Latest / The Steve Harvey Morning Show / Brand Building: How to convert your side hustle to your main business.

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Brand Building: How to convert your side hustle to your main business. · The Steve Harvey Morning Show

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Speaker 1: Him ra Sean McDonald's hosts a weekly Money Making Conversation
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Speaker 1: Masterclass show. The interviews and information that this show provides offer.
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Speaker 2: Everyone, including you.
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Speaker 1: It's time to stop reading other people's success stories and
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Speaker 1: start living your own now. If you want to be
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Speaker 1: on my show, these are against on my show Money
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Speaker 1: Making Conversation Masterclass. Please visit our website, Moneymakingconversations dot com
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Speaker 1: and click to be a guest. But if you're a
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Speaker 1: small business owner, entrepreneur, motivational speaker, influence or nonprofit, I
0:30
Speaker 1: want you on my show.
0:31
Speaker 2: Let's get this show started, my guests.
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Speaker 1: Traffic, Sales and Profit TSP is the nation's leading growth
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Speaker 1: platform for black entrepreneurs. It's a step by step frameworks
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Speaker 1: that he provides and his wife, she's not here, but
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Speaker 1: I got him.
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Speaker 2: I got him.
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Speaker 1: They turned hustles side hustles into business. I would virtually
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Speaker 1: bring them on my show for the first time. I've
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Speaker 1: brand them on my show in the past. I've been
0:55
Speaker 1: to this events many times. They're like rallies, They're like
0:59
Speaker 1: there like gospel, fast. People are just it's the most
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Speaker 1: one of the most profound moments of watching successful people
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Speaker 1: fulfill their dreams and I wanted to bring him back
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Speaker 1: on my show, and I was able to get them
1:14
Speaker 1: back in here. Please welcome the Money Making Conversations Masterclass,
1:17
Speaker 1: the one and Only Lamar Tyler.
1:19
Speaker 2: How you doing, sir, I'm doing. Thanks for having me back.
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Speaker 2: You know we've all grown. Yes, yes, sir.
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Speaker 1: Last time I had you on my show, I was
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Speaker 1: just doing just radio only, and I got a lot more.
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Speaker 2: Platforms I can distribute the word of Tyler TSP. How
1:35
Speaker 2: did you come up with the name?
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Speaker 3: You know, I always believe that whatever you name, when
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Speaker 3: people here to see it, they should understand what it is, right,
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Speaker 3: And it kind of piggybacked on the name of a
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Speaker 3: previous brand we had. My wife and I had a
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Speaker 3: marriage brand, which is the largest African American marriage and
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Speaker 3: parent excite on the web, and that was called Black
1:53
Speaker 3: and Married with Kids Okay, And it worked very well
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Speaker 3: because when people heard it, they say, Hey, if I'm black,
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Speaker 3: I'm married and I got kids.
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Speaker 2: This for me.
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Speaker 3: So I said, when I create something in this news space,
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Speaker 3: I want people to know exactly what it's about.
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Speaker 2: And we say, like, what's three words? Kind of folks
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Speaker 2: on where about traffic?
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Speaker 3: That's lead generation getting people to you sales of course, right,
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Speaker 3: how can we make the money and then profit?
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Speaker 2: How can we keep what we make? So traffic, sales
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Speaker 2: and profit is what it was. No, And so that
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Speaker 2: means you understand branding.
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Speaker 1: Yes, so talk to about audience the importance of branding
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Speaker 1: because you locked into keywords that you wanted people to
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Speaker 1: hear when.
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Speaker 2: You talked about your product.
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Speaker 1: Either curiosity forced them to ask more questions or do
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Speaker 1: more research, but in the bottom line, it motivated them
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Speaker 1: to become engaged.
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Speaker 2: It did.
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Speaker 3: And like I said, I'm real big on things where
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Speaker 3: people see it, they automatically can identify with themselves if
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Speaker 3: they can hear the name, but they can see it,
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Speaker 3: and they say, hey, that's for hey, money making conversations.
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Speaker 3: If I want to make money, I need to listen
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Speaker 3: to that conversation. Right, it's very clear. But what happens
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Speaker 3: a lot of times the business owner is more concerned
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Speaker 3: about themselves and their own ego and the actual customer,
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Speaker 3: and they picked something that means a lot to them,
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Speaker 3: but means nothing to the person that they're trying to actually,
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Speaker 3: you know, come across and actually get into their productice service.
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Speaker 2: So for us, that's always what it is.
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Speaker 3: Like, how can if we can have something that we
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Speaker 3: know red is relatable to people automatically when they hear it,
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Speaker 3: then we know we can start building an audience faster. And
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Speaker 3: I'm always about how can I build audience? How can
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Speaker 3: I build community? Always say, if you can build a community,
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Speaker 3: you'll never be broken.
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Speaker 2: Absolutely.
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Speaker 1: Now, one of the things that when I go to
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Speaker 1: these events, you know, use the word side hustle, which
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Speaker 1: means that's something that somebody may be doing part time, correct,
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Speaker 1: and then they have a full time which is really
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Speaker 1: where they're getting their money to keep the lights on. Correct,
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Speaker 1: Explain to your version of side huffle and how do
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Speaker 1: you turn that to your event into the actual hustle.
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Speaker 3: And that's exactly it, because most of the entrepreneurs we meet,
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Speaker 3: you know, mostins in the black community are not starting
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Speaker 3: received money, then not start with venture capital. So they're
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Speaker 3: starting with a nine to five job and they you know,
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Speaker 3: peeling pieces of that paycheck that they got into something new,
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Speaker 3: that side hustle that oftentimes they want to turn into
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Speaker 3: their main hustle. But in order to turn into the
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Speaker 3: main hustle, it's some specific things.
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Speaker 2: That need to happen.
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Speaker 3: For one, the revenue has to grow big enough so
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Speaker 3: they can actually leave the main hustle.
