how to apply your one word to your
business I believe that everybody has
one word that defines them you have a
one word biography and if you look
across the movies like to watch the
friends that you have the music you
listen to the companies you started or
work for there’s a common theme across
all of them and when you can find that
then you can figure out how to be more
successful and live happier so for me
it’s belief right and so I like books
that are about believe people who
believe in themselves are like movies
that are about that that the companies
I’ve started about believing in people
now I believe in entrepreneurs and
haven’t found that word it’s easy for me
to apply it to my business and help me
grow because all the decisions I make
are about belief right if I’m bringing
on a new staff member they have to
believe in entrepreneurs if I’m
launching a new project I’m working with
a new corporate client they have to
believe in entrepreneurs right it’s so
much easier will you have that word so
this video comes out of a frustration
with with a newsletter reader so I have
a newsletter reader named Tony and we’ve
been going back and forth from it for a
week maybe two weeks and I feel for Tony
so Tony has a car rental place you know
if you’re visiting this town you want to
go on a trip you can rent his car and
the problem with Tony’s he’s going up
against huge players right you’re going
against Hertz Alamo budget Enterprise
all of those guys big companies who are
just knocking down the price and Tony is
like I’m struggling to stand out I’m
struggling to compete I don’t know how
to bring in more clients and so we’re
going back and forth an email trying to
help him and trying to figure out well
Tony what makes you different and he’s
talking about well I have a lower price
and I’m open 24 hours a day and you know
a few benefits first of all you never
want to compete on price as an
entrepreneur you never want to compete
on price it’s going to be a race to the
bottoms and the squeeze your margins
don’t compete on price finally we got to
the point where I said Tony what’s your
one word what’s your one word biography
and he comes back to me with confidence
now we’re talking now we have something
that we can build a marketing platform
around and the entire business around so
Tony’s no confidence Tony likes to make
his customer
feel confident he likes to make the
people in his life feel confident he
can’t help it because that’s who he is
that’s his one-word confidence so the
marketing has to be around getting your
customers to feel confident in your
company and Tony probably already does a
great job of this when he’s talking to
people one-on-one he can’t help but it’s
who he is confidence is his word he
can’t help but be confident and make
people feel confident it’s like me
believe I can’t help but believe in
people I can’t help but it’s not a
marketing thing I just can’t help
because it’s who I am and the same
things gonna be for your one word so
Tony’s probably really good at this when
he’s talking to people the problem is
it’s not being reflected in his
marketing material so you look at Tony’s
website Tony’s website doesn’t make me
feel confident it looks a little bit
amateurish and be the opposite I feel
like maybe this guy is too small and you
know he doesn’t give me confidence it’s
the complete opposite of the feeling he
wants so he’s gonna get on there and
tell his story tell him why confidence
is so important to him and tell me all
the ways you’re gonna make me feel
confident so how can you so Tony this is
your marking right now how can you make
a buyer make a customer feel confident
to go with you over a big name brand
because you’re open 24 hours a day
because you service your cars and you
care for them like nobody else does
because the car is always going to be
there when you say it’s gonna be there
because what think of all the reasons
great like why will I feel confident
working with you you have to put that
down you have to exude that and
everything that you do it’s not about
just dropping flyers off and saying I
have the lowest cost business so in all
of your marketing you have to make
people feel confident and when you do
that it does two things okay
does two things one it makes it easy to
understand what you do it makes it easy
some people value confidence some people
don’t some people are just looking for
the cheapest deal some people are just
looking to go with Avis because they
have a membership
there and they get their points people
look for different things but the people
who look for confidence will know this
is the God that I need this is the guy
and the second thing it does and makes
it easy for people to talk about you
right if I’m going to go you know send
my friend to your city and I know that
they value confidence and you got to
talk to Tony he’s the guy he’s he’s the
confidence guy you need confidence in
your car rental you got to talk to Tony
because right now I don’t know how to
talk about you besides saying hey tony
is a guy on my newsletter list right you
need to make it easy for people to
understand what you do and to talk about
you so you’re giving them the word
you’re giving them the feeling and when
you do that and you apply it to
everything that you do you apply to your
your marketing apply to your website Bly
to your brochures you apply to the
people who you bring on your team you
start making decisions based on
confidence and not only on money then
your business is gonna take off belief
for those of you watching the video
please give it a thumbs up below it
always makes me want to do more let me
know you think leave a comment below ask
the question the comments and make a
video response and subscribe to the
channel by clicking on my face if you
want to see more videos like this and
Tony I hope that helped let me know I
want to fix this for you I want your
business to take off I will see
everybody soon Cheers
