Finding Your Core Story: Rhonda Swan’s Live Miami Mastermind Breakdown

You’ve told your story on video a dozen times, and it still doesn’t get anyone to click. Rhonda Swan opens this Miami mastermind segment by admitting she used to shoot that exact video herself: a highlight reel of a great life with a link at the bottom, and it did nothing for anybody. The problem wasn’t the camera or the confidence. It was that nobody could see their own life inside it.

As someone trying to turn your own story into something that actually attracts people instead of just describing your life to them, you already know the gap between a video that gets watched and one that gets shared. Rhonda spends this session showing the room, live, exactly what closes that gap.

Why doesn’t a polished, positive story actually pull people in?

Rhonda’s core argument is that nobody cares whether your page converts or your business looks impressive. As she puts it, “Nobody really cares if our pages convert. They could care less.” What they care about is whether you’re solving a problem they actually have, and a story that only shows the win skips the one part that makes someone feel understood: the low point before it.

She admits this took her years to learn about her own content. Her early videos described a life already sorted out, cool business, traveling the world, come get the link.

I was shooting those videos, that’s why I say they’re horrible, because it’s like they did nothing for anybody. Right? Because it’s never about us, it’s always about them.

The fix wasn’t more polish. It was going back into her own story and finding the specific moment things were genuinely hard, then building the video around that instead of around the outcome.

How do you find the one moment in your story that actually matters?

To demonstrate this, Rhonda tells her own story live to the room and asks the group to identify her core customer just from listening, without her ever naming a demographic. She walks through the corporate job, the master’s degree, the exhausting commute, and the specific morning a colleague got reprimanded in front of her for having a newborn at home. That single moment, not the whole decade of corporate work before it, is the one she builds every video around, because it’s the moment the pain became real instead of theoretical.

Her instruction to the room afterward is precise: don’t tell the whole life story, tell the breaking point. Background only matters up to the moment the decision got made. Everything after the decision is vision and solution, not more backstory. She calls this discipline the difference between a video that rambles and one that lands, and she’s blunt that most people’s first attempt at their own story runs far too long because they haven’t yet found the one moment worth keeping.

Why does your story only work if you actually know who it’s for?

Once the story is built, Rhonda ties it directly to identifying who it’s actually speaking to, because she says most people’s marketing fails simply from aiming at too broad a target. She names her own three specific audiences by profile, values, and situation, not just by demographics, and shows how each one traces back to a different piece of the same core story. The story doesn’t change. The piece of it she highlights does, depending on who’s listening.

She frames the whole thing as your business birthmark, describing “our story and our brand as our business birthmark”, permanent and personal in a way no competitor can copy. Once that core story and core audience are actually locked in, she says the rest, the keywords, the platforms, the posting schedule, gets dramatically easier, because you’re no longer guessing what to say. You’re just telling the same true story from a different angle each time.

What’s the difference between sharing a struggle and sounding like a victim?

One exchange in the room gets at something Rhonda considers essential: there’s a real line between sharing a hard chapter to inspire someone and sharing it in a way that just attracts more people looking to commiserate. Her rule is to always land on the solution, not the wound. Tell the struggle, then show unmistakably that it’s already resolved, because a story that ends in the low point teaches people to relate to being stuck, not to moving past it.

The full session walks through the group’s own attempts at identifying their core message live, plus Rhonda’s complete worked example of narrowing a broad audience down into three distinct, specific customers. Create your free account to watch the complete session and download the audio at empowernetwork.com/watch.

The full session transcript follows below.

Transcript

How are you? Yeah? All right. This is like, this platform is like super limiting for me, so if I jump off, you guys cool if I walk around a little bit?

All right, cool. Awesome. Okay, so who here did go to the live call that I did? Hi, Kevin.

How are you, buddy? Okay, so not all of you. Did you guys, how many didn't do the pre-work? Just be totally honest.

Totally, totally, totally honest. It's okay. It's okay, because if you think about it, the pre-work is really about you discovering you and identifying some things, so we're going to still do that today, so you're not going to be behind. You're not going to miss anything.

Just the fact is, I think the guys that raised their hand, you're going to be the ones that will probably talk a little bit today, if you don't mind, because it's really, truly about sharing ourselves. So what I want to do, though, guys, is share a little bit more about me. Now, I know many of you may have heard my story. You may have watched a video that I have, but today I want you to listen to it in a very different way.

Okay? I want you to hear my story, and I want you to actually identify some areas as I'm communicating my story, and what I want you to identify is thinking about who are the core customers that I will be speaking to, right, and what might my core message be, because we're going to identify, not even identify, you guys are going to nail it today, because guys, I'll tell you what. Okay? Okay?

Okay? Okay? Okay? Okay?

Okay? Okay? Okay? Okay?

Okay? Okay? Okay? Okay?

Okay? Okay? Okay? Okay?

Okay? Okay? Okay? Okay?

Okay? Okay? Okay? Okay?