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Speaker 2: Yes, uh, you know, and that's and that's like a
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Speaker 2: big thing. We never got to get there. For two.
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Speaker 3: They have to just treat that side hustle like it
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Speaker 3: is a full time hustle now there.
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Speaker 2: You know.
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Speaker 3: One of the things that that allowed my wife, Ronnie
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Speaker 3: and how to grow is when we first started, we
4:23
Speaker 3: both had two demanding jobs. But from the very beginning
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Speaker 3: we said, we're going to treat this like a real business.
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Speaker 3: So we're going to structure it like a business legally
4:31
Speaker 3: is going to be a business. We met even though
4:33
Speaker 3: we'd nothing to meet about. You know, we we we
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Speaker 3: wouldn't mean about money because weey, we wouldn't mean about business.
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Speaker 2: We had no business.
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Speaker 3: But we just we just acted as if in structured
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Speaker 3: like a business. So then as it grew, we already
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Speaker 3: had the framework and the training wheels around it that
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Speaker 3: allowed us to be able to grow to it.
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Speaker 1: So I'm talking to my he talks fans now all
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Speaker 1: we got because.
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Speaker 2: He knows his brand.
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Speaker 1: He's one of those two articulate individuals in this business.
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Speaker 1: Lamar Tyler tra afic sales and profits. It's the nation's
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Speaker 1: leading growth platform for black entrepreneurs. Again, step by step,
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Speaker 1: frameworks have turned side hustles into six, seven and eight
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Speaker 1: figure enterprises, catapult an alumni into the ink five thousand
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Speaker 1: and into the ranks of brand building black millionaires, millionaire.
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Speaker 2: Everybody wants to be a millionaire. Yes, everybody wants to
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Speaker 2: be a millionaire. But it has to be a plan.
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Speaker 1: And I want to go back to the side hustle
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Speaker 1: and treating it because that's what separates people. Because I
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Speaker 1: always tell people that are twenty four hours in the day,
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Speaker 1: learn how to take advantage of each hour.
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Speaker 2: And that's what you're talking about, not saying I'm tired.
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Speaker 1: I as I always telling the story about my wife
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Speaker 1: and I go into the airport and she watches me.
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Speaker 2: She just shakes her head a lot of time.
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Speaker 1: And she was it was like six am flight and
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Speaker 1: I was driving because she's going to take the call
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Speaker 1: back to the house.
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Speaker 2: And she looked at me and she goes, are you
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Speaker 2: ever tired?
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Speaker 1: And I looked at her. I said, I'm tired right now.
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Speaker 1: And that's what we're talking about right now, Lama.
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Speaker 2: You know that this is not a job. It has
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Speaker 2: to be a job.
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Speaker 1: That you want to do a job that has goals,
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Speaker 1: but fatigue and frustration is a part of it, definitely.
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Speaker 3: So would always tell people because the asked me saying,
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Speaker 3: are you ever tied?
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Speaker 2: Like how did you do it?
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Speaker 3: And a lot of times people will look at you
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Speaker 3: and make excuses about why you're successful, why you're able
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Speaker 3: to build a thing that they're not. So always tell
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Speaker 3: people two things. Number one, you have to do the
6:36
Speaker 3: thing that you love anything that can make money.
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Speaker 2: Right.
6:39
Speaker 3: If you're doing something that you love but it doesn't
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Speaker 3: make money, then eventually you get burnt out. You get
6:43
Speaker 3: tired because you got to pay the bills. If you're
6:45
Speaker 3: doing something it makes money but you don't love it,
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Speaker 3: then eventually you realize that money isn't everything. So we
6:51
Speaker 3: got to be at tie to those both. And then
6:53
Speaker 3: when we were building.
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Speaker 2: When we first started, I said, we both had two
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Speaker 2: demanding jobs.
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Speaker 3: I was in the DC area at an hour and
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Speaker 3: a half commute to and from work, so when I
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Speaker 3: got home, it would already be, you know, dinner time.
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Speaker 3: My wife is there from her demanding job. And then
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Speaker 3: we have four kids under the age of eleven. We
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Speaker 3: go from dinner time to bath time. Bath time to bedtime,
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Speaker 3: and we can't start working in business until nine ten
7:15
Speaker 3: o'clock at night, right But the only way we were
7:17
Speaker 3: able to build the business is because we started. And
7:21
Speaker 3: so many people are waiting for the kids to get older.
7:23
Speaker 3: But then when the kids get older, something else just
7:25
Speaker 3: slides into that slot. So there is no perfect time.
7:27
Speaker 3: Like the time to get started is now at whatever
7:30
Speaker 3: age you know for the viewers, whatever age you at,
7:32
Speaker 3: like now is the age right now is the time.
7:34
Speaker 3: And sometimes you have to steal time from yourself. So
7:37
Speaker 3: always ask people, can you get up thirty minutes earlier
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Speaker 3: in the morning, They say yes. I say can you
7:42
Speaker 3: stay up thirty minutes later?
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Speaker 2: They say yes.
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Speaker 3: Well, if you just did that, Monday through Friday is
7:46
Speaker 3: five hours a week, twenty hours a month, you know,
7:50
Speaker 3: like two hundred and forty hours a year that you've
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Speaker 3: just carved out. Not to mention Netflix time, if we
7:55
Speaker 3: take away social media time, it's a lot of time
7:57
Speaker 3: that we have.
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Speaker 2: That we think we don't have. There's that money making exactly.
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Speaker 3: It's definitely not money making now, hold on, it's money making,
8:04
Speaker 3: but it's not making money for you. It's making money
8:07
Speaker 3: for the people in Netflix it's making money for Apple TV,
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Speaker 3: but it's not making.
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Speaker 2: Money for you, and that's what people have to get. Now,
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Speaker 2: let's talk about the format.
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Speaker 1: You know, you know, how did you guys come about
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Speaker 1: Let's let's go back a little bit. Sure, because what
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Speaker 1: I don't want to do because you know what's going on.
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Speaker 1: You know that end result. I see you right there
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Speaker 1: walking out on stage. I said, a thousand people in
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Speaker 1: front of your big screen cameras everywhere, you have a crew.
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Speaker 1: That wasn't the beginning, not at all. How did you
8:34
Speaker 1: start it? And when did you realize and looked at
8:37
Speaker 1: her and go we got something bad.
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Speaker 2: Yeah.
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Speaker 3: Our very first traffic, sales and property event was twenty sixteen.
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Speaker 3: We'd had the brand for a little less than a year,
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Speaker 3: and I said, we're going to do a conference. We'll
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Speaker 3: have two hundred people. Okay, we got closed. I was like,
8:50
Speaker 3: this don't look like two hundred, so that's all right.
8:52
Speaker 3: Maybe maybe we're just to one hundred. Here we are closed.
8:55
Speaker 3: That looked like one hundred.
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Speaker 2: So we ended up.
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Speaker 3: With fourteen sixteen twenty sixteen, and we ended up with
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Speaker 3: forty seven people.
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Speaker 2: I remember going in that morning and taking chairs out
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Speaker 2: of the room.
9:05
Speaker 3: Because I didn't want the room to look empty when
9:07
Speaker 3: the people came, and I didn't want them to think
9:09
Speaker 3: they were crazy for mind tickets to this thing. So
9:11
Speaker 3: we took chairs out forty seven people. Half of those
9:13
Speaker 3: people got in for free. But people always say, Lama,
9:17
Speaker 3: how did you grow from forty seven people to a
9:18
Speaker 3: thousand plus? The number one thing we did was stay consistent. Yes,
9:22
Speaker 3: and you know, sometimes all you need is confirmation. And
9:26
Speaker 3: I remember it was a three day event, and at
9:28
Speaker 3: the very end, I was thinking, this is great. Not
9:31
Speaker 3: a lot of people, but the event was good, and
9:35
Speaker 3: I was thinking, like, the only bad part is if
9:37
Speaker 3: we wait another year to have an event. In that time,
9:39
Speaker 3: some of these people won't be in business anymore, and
9:41
Speaker 3: the people that are excited, that are excited, this excitement
9:43
Speaker 3: will die down. So I was thinking my mind, maybe
9:46
Speaker 3: we should do another one. And the very last question,
9:48
Speaker 3: on the very last day, a woman raised her hand.
9:50
Speaker 3: I pointed to her, and she said, is that anyway
9:53
Speaker 3: we can get together without having to wait a whole
9:56
Speaker 3: another year? And that was all the confirmation I needed.
9:59
Speaker 3: I did another event six months after that one, and
10:03
Speaker 3: then for the next ten years we did two events
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Speaker 3: A year six months apart. And I also think by
10:08
Speaker 3: doing two events it accelerated our growth because when someone
10:11
Speaker 3: will go and tell somebody how good it was, need
10:13
Speaker 3: to come. The next event wasn't next year, it was
10:16
Speaker 3: just a few months.
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Speaker 1: Away, right, and telling people when they talk about your event.
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Speaker 3: What I hear most oftentimes is that TSP is like
10:26
Speaker 3: an HBCU homecoming for black business owners. And how I
10:30
Speaker 3: frame it is well, TSPs is black culture, so it's
10:35
Speaker 3: business is money, is wealth is music.
10:38
Speaker 2: We formed all those things together.
10:41
Speaker 3: And as I did, how I created it is that
10:44
Speaker 3: is reverse engineered all the things I didn't like about conferences.
10:47
Speaker 3: I didn't like going to conferences in the whole entire
10:50
Speaker 3: conference be full of panels, because I feel like sometimes
10:52
Speaker 3: panel discussions are just sound bites, and a lot of
10:55
Speaker 3: times the smartest person on the panels not the person
10:57
Speaker 3: that talks the most. So we say, hey, we're going
10:59
Speaker 3: to you know, not really do a lot of panels.
11:02
Speaker 3: As a speaker. I didn't like going to events and
11:03
Speaker 3: they tell me you got thirty minutes, because I felt
11:06
Speaker 3: like that wasn't long enough to actually be able to
11:08
Speaker 3: frame a conversation get my points out.
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Speaker 2: A lot of events didn't have Q and A, so
11:12
Speaker 2: I wanted to have more Q and A.
11:13
Speaker 3: So I literally just went and took apart everything I
11:15
Speaker 3: didn't like, did the opposite of it. And when I
11:18
Speaker 3: did that, we connected with the audience. We had something special.
11:22
Speaker 3: And what we also had to this is a good point.
11:24
Speaker 3: What we also had to do is we had to
11:26
Speaker 3: grow through each stage. So a lot of people look
11:29
Speaker 3: at us now and they try to duplicate our event.
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Speaker 3: But the event you see in year ten is not
11:33
Speaker 3: the event we had in year one, year one. It
11:36
Speaker 3: was me, you know, before we started said I loved
11:38
Speaker 3: the branding. The branding was me and one pop up band,
11:41
Speaker 3: and I designed the banner so that it wasn't that good.
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Speaker 2: Absolutely, but we had to grow into those.
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Speaker 3: Like a lot of times with events, I'm sure you've
11:47
Speaker 3: seen it, people try to bite off too much in
11:50
Speaker 3: the beginning. Absolutely, and an event is something where you
11:52
Speaker 3: can lose your shirt quickly, so people another way, they say, okay,
11:56
Speaker 3: tell us more about how you made it. We're able
11:58
Speaker 3: to last ten years in conference because we didn't lose
12:01
Speaker 3: all our money the first year when we didn't have
12:03
Speaker 3: people aste, So just being budget conscious, just being careful
12:07
Speaker 3: and then growing step by step and always pushing ourselves
12:10
Speaker 3: to say, we got to have better speakers. We got
12:11
Speaker 3: to be able to keep the people engaged, We got
12:14
Speaker 3: to keep them in the room. And then listening to
12:16
Speaker 3: what they're saying is they come to have a great host.
