Latest / The Steve Harvey Morning Show / Info You Can Use: How to make money with your brand, accelerate growth, and brand strategy.

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Info You Can Use: How to make money with your brand, accelerate growth, and brand strategy. · The Steve Harvey Morning Show

• 0:00
  Speaker 1: Hi, I am Rashawn McDonald, our host the weekly money
• 0:02
  Speaker 1: Making Conversation Masterclass show. The interviews and information that this
• 0:06
  Speaker 1: show provides off of everyone, It's time to stop reading
• 0:09
  Speaker 1: other people's success stories and start living your own. If
• 0:13
  Speaker 1: you want to be a guest on my show, please
• 0:15
  Speaker 1: visit our website, Moneymakingconversations dot com and click to be
• 0:20
  Speaker 1: a guest button. My guests helped CEOs, retired athletes, entertainers,
• 0:26
  Speaker 1: and executive leaders increase their top line revenue. You hear
• 0:30
  Speaker 1: what I'm saying this money Making Conversations that include brand strategy,
• 0:34
  Speaker 1: public relations, book deals, social media, and brand design. He's
• 0:39
  Speaker 1: been invited to small business forums at the White House
• 0:42
  Speaker 1: and is considered to be an expert on CEO and
• 0:45
  Speaker 1: executive branding. Please welcome to Money Making Conversation Masterclass. Raul Davis.
• 0:50
  Speaker 1: How you doing, mister Davis?
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  Speaker 2: I am great. I'm excited to be here. Thank you
• 0:53
  Speaker 2: so much.
• 0:54
  Speaker 1: Thank you. You know I've been fortunate in my life to
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  Speaker 1: represent a lot of high profile, high profile talent like
• 1:00
  Speaker 1: Steve Harvey currently Sherry Shepherd, the talk show host and
• 1:05
  Speaker 1: ESPN Steven A. Smith your company. Give us a little
• 1:08
  Speaker 1: background about you before we start as well as the
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  Speaker 1: company that you are a partner of.
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  Speaker 2: Yeah, I mean, so who I am today is and
• 1:16
  Speaker 2: who I've always been. I barely got into college with
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  Speaker 2: a one point nine GPA. Getting in there arrested for
• 1:22
  Speaker 2: some stuff after my mom passed away took it hard.
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  Speaker 2: My dad told me get a three point oher your
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  Speaker 2: freshman year. You won't have a year two. So I
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  Speaker 2: magically got a three point oh. By the time I
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  Speaker 2: was a senior, I had booked a KRS one for
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  Speaker 2: a speaking engagement at our school, and afterwards I said
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  Speaker 2: to the bureau, we work with someone who I think
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  Speaker 2: you might know, Norma Hollis. I said, I love what
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  Speaker 2: you all do, would love to work with you. Can
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  Speaker 2: I have an internship? They said no. I said, give
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  Speaker 2: me one anyway, So I started booking speakers across the country,
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  Speaker 2: would fly everywhere and get that done. After a couple
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  Speaker 2: of years of that, two of the client's approached me.
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  Speaker 2: One was New York Times bestseller Omar Tyree said, hey,
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  Speaker 2: would love to work with you. Why once you start
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  Speaker 2: your own company, will become your first two clients. So
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  Speaker 2: that's how a Sundate got started. In two thousand and
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  Speaker 2: four in speaker management. Took us a couple of years
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  Speaker 2: to figure out personal branding is what increase those speaking engagements.
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  Speaker 2: And then over time we started shifting to CEOs and
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  Speaker 2: wanted to niche to business better and that's how we've
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  Speaker 2: been focused on CEO branding the last fifteen of those
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  Speaker 2: twenty years.
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  Speaker 1: Two questions from your information you just gave me role
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  Speaker 1: what makes a good speaker?
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  Speaker 2: Yeah, I think what makes a good speaker is empathy
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  Speaker 2: because like being able to understand what your audience needs
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  Speaker 2: to hear, what will be valuable of them instead of
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  Speaker 2: just thinking about what you want to focus on, is
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  Speaker 2: really the beginning of a process. And I think the
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  Speaker 2: thing that matters the most. And then someone who understands
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  Speaker 2: the rules of public speaking, which is that people are
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  Speaker 2: only going to remember two or three things that you said, right,
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  Speaker 2: So if you craft your speech in a way knowing that,
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  Speaker 2: then you end up having the highest level of impact
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  Speaker 2: on them.
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  Speaker 1: So it's not about length, it's about content.
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  Speaker 2: Correct.
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  Speaker 1: Okay, Cool? Now with that being said, I'm always approached
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  Speaker 1: about people who want to be motivational speakers, people want
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  Speaker 1: to get into business. Can you lend me some advice
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  Speaker 1: to give to the people, or you may have a
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  Speaker 1: website that you can direct them to if you're looking
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  Speaker 1: for up and coming talent, or you only look for
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  Speaker 1: established talent.