Okay? Okay? If you understand what your core message is, you understand who your one to three to five core customers, or as it's said in our fast start training, our avatars are, then literally, guys, your marketing will be so clear, concise, and simple. Who's up for clear, concise, and simple marketing?

Yeah, right? Me too. I'm really into that, and I tell you, I'm not super techie at all. I can do the techie stuff.

because I've learned it, and I'm so bored with doing it because I really actually don't like the marketing piece. But you know what I like? I love to share. I love to connect with people.

I love to tell my story. I love to share my passions through my words and through my videos. And that, to me, is my marketing. That's way more fun to me than, let's see how many, you know, cost per clicks.

We need that, right? But all of us, how many of us can think we can right now tell our story in a way, hey, Anders, what's up? There you are. In a way that's compelling, relatable, and connecting.

Yeah, can you guys do that? Yeah, we totally can. And that's actually, when I started in this industry nine years ago, I came from the corporate background to internet marketing. I knew nothing about internet marketing.

What I did know about my corporate background, and sales, and everything else, and sales, is that when I came up to one of my customers, I was like, hey, how you doing? So this is what I'm going to share with you today. You know, we've got this. I was in pharmaceutical sales.

Of course, you know, I'm talking to doctors, so I had to use their language. So when I actually was in their face, I all of a sudden started to make a sale without even selling. I was just communicating and connecting, and just eye contact alone makes a difference, right? So when I got into this industry, I'm like, how in the heck am I going to do this on the phone?

I have a crazy assumption. I'm like, I'm going to be a voice. I'm going to be a sounding voice, because you guys are listening to it right now. I'm sorry, it's been five days of me talking literally for probably, you know, 24 hours straight.

I'm like, how can I do this? How can I, can you, if I do this, are you guys cool with that? Can you guys hear me and see me back here? I mean, I know I'm not super tall, but I just want to make sure you're cool with it, because that is like, I feel like, I don't like to be stuck in a box, and that was like, almost bring me back to like a really weird area, like I'm in a cubicle or something.

I'm anti-cubicle. Okay, so what I started to do is think about ways, I can connect with my customer without me being in front of their face, right? Because that truly is how we can make a great sale. Now, certainly, there's a whole, I call it my right side of my business.

The right side of my business is the marketing and the paid for, and the conversions, and the, you know, cost per lead, right? That's the right side. Today, how are you? I'm talking about the left side.

That is our connected side. That is our story. That is the part and the piece that actually makes us, feel good inside. And when we feel good inside, that human factor comes out to our leads, right?

They want to feel good inside. Nobody really cares if our pages convert. They could care less. What they care about is that we're solving a problem that they've got, and then they feel good about clicking the button, right?

How cool is that to create an environment for our leads to see our page or to see our sales, or to see our sales video or to read a story and go, gosh, I have to have that. That is my favorite kind of marketing, right? Yeah? Right, wow, and it seems so, we make it so hard.

We freak out about it, can't figure this out. So then what do we do? We freeze. How many of you guys have frozen in your business?

Yeah, how long have you been in Victoria? Nine months. All right, so how many videos have you shot? 20.

20? Okay, okay, all right. Have you shared your story and your vision and your passion and your why? Okay, are you ready to do that?

Okay, awesome. Yeah, okay, so do you see how all of a sudden it's like everyone starts to get excited because you know you can do this piece, okay? You know you can market this way. And what I always recommend to anyone that I work with in the beginning is to just do this piece, right?

Own your business, because you guys all have, because you're all in, so you did the right thing there. But now it's starting, it's starting from inside of you. And so what I did when I started in the industry without knowing any marketing is to begin to create my story in video. Now I started shooting videos, guys, before YouTube was actually even around.

I don't even know where I put them. I just put them up on a blog. I just knew, YouTube wasn't around, but I started shooting videos and sending emails utilizing the video. And then once YouTube came along, it was like, oh my gosh, right?

YouTube is one of the, it's the second largest search engine, right now, next to Google. Everyone is searching for how-to stuff because we wanna feel. We wanna watch video. I don't even Google anymore and look at a regular post usually.

I really look for video. So when I started, I really got down and dirty into video because that was the way I could get that connection piece back with my customer and they felt like they knew me. And when I started, in the beginning, I was calling people. And I called over 3,000 leads before I had even made the sale, 3,000 leads.

So how many of you guys call your leads before they get started? Zero, and if you do, I'm gonna snap you across the cheeks because you really shouldn't because it really wastes a lot of time. Is when I came to Power Network, my whole world changed, which is only like six months ago, I got started in Power. Brian started in April and basically said, you have to join this company because it's gonna totally change the way we've run business.

And so it has. So we wanna now talk to those that have spent a little bit that are really, truly, connected. So, all right, this is what I'm gonna do. I'm gonna go in the box so you guys can see me.

So I want you to, now I want you to listen to my story. I want you to be able to identify who are the core customers that I'm communicating to. So just see as they pop up, just write them down. And then I want you guys to identify what my core message might be.

Would you guys mind if I had a bottle of water? Now, visualize, let's say you might be on a video, right? Or you might be reading my story on Facebook, because that's really how we primarily do our marketing. We do stories and video on Facebook.