12:20
Speaker 2: Let me tell you he comes on that stage. He's
12:22
Speaker 2: very charismatic.
12:24
Speaker 1: You know, being a performer my background and it's not consistent.
12:29
Speaker 1: He talks about consistency and that means a lot. I
12:31
Speaker 1: remember in ninety two and I had a comedy club
12:33
Speaker 1: and I had a Thursday night. It wasn't nobody in there,
12:36
Speaker 1: and I will go on that stage and perform like
12:39
Speaker 1: it was a packed house.
12:40
Speaker 2: And that's all you're saying.
12:41
Speaker 1: You know, if you have if you got an event,
12:44
Speaker 1: don't allow the moment. If it's sold out or it's
12:48
Speaker 1: not sold out, it should be the same presentation. And
12:51
Speaker 1: that's where a lot of people fail. And it's called
12:53
Speaker 1: customer service. That's all he's talking about right now. His
12:56
Speaker 1: customer service does not change whether it's five are five hundred.
13:01
Speaker 1: And that's where a lot of businesses fail, and general
13:05
Speaker 1: black businesses fail because they become emotional. They come what
13:10
Speaker 1: do people think, I don't know what to think. That
13:13
Speaker 1: you the one develop your level of expectations. When you
13:16
Speaker 1: open the door. I don't know if it's five people
13:19
Speaker 1: coming through that door or thirty five people. But if
13:22
Speaker 1: five people come through that door, treat it like it's
13:24
Speaker 1: thirty five people. Yes, and your customer service is outstanding.
13:27
Speaker 1: Talk about that to my audience.
13:29
Speaker 2: Thank you, And you're totally right.
13:30
Speaker 3: Tell people all the time, whether it's you know, fifty
13:33
Speaker 3: or five hundred, we have to perform and act like
13:36
Speaker 3: it's five thousand every single time, because that's how you
13:38
Speaker 3: get to five thousand by treating the fifty right and
13:41
Speaker 3: then treat the five hundred right. And when it comes
13:43
Speaker 3: to customer service, we have a couple groups of clients,
13:47
Speaker 3: but one of them we have for clients doing over
13:48
Speaker 3: a million dollars in business, called the Collaborative Right. And
13:50
Speaker 3: we took that collaborative group down to Disney and learned
13:53
Speaker 3: about customer service and customer excellence. And one of the
13:56
Speaker 3: things Disney talked about is they talked about unexpected touchpoint
14:01
Speaker 3: and as they were, you know, give us the lesson
14:03
Speaker 3: and kind of going through it, they said, well, how
14:05
Speaker 3: many of you think that the first touch point to
14:08
Speaker 3: Disney is when you give your ticket to the person
14:10
Speaker 3: and walk into the park. Everyone's hands went up, but
14:12
Speaker 3: they said, there's so many touch points before then. When
14:14
Speaker 3: you're just driving down the Interstate I ninety five and
14:17
Speaker 3: looking for Disney, if you can't find the signs and
14:19
Speaker 3: you can't find the park, you will be frustrated before
14:22
Speaker 3: you get there. When you come through the toll into
14:24
Speaker 3: the actual to pay your parking, to get on to lot,
14:27
Speaker 3: when you park your car, depend on how to you know,
14:29
Speaker 3: trams pick you up from the car to the actual gate.
14:31
Speaker 3: It's all these touch points. So even in that, I said,
14:33
Speaker 3: how does that apply to my conference? Well, up until then,
14:37
Speaker 3: I was thinking that the first touch point was a registration, right,
14:40
Speaker 3: and then that changed everything.
14:41
Speaker 2: I said, you know what, that's not it.
14:43
Speaker 3: I said, you know, and every year we kind of
14:46
Speaker 3: extend a little bit more. But I said, before people
14:48
Speaker 3: come into the hotel is the first touch point.
14:50
Speaker 2: So then what do we do. We branded not.
14:52
Speaker 3: Just the inside but the outside of the hotel, And
14:55
Speaker 3: when people pull up and get out.
14:56
Speaker 2: Of their uber, they're like, hold on right, like what
14:59
Speaker 2: is going on? You know?
15:01
Speaker 3: Even from we know everybody doesn't just come from the airport.
15:04
Speaker 3: Some people come locally, so from the actual parking garage.
15:07
Speaker 3: We brand the outside, which is on the back of
15:10
Speaker 3: the hotel. So a lot of people would ignore that,
15:12
Speaker 3: but we know there are customers coming through that way,
15:14
Speaker 3: so we want to give them the same experience too.
15:16
Speaker 3: Inside the hotel, we brand everything from the lobby to
15:21
Speaker 3: the pool.
15:21
Speaker 2: We put our logo in the pool.
15:23
Speaker 3: This year, if I ten FO anniversary, we printed out
15:26
Speaker 3: maybe twenty or thirty different photos from over the last
15:28
Speaker 3: ten years, went to the store, got picture frames and
15:31
Speaker 3: put those picture frames around the hotel, lobby, on the
15:34
Speaker 3: hotel bar, all these different places to make it feel
15:37
Speaker 3: like home. So and then this year, for the first time,
15:40
Speaker 3: we also extended the branding out to the airport so
15:43
Speaker 3: when people actually got to baggage claim, they could see
15:46
Speaker 3: advertisements for it.
15:47
Speaker 2: To extend the test points.
15:49
Speaker 1: Stay with us. More Money Making Conversation master Class coming
15:52
Speaker 1: up next. Welcome back to Money Making Conversation Masteric class.
16:00
Speaker 1: Meet Rashaan McDonald. Well, I'm gonna tell you, I'm so
16:04
Speaker 1: proud when I see that, you know, doing being a
16:07
Speaker 1: guy who's done from a large scale events in Las Vegas,
16:11
Speaker 1: that was my whole thing. You know, when you got
16:14
Speaker 1: to the baggage claim, you saw the Neighborhood Awards.