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  Speaker 2: Yeah, I mean so for us, we're normally at this
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  Speaker 2: stage of a business looking for speaking as a part
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  Speaker 2: of the equation towards branding. So you're a CEO, you're
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  Speaker 2: an executive, you're an entrepreneur who understands speaking is one
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  Speaker 2: of the ways to get out there and grow your business.
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  Speaker 2: So I'd like to say, we don't deal with one
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  Speaker 2: trick ponies. Right, If you're only looking at speaking, it's
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  Speaker 2: purely a revenue source and you're not already established, you've
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  Speaker 2: got a long road, right, right, So I always recommend
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  Speaker 2: think about how do you build a brand out completely
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  Speaker 2: that you could speak somewhere for free even and it's
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  Speaker 2: still lead to ten thousand to seventy thousand in revenue
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  Speaker 2: for you because of what happens in that room.
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  Speaker 1: After he was really great. You say that because I
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  Speaker 1: always tell people I started my career out as a
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  Speaker 1: stand up comment and you know, just hitting the clothes,
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  Speaker 1: trying to be funny. How nobody paid me. But that
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  Speaker 1: was the start of how I built my brain. That's
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  Speaker 1: how I built my reputation. And a lot of people
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  Speaker 1: always want to start the conversation out with how much
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  Speaker 1: I'm getting paid, And it's really not all about getting paid.
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  Speaker 1: It's about the relationships and the moment. Correct tell my audience,
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  Speaker 1: please it is.
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  Speaker 2: I mean, like, I think that we've just gotten so
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  Speaker 2: much into the microwave society, right, and like social and
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  Speaker 2: stuff doesn't help. Everything has to be instantaneous. But to
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  Speaker 2: your point, it's about building relationships, having a long term
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  Speaker 2: vision and realizing it is a step by step process,
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  Speaker 2: and being able to shift your mindset right. Even I
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  Speaker 2: remember I was sitting down with Less Brown one time
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  Speaker 2: and he was just an honorarium speaker, and he told
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  Speaker 2: told me about a time where someone said to him,
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  Speaker 2: you know, I want you to speak with T. Harvecker
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  Speaker 2: and all these other guys. And he was like, how
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  Speaker 2: much of getting paid? And he said, look, if you
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  Speaker 2: don't make your normal twenty five thousand, they'll pay it
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  Speaker 2: out of pocket. So he goes there, he got his
• 5:14
  Speaker 2: you know, stack of CDs he's going to sell so
• 5:16
  Speaker 2: these a few years ago obviously, and he said to him,
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  Speaker 2: you can't sell that, and he's like, what do you mean,
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  Speaker 2: how do I make money? Then they helped him create
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  Speaker 2: a package real time. He ends up doing six figures
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  Speaker 2: at the event, right, right, which is much better than
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  Speaker 2: getting twenty five thousand dollars for a honorarium. So you
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  Speaker 2: have to be willing to break your typical mindset and
• 5:36
  Speaker 2: explore what the possibilities are.
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  Speaker 1: Right. So basically this is creating a multi level of
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  Speaker 1: income model. If you're a CEO person, a reputable position
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  Speaker 1: can come to you. How does one reach out to
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  Speaker 1: your old Davis. Let's let's get to the nuts and
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  Speaker 1: boats of finding you in the process of creating a
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  Speaker 1: relationship with you.
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  Speaker 2: Yeah, and you know, our premise as a company is
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  Speaker 2: that business isn't just B two B or B two C,
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  Speaker 2: but a's HDH human to humans. How do you develop
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  Speaker 2: an emotional connection for a brand? Because we all have
• 6:08
  Speaker 2: two choices. Either you get branded or you get labeled.
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  Speaker 2: So you're going to let the brand just happen to you,
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  Speaker 2: or you're going to design it. So people can reach
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  Speaker 2: out to me on LinkedIn Rold Davis. Also our website
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  Speaker 2: Ascendent Group Branding dot com and finally I'm on Instagram
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  Speaker 2: Rold Davis brand. So that's how to reach out to
• 6:26
  Speaker 2: this and get the conversation going.
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  Speaker 1: You know, you know you're such a great guy because
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  Speaker 1: I could wait to talk to you because people talk
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  Speaker 1: to me about speaking engagement, they talk to me about
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  Speaker 1: book deals, they talk to me about branding, and that's
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  Speaker 1: the heart of your brand and what you do.
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  Speaker 2: Correct correct, Yeah, it's basically how do you take a
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  Speaker 2: CEO and think about it like this Nascar? All the
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  Speaker 2: cars are high performing, all of them have millions of
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  Speaker 2: dollars put into them, They all have great pit crews.
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  Speaker 2: What's the difference the driver, right, and you are the
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  Speaker 2: driver for your business. You are of a chief storyteller.
