, I think this person was just really overwhelmed with everything.

00:32:27:22 - 00:32:45:13
Darren Gibb
They were running to too many different things at once. The audience were confused about our offer, but really, to have that too, you know, the two weeks post-launch, that's that you've got those people who are, I'm afraid, honestly, zero would see me. No, nine see yourself. Your number six. Number eight buyers, they take 6 to 8 touch points.

00:32:45:18 - 00:33:06:00
Darren Gibb
Number six is to tend to be that a little bit more conservative by the rules. Need more time. Number eight need to be super focused on ROI. They tend to be very analytical. Social proof doesn't matter to them. They're wanting to work with themselves. Right. So it's your number twos. And of course they will instantly buy some of the twos will have bought or move before the webinar.

00:33:06:00 - 00:33:33:25
Darren Gibb
You'll be halfway through. They'll be getting their credit cards ready. Right. The other excuse force will they'll buy during the webinar, which is why urgency form works really nicely. But then there are going to be a chunk 40 to 50% and people will just need that wee bit longer. Suzanne, I don't know, I will not I agree, I agree, I would think over one key, on the call with you, I will not I never I have I will always ask to think about it.

00:33:33:25 - 00:33:51:18
Darren Gibb
Give me 2440 eight hours. You know I have two people to go off because I've really wanted their thing. It's been ten K and they've tried to form with. They try a pressure sell me and I've just gone I've you I, I can trust you right now. I want to partner for you. Thank you.

00:33:51:20 - 00:34:25:12
Suzanne Taylor-King
Yeah. Well, I love the post launch because some of the most magical things that I have done in the last two years is after an event. So my my last event was all about 14 different. I tools that every entrepreneur should know about to increase productivity. Had a great title. It got great. I think I had 188 people register it, which that's really good for, you know, me posting it on Facebook, my list and LinkedIn.

00:34:25:15 - 00:35:04:15
Suzanne Taylor-King
And so 188 Register how many people in the room, 40 people in the room. And that's about the numbers right now with events. So the magic comes in. And what am I sending those 188 people after the event? I want them to know they missed magic in the room. So it's going to be a great thumbnail. It's going to be the YouTube replay in the email, plus some extra little thing, whether it's a a Google doc with what I talked about.

00:35:04:17 - 00:35:10:03
Suzanne Taylor-King
And the new secret I just learned is to make the Google doc.

00:35:10:24 - 00:35:44:26
Suzanne Taylor-King
You have to request access so that we know who has requested access to the bonus, which, it's, it's a miracle because it shows you who's taking action. It shows you who's actually really interested. They watch the replay because, you know, watching the count go up on YouTube. But then keeping track of who's getting the value from your email, it's genius.

00:35:44:27 - 00:36:04:15
Darren Gibb
Okay, so actually an extra for the post launch sequence. What you're saying to me, curious is on this, we can have a Google Doc private request access. So that's really smart because you see exactly. You can keep a spreadsheet exactly who it says there's requesting access to that when managing it. It's a link to an unlisted video on YouTube.

00:36:04:15 - 00:36:21:10
Darren Gibb
Would it be so it's not public property? Of course it is. Lovely stuff. And maybe what I'd be saying here's some sort of extra value since there's some sort of extra little bonus on top of the video. So it could be, yes, people love cheat sheets, they love infographics, they love flow, good diagrams, all that sort of thing.

00:36:21:16 - 00:36:43:00
Darren Gibb
So that's what you would be doing. That's a really smart thing. And then no, but having the countdown for the last two weeks, it's so important. The posts launch sequence, as we see far too the 50% of people are in there. I really like Suzanne. I just, it's a lot of money are, I just what about the time?

00:36:43:05 - 00:37:01:26
Darren Gibb
So use those two weeks to overcome their objections. You should be doing that in a webinar any way. You should be overcoming internal objections. I'm not techie. I don't have the time to. I am not good at doing this. I don't believe I'm good at this and that. Next objections as well I don't have the time would be other ones.