And I do video for YouTube and syndication and most of my blog posts are video. And so I want you guys to just kinda get connected and listen, okay? Cool with me, ready? All right, so I wanna make sure everyone's cool.

I hate when I like, I'm talking, I got like scary faces. So if you guys just like get forced, if I give you an eyeball, just like smile at me like this, like really crazy, because that'll give me enough energy. And I'll know you guys are alive and awake, because if I get like these dead stares, I might like really getting crazy, because I can't handle feeling that I'm not touching you guys with my energy. Okay, let me tell you a real quick story before I go to there.

Okay, because I live my life as a movie, and I'm in your movie right now. So what I do is I know that my movie might end tomorrow. So if you're entering into my life, into my movie, then I gotta make your movie amazing, because let's say tomorrow your movie ends, you're like, oh, that was such a lame part of my movie. That girl didn't even do anything for me, right?

How cool is that? So you're in my movie right now, too, by the way. So make my movie amazing, because I love living an amazing life, right? And you don't have to be as crazy and wild as me, but you gotta really feel it, right?

Because we're here to, in order to connect people through video and through our story, we gotta feel it. We gotta know that the crap that's happened to us has made us who we are, and the great stuff that's happened to us has just made us a little bit who we are. The tough stuff is actually really what makes us who we are. Okay.

So, nine years ago, I got started in this industry. I was a corporate executive, and I was really groomed to work for a huge corporation. I have my master's in business. I visualized and dreamed, as I was growing up, that I would run a massive company, that I would be the, you know, on the top of that big stage in front of people sharing the vision of our company, right?

That's what I envisioned. I was an athlete. I played softball. I played softball for the women's U.S.

team. I've had some really amazing athletic accomplishments. And so, when I was going through school and got my master's, here I was, I was ready to be part of corporate. So I did get a corporate job right out of grad school, and did that whole corporate thing, right?

I don't have to share with you guys that whole thing, but I did that major corporate thing. And I was really working towards greatness in this company. And then I had a breaking point. One day, I was driving to work, one hour in traffic.

Crazy, chaos traffic. I had to get to a meeting. And when I got to this meeting, it was about 7.30, and there was a woman that I had worked with. She had been gone for a while, and I hadn't seen her.

And she walks in the door like she would walk in the door right now. Let's say I was running the meeting, and my, this boss, when she sits down, she kind of finishes her thing, she's like, you know what, it's good to have you back. It's good to have you back. Hope everything's good with the family.

But if you are committed to being part of this company, then you have to be committed to this job. And if you consider coming late again, then don't consider coming back. I had a complete shift. I was like, oh my gosh, do I want to be that woman?

Do I want to be the crusher of this family? This woman is working. And giving everything she's got to be part of this family, or to be part of this company. That moment, literally, I went, no more.

This is not who I am. So I came home. I tell my husband, Brian, I'm quitting my job. He almost had a heart attack.

No, we really had a, he literally had a heart attack. He's like, are you kidding? We just bought a huge five bedroom, million and a half dollar home. We're ready to have a family.

Like, life is ready. He's an engineer. This is what we're doing. We make multiple six figures each.

We got cars. We got expense statements. We got all that stuff. And I said, no, I'm not doing it.

And he's like, I said, well, you better just find a new job, because I want to stay home with my kids. I don't ever want to go through that. And he's like, you better find something from home. Right?

You better figure this out. And I'm like, OK. So have you ever had a moment where you're like, OK, I'm doing this? Yeah?

You take yourself back to that moment of like, I'm doing this. I want you to own that moment, OK? Because when you own that moment, you're like, I'm doing this. I want you to own that moment.

It has nothing to do with if your sponsor's going to help you. It has nothing to do if Empower Network's going to help you. It has nothing to do if anyone's going to help you. Right?

Yeah. This is like real time. My time. Oh, man.

I was all over my time. Right? So it has nothing to do with anyone else. So I was in that state.

Like, I'm doing this. So I just did the normal work at home searches, work at home mom. And I found a website that was a work at home mom website. The growth was horrible.

They didn't even know what they were talking about. And I just was like, get to the point. And so from there, right, I spent $24,000. So that was what it cost to get into my opportunity at the time, which was big ticket stuff, which I'm super pumped about big ticket.

And then I just started at it. And so for three full months, nothing. I hadn't had a child yet. Every day, I saw that woman walking in.

And I saw that bitch of a woman. Of a boss criticize her so bad that she was wilted. And I left a couple of months later. I don't even know if that woman, you know, she probably sacrificed her child.

She probably did. So now we start having successes in our business. I'm not going to go through all my details. But now I am speaking truth into these women, right?

Because I did not want to put a child in daycare. I wanted to. Be home with a family. But I still needed to maintain who I was, right?

To maintain my corporate women feeling, right? That successful feeling. And still be able to provide for a family. And now we have been able to travel around the world, right?

So our family now has been traveling for five years straight with this industry. No stopping. Daughter was a year and a half old. She comes with us.