16:17
Speaker 2: Yes, when you drove.
16:19
Speaker 1: Away you saw billboards, you got to the hotel or
16:22
Speaker 1: the host hotel, you knew you were at the Neighborhood Awards.
16:26
Speaker 1: And when I walked to his event, he's in a
16:28
Speaker 1: new location that we're going to talk about that. And
16:30
Speaker 1: then where he was at Avalont and I drove up,
16:34
Speaker 1: I went wow, Because I've been to a lot of
16:36
Speaker 1: black events I'm talking about I'm talking about I don't
16:38
Speaker 1: have to name names, but there's a lot of popular
16:41
Speaker 1: black events, and you events do poor branding, Yes, poor branding.
16:47
Speaker 1: I don't know there in town till I get to
16:49
Speaker 1: the event. And when I get to the event, I
16:51
Speaker 1: don't know I'm at their event. And what they do
16:54
Speaker 1: at TSP is tremendous from a branding marketing standpoint and
17:00
Speaker 1: also from an African American. Its events are at high
17:04
Speaker 1: profile facilities, which means there's a certain honesty, that's a
17:09
Speaker 1: certain we want that business, welcoming the clientele coming into
17:13
Speaker 1: that facility. That's what my huge takeaway from And I've
17:18
Speaker 1: been tracking this brother for about three years and every
17:22
Speaker 1: year it's I go there and I go, hey, you
17:26
Speaker 1: don't disappoint me, man.
17:28
Speaker 3: And can I give you some kudos for a second.
17:31
Speaker 3: Thank you those Neighborhood Awards in Vegas. I was there, okay,
17:35
Speaker 3: and we were doing work with General Mills. General Mills
17:37
Speaker 3: invited us out, they were sponsor, they had a suite.
17:40
Speaker 3: And when I got you know, certain things I don't forget.
17:43
Speaker 3: When I got to McCarran Airport in Vegas and I
17:45
Speaker 3: saw the banness, when I saw the signage, you know,
17:49
Speaker 3: that showed me, Okay, that's what it looks like at
17:51
Speaker 3: the scale.
17:53
Speaker 2: And it also showed me that a black business can
17:55
Speaker 2: do this.
17:56
Speaker 3: Yes, what is important because a lot of times we'll
17:58
Speaker 3: see things we'll say that's amazing, but we never think
18:00
Speaker 3: that we can do it in our own community. But
18:02
Speaker 3: it gave me that lends in that perspective for both.
18:04
Speaker 3: And then you know, something else for the audience always
18:07
Speaker 3: reminds me of too, is that you if you want
18:09
Speaker 3: to make a great event, you have to go to events.
18:12
Speaker 3: If you want to make a great concert, you have
18:14
Speaker 3: to go to like whatever the thing is that you
18:15
Speaker 3: want to do.
18:16
Speaker 2: I want to build great websites.
18:17
Speaker 3: You got to look at websites, do you know, like
18:20
Speaker 3: you have to see what's in the marketplace, and not
18:23
Speaker 3: that you're going out to copy to duplicate it, but
18:25
Speaker 3: you got to get ideas and expand.
18:26
Speaker 2: The way you think is if you don't see a
18:28
Speaker 2: lot of times, you.
18:28
Speaker 1: Can't be it too. I'm not going to get any further.
18:31
Speaker 1: How does one find out about you?
18:33
Speaker 2: And what? How's the process of being a part of TSP.
18:37
Speaker 3: Sure the easiest way is to visit our website www
18:41
Speaker 3: dot Traffic Sales and and D Traffic salesanprofit dot com.
18:46
Speaker 3: Through the website, we have a free community. When it
18:49
Speaker 3: A and D through the website, we have a free
18:53
Speaker 3: community you can join weird dropping information. We do free
18:57
Speaker 3: virtual online classes and summits. We do you know, in
19:00
Speaker 3: person events per year here in the Atlanta area, and
19:03
Speaker 3: then we even do pop up tours around the country
19:06
Speaker 3: where we go out to actual communities to provide insight
19:09
Speaker 3: education around business growth. But everything is on the website
19:12
Speaker 3: and on social You can find the same way Traffic
19:15
Speaker 3: Sales and Profit or just at Lamar Tire.
19:18
Speaker 2: Now see the event he so under sells this event.
19:26
Speaker 1: You com into the hotel, the branding is there, okay,
19:29
Speaker 1: you walk in. I'm just sending it from a standpoint
19:32
Speaker 1: of a marketing eye, a branding eye. And it's important
19:36
Speaker 1: people understand this because unlike a person who does accounting,
19:41
Speaker 1: you know their work can be done on the laptop.
19:43
Speaker 2: So there are no expenses but that laptop. When you get.
19:46
Speaker 1: Into events, just like you said, you see expenses, You
19:50
Speaker 1: see signers, you see a room you had to rid,
19:53
Speaker 1: you see chairs you have to move in, you see catering,
19:55
Speaker 1: You see all these actual dollar events that you have
19:59
Speaker 1: to pay for. And so it means you have to
20:03
Speaker 1: turn right around and understand you have to have a
20:05
Speaker 1: market share that covers that and also creates a profit.
20:10
Speaker 1: Now let's talk about the event the music. Why is
20:15
Speaker 1: the music so important to your event years ago?
20:19
Speaker 3: Not in that first year, because that first year we
20:22
Speaker 3: barely made it out of there that first year.
20:24
Speaker 2: But as we grew, we wanted to.
20:26
Speaker 3: Start implementing surprises into the event. And the reason why
20:30
Speaker 3: is because I wanted people to always be in a
20:35
Speaker 3: have a sense of expectation, but also a fear of
20:37
Speaker 3: missing out right because as you know, like a lot
20:39
Speaker 3: of conference, a lot of events, are very transient. It's
20:41
Speaker 3: more people in the hallways, in the seats, you know,
20:43
Speaker 3: speak about speaker, people coming in and coming out, they're
20:46
Speaker 3: going up to their room, all kind of stuff like that.