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  Speaker 2: So being able to tell that in the media as
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  Speaker 2: a thought leader, through speaking engagements, through a book deal,
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  Speaker 2: through your social presence, it helps you really kind of
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  Speaker 2: demonstrate the people that you care about what you're saying,
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  Speaker 2: and that's what people matter the most about. Right. The
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  Speaker 2: whole idea about CEO branding has increased in popularity significantly
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  Speaker 2: over the last fifteen years because people want authenticity. If
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  Speaker 2: it seems like you live and breathe your business, that's
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  Speaker 2: what people want.
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  Speaker 1: Now, let me ask you that there's a balance here roul,
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  Speaker 1: you know, like popularity versus what your company actually does.
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  Speaker 1: You know, you've been hired as a CEO and you
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  Speaker 1: gain fame for and it starts drifting away from actually
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  Speaker 1: what you do based on what they hired you to
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  Speaker 1: perform as a CEO. How do you balance that? And
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  Speaker 1: as people who are listening, they can gather some additional
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  Speaker 1: thought as to how you handle management when people come
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  Speaker 1: on board with you.
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  Speaker 2: Yeah, so, I mean so for it's not about being
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  Speaker 2: a celebrity. If that happens, great, but it's really about
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  Speaker 2: it's not about ego, it's about effectiveness. It happens to
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  Speaker 2: be the case that if you connect with people better,
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  Speaker 2: we're going to want to do more with your business. Right,
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  Speaker 2: And I always think of it in terms of institutionalizing
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  Speaker 2: this idea of CEO and executive branding. So if you
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  Speaker 2: have a CEO leave a business, or if you have
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  Speaker 2: a chief marketing officer leave the business, you take the
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  Speaker 2: next person and you do the same approach because you're
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  Speaker 2: humanizing your business. That's what it's about. That's the reason
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  Speaker 2: you're doing it. You're not doing it to puff yourself up.
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  Speaker 2: It happens to be the case that if you believe
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  Speaker 2: in your service, you believe in your product, then you
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  Speaker 2: should want people to know about it, because if they don't,
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  Speaker 2: you're doing them a disservice because they're spending money with
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  Speaker 2: your competitor who doesn't care as much. So it's your
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  Speaker 2: responsibility to do everything you can within reason to get
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  Speaker 2: visibility so that you are serving in the marketplace.
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  Speaker 1: I'm talking to Robuel Davis. He helped CEOs, retired athletes, entertainers,
• 9:06
  Speaker 1: executive leaders to increase the top line revenue. In the words,
• 9:10
  Speaker 1: he is a walking, talking money making conversation. Now, you
• 9:15
  Speaker 1: have a friend of mine down in Atlanta, Georgia. Before
• 9:18
  Speaker 1: we go down the air, you talked about assisting her
• 9:20
  Speaker 1: and getting a book deal. How did that process work?
• 9:23
  Speaker 1: Not having to reveal her name? You can't reveal her
• 9:26
  Speaker 1: name uncomfortable on this show. But like I said, that's
• 9:29
  Speaker 1: the relationship you guys created. How does she approach you
• 9:33
  Speaker 1: and how did you wind up saying this is the
• 9:35
  Speaker 1: direction we can go and getting a book deal for you?
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  Speaker 2: Yeah? You know, we met at a National Urban League
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  Speaker 2: conference and she was one of those people that was
• 9:44
  Speaker 2: very reticent about putting herself out there. She had been
• 9:48
  Speaker 2: behind the scenes for so long, right, And we just
• 9:51
  Speaker 2: had that conversation about you have a mission, you have
• 9:55
  Speaker 2: a purpose in life, So communicating that to more people
• 9:59
  Speaker 2: helps them get it. So one of the ways to
• 10:02
  Speaker 2: do that was through a book. And you know, the
• 10:05
  Speaker 2: book basically is about how do you spend time on
• 10:07
  Speaker 2: the right things and not just your career? How do
• 10:10
  Speaker 2: you think bigger?
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  Speaker 1: Right?
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  Speaker 2: How do you balance your life? And it's done a
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  Speaker 2: lot of people, a lot of good.
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  Speaker 1: Right.
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  Speaker 2: You now have many people who are high performers. They
• 10:19
  Speaker 2: now are spending a more balanced life as opposed to
• 10:23
  Speaker 2: just purely thinking about for career. They're spending more family time.
• 10:27
  Speaker 2: And that's where the world's having anyway.
• 10:28
  Speaker 1: Right.
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  Speaker 2: You think about Arianna Huffington, You think about all these
• 10:31
  Speaker 2: people talking about balance. We get so inundated with things.
• 10:35
  Speaker 2: We barely have time to think, barely have time to
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  Speaker 2: care about to spend time with the people we care about.
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  Speaker 2: And the only way you do it is if you
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  Speaker 2: learn to prioritize that the two biggest reflections of who
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  Speaker 2: I can tell a person is is how they spend
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  Speaker 2: their budget and how they spend their time, right, And
• 10:52
  Speaker 2: those are decisions that you get to drive as an individual.