We run our business. We stay very, very focused on our business. And we produce. Because I am the only one that I can count on.

Not that I can't count on others, that I have to rely on, right? We have the most amazing structure here of a foundation of people that can help. When you know it's you, you're going to make it happen, OK? So now I want to shift gears and go now back to you, OK?

So I kind of gave you a little feeling of the story. Who right now identified what my career and my core message was? Yeah, awesome, Kev. Well, you know, the core message or actually the customers you want to attract need to be educated, athletic, have great self-esteem, be dissatisfied with their job.

Someone that wants to stay home with their kids, no daycare. That's a perfect customer for Rhonda. Someone who's decisive would be a great customer for Rhonda. OK?

Someone who needs to read with his glasses on. I just took massive notes. Someone that, she's looking for somebody that wants to take ownership of their life, would love to do that. Somebody wants to have that corporate leader feeling, OK?

Somebody that likes to travel and somebody who is self-reliant, that's the kind of customer you'd love to attract. That's right. Absolutely. Awesome.

Thank you, Kevin. This is great. So did you guys get all that? Did you feel that with the way I was communicating it?

Now, I didn't say the words that Kevin said, did I? I didn't use those words at all. You could feel it. You can identify it.

So how amazing would it feel for you to be able to communicate that not only in written story, because you have to do both, right? OK. So who's the writer in the room? Who's the writer?

Who likes to write? You guys like to write. I do not like to write. I don't.

I just don't. I do it because I know that I will capture 60% more of my audience if I write. So who here loves to do video? Oh my goodness, not enough, but not enough.

Who doesn't like to do video at all? Yay! OK. We're going to get some fun stuff.

You guys are going to freak out today, probably. You're going to get nervous. You're going to get all this weird stomach in your stomach. In fact, some of you right now are like, oh my gosh, she's going to make me do a video, and she's going to make me do it in front of these people, and I have to say the words that I want to say, and I have to share my story, and I'm going to freak out.

Right? And you probably are doing that, but it's OK. Because everyone here in the Prosperity team is total family, right? Everyone in Empower Network is really family, if you guys didn't get that already.

And we're here to help you get a breakthrough, right, where you can do something that you've never done before. And if you have done video before, you're going to do it way better than you've ever done it. Yeah? Because I think this weekend really helped, didn't it?

It really helped. I was like, wow, I've done this for a long, many, many years. But I was feeling it this weekend. I mean, I was like, man, we did Empower Hour last night.

Justin came over to our house, and it was so cool. Yay, thank you. Is it Ola? Oli, Oli, Oli, yeah, I know your name.

I do know your name, sorry, because I hear about you so much. And. And we did the Empower Hour call. And my teammates were there, and they passed the mic around.

It was like, so much belief. And being in this industry for that long, to have that kind of belief in a company and know that you can be totally transparent and get through the stuff that is difficult. Guys, I mean, seriously, we get this core message stuff and this customer stuff. The rest is going to be a breeze.

Because then all you got to do is then learn the technical stuff, which is how to choose the right keywords, how to put the keywords in an SEO on your blog. But that really isn't. That really isn't hard when you get who the keywords are. Because I talk about the same stuff every day.

Every day I talk about my core message. So you nail this, and every single thing that you communicate about on your blog, everything you communicate in video, everything you communicate on Facebook, is all kind of the same. It's just got a different outfit on each day. It's true.

You know, it really is true. And so some of your core message might be your technical, right? And that's good. We need those kind of people.

You know, some of you guys might be more fun. You know, you're just going to find your own core message. So what we're going to do right now is I want you guys to take some time. How much time should I give them?

You guys have been kind of giving the right time. I'm going to give them a little time to. OK. Yeah.

All right. Because some of you guys did your pre-work, which is fantastic. And others that did not, it's OK, because you're kind of ready. But before we break out, what I'm going to do is I'm going to, I'll run through the slides.

You guys can just visualize it really quick, OK? And then we'll do that break. So I want you to prepare yourself for that, because you're going to write down your core message. You're going to write down who your core customers are and their problems.

And then you're going to communicate about it together. You're going to interact together about it. Because what we're going to do is we're going to prepare you then for writing it. We're going to prepare you for shooting a video at the next break when we do like the lunch style break.

You're going to be able to actually shoot a video about those core customers. What we need to see is how far you are and how ready you are. So your table facilitators are like, OK, yeah, you're totally ready to do a video. And you might go, I'm totally ready to do the video.

Or maybe we need to write more, and it can kind of work through. And we'll do that. So let me, is my screen, can I pop it up really quick? Just want to give you guys a little outline first.

You guys feeling this so far? Are you feeling good? Yeah? OK.

OK, good. Awesome. Because this is the part that I love. I mean, seriously, this is the stuff that I like crave and love.

Because it's stuff that you can do today. You can do this immediately, start shooting a video, sharing your story, your visions, your passions, immediately, and people start to become attracted to you. I mean, look at Justin Varengia. All that dude does is speak the truth, and speak his vision, speak his word.