20:48
Speaker 3: So I wanted to really create it where at any
20:50
Speaker 3: time I don't know what can happen, so I must
20:52
Speaker 3: always be in my seat, right, and did like the
20:55
Speaker 3: very first year, and it just evolved since then. We
20:57
Speaker 3: started the very first year, the very first guest music
21:00
Speaker 3: act was speech from Rest Development.
21:03
Speaker 2: He came and there were people in the hallway.
21:05
Speaker 3: He went up to the room and then when they
21:07
Speaker 3: found out, oh, they were crying tears right because they
21:10
Speaker 3: missed out. And then year by year we layered on
21:13
Speaker 3: other acts from Bone Crusher to Crime Mob, like we
21:18
Speaker 3: did Crime Mob at eight thirty am on the opening day, right.
21:22
Speaker 2: Like knuck if you buck, it's crazy.
21:25
Speaker 3: But then you know, as he has grown, we also
21:27
Speaker 3: started to layering guest speakers. We had Ambassador Andrew Young
21:30
Speaker 3: who's living history come as a surprise. We had Matthew
21:33
Speaker 3: Noles coming surprise. So what I've learned, Yes, throw out
21:39
Speaker 3: the real names. Now those nice names come on, throw
21:42
Speaker 3: out the A list names. Yeah, those surprises, right, to
21:45
Speaker 3: the event itself. We've had Magic Johnson, We've had Master
21:48
Speaker 3: p Easter Rage and Main Duprie, don people Ms. Kathy Hughes, right,
21:53
Speaker 3: my one of my favorite entrepreneurs ever, Janis Brian Hiroyd,
21:57
Speaker 3: you know, and we had Magic Johnson. And when I
21:59
Speaker 3: bring them and then you know what's interesting And you'll
22:02
Speaker 3: get this a lot of times in our community, the
22:05
Speaker 3: biggest people and the people that make the most money,
22:07
Speaker 3: not the people the ones that everybody knows. But I'll
22:10
Speaker 3: invest to bring them in because these are the people
22:11
Speaker 3: that our community exactly. The first black woman to build
22:15
Speaker 3: a billion dollar business, and we've had her twice, and
22:18
Speaker 3: we brought in twenty nineteen. Most of the audience was
22:20
Speaker 3: not aware of who she was, but they needed to
22:22
Speaker 3: know who she was.
22:23
Speaker 2: But you know that's what she wasn't marking herself.
22:25
Speaker 3: Yeah, now she's now she's way more visible. Like that's
22:28
Speaker 3: the whole master class and visibility in itself. When I
22:31
Speaker 3: brought her back last year, majority of the audience knew
22:34
Speaker 3: she was because of what she's doing on social showing
22:36
Speaker 3: up in the president the media. But that part, again
22:40
Speaker 3: I talked about it before. If you want to be
22:42
Speaker 3: it you need to see it. I want to put
22:44
Speaker 3: people in front of the entrepreneurs and business owners that
22:47
Speaker 3: show them. I came from where you came from. James
22:49
Speaker 3: Brien Harrod, the perfect example, came and said, I was
22:52
Speaker 3: born in a small town called Tarborough, North Carolina, right,
22:55
Speaker 3: but I went from there toward HBCU Carolina and t
22:59
Speaker 3: and then became the first black woman to build a
23:01
Speaker 3: billion dollar business.
23:02
Speaker 2: So it's the secretary now exactly.
23:04
Speaker 3: So I like to prove to everyone, guess what if
23:07
Speaker 3: she did it, you can too, and just making it
23:10
Speaker 3: real form of people that look and sound.
23:12
Speaker 2: Just like that.
23:13
Speaker 1: Cool now you have outside of the fact I talked
23:15
Speaker 1: about you being a host, but you have other hosts. Yes,
23:18
Speaker 1: the represent different various segments of the show. How does
23:22
Speaker 1: that work and how you choose those hosts?
23:24
Speaker 2: You know, we have such an expansive community.
23:26
Speaker 3: A lot of times we go internally within and it
23:29
Speaker 3: used to be a time where I used to do,
23:31
Speaker 3: like majority of the speaking over three days was me,
23:34
Speaker 3: but then as our track sales.
23:36
Speaker 2: Trust yourself.
23:38
Speaker 3: Yeah yeah, and that's in the beginning. Like a lot
23:40
Speaker 3: of people like that. That's the whole. That's the whole
23:43
Speaker 3: is business owner start, nobody can do it but me.
23:45
Speaker 2: Nobody understands this but me, right, I'm the only one
23:47
Speaker 2: that gets it.
23:48
Speaker 3: But as a community grew, I saw there was so
23:50
Speaker 3: many subject matter experts. They knew way more than me
23:53
Speaker 3: in these specific topics. And then I also knew from
23:56
Speaker 3: a business perspective because a lot of them were clients.
24:00
Speaker 3: Something else I can give them other than education is platform.
24:03
Speaker 3: Exactly what you're doing here with me by having me
24:05
Speaker 3: on your show, right, you give me access to platform,
24:07
Speaker 3: and too many people underappreciate what platform does.
24:11
Speaker 2: Right, right, right, right right.
24:12
Speaker 3: So when I realized I can give them platform and
24:15
Speaker 3: then they can provide value to the people in the community,
24:19
Speaker 3: it really just took off.
24:20
Speaker 2: And then only that I have a lot of people.
24:22
Speaker 3: We did our ten year anniversary in Juniors you're at
24:24
Speaker 3: I have people coming to me all the time, and
24:25
Speaker 3: it even benefits me back because as someone that said,
24:28
Speaker 3: I saw all the speakers and all these you know,
24:30
Speaker 3: multimillion dollar business owners and they were all amazing, And
24:34
Speaker 3: then I realized that they all are your clients, right,
24:38
Speaker 3: So if they're your clients, like and I'm not even
24:41
Speaker 3: they weren't even wearing me, they said what must that
24:43
Speaker 3: make you right?
24:44
Speaker 2: Right?
24:44
Speaker 3: So really so when when I think too many times,
24:47
Speaker 3: too many answers trying to hold on too tight right
24:50
Speaker 3: and they want to manage everything, they want to hold
24:51
Speaker 3: everything like everything must be them, and they're really missing
24:54
Speaker 3: out on the blessing of what can happen if you
24:57
Speaker 3: tap into the spirit and the benefit.
25:00
Speaker 2: It's an expertise of other people too.
25:01
Speaker 1: I'm talking to Lamar Tyler, co founder of Traffic Sales
25:04
Speaker 1: and Profit is the nation's leading growth platform for black entrepreneurs.
25:09
Speaker 1: They off for a step by Stealth Frameworks, I turned
25:12
Speaker 1: those inside hustles into real hustles, six seven eight figure
25:16
Speaker 1: enterprises creating black millionaires. Talked about faith it kind of
25:20
Speaker 1: like popped out, Ye. What role does they play in
25:23
Speaker 1: what you do on the daily basis and how enhanced
25:26
Speaker 1: your perspective on your business?
25:29
Speaker 3: I think it plays a major role, right, It's everything.
25:32
Speaker 3: And I tell entrepreneurs so many times, especially in the
25:34
Speaker 3: black community, because we're really like a people of faith.
25:38
Speaker 3: We pray for God to these different things, then He
25:40
Speaker 3: gives us the opportunity and will take action. And I
25:43
Speaker 3: literally just having a conversation with entrepreneurs a few weeks ago,
25:45
Speaker 3: while I was saying, you know, you pray to gave
25:47
Speaker 3: the opportunity.
25:48
Speaker 2: Now you wantn't do all the work too, like make
25:51
Speaker 2: it make sense? Right, These things don't make sense.
25:54
Speaker 3: And actually had a conversation right before I came with
25:56
Speaker 3: a client where I was, you know, we're talking about
25:58
Speaker 3: what her next steps were, and I told her, too
26:01
Speaker 3: many people are trying to see what the end of
26:02
Speaker 3: the road looks like. And what I found in me
26:05
Speaker 3: any success I've had in life is just by me
26:08
Speaker 3: like believing the path this in front of me. I
26:10
Speaker 3: believe I'm blessed with a certain set of attributes that
26:13
Speaker 3: God gave only to me that because of that, I
26:15
Speaker 3: don't feel like I have to fight and tussle with
26:18
Speaker 3: anybody over clients, over customers. I'm like, there are things
26:21
Speaker 3: that I can do that nobody else can, just like
26:23
Speaker 3: it's things you can do that nobody else can.
26:24
Speaker 2: Do, right, and that your genius.
26:26
Speaker 3: We all have a genius, but it's up to me
26:28
Speaker 3: to execute on the genius that God gave me.
26:31
Speaker 2: And that's what I try to do every day.
26:32
Speaker 3: And instead of trying to figure out what the end
26:34
Speaker 3: of the road looks like, I just try to figure
26:36
Speaker 3: out what are the next few steps.
26:37
Speaker 2: That's awesome, Lamar.
26:39
Speaker 1: Now you've done it at one location, you're moving your
26:42
Speaker 1: event to another location. Tell us where's that where's at
26:46
Speaker 1: and what does that new location provide and the opportunities
26:50
Speaker 1: of the presentation.
26:52
Speaker 2: Sure.
26:52
Speaker 3: So every January and June probably since twenty twenty two,
26:55
Speaker 3: we've been at the Avalon Hotel you mentioned.
26:57
Speaker 2: For this January, we're.
26:59
Speaker 3: Moving it create a new event called TSP Scale where
27:02
Speaker 3: we're going to get a TSP Scale. Yeah, because you
27:04
Speaker 3: want to we want to not just grow these companies,
27:08
Speaker 3: we want them to scale. Can you tell people scale
27:11
Speaker 3: means yeah, right, a lot of times I'm supposed to
27:13
Speaker 3: get growth and scale mixed up. So as we're growing
27:16
Speaker 3: the business, that means our revenue is growing, but expenses
27:18
Speaker 3: are growing along with it. When we get to a
27:20
Speaker 3: point of scale, now a revenue is growing, but our
27:22
Speaker 3: expenses are not growing at the same rate, and you
27:26
Speaker 3: have to be focused to get out of growth period
27:28
Speaker 3: because scale is where the real money comes in and
27:30
Speaker 3: that's what we have to do. So that's a conversation
27:32
Speaker 3: we want to have for people because there are a
27:35
Speaker 3: lot of business owners that are making money a lot
27:38
Speaker 3: of time. We you know, we always perceive everybody's like
27:40
Speaker 3: trying to come up, but there are a lot of
27:41
Speaker 3: people that actually are making good money but just can't
27:44
Speaker 3: get to the next level.
27:46
Speaker 2: And I'll call it these friction points.
27:47
Speaker 3: Right as you're growing friction points, you're getting out of
27:50
Speaker 3: the way, like you said, thinking you have to do everything.
27:53
Speaker 3: Another friction point is when you have to actually build
27:55
Speaker 3: team around you and either your break through and you know,
27:59
Speaker 3: go to the next lets, or you'll stay stuck exactly
28:01
Speaker 3: where you are and just kind of sit. So we
28:04
Speaker 3: want to help them break through to that next level
28:06
Speaker 3: by providing high level education, advanced strategies. And we're doing
28:11
Speaker 3: at a new venue, the Atlanta Western Gwinette, which is
28:15
Speaker 3: in Gwinett County, brand new hotel, brand new facility, and
28:20
Speaker 3: this event, we're actually capping it, making it smaller because
28:23
Speaker 3: with the events do on a thousand people a thousand plus,
28:26
Speaker 3: as you know what big events, you can't really connect
28:28
Speaker 3: with everyone. Well you on the stage, you can't even
28:30
Speaker 3: see pass the third or fourth row, right, So we
28:33
Speaker 3: wanted a more intimate event so we can get more
28:35
Speaker 3: hands on with the entrepreneurs and really helped them get
28:38
Speaker 3: to where they need to get to in the next
28:41
Speaker 3: stage of business. Now, June will still have TSP live
28:44
Speaker 3: at the avalone, but this January we're doing what.