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  Speaker 1: Now, I've been fortunate to work with two best sellers.
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  Speaker 1: Steve Hall's book Act Like a Lady, Think Like a Man.
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  Speaker 1: That was all they in the national bestseller yes, and
• 11:05
  Speaker 1: then Steven A's recent book Straight Shooter, which became a
• 11:09
  Speaker 1: New York Times bestseller. And it was always about the content.
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  Speaker 1: And you know, when you get to a lot of
• 11:17
  Speaker 1: people are doing books through Amazon, not saying nothing negative,
• 11:20
  Speaker 1: They're self publishing. What are your talk what are your
• 11:23
  Speaker 1: takes on? People come in and some people call pamphlets book.
• 11:27
  Speaker 1: I call them pamples. I go, I mean were you know?
• 11:30
  Speaker 1: But they consider that book what is and people are
• 11:33
  Speaker 1: listening that your company values as enough content that can
• 11:40
  Speaker 1: create a book that will resonate with people that want
• 11:43
  Speaker 1: to buy it.
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  Speaker 2: Yeah.
• 11:44
  Speaker 1: I mean.
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  Speaker 2: And let's also talk about where the book marketplace is.
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  Speaker 2: One hundred thousand books used to be put out a year.
• 11:50
  Speaker 2: Now it's in the millions, right because of self publishing,
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  Speaker 2: So about ninety seven percent of books sell less than
• 11:56
  Speaker 2: five hundred copies. So having a book and of itself
• 11:59
  Speaker 2: is no longer an accomplishment. I think the highest level
• 12:02
  Speaker 2: you can get is to a traditional publishing deal, right
• 12:05
  Speaker 2: because it's said that someone with third party validation believes
• 12:09
  Speaker 2: nothing what you're saying, that they wanted to put it out.
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  Speaker 2: Then you have your fallback of hybrid publishers which have
• 12:15
  Speaker 2: some elements, or traditional publishing, but you put a little
• 12:18
  Speaker 2: skin in the game. Right. I prefer I ever those
• 12:20
  Speaker 2: two options to self publishing because at this point, self
• 12:23
  Speaker 2: publishing takes twenty minutes on Amazon, right, So it's just
• 12:27
  Speaker 2: not as highly valued. Some people need to start that way.
• 12:30
  Speaker 2: I've had clients start that way and we elevated them higher.
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  Speaker 2: But I don't think people should just look at that
• 12:34
  Speaker 2: as a pure end in itself. In terms of the
• 12:37
  Speaker 2: connection with the book. You have to look at it
• 12:39
  Speaker 2: like this. If someone's going to spend one hundred and
• 12:41
  Speaker 2: fifty to three hundred pages with you, I mean, that
• 12:44
  Speaker 2: is a lot of time to really build a very
• 12:47
  Speaker 2: deep connection, right. And so it is one of the
• 12:51
  Speaker 2: most powerful marketing tools there is. We worked with one
• 12:54
  Speaker 2: of the oldest and largest training companies in the world,
• 12:57
  Speaker 2: and we went on LinkedIn and would just connect him
• 13:00
  Speaker 2: to a chief human resource officer, chief leadership officers, vps
• 13:06
  Speaker 2: of learning sales officers and basically offer a free copy
• 13:10
  Speaker 2: of the book to them, and in exchange for sending
• 13:13
  Speaker 2: out a twenty five dollars copy of a book, he
• 13:16
  Speaker 2: ended up getting speaking engagements deals for his company, Consulting Opportunities.
• 13:21
  Speaker 2: So to send out seven hundred dollars worth of product
• 13:25
  Speaker 2: and for it to lead to about seven figures in revenue,
• 13:28
  Speaker 2: it's a good deal.
• 13:29
  Speaker 3: Please don't go anywhere. We'll be right back with more
• 13:32
  Speaker 3: Money Making Conversations Masterclass. Welcome back to the Money Making
• 13:43
  Speaker 3: Conversations Masterclass, hosted by Rashan McDonald.
• 13:47
  Speaker 1: Well. I really like the way you talked about because
• 13:49
  Speaker 1: this is all about relationships, partnerships and connections. Now, what
• 13:55
  Speaker 1: is something to dos and don't of branding? I think
• 13:58
  Speaker 1: people really need to hear that because everybody wants to
• 14:01
  Speaker 1: get out there and have the million dollar I'm excuse
• 14:04
  Speaker 1: you the million followers or the two million followers, because
• 14:08
  Speaker 1: they get caught up in the numbers and not the
• 14:10
  Speaker 1: engagement and who's actually following you? So, what are the
• 14:13
  Speaker 1: dudes that don't a branding?
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  Speaker 2: On?
• 14:16
  Speaker 1: Branding first, and then we're going to walk over to
• 14:18
  Speaker 1: social media.