That's it, right? And look at the people that he brings in. It's powerful. OK, guys, I'm not sure how to get my screen.

Am I using Apple TV kind of connection, or are you doing just direct? What am I, how do I need to get my screen up there, dude? Oh, sorry, my husband's a surfer. We call each other dude all the time.

Super corporate, you know, language. That's the best part. You can, like, be who you want to be, but still have your own aura about you when you're in this type of industry. You're like, I don't have to worry.

I really didn't have to wear this today, but I like it, because I live in an island, usually, and I don't wear a lot of nice clothes, usually. Because we, so I'm happy to be here and be wearing heels, just for a couple hours. OK, cool. OK, OK, so what I'm going to do is I'm going to wheel through some of this, because we'll go back to the foundational stuff when it comes to video structuring.

So don't worry. This is some weird stuff. Green stuff you guys got me doing. Why is it so weird, guys?

Why did my screen shrink? Help. See, help. I just want to shoot a video.

I'm sorry. I'm not able to navigate. I'll let him do this. OK, so when we're looking at our core message, because I want you guys to really get that piece.

The core message that you want to identify is really about you. What is it? What is my core values that I have? So when we start with a core message, a core value, you start to identify, really, what's important to you and what can be important to your customers.

Because most of the time, guys, your first avatar, your first customer, really, is you. That's the best way to look at it. It's you. So when you look at yourself, it's kind of simple.

Because then what happens is, as you start to identify your core message and that customer that you're talking directly to, then they start to grow. Then you start to go, oh, OK, well, I can connect with that audience, too. I can connect with that audience, too, and relate your message to them. So all right, so let's just go through these so you guys can get a stronger grasp on what we're looking for.

And then you guys are going to take a little time to do it. It's going to be fun. Because what happens, too, guys, I run a workshop, and it builds. People that come in to start their story, it builds and builds and builds.

And sometimes it takes them some time to get it out. But when you break it up in small pieces, all of a sudden your story just rolls out. But it can take you some time. I know Steven Quick is here, right?

Is Steven Quick here? I see him. Hey, buddy. How are you?

Steven Quick has been in my workshop. And it took you a long time to get it, because he wanted to make it too perfect. Right? Steven's got an amazing story.

Amazing. If you don't know him, talk to him. He's unbelievable. And it's just taking the time to just let yourself go.

So today you're going to let yourself go if you haven't done video. And you're going to read it back and watch it again. You're going to really identify. OK, so of course, guys, oh, that's so bad looking.

Gosh, you guys. All right, whatever. I'm just going to do it this way. OK, so again, our stories are about people like us, but they really want their problems to be solved.

So when we're writing a story and we're shooting a video, we always have to think about allowing them to see their problems being solved through our story. And see, that's a lot more attraction opposed to, I can solve this problem. You want more money? Like, I hate that kind of marketing.

I really do. Like, you want more leads? You want more of this? Some people do, and I'm not judging if you do.

That makes me feel really sticky, because I want customers for life. And so for me, my customer for life is someone that knows, likes, and trusts, and connects with me. So when someone knows, likes, and connects with you, they're going to stick around for a lot longer. OK, so that's going to be your next homework.

So let's go over here. All right, so again, this is part of the slide show that I shared with you guys in the pre-work, is that I look at our story and our brand as our business birthmark. Everyone's got a birthmark. And your core message, your story, is going to become your business birthmark.

OK? You guys know my family because we're the Unstoppable family. And if I were to say this, because I don't know many of you guys, but if I were to say, OK, go out and be, what would you guys say that I would usually say? Be unstoppable.

That's the brand that I've developed and created, and that's part of my core message, is always being unstoppable. So everything that we do is around being unstoppable, right? Everything. So we started off with our core message and our core story.

Now we can branch it out with different things. Different topics all being unstoppable that still relates to our core story, our core message. OK. So let's go through these guys, because I spoke with them without using them.

All right, so our core message is going to be represented in the way we communicate on our blog, right? So your blog post certainly can be keyword rich, and you can write blog posts that have total different topics that just bring people to your blog. And if you like this, you might like this, and bring them over to another page that may invite or introduce them to the business. This is the type of messaging that I use that is all very, very story-based and very relatable.

So when I'm blogging, when I'm shooting video, when I'm shooting my Facebook posts, that's all my social network. So I really connect with those people. And there's certainly e-signs and all the solo ads are almost not as connected, so they're good to have. So if you want traffic that's really connected to you, especially when you're brand new, this is how you're going to do it.

All right, so, OK, I'm going to go just through the first three elements, because this is important for you guys to just reiterate in your mind, and then we're going to get to work, OK? All right, so this is what we look at. First, can you guys even read that? So first it's about aligning ourselves with our prospects.

We're going to go back to that who are we, right? We're going to look at really what the commonalities you have. And my audience is a corporate executive. Yeah.

woman who does not want to put her child in daycare, but she wants to still maintain her six figures and still her power, right? Now, another core customer is a family that wants to travel the world, travel, be together, be connected, still not put her kid in daycare, but have the financial foundation to live well while we're traveling, do exciting things while we're traveling. We don't backpack, right? We live in amazing, beautiful homes all over the world, right?