00:37:01:26 - 00:37:22:16
Darren Gibb
Well, I don't have the money. What would the friend say? What would finally see? Am I ready for this? If we can certainly be overcoming those objections within the webinar that pushes those people on the call, we're ready to buy to buy. But then the post launch sequence, two weeks and it should be following up with these sorts of things case studies, testimonial stories, times are.

00:37:22:16 - 00:37:51:28
Suzanne Taylor-King
Useful to even put those in the Google doc. So if the Google Doc is a checklist, right, you know, there's a little thank you message, a link to your calendar and then read read some of my case studies below. And I mean, it's it's like a sales page. And it can be like a sales page with massive value without the feeling of go buy my program.

00:37:52:03 - 00:38:03:25
Suzanne Taylor-King
Here's the link to buy it, right. It just feels more genuine. And and it is like, I'm not saying this is fake. It's it's real and it's genuine.

00:38:03:28 - 00:38:21:04
Darren Gibb
Love it. And I will say that final day, 6 hours or 12 hours out there, six hours, sometimes even one I, I do lay on the fear, the the fear of missing. I lay on the urgency. It's it's how I do it again. There's not no right or wrong matter right or wrong manner, but we should be pushed to be post-launch.

00:38:21:07 - 00:38:39:00
Darren Gibb
We should be sending emails at least every two days as we get closer to the close date, the cart closing as daily. And there's always a feeling, you know, I always have people say to me, yep, I might lose subscribers for that, but can what? They weren't going to buy from you in the first place. Don't stress about that.

00:38:39:07 - 00:39:00:25
Darren Gibb
And I think it mitigates you're able to balance it, Suzanne, if you're regularly providing value, if you're doing that daily email blast, or at least every 2 or 3 days after getting so much value, this offer isn't for them. They just choose not to open that email. And that's key, because they know that once the next day comes, it's back to pure value.

00:39:00:25 - 00:39:22:16
Darren Gibb
So they're not going to come off. So an email list is earned and we don't have the privilege or the rate just to think just because some Muppet signed up for my free e-book. Therefore they are on my email list. They're going to stay there forever. No getting them on the email lists. Actually, the easy part getting them to stay is harder and getting them to buy is the key.

00:39:22:16 - 00:39:23:24
Darren Gibb
What you think, Suzanne?

00:39:23:26 - 00:39:56:17
Suzanne Taylor-King
Perfect. Perfect. And, Jason Croft is here. He's my incredible podcast producer, and he's the one that taught me how to make that Google doc request access. So thank you. Jason. Leave on to everybody. He's a massive value every week. Every week. And I share him. See this? This is another really cool point. When you're a value like that to other people, they share you.

00:39:56:20 - 00:40:19:17
Suzanne Taylor-King
I share you with people you don't even know, like you don't even. I haven't made an introduction to you personally, but I'm like, go follow him. He'll tell you what to do, like, and that ripple effect that people talking about you in rooms you're not in. It's something Jason talks about on one of his podcasts with Joe Blackburn.

00:40:19:19 - 00:40:46:26
Suzanne Taylor-King
But it's one of those things that it's another exposure to, you know, if somebody is coming to Darren from oh, Suzanne told me, I go check out their Gib. Well, if they see you here on the show, that's two I've said, go check you out. Then they see you here on my show. That's two. That's two exposures before they've even come into your world.

00:40:46:28 - 00:40:50:06
Suzanne Taylor-King
And there's so much value in there from.

00:40:50:06 - 00:41:13:13
Darren Gibb
A trusted source. Yeah. Who is that? UK is, and this is, Darren. Yeah. Right. Well, I love her. She's never let me down. And that's such a worm. You're right. Even though it's not an introduction. Paris. See? See if is an introduction insofar as it's that recommend that. Yeah. This person, they're a good person. You will like them.

00:41:13:16 - 00:41:23:03
Darren Gibb
And the like is part of the triad of knowledge like contrast. If we can get that like beforehand, it leads to the trust which leads to the no or no leading to just spending which way. So yeah I agree.

00:41:23:05 - 00:41:49:18
Suzanne Taylor-King
And then to borrow the borrowed trust, you're on my show today. You shared it with your tribe. Thank you so much. So could there be trust that your listeners have in me because you're here with me? Yes, absolutely. Why do you think Jason, my producer, recommended me doing a podcast in a different format than a lot of people do.

00:41:49:20 - 00:42:14:06
Suzanne Taylor-King
I was doing a live stream anyway. Well, let's turn it into a podcast and use that. The the idea of having conversations with people, not interviews, conversations like I feel like I'm sitting in a coffee shop shooting this shit about business with Darren and such a privilege, such an honor. Right. And then my tribe feels like that about you too.

00:42:14:07 - 00:42:20:14
Suzanne Taylor-King
But also me. Yeah. And so it's really it's incredible. So thank you guys.

00:42:20:16 - 00:42:50:29
Darren Gibb
I know thank you sister. And I think that's so important as well. So I and I think that too many LinkedIn I think LinkedIn lives are generally done pretty poorly. I like generally pretty boring. It's either a lot of flexing or a lot of interviews. And I think that, yeah, the coffee shop kind of idea is, mate, we didn't come on here with a set of fucking 20 bullet points that we had to know we just knew was going to be around content marketing creation, client acquisition, DM and I want to see where it goes.

00:42:50:29 - 00:43:11:27
Darren Gibb
And I just think it was such a more organic, beautiful and natural conversation and what you see, it is who it is, who you and I are. For some people, Suzanne, perhaps they need the introvert interview format because that's what they believe their audience wants should probably actually isn't, but they believe it is. That is that more formal kind of set up?

00:43:11:27 - 00:43:30:14
Darren Gibb
But I think that's where it should be. I think that where I think, you know, especially in LinkedIn, we're kind of tired of that. And it's just time to have normal conversations. And I think what can come out of these conversations like this are just so much more fruitful and interesting, because there's a shared natural desire and conversation which is led upon.

00:43:30:14 - 00:43:36:08
Darren Gibb
Yeah. Or led by what? The idea of what one another find interesting. And I just think that's so much more fun.

00:43:36:10 - 00:44:02:28
Suzanne Taylor-King
I do too, a perfect segue into, Coaches in conversation is an event that I've been hosting for over two years, once a month, inviting coaches into the room with an expert, on a topic that's relevant for us, from pricing to offers to visibility. All kinds of incredible people have joined us to have that conversation in that room.

00:44:02:28 - 00:44:32:12
Suzanne Taylor-King
And Darren, you've agreed to be November's conversation starter in my event. So thank you very much. And for all those coaches that are out there listening, if you want an invitation to coaches in conversation, it's the third Wednesday every month at 4 p.m. eastern. Darren is going to be the guest this month. So if you want to attend, just hit me up with a DM or comment below this video and I will get that invitation to you.

00:44:32:14 - 00:44:36:15
Suzanne Taylor-King
Darren. Any final words for our audience today?

00:44:36:18 - 00:44:57:03
Darren Gibb
It's just been a blast. Genuine. I could go for another 20 minutes. I'm not even joking. I just I think it's I think it's amazing. I think so many, especially you and I can have both serve coaches, executive coaches, increasingly more. So I'm really enjoying working with, but I love working with other coaches as well, and I think it's something that can be quite a lonely experience.

00:44:57:07 - 00:45:19:09
Darren Gibb
Yes. Yeah. I think it's important to have coaches conversations. It's important to be doing lives like this. It's important to be within masterminds, within networking groups, whether having coaches like yourself, like me, I think these things are really important because it can be quite a lonely existence. And I think there's just so many incredible people who are marketers.

00:45:19:09 - 00:45:41:09
Darren Gibb
Suzanne. They spent 15, 20 years doing something that they enjoyed, but they feel that there's more to life for them, and they tend to go into the coaching realm and they come in without this kind of knowledge, too. That's why I say, coach is a conversation that coaches and coaches conversation. Conversation with coaches is brilliant. You've got pricing, offer creation and value creation.