• 14:19
  Speaker 2: Okay, yeah, absolutely, So the number one rule of branding
• 14:24
  Speaker 2: is to understand where the marketplace is which is a
• 14:27
  Speaker 2: very divided for attention. So you have eight seconds to
• 14:31
  Speaker 2: earn thirty seconds of attention, and then after the thirty seconds,
• 14:35
  Speaker 2: maybe you get to sixty to eighty and then once
• 14:37
  Speaker 2: you've crossed that bridge, now you've got someone who's really engaged. Right,
• 14:41
  Speaker 2: So you have to understand that, like whether it is
• 14:44
  Speaker 2: a headline for a media article, the headline for your website,
• 14:48
  Speaker 2: whatever it is, it has to be strong and communicate
• 14:51
  Speaker 2: value out of the gate what is in it for them? Again,
• 14:54
  Speaker 2: not what you want to communicate, but what's in it
• 14:56
  Speaker 2: for them? And then tied to that is your photo right,
• 15:00
  Speaker 2: like nobody should be using you know, even though iPhone's great,
• 15:05
  Speaker 2: like iPhone image of yourself than putting that online that
• 15:08
  Speaker 2: is insufficient. You need to have a professional photo shoot
• 15:11
  Speaker 2: because it demonstrates that you are investing in your brand, right,
• 15:16
  Speaker 2: and if you are willing to invest in yourself, then
• 15:19
  Speaker 2: other people will be more likely to be. If you're
• 15:21
  Speaker 2: just taking a a you know shot with your phone
• 15:25
  Speaker 2: and it kind of looks like you did that, it's
• 15:27
  Speaker 2: not polished and it's not sending the right message about
• 15:30
  Speaker 2: how you're seeing yourself. And then so why should people
• 15:33
  Speaker 2: add any more value than you are to your own self. Right,
• 15:36
  Speaker 2: In terms of social I think the most important thing
• 15:40
  Speaker 2: that people to do is to understand me idea of testing,
• 15:43
  Speaker 2: Like you have to be a savant these days to
• 15:45
  Speaker 2: just launch into social and nail it out of the gate, right,
• 15:49
  Speaker 2: So you know, doing things like just buying ads on
• 15:53
  Speaker 2: Instagram and Facebook and TikTok to basically see what of
• 15:57
  Speaker 2: your content is performing the best with audience and having
• 16:00
  Speaker 2: those analytics helps you shape it in a way that
• 16:04
  Speaker 2: is meaningful. And to not think about like social media
• 16:08
  Speaker 2: some arbitrary task that you're doing, but to actually care
• 16:10
  Speaker 2: about it.
• 16:11
  Speaker 1: Right.
• 16:11
  Speaker 2: So I would rather have someone just focus on LinkedIn
• 16:15
  Speaker 2: or just focus on Instagram than to be in six
• 16:17
  Speaker 2: social platforms posting the same thing and looking at it
• 16:20
  Speaker 2: as a chore.
• 16:21
  Speaker 1: Right.
• 16:22
  Speaker 2: If you look at it as a chore and it
• 16:23
  Speaker 2: carries across that way, nobody's going to care about what
• 16:26
  Speaker 2: you're saying.
• 16:27
  Speaker 1: Yeah, not one hundred percent degree. Like I have an
• 16:30
  Speaker 1: excount slash Twitter. It's like maybe twelve thousand follows. I
• 16:36
  Speaker 1: don't feel comfortable on Twitter or X. I feel comfortable
• 16:40
  Speaker 1: on Facebook, I feel comfortable on Instagram. I feel comfortable
• 16:43
  Speaker 1: on LinkedIn. I also have a TikTok account, So you're right,
• 16:46
  Speaker 1: go where you're comfortable. You don't have to have all
• 16:49
  Speaker 1: the platforms. Now, each platform reaches a certain audience. Tell
• 16:55
  Speaker 1: my audience in your mind, what you're trying to achieve
• 16:58
  Speaker 1: when you go to platform you're trying to reach when
• 17:01
  Speaker 1: you go to TikTok, when you go to Instagram, and
• 17:04
  Speaker 1: when you go to LinkedIn. Yeah.
• 17:07
  Speaker 2: Yeah, So with Facebook, this is still the platform where
• 17:11
  Speaker 2: if you have an audience that's between thirty to sixty five,
• 17:16
  Speaker 2: that's where you're going to sell your most products still, right,
• 17:19
  Speaker 2: So if you have something that's thirty nine dollars up
• 17:22
  Speaker 2: to five hundred dollars that you're trying to sell, the
• 17:26
  Speaker 2: Facebook analytics for boosting tools, what you can learn from them,
• 17:30
  Speaker 2: how they make the adjustments, it's still the place to be.