business I believe that everybody has
one word that defines them you have a
one word biography and if you look
across the movies like to watch the
friends that you have the music you
listen to the companies you started or
work for there’s a common theme across
all of them and when you can find that
then you can figure out how to be more
successful and live happier so for me
it’s belief right and so I like books
that are about believe people who
believe in themselves are like movies
that are about that that the companies
I’ve started about believing in people
now I believe in entrepreneurs and
haven’t found that word it’s easy for me
to apply it to my business and help me
grow because all the decisions I make
are about belief right if I’m bringing
on a new staff member they have to
believe in entrepreneurs if I’m
launching a new project I’m working with
a new corporate client they have to
believe in entrepreneurs right it’s so
much easier will you have that word so
this video comes out of a frustration
with with a newsletter reader so I have
a newsletter reader named Tony and we’ve
been going back and forth from it for a
week maybe two weeks and I feel for Tony
so Tony has a car rental place you know
if you’re visiting this town you want to
go on a trip you can rent his car and
the problem with Tony’s he’s going up
against huge players right you’re going
against Hertz Alamo budget Enterprise
all of those guys big companies who are
just knocking down the price and Tony is
like I’m struggling to stand out I’m
struggling to compete I don’t know how
to bring in more clients and so we’re
going back and forth an email trying to
help him and trying to figure out well
Tony what makes you different and he’s
talking about well I have a lower price
and I’m open 24 hours a day and you know
a few benefits first of all you never
want to compete on price as an
entrepreneur you never want to compete
on price it’s going to be a race to the
bottoms and the squeeze your margins
don’t compete on price finally we got to
the point where I said Tony what’s your
one word what’s your one word biography
and he comes back to me with confidence
now we’re talking now we have something
that we can build a marketing platform
around and the entire business around so
Tony’s no confidence Tony likes to make
his customer
feel confident he likes to make the
people in his life feel confident he
can’t help it because that’s who he is
that’s his one-word confidence so the
marketing has to be around getting your
customers to feel confident in your
company and Tony probably already does a
great job of this when he’s talking to
people one-on-one he can’t help but it’s
who he is confidence is his word he
can’t help but be confident and make
people feel confident it’s like me
believe I can’t help but believe in
people I can’t help but it’s not a
marketing thing I just can’t help
because it’s who I am and the same
things gonna be for your one word so
Tony’s probably really good at this when
he’s talking to people the problem is
it’s not being reflected in his
marketing material so you look at Tony’s
website Tony’s website doesn’t make me
feel confident it looks a little bit
amateurish and be the opposite I feel
like maybe this guy is too small and you
know he doesn’t give me confidence it’s
the complete opposite of the feeling he
wants so he’s gonna get on there and
tell his story tell him why confidence
is so important to him and tell me all
the ways you’re gonna make me feel
confident so how can you so Tony this is
your marking right now how can you make
a buyer make a customer feel confident
to go with you over a big name brand
because you’re open 24 hours a day
because you service your cars and you
care for them like nobody else does
because the car is always going to be
there when you say it’s gonna be there
because what think of all the reasons
great like why will I feel confident
working with you you have to put that
down you have to exude that and
everything that you do it’s not about
just dropping flyers off and saying I
have the lowest cost business so in all
of your marketing you have to make
people feel confident and when you do
that it does two things okay
does two things one it makes it easy to
understand what you do it makes it easy
some people value confidence some people
don’t some people are just looking for
the cheapest deal some people are just
looking to go with Avis because they
have a membership
there and they get their points people
look for different things but the people
who look for confidence will know this
is the God that I need this is the guy
and the second thing it does and makes
it easy for people to talk about you
right if I’m going to go you know send
my friend to your city and I know that
they value confidence and you got to
talk to Tony he’s the guy he’s he’s the
confidence guy you need confidence in
your car rental you got to talk to Tony
because right now I don’t know how to
talk about you besides saying hey tony
is a guy on my newsletter list right you
need to make it easy for people to
understand what you do and to talk about
you so you’re giving them the word
you’re giving them the feeling and when
you do that and you apply it to
everything that you do you apply to your
your marketing apply to your website Bly
to your brochures you apply to the
people who you bring on your team you
start making decisions based on
confidence and not only on money then
your business is gonna take off belief
for those of you watching the video
please give it a thumbs up below it
always makes me want to do more let me
know you think leave a comment below ask
the question the comments and make a
video response and subscribe to the
channel by clicking on my face if you
want to see more videos like this and
Tony I hope that helped let me know I
want to fix this for you I want your
business to take off I will see
everybody soon Cheers
Please follow and like us: