 Hey, what's up today? I want to tell you a big fat lie that's going on in the industry right now and This is something it might be a little controversial But let's dig in So what the heck am I talking about today? Well, it's pretty simple a lot of coaches and And what you can do is after this video you can go verify this so you know that I'm telling you the truth a lot of coaches what they do is when they start a business or they're trying to grow a business they focus on building a brand right, they're focused on brand-building and You see this you'll see it on Instagram. You'll see it on Facebook And a lot of people what they do is they just do the same thing that everyone else does All right, this is very very common With trainers right a lot of trainers see what Billy Bob is doing down the road and they're like, all right Well, that's working for Billy Bob Billy Bob is getting 40 likes on his Instagram post He's getting comments. So I'm gonna do what he does so I can be relevant on social media The reality is if you're relevant on social media, I think that's important But it's only important if that's getting you clients It's not important if you're just building some some brand on there They get a bunch of likes and comments. I've already talked for years about why that's wrong Right and why you should be focusing on your business not your brand, right? but the biggest problem that I've I've seen especially recently is Now there's a lot of people giving advice About building your brand and why building your brand is gonna help you grow your business and I will tell you that's not true right, it's not true and This is coming from someone who's already mentored and worked with Hundreds and hundreds and hundreds of coaches worldwide on Building their business and we never focus on building the brand. That's that's never something that we even touch All right, we focus on All right, here's how many clients we have right now. Here's where we want to go. How are we gonna get there period? All right, period and What I've noticed is a lot of people now are Attracted to trying to build their own brand and build build something that is really big online okay, now if You look at some of these Social media like gurus right and you go actually tap on their followers list You'll see that a lot of the people that follow them aren't even They're not even like the target audience Right, they're not even remotely close to the target audience if you scroll through some of the comments you'll see and you click on those people you'll see those people don't even live in the same area right and This is why it's funny to me that you know a lot of businesses are attracted to that because it all comes down to Self-esteem you you want to have people like you you want to have Recognition I'll tell you you need to be the one who flies under the radar Right, and I can think of right now Just off the top I had five clients that I'm working with right now Total right and I'm saying total here. Their businesses are generating over Throughout the year 1.5 million dollars right total five people total Those people are like ghosts on social media Absolute ghosts you wouldn't even know who they are You would have no idea who these people are and why well, it's because they're not doing what everyone else does They are focused on old-school marketing and the way I look at old-school marketing. I break it down Very simple. All right. They're getting tons of referrals every week All right, they are actively Promoting their business to their clients that they're already working with They're constantly talking to people in their area that is old-school marketing all that requires is a phone That don't need to post a ton of videos now. Am I saying posting videos is bad? No, I'm not like there can be great strategies there a lot of a lot of other clients. I work with Crushing on social media right if you've gone through our testimonials page You've probably seen who some of the people are they're great at social media. That's worked very well for them All right, so you can Absolutely succeed by doing videos But the big lie that I see is a lot of people are going are gravitating towards that They're not building a business. They're building a brand right and the final story that I'll give you here and I think this will really open your eyes to what's possible But this is about eight years ago. I remember I I wanted to meet up with this tennis coach that lives in my area and This guy he's an older gentleman. He's been a coach for decades, right very established tennis coach and He was was always very well known for running like really successful camps and clinics And when I'm talking about really successful camps and clinics, I'm talking about like Anywhere between like 15 to 30 grand every time he'd run a clinic Right now. He also had a staff. It wasn't just him doing everything right very established guy and I remember I went into his office. We were talking I Briefly told him about what I do and during that time. I was looking to run some clinics as well so wanted to learn from this guy and I asked him I said John how are you? getting so many of these kids to your clinics and I remember like a week before I met him. I Sat with someone else. They're like, yeah, you need to be on social media like Like this is gonna be huge coming up and this shows you how how long ago that was And so I was in my head thinking alright. Well, I know this coach probably has a lot on social media He's probably ahead of the game right now and when I sat with John the tennis coach He didn't even know what Facebook was It's your zero clue. It probably still has no idea right and When I asked them though, I said, how are you getting all these kids to come these clinics you're doing? He he said, you know what Ben? I want you to look look across the table and see that book right there and he had one of those old-school contact books that older people have and I was like, okay You know what's in there and he was like that has every single parent name Parent telephone number parent email address that I've ever met or come in contact with over the last 40 years and I was in my head. I was just blown away. He's had this this book for four decades and He goes, you know what I do I take that black contact book there And I have my phone right there and I sit in this room until I sell out my clinics All I do is I dial I dial my contacts that I already have and What I do is after someone buys I get them to refer someone else to the clinic so now I'm getting twice as many people to the clinic every time I close one and As you can see there, he's not hiding behind Facebook. He's not running ads He's not posting a selfie on Instagram. All right, he's not doing any of the stuff that you see everyone else do All right, this guy has has generated at mean at this point in his life probably multiple seven figures of Revenue from just clinics Right because he runs those all the time still does All right, so here's the lesson Don't do what everyone else does Just because you see some big ballers on Instagram do things that doesn't mean that you should be doing it, too right and a Real following is not a bunch of people who like and comment a real following is customers All right, and I'll give you a crazy stat to think of If you were non-existent on social media But you have 20 clients All right, each client's paying you $5,000 To work with you every year make it a hundred thousand dollars a year So, you know zero social media presence Don't really have to you know Entertain people on there not using that for anything. You're just building your business. You're under the radar right, or you could have a hundred thousand followers and You know, maybe you're making 50 grand a year Which would you rather have? you know a hundred thousand followers making half the amount of money or Twice as much money not having to do anything on social media All right, so think about that. I know that should challenge the way you think But I can tell you I've talked to a lot of these influencers that you've seen that you watch Not everything is cracked up to to to what it looks like so that's it If you like this type of content, you want more videos like this hit the subscribe button You want to chat with me text me to 1 0 9 6 0 5 7 7 1. All right. See you later