So we have a different customer. We know their age group. Most of them, my customers, of course, are women, but my core message that I shoot my videos and write blog posts to still connect with the men, because they're like, hey, check this out, right? So I target the women, but the men, we got a lot of men seeing it, and them saying, well, heck, if this lady can do it, I can do it for my wife, right?

So you target the women, but the men, we got a lot of men seeing it, and them saying, well, we target them directly, but you're really touching a broader scope, but it's that tunnel vision that you have for that person, right? So then our third core customer is, for instance, my husband, Brian, he's a surfer. He wants to surf the world's best waves and have still the money to do it. He doesn't, well, he would sleep on the floor.

He would sleep in a barn, but I don't let that happen anymore, right? But he would do it. He loves that kind of stuff, because we've tested the surfer audience, but they suck. They don't want to spend a dime, because they just want to work as a waiter.

And then take surf trips. So we really target that executive male that has a six-figure job, that may not want to quit his job, but he wants to have enough money and residual income so he can have the freedom to travel and go to surf destinations. Do you see how I'm just like, just coring out that person? Okay, so my executive woman, our traveling family, and Brian's surfer dude, do you see how that's the whole unstoppable family story?

You know what I mean? You see that? So once you get your story down, then you're going to narrow down these people, and now you've got content for days. I know that Lisa, you spoke about how to create content, right?

How to find content. Well, this is another amazing way to have unlimited content all the time. Because you just take your story, you take one highlighted point about your story, which is daycare and kids, and I just, you know, expand it. Double click, double click, make it bigger, make it bigger, make it bigger, you know, accelerate the problem, right?

And then I got travel. We talk about travel, travel, travel, travel, travel, travel. bigger. So there's content forever.

And it's always your core message. You guys with me right now? You feeling me? Anyone have any questions that's popping up about this that makes you like go?

Yeah. You hear me? Okay. There's so many aspects of my story that I wouldn't know exactly which one to focus on.

And did you do the pre-work? I never got it. Okay. So this is good.

No, it's okay. It's okay. It's okay. No, this is good, right?

Because who did the pre-work that made you kind of identify the stuff that the parts that might be confusing you, we get really clear when we do it in small bites, didn't we? Did you guys do that? Yeah. Okay.

So don't worry. It's all good. Okay. I know I'm scary sometimes, but I'm really fun.

It's just you guys are giving me so much energy that makes me this crazy. So thank you for that, by the way. You guys are doing the best. Okay.

So, but do you see that? Because this is really good for you. When we break it down in small pieces, then we go, oh, well, that is not needed. And I'll show you how we cut out the stuff that really isn't needed when we start writing too much.

Because what happens a lot of times, we're like, we tell about everything. And as far as business is concerned, those people could care less. That your dog died, and it was really heartbreaking for you, or that maybe you did have a difficult time in your life growing up. That's okay to share that vulnerability piece, but sometimes there's too much.

Right? And so what happens now, we're attracting people that relate to our sob stories. How many of you guys have felt that way before? Because I did it in the beginning.

I was like, I didn't want to put my kid in daycare. And then we lost everything we had. And then I got these people like, I lost everything I had, too. I'm broke.

Ah, shoot, I did not say the right thing. Right? We don't want to focus on the bad part that we had. We're going to focus on the solution.

Yeah. You guys, if you guys get popcorn fever, just jump up to me, because I can run, but I might create a, I might go sliding on a heel or something. Just, yeah, just you can hear, you can talk into my mouth. See, mine's in my boob.

At least everyone else had theirs on their face on stage. I was like, that's okay, but that is so not appropriate. I think there's a big difference between sharing your story in a way that's not appropriate. I think there's a big difference between sharing your story in a way that's not appropriate.

to be a victim, or sharing your story to be upliftment and healing and be of inspiration. So you can, I don't do video. I mean, I've been in this business for a week, but I've learned so much with you guys. And thank you for that.

But from from the nugget that I got is that if you're sharing your story to be like, oh, poor me, then you're going to attract poor me people into your business. And but if you're sharing your story in a way that you inspire, then you're going to make a crazy amount of impact in people's lives. Yeah, absolutely. Well done.

Well said. And it's very true. Yeah, very. Give him a hand.

So true. Yeah. I just want to ask you something. When I'm out and about, pardon me.

Oh, sorry. Yeah. When I'm out and about, I see things and they're funny to me. Like, for example, I was in Costco, this guy with a suit, you know, he's pushing his cart.