28:46
Speaker 2: Is just going to exactly right, exactly and I expect
28:48
Speaker 2: to see you there. If I see you there, I
28:52
Speaker 2: enjoy you, enjoy all, enjoy your wife.
28:54
Speaker 1: I know when I first was introduced to your platform,
28:58
Speaker 1: you guys that know who I was, I was just
29:00
Speaker 1: sitting there just admiring. You know, I'm a silent cheerleader.
29:04
Speaker 2: Man. I look at things I admire, you know.
29:08
Speaker 1: I like to believe that I've envisioned this process, and
29:12
Speaker 1: when I see it being replicated, I go, they get it.
29:16
Speaker 1: They got it, And what you guys are doing over
29:18
Speaker 1: there is very inspirational. Again, tell everybody how they can
29:21
Speaker 1: participate as we go through this journey of telling your
29:24
Speaker 1: story and how you co found a TSP.
29:27
Speaker 3: So again find us on the website www. Dot Traffic
29:31
Speaker 3: Sales and A and D Traffic salesanprofit dot com. If
29:36
Speaker 3: more information about that specific event, you can find on
29:38
Speaker 3: the website or go directly to www. Dot t SP
29:43
Speaker 3: Scale sc A l E TSP scale dot com.
29:46
Speaker 2: Cool.
29:47
Speaker 1: As we close out the interview. You know, increasing revenue,
29:50
Speaker 1: increasing profitability, those are that's our goal, you know. And
29:55
Speaker 1: again we can increase revenue, but the expenses of riding
29:58
Speaker 1: riding on that same horse, and you don't want to
30:01
Speaker 1: do that. At your event, you have a little breakout sessions,
30:05
Speaker 1: don't you, Yes, talk about those.
30:07
Speaker 3: You know, we want people to get exactly what they need.
30:09
Speaker 3: So we do a lot of Q and A. We
30:10
Speaker 3: do breakouts. At the TSP scale event, were doing actually
30:14
Speaker 3: more breakouts than we normally does. But it's for you
30:16
Speaker 3: to be to get on whatever track you need. And
30:18
Speaker 3: one of the things I found about, you know, visiting
30:20
Speaker 3: different entrepreneurs around the country is that most small businesses
30:23
Speaker 3: don't make the amount of money that they should. And
30:25
Speaker 3: the amount that they don't make is profitability exactly part
30:28
Speaker 3: you talk about.
30:28
Speaker 2: It's that last.
30:29
Speaker 3: Little part, because the last little part is normally the
30:31
Speaker 3: part you get to keep. So even from that, we've
30:34
Speaker 3: you know, kind of built out something we called the
30:37
Speaker 3: lever driven growth system, almost like if you pull these levers,
30:41
Speaker 3: you can put in minimum effort getting maximum output. So
30:45
Speaker 3: we talk about things like your proposal process. Right, if
30:48
Speaker 3: you do proposals, most people don't do them correctly, they
30:51
Speaker 3: take too long to send them out, and they don't
30:53
Speaker 3: follow up. We talked about making sure they're doing up
30:55
Speaker 3: sales and increasing the average order value at the point
30:58
Speaker 3: of sale, because that is pure prime offstability. We talk
31:01
Speaker 3: about have a referral system. Most small businesses, I say,
31:04
Speaker 3: how do you get your clients word of mouth referrals?
31:07
Speaker 3: I say, you got a system around it? No, So
31:09
Speaker 3: that means every day you just hope up saying I
31:12
Speaker 3: pray to God that somebody that I did work from
31:17
Speaker 3: meet somebody else. That second person asked them who did
31:20
Speaker 3: the work, They remember me, they have access to my
31:23
Speaker 3: contact information, they give the person my contact information, and
31:26
Speaker 3: that person.
31:27
Speaker 2: Gonna call me.
31:28
Speaker 3: This a whole lot of ifs a whole So can
31:30
Speaker 3: we create a system around it and then experience like
31:33
Speaker 3: we talked about with the branding and different things that
31:35
Speaker 3: we do with our found is that if you create
31:38
Speaker 3: experience around what you do, you can oftentimes charge two times,
31:41
Speaker 3: three times, four times is much or more, just because
31:45
Speaker 3: there are people that are willing to pay for an experience,
31:48
Speaker 3: and I'm one of those.
31:48
Speaker 1: People or my brother Again, thank you for taking the
31:52
Speaker 1: time to come on my show, Share your story man,
31:55
Speaker 1: and watching it and.
31:57
Speaker 2: I got to get the wife on him by herself.
31:59
Speaker 1: Yes, yes, because her story is incredible and she has
32:03
Speaker 1: a different story for the women and I definitely want
32:06
Speaker 1: to know. I want to bring her all before the
32:08
Speaker 1: event that happens in January.
32:10
Speaker 2: Again.
32:10
Speaker 3: Where is it that it's set the Atlanta Western Gwinette
32:14
Speaker 3: right here in Gwnette County, right outside of Atlanta. Again,
32:17
Speaker 3: more inform Mason and go to www dot tsp scale
32:21
Speaker 3: dot com.
32:21
Speaker 2: Cool.
32:22
Speaker 1: Thank you Lamar for Conversation Masterclass.
32:25
Speaker 2: Appreciate it.
32:26
Speaker 1: This has been Money Making Conversations Masterclass with me Rashaun McDonald.
32:30
Speaker 1: Thanks to our guess and our audience. Visit Moneymaking Conversations
32:34
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