• 17:34
  Speaker 2: Instagram skews a little bit younger, right, so it's going
• 17:38
  Speaker 2: to get you probably about twenty five to forty. And
• 17:42
  Speaker 2: then TikTok is the one place where you can still
• 17:45
  Speaker 2: get great organic engagement, right, So, yes, you should use
• 17:49
  Speaker 2: to boosting tools, but you can still get organic engagement
• 17:53
  Speaker 2: on TikTok. And then obviously skews much younger in general,
• 17:56
  Speaker 2: or it skews to people who have very niche inches interest, right,
• 18:01
  Speaker 2: so you know cat owners and all that sort of stuff.
• 18:04
  Speaker 2: You know, all that's going to do very well there.
• 18:06
  Speaker 2: LinkedIn is your B to B or it's for what
• 18:11
  Speaker 2: I call ecosystem building. Right. So a lot of times
• 18:14
  Speaker 2: you're not selling directly to the person you're communicating with,
• 18:18
  Speaker 2: but they might be the head of an organization that
• 18:20
  Speaker 2: has access to the marketplace you want to be in. Right,
• 18:24
  Speaker 2: so you build a lot of strategic partnerships, a lot
• 18:27
  Speaker 2: of highly leverageable relationships on LinkedIn. And then I know
• 18:31
  Speaker 2: you don't love X, but the one value of X
• 18:34
  Speaker 2: is if you're trying to be in the conversation right
• 18:37
  Speaker 2: now that's going on about something culture related, you can
• 18:40
  Speaker 2: follow the trends and engage from that perspective. For instance,
• 18:44
  Speaker 2: if you're in sports Live tweeting on X about what's
• 18:47
  Speaker 2: going on in a football game, the basketball game, that's
• 18:51
  Speaker 2: very useful.
• 18:53
  Speaker 1: Nothing negative about X. I'm just letting everybody know, go
• 18:57
  Speaker 1: where you're comfortable, absolutely, go where is easy. Like you
• 19:00
  Speaker 1: said earlier, if it feels like a job, you're not
• 19:02
  Speaker 1: going to do it.
• 19:03
  Speaker 2: All, you're correct.
• 19:04
  Speaker 1: So whenever I get to I go, man, what are
• 19:06
  Speaker 1: they doing over here? I don't know what's going on
• 19:09
  Speaker 1: over here? So I just I just I just don't
• 19:11
  Speaker 1: do it. I have my staff person to do it,
• 19:13
  Speaker 1: and it's easy. Now retired athletes. I get approached a
• 19:17
  Speaker 1: lot about retired athletes who want to get into the
• 19:20
  Speaker 1: speaking game. Who because you mentioned CEOs and CEOs have
• 19:24
  Speaker 1: a cache and retired athletes are current athletes have a cache.
• 19:31
  Speaker 1: How do you decipher and how do you build that
• 19:34
  Speaker 1: brand relationship with an active athlete and a retired athlete.
• 19:39
  Speaker 2: Yeah, we tend to lean towards people that are towards
• 19:42
  Speaker 2: the end of her career or have recently, you know,
• 19:46
  Speaker 2: come to the end of her career, because you know
• 19:48
  Speaker 2: a lot of these guys, I me, these ladies, they
• 19:50
  Speaker 2: got a lot of life left right after they finished playing.
• 19:54
  Speaker 2: And it's strains that we're already retired on one thing.
• 19:57
  Speaker 2: But what they've built is brand equity. Right, So now
• 20:00
  Speaker 2: the question becomes, how do you take that equity and
• 20:04
  Speaker 2: leverage it into something in your what's next? So a
• 20:06
  Speaker 2: lot of times launching a business can be a very
• 20:10
  Speaker 2: strategic way to do that. We had a client previously
• 20:13
  Speaker 2: who was one of the top NBA draft picks. He
• 20:15
  Speaker 2: blew his knee out, unfortunately, but he built a product
• 20:19
  Speaker 2: so good it helped him get back into the NBA right,
• 20:22
  Speaker 2: and then he played for one season just to basically
• 20:25
  Speaker 2: demonstrate that his product was successful. Retired a couple of
• 20:29
  Speaker 2: years earlier than he had to, and we were able
• 20:31
  Speaker 2: to share that story about you know, like, if this
• 20:34
  Speaker 2: products so good it could get him back in the NBA,
• 20:36
  Speaker 2: it could probably help you if you're running injury.
• 20:38
  Speaker 3: Right.
• 20:39
  Speaker 2: So we're able to get a seven figure business going
• 20:42
  Speaker 2: for him by getting him on Fox Business and Sports
• 20:45
  Speaker 2: Illustrated and Forbes in all these places because he had
• 20:49
  Speaker 2: that brand equity and they wanted to know what's doing next.
• 20:52
  Speaker 2: I mean, I think that's the greatest advantage a retired
• 20:55
  Speaker 2: or current athlete has, is that there's a natural audience
• 20:59
  Speaker 2: that knows your name. It's just about figuring out how
• 21:03
  Speaker 2: to structure your brand so that you can end up
• 21:06
  Speaker 2: having them know how to support you.