00:45:41:15 - 00:46:03:08
Darren Gibb
I'll be talking about social media, how to be doing DM strategy, which is what really almost 99% people get wrong. You know, people just go in and have a conversation and before they know it, they're they're the best friend, the person they know, the person's dog's name, my wife's favorite ice cream flavor, name of the kids school. But it's too awkward to take it into an actual conversation.

00:46:03:08 - 00:46:22:09
Darren Gibb
And it was call, you know, love. It's stronger. Speaking to your group about so much of it is down to what we call framing and helping frame control, will and naturally hub frames, whether we relate or not. But being able to control our own frames is what makes for a DM conversation that goes into a call. So we're the expert frame.

00:46:22:14 - 00:46:42:26
Darren Gibb
That's really important. We're the expert in our space, no matter who it is we're speaking to. We maintain that frame. We've also got the power frame. What we're doing is we're getting people to answer questions that we answer. So it sounds horrible, but we're conditioning them emotionally. Conditioning on with this idea ask question answer, ask question. You answer.

00:46:43:00 - 00:47:03:19
Darren Gibb
We emotionally lead them through our content which looks at symptoms. We get them into DMs. We emotionally lead them through them through commonality and to finding this the symptom or pain point. Finding out if we are the one to be able to help, but to offer a better value and then jump onto a call. And by the time that they're actually on that call, they see you as their doc.

00:47:03:20 - 00:47:13:16
Darren Gibb
They see you as their card. They see you as their expert. Suzanne really gets me. Okay. So I mean, when somebody has that feelings is on, it's a really easy conversion. So that's what.

00:47:13:23 - 00:47:22:25
Suzanne Taylor-King
We're going to have. We're going to have so much fun. And we'll be able to go as long as we want for coaches in conversation. Thank you. Appreciate you.

00:47:23:01 - 00:47:39:28
Darren Gibb
Yeah. And listen, thank you so much as well for all of you watching and know been a really steady stream I'm seeing here as well. Yeah. Right. With her floor we've had Karen I've seen reviewed Jonathan I think we have a Thomas Jeff thank you all and everyone on your beautiful side as well. That's been there's been watching and yeah.

00:47:40:00 - 00:47:42:15
Darren Gibb
Thank you so much for having my friend. We'll have to do it again. Definitely.

00:47:42:15 - 00:48:05:15
Suzanne Taylor-King
Yes I loved it I loved it. Thank you everyone for tuning in for another episode of Unlock Your Way With SDK. And if you're looking for more incredible people like this guy, let me know and I'll get you an invitation to the Idea Lab community over on the school platform or just come hang out with us on LinkedIn.

00:48:05:15 - 00:48:07:26
Suzanne Taylor-King
We would love it. Have a great day, everyone.

00:48:07:26 - 00:48:35:19
Suzanne Taylor-King
Thank you for tuning in to another empowering episode of Unlock Your Way. I hope you found today's discussion inspiring, and you're ready to take your business and personal growth to that next level. If you're feeling is fired up as I am and eager to unlock that full potential, I'm here to help you on your journey and provide that personalized guidance tailored to your unique goals and challenges.

00:48:35:21 - 00:49:02:13
Suzanne Taylor-King
Simply book a one on one coaching call with me, and we'll dive deep into your business aspirations and see how we could co-create a roadmap for your success. And whether you're striving to scale an enterprise size or just getting started. I'm here to support you every step of the way. To schedule your coaching call, simply visit the website and unlock your way with SI.com.

00:49:02:16 - 00:49:41:13
Suzanne Taylor-King
Click on the Book a Call button and we'll turn your dreams into that reality. Subscribe and review on your favorite podcast platform and on YouTube. Plus, you can join over 800 entrepreneurs in the Idea Lab, Facebook group. Let's make success as an entrepreneur happen together. Until next time, I'm AK. Keep dreaming big. Stay focused. And most of all, have fun while you're doing it.