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Kary Oberbrunner left his day job to pursue his dream job. From that experience, he wrote his sixth book, Day Job to Dream Job. Because he has written six books, he now coaches authors through a program called Author Academy Elite. His next event, Escaping Shawshank, will be in August 2015 with Dan Miller.
The Three Cs
- What is the most important thing you can share about pricing?
- Pricing is a reflection of self-image.
- You will never outperform your self-image.
- You will never outprice your self-image.
- If you see yourself as a “2”, you will not be comfortable charging higher prices.
- Self-image is like a thermostat.
- You will self-sabotage because you are not comfortable charging higher prices.
- What is clarity, the first “C”?
- Clarity is essential.
- Clarity knows where you are going, what you value and represent.
- Clarity is the accurate vision of yourself and your business.
- Most customers want to see if you have clarity before they are willing to invest in you.
- A customer wants to trust where you will take him.
- Clarity is the outward reflection of the inner value.
- Confidence comes when the external reflects the internal.
- “What makes you think you are the next American Idol?” – Simon Cowell
- Income follows as a result of clarity, competence, confidence, influence and impact – in that order.
- What are competence and confidence (second and third Cs)?
- Competence is the skill set that you achieve and bring to the relationship.
- If you are competent, you have a mastery of a skill set.
- If you have clarity and competence, you can still lack confidence.
- False humility is when you lack confidence.
- People will not buy if you do not have confidence.
- Drive-through drill:
- Think about yourself as a drive-through restaurant.
- Someone asks what you serve.
- You must quickly answer because confusion repels and clarity attracts.
- Have a VPS (value proposition statement) ready.
- As an example, Kary “ignites souls“.
- After you have clarity, competence and confidence, you can gain influence, impact and then income.
- Most people do not know what they can give others because they are too good at it.
- When you share what is in your cup, you can have influence and make an impact.
- What is the relationship between the three Cs?
- On the return from a conference, Kary boarded a plane and sat next to a woman.
- He focused on a project as he had a deadline.
- The woman engaged him later in the flight, and they discussed writing books.
- He asked how she was stuck, and he worked with her for the last hour of the trip.
- Kary helped flesh out her book and did not charge her or sell her.
- She thanked him and asked for his card.
- She emailed him and at that point he offered to take the coaching to the next level.
- She sent him $5000 without being invoiced or priced.
- Jimmy Dean Sausage Strategy – give people a taste and work from an abundance perspective.
Taking Action
- Why is the language we use important?
- “The early bird gets the worm” is a story of scarcity.
- There are a lot of worms out there.
- You can share your wisdom in a collaborative way.
- Thanking someone for their time is a poor use of language.
- The result is worthwhile, not the time.
- What is a one-sheet and how do you create one?
- Take action; it will never be perfect.
- As you act, clarity will come.
- Questions to ask to create a one-sheet:
- Who is the market?
- What are you offering?
- When? – Do not say TBA or “coming”. That is confusion.
- Where?
- Why?
- How much? How will it happen?
- Create just enough information to ask people to lean in and ask for more.
- Have the discipline and ethics to follow through.
- What are the types of guarantees?
- Limited Time Guarantee (like Best Buy) – You can get a refund, but it needs to be quick. There are several rules to follow to get it.
- Extended Guarantee (like Lowes or Home Depot) – Buy the appliance and see if you like it. If, after 90 days, you do not like it, they will come and pick it up.
- Risk Reversal Guarantee (like Zappos) – Buy the shoes and wear them for a year in your house. If you do not like them, they will take them back.
- Bad hires cost a company three times their annual salary, so Zappos offers a Risk Reversal Guarantee for employee training.
Market Before You Manufacture
- What does it mean to “market before you manufacture”?
- It is a philosophy, a mindset.
- It is the minimal viable product (MVP).
- In a content-creation space, you do not need to spend a lot of money to manufacture and then market.
- A movie trailer sells to you before they manufacture.
- A one-sheet is the vehicle to get your best thinking on paper before you manufacture.
- When you get your first sale, someone says, “I believe in you.”
- Sometimes, the first sale is to yourself.
- Simon's question is a mirror. The new question, “Are you the next American Idol?” is not the same.
- What is one of your best stories about creating value for a customer?
- Early in his career, Kary left a comfortable job.
- There was financial pressure when he went out on his own.
- He met with a customer and listened.
- He returned with a proposal and explained why it would help and what it would hurt if he did not act now.
- He dated the proposal – always use an expiration date.
- He took massive action to deliver outstanding value.
About Kary Oberbrunner
- Author of six books including The Deeper Path
- Website: KaryOberbrunner.com
- Twitter: @KaryOberbrunner
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