• 21:09
  Speaker 1: Speaking of Rold Davis, you know, as started in college
• 21:13
  Speaker 1: and booking people to speak, and that's what he's been doing.
• 21:19
  Speaker 1: He's a natural communicator. I find that in this interview,
• 21:22
  Speaker 1: but we all have some we do really well. Rolled.
• 21:26
  Speaker 1: I see PR as one of your skills, I see
• 21:29
  Speaker 1: social media as one of your skills, and I see
• 21:32
  Speaker 1: social CEO branding. Of those three, what do you jump
• 21:37
  Speaker 1: out and say that's me.
• 21:38
  Speaker 2: Yeah, I mean the CEO branding is our lead, right,
• 21:41
  Speaker 2: because it's the easiest thing to differentiate. So branding is
• 21:46
  Speaker 2: a broad category that means nothing to anybody. Right, you
• 21:49
  Speaker 2: could be talking about anything.
• 21:50
  Speaker 1: But it's over, it's so abused.
• 21:53
  Speaker 2: Yeah, yeah, And so CEO branding gives people a sense
• 21:59
  Speaker 2: of something direct action only that we're doing right, And
• 22:01
  Speaker 2: then all the other things are just tools of CEO branding.
• 22:04
  Speaker 2: So PR and social all those are just tools. So
• 22:07
  Speaker 2: we do CEO branding. We're one of the best in
• 22:10
  Speaker 2: the world at it. And then of course we do
• 22:12
  Speaker 2: corporate branding. But that comes naturally from the dialogues we have. Right,
• 22:17
  Speaker 2: So you got to differentiate yourself in a way that's
• 22:20
  Speaker 2: very clear to people, and then you can spiderweb out
• 22:23
  Speaker 2: the rest. But you've got to have a core thing
• 22:26
  Speaker 2: that helps people understand your differentiation. Point.
• 22:29
  Speaker 1: Now, personal branding, Okay, people are listening. You know, I'm
• 22:33
  Speaker 1: not the CEO. I'm not retired adlet, but I got
• 22:37
  Speaker 1: I got the it. No, when it comes to personal branding,
• 22:42
  Speaker 1: what are some of the first steps that you recommend
• 22:45
  Speaker 1: somebody stepping out there and doing their own thing.
• 22:49
  Speaker 2: Yeah, I think knowing what your expertise is and then
• 22:53
  Speaker 2: framing that in terms of either like a moniker or
• 22:57
  Speaker 2: a tagline. Right, so something that is just clear to
• 23:00
  Speaker 2: help people understand, getting really good at articulating that, and
• 23:05
  Speaker 2: then understanding who's your audience and what they want to
• 23:10
  Speaker 2: hear from you as it ties to that, Right, I
• 23:12
  Speaker 2: think those are the foundational steps, and like, if you
• 23:15
  Speaker 2: do that part, well, the rest of it starts to
• 23:18
  Speaker 2: unlock for you. But the other thing you just have
• 23:20
  Speaker 2: to have is strategic patience. You know, we have a
• 23:24
  Speaker 2: client right now, she's got two million followers, she's a bestseller,
• 23:29
  Speaker 2: she's rocking and rolling. But if you read her book,
• 23:33
  Speaker 2: she was doing Instagram Lives at first and would watch
• 23:36
  Speaker 2: it go from free viewers to zero and she would
• 23:41
  Speaker 2: still finish the Instagram Live.
• 23:44
  Speaker 1: Right.
• 23:45
  Speaker 2: Like, the ability to have the toughness, the resilience, the
• 23:50
  Speaker 2: ability to power through and be so committed that even
• 23:53
  Speaker 2: when most obstacles are there you're willing to plow through. Now,
• 23:58
  Speaker 2: sometimes in life you're going to get signs that you're
• 24:00
  Speaker 2: just doing the wrong thing right, So you have to
• 24:02
  Speaker 2: pay attention to the analytics and be able to make
• 24:05
  Speaker 2: the pivots. But you ultimately should have a mindset that
• 24:09
  Speaker 2: optimists always win, right, So like, if you keep looking forward,
• 24:13
  Speaker 2: you will figure your way through it.
• 24:16
  Speaker 1: Yeah, And with that being said, comments play a major
• 24:20
  Speaker 1: role too, looking at the comments, I know that I'm
• 24:23
  Speaker 1: a baker. I cook a lot, and then I didn't
• 24:26
  Speaker 1: realize that people were reacting to my baking because of
• 24:31
  Speaker 1: what I wore. You know, that got sharp trust. That
• 24:33
  Speaker 1: got sharp trust. And then my staff told me, Rashan,
• 24:37
  Speaker 1: you know, you get a lot of comments about your
• 24:39
  Speaker 1: wardrobe when you're baking. They say they can't believe you
• 24:42
  Speaker 1: win a suit or a tie when you're baking a cake.