He doesn't want to put his car on the road. it back like a socially responsible person where the cars are supposed to be so he parks it like by my car and of course it'll roll and it'll hit somebody's car when I move and I'm looking at that and I'm laughing and I'm thinking now see most people think that some you know scuff bag would do that kind of thing but here's this guy in a suit right and he looks around and then he walks fast to his car and in my I sat down in my car and I wrote that you know because I'm laughing about it but I want to share yeah I know who my audience is I know who they are but I things like that I want to share with them you know just sort of tongue-in-cheek kind of funny how do I bring that into my blog because that's who I am I look at things and I think boy is that not hilarious you know what do I do with stuff like that because I think that entertains and I think people can relate to that and I think that's what I do with stuff like that because I think that entertains they think that stuff absolutely and so today we're really focusing on our personal story to help you guys get connected how to share a story right how to get part of that but those are great blog posts as well I mean I'll I'll just take ideas and topics that happen throughout my day and I create a video about it and then I syndicate it on my blog to my list to Facebook right so that's a daily thing right that's daily that's something you should be doing daily is just creating videos inspirational ideas and what we're going to do in the second half is we're going to do a video series show you how to create a video series to create your own video series following and those are going to be the videos you'll do it with because what you do is now you take another core topic right so you got once we get our story down our core customers then we can start playing around but the foundational piece has to be set so what will happen is like I won't get too deeply in it because we're going to do that next but you'll have a topic and maybe all these ding-dongs that we all put you know predispose ideals on and they just really do these things that are ridiculous and and so you can highlight that and create a a a video series on those type of people and bringing your customers along this educational path and then of course we close them with a solution because they've been following you so we'll do that tonight but that's fun that's good because you those are stories right we have we learn you know in it's just even in viral blogging about really storytelling and and it's the most powerful thing is if you guys look at big brands how do they advertise now big brands don't even throw a shoe they see this dude like bouncing and running and having the best jog of his life and sweat goes off his face and he feels amazing he drinks a soda you don't know if it's a shoe or a soda campaign right right but it might be both little do we know right so do you see that big brands use storytelling because that's what's relatable we don't want to be sold anymore some guys are successful online doing sell sell sell sell sell that's not my style although it does it work that's not my style so I want to share with you my style that's not my style that's not my style so I want to share with you my style that's not my style that's not my style that's not my style that's not my style so that you guys can do and pick all of them, okay?

All right, cool. So, and then, of course, it's always about solving our problems. So second is then now, guys, creating a consistent marketing and promotional plan that your audience will crave, right? So with storytelling for me, this is my marketing plan.

I develop my core story. Once you write out and shoot a video of your core story, that goes in your blog and it's anchored, something that you anchor on your blog, right? And then we take our core story and we pull from it and create a new story. Right?

So I utilize Facebook. I utilize, of course, video and YouTube, blogging and email, right? Because that's really the core that everyone uses. I utilize and I keep my story very, very congruent in my plan so that when I am, let's say, boosting a post or promoting on Facebook, it's always very congruent to what my customers are going to see, right?

So we create something that the audience really craves and we create something that they're going to see. And people crave stories. They want to connect, right? So the third is, this is where, this is exactly what I was sharing, is everything that we do for attraction marketing, we have to maintain these four congruencies.

Because if you're on Facebook and one day you're talking about your dog spinning around in a circle chasing his tail and then you're throwing up, you know, something inspirational, that's okay, although we want to maintain Facebook is my office. That's like where I work. That's where my customers are for me. Right?

Same thing with my blog. So I post with purpose all the time. I see some amazing people on the internet and then they're talking about how they got in this car crash, but they're like, not this guy, they're just complaining. So everyone sees you for who you, they see you, right?

So when your Facebook really shares who you are, the way that you're posting. So start posting with purpose so that now your customers will really feel where you're coming from. And certainly I, if I say something about my daughter, but I'll use a killer picture and I'll use a lesson about my daughter that's relatable to my core message. You guys following that?

Yeah, we don't have any fish eyes, right? We're not like Googling over at all. No, because if you are, just start popping your hand up. We'll stop.

Cause now we're going to start talking in a minute, but I want to make sure you guys get this. Okay. And again, your greatest marketing tool is your story. Truly.

That's where I started. That's how I continue. That's how I'll continue forever because this is another thing too. Your story in the online real estate, that's what I call what we do.

Blog posts are online real estate. You own them. They anchor into the internet based on keywords that you select and they stay there. I have videos that I shot nine years ago that stink.

That people are like, oh my gosh, I saw your video you shot nine years ago. And now your guys are traveling the world. I'm in. See, because you're creating a blueprint of your life and of your successes in this industry.

So if you're shooting a video every day, and I'm willing to have you guys commit to that, if you're shooting for at least 30 even to 90 days, my team will shoot a 90 day video every day and people, they freak out because they can't believe the leads that are coming in without really trying because they're just focusing on that task at sharing. Okay, so this is where I'm going to stop here because then you guys are going to start doing some work together. This is really your structure. And if you guys have this structure always in front of you, this is like my million dollar structure that you guys are getting.

This is what I do every single way I shoot a video or a post. I use exactly this outline. Now I just know it and it just pops out of my head in order as I'm communicating. But for you in the beginning, if you use this structure, all your posts, you'll be amazed at how people start taking action because a lot of people will see, they'll shoot a video and they just leave people hanging.

They just totally leave them hanging. They're like, ah, I would have done something. I was inspired. You inspire someone, you share something, you've got to get them to do something, right?