• 24:45
  Speaker 1: And that became my brand style. So I feel that
• 24:49
  Speaker 1: people are remissed if they don't follow the voices that
• 24:54
  Speaker 1: are consistently saying do this or I like that. Correct role, You're.
• 24:58
  Speaker 2: One hundred percent correct, I mean, because like the marketplace
• 25:03
  Speaker 2: will give you the clues to where you should head
• 25:07
  Speaker 2: next and what you should dial into So being willing
• 25:10
  Speaker 2: to listen to them and experiment with those is very important.
• 25:15
  Speaker 2: Otherwise it's difficult to achieve a level of success that
• 25:18
  Speaker 2: you have and the clients you've worked with have right,
• 25:21
  Speaker 2: And some of the clients you've worked with, they've listened, Right,
• 25:24
  Speaker 2: They've had challenges, they've listened, they've learned, and then they
• 25:28
  Speaker 2: elevated to the next level because of it.
• 25:30
  Speaker 1: Right, you're just don't roll. It's great having you on
• 25:34
  Speaker 1: my show, but you truly are an expert. I sit
• 25:37
  Speaker 1: down and I but the casual nature of your conversation
• 25:40
  Speaker 1: with blows me away. I'm just gonna tell you because
• 25:43
  Speaker 1: it's an intense business. You live in man, because you know,
• 25:47
  Speaker 1: when you represent talent, you they uncle you, their cousin you,
• 25:50
  Speaker 1: they wife, you, their husband but you, they mom, but
• 25:52
  Speaker 1: your dad. You're the preacher, you're their savior. You have
• 25:55
  Speaker 1: all these personalities that you have to be sometimes when
• 25:59
  Speaker 1: you respond back to these people. So in closing, tell
• 26:03
  Speaker 1: people again your sense of purpose as to why you
• 26:06
  Speaker 1: do this and why if somebody came to you, why
• 26:10
  Speaker 1: is a big win for them?
• 26:11
  Speaker 2: Yeah, So we like to work with people that have
• 26:15
  Speaker 2: a big vision, Right, are they novercalled to do something great,
• 26:20
  Speaker 2: and they're trying to figure out what is the bridge
• 26:23
  Speaker 2: that's going to get them there? Right, So what we
• 26:25
  Speaker 2: like to do is help them construct that bridge then
• 26:28
  Speaker 2: cross it. So we're not just strategy, we're execution. We
• 26:31
  Speaker 2: like to be along for the ride. So those who
• 26:34
  Speaker 2: feel like we're burdened with glorious purposes, I heard of
• 26:37
  Speaker 2: Loki and you know the Marvel movies, I think are
• 26:40
  Speaker 2: really the clients that we like to work with, right,
• 26:43
  Speaker 2: So you feel like you can make a difference. You're
• 26:46
  Speaker 2: just trying to figure out how to maximize that. And
• 26:49
  Speaker 2: then also you know those clients that we're doing eight
• 26:52
  Speaker 2: out of ten things correctly and we're just trying to
• 26:55
  Speaker 2: figure out the missing too, right, and sometimes those missing
• 26:59
  Speaker 2: too are a difference from growing eight percent a year
• 27:03
  Speaker 2: to growing eight hundred percent, right, So like figuring out
• 27:07
  Speaker 2: those things, and that's I think what one of our
• 27:09
  Speaker 2: strengths is is basically just looking at something and finding
• 27:13
  Speaker 2: out how do you tweak it to make it better.
• 27:16
  Speaker 2: Sometimes it's a scalpel, sometimes it's a hammer. It's just
• 27:19
  Speaker 2: going to depend on the situation.
• 27:21
  Speaker 1: Roald Davis, he is an expert. Thank you for coming
• 27:24
  Speaker 1: on Money Making Conversations a master Class. You are very
• 27:27
  Speaker 1: very special, my brother.
• 27:28
  Speaker 2: I appreciate it's one of my great honors being interviewed
• 27:31
  Speaker 2: by you. I followed you for many years. I appreciate
• 27:33
  Speaker 2: all you've done and all you've done for our community
• 27:35
  Speaker 2: as well.
• 27:36
  Speaker 1: Thank you, sir. This has been another edition of Money
• 27:39
  Speaker 1: Making Conversation master Class hosted by me Rashaun McDonald. Thank
• 27:43
  Speaker 1: you to our guests on the show today, and thank
• 27:45
  Speaker 1: you listening to the audience now. If you want to
• 27:48
  Speaker 1: listen to any episode I want to be a guest
• 27:50
  Speaker 1: on the show, visit Moneymakingconversations dot com. Social media handle
• 27:54
  Speaker 1: is money Making Conversations. Join us next week and remember
• 27:58
  Speaker 1: to always leave with your gifts. Keep winning.