And so many people lose and forget that call to action piece. They're just like, okay, it's a great day. The guy's like, damn it, I'm going to go look for another story that tells me to do something because I'm really ready to do something, right? So our call to action is our most powerful.

And I know this is bad. Well, we can get you guys the slides probably put up so you guys can get these because there's a lot deeper slides that we go through. Okay, so tell a little bit about your background. Now in the beginning, you're just going to kind of get it out.

And then we're going to talk a little bit about your background. You're going to craft it and tighten it up to the parts where that's just way too much, right? Some of it's just way too much. No one needs to really know all the things I do.

I don't tell my softball story in my life. I don't tell it all the way up. I tell it, see how I highlighted the breaking point? So we always start with our background is really when I made the decision, right?

Like where was I at that moment? Did you, could you see when I was sharing my story where I was in that moment when I'm like driving to work, went to a meeting? Like that was my breaking point. So that's really the background that we start with.

You follow me? Yeah? Because if we tell too much back end, it doesn't matter when you met your husband, I mean, like it doesn't matter, right, because it's not relating to them for business. Okay, and then what happened to me?

What was that breaking point? For me, I was great driving to work, kind of, you know, one hour traffic, hating that part. Hating it, but I still kept doing it for 10 years. I still kept doing it every day, so the pain wasn't big enough for me to stop doing it, right?

But my breaking point was when I saw that woman. That was my highlighted part, because that's the pain that my customer has to feel. So I want you guys to get into your pain point, that point where you said I'm making that decision, and then you're going to highlight it, okay? Because that's the point, that one point, and you'll feel it.

That's why you guys are going to go through this, you're going to read it out, you're going to, ooh, that was the point, that was it. And sometimes you don't identify it, that's why I have you guys shoot a video and you look at it yourself, and you go through it, and you're like, ooh, that was it, that hurt. The part that when it starts to hurt and you don't want to talk about it, that's the point you got to talk about. Right?

Okay. And then vulnerability, right? That's the pain point, when you actually become vulnerable. And I'm going to give you guys a note for this, because I, when I did start, I didn't get that part.

I wasn't highlighting those parts. I was like, hey, hey, here we are, we're living the greatest life, got this cool business, you know, we're doing this, we're traveling the world. Awesome, go get my link if you want to have a great life. Everyone's like, shit.

I'm like, I have a pretty good life, but the pain's not big enough. Right? And I wasn't, I didn't discover that. I was shooting those videos, that's why I say they're horrible, because it's like they did nothing for anybody.

Right? Because it's never about us, it's always about them. So they can see them in us, sharing our stories, then they'll take some action. Okay?

Awesome. And I know you guys have heard this over and over and over again, it takes sometimes that like, okay, I get it, right? You got to get it. We're going to make you get it today.

Okay. And then we share our vision, right? We share what our vision is, like where we're really going. My vision was I didn't have to put my kid in daycare, I could be with her every day, still earn the same kind of income that I wanted to earn, but still have the freedom to do the things that I wanted to do.

See how tight and quick that is? Because I know it. Like, right? You guys might be like, oh, I kind of want to do this, and I want this, and I think I'm going to do this.

That's okay, you can do that, and you will. But when you keep doing it over, you're going to be like, this is what I want. And when you can say that to people, and say it in front of a camera, you've got a sale, right? I mean, really, are you with me?

Yeah, yeah, yeah, it's good. Thank you, yeah. So good, so important to get this. Okay, where am I going, right?

Where's your vision? I have a big vision for my team now, so I'm going to start doing stories that are really related to the people I work with, right? So my core message will still be there, but my new vision for 2014 is duplication. It's, I tell my team, because it's kind of funny, I'm telling them it's the year of the pass up, right?

I put the time in. Now it's your turn, right? I'm going to work with you, now it's your turn to 10X my business, right? Because I will keep doing my thing.

You will always do your thing, but then when you get it to where you have put in so much of that time and you're so passionate about it, that's swelling over into your team. So now I know that 2014 is the time of pass up, because my people are feeling my belief because I'm always sharing it, right? All right, and then again, what is our solution and then our call to action, okay? Most all of us are utilizing Empower as your solution, mainly right now, yeah?

I mean, you might have others, because I have workshops, I have other things that I do as well, although I always funnel them into the best solution for them. And I truly believe that Empower Network is the best solution. I really, really, truly do. And then we call to action.

So we'll do a calls to action at the second set, because we'll go through videos and calls to action, because they're very similar in our posts and in our written word. We utilize soft and hard closes and soft to hard calls to action. But right now, we're going to do a call to action, and we're going to do a call to action. So right now, what we're going to do then is we'll take about 15 minutes, unless you guys, you guys have been kind of sitting for a little while, haven't you?

Yeah, yeah, I can tell, because everyone's like starting to go. So why don't we like take a five-minute shaky, shaky break, and then come back and get yourself refocused, and you, I want you to go through these elements here, sharing them with each other, so that we can highlight, and you're going to share with me what your core messages, your core customers are, woohoo, okay.