QandA

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All right,

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everybody.

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Welcome to the Elite Q &A call.

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I'm Kevin Kramer,

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the Director of Product here at Digital Marketer,

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and this is the first of two follow -up calls following the

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Elite workshop that you had this week with Ryan Dice.

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I have him on the line,

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and let me meet that.

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I'm indeed on the line.

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You are on the line.

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All right.

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I am getting some...

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Feedback.

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All right, so then we're good.

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So yeah,

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we have one full hour here today.

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If we don't need to take the full hour,

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we'll give you that time back.

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and we will get this kicked off.

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So, Ryan,

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how are you doing today?

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Doing great.

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Yeah, doing great,

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doing great. I appreciate everybody who joined us live in the

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training room at Digital Marketer HQ,

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and also to everybody who was watching us at home or at the

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office.

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As I mentioned at the start of this particular workshop,

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if you had told me just a few years ago that I'd be doing a workshop on

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branding, I would have laughed at you.

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But I truly do believe that for marketers

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today,

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especially, we got to be brand.

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We got to learn brand.

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Just in the same way that marketers in the past

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needed to understand digital,

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I believe digital marketers,

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we got to understand brands.

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If we're not building brands,

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then we're leaving ourselves susceptible to the competition.

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Because brand is the big advantage.

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And I'll kind of just kind of run through a bit like why that is,

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why it's important, hit some high points.

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But I'll say if you have a question about the workshop,

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then by all means,

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they should just drop that in the chat box.

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Is that right, Kevin?

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That is correct.

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I was a little confused because I had the live stream open and it was talking over me.

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So that's why I was a little weird.

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But put the comments in the top right corner of your screen

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and we'll start getting those over to Ryan as soon as they start coming in.

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Perfect.

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Yeah. So while those questions come in,

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if they come in,

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maybe I did such a phenomenal job explaining it that there are no questions.

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I just want to do a quick run through of kind of,

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you know, what we talked about yesterday.

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So we talked about,

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let's say yesterday,

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what we talked about during the workshop,

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which wasn't yesterday.

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Seems like it.

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So, yeah,

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I know. So brand matters because the marketplace is noisier than ever.

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Just having, you know,

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a great offer,

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just having good content,

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it's no longer enough,

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right?

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Your customers see it.

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You know, like I said in my notes,

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there's just so much apathy out there in the space because

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anything that anybody wants is readily available.

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You know,

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I mentioned I told the story about my very first product that ever sold online was an e -book on how

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to make your own baby food.

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And it was bad.

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And the website was terrible.

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And the sales copy wasn't that great.

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But I was the only one there.

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Right.

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That was 1999.

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It was a very long time ago.

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In Internet years,

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it was an eternity ago.

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That's just where we are,

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but the reality is a power shift has occurred.

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It used to be if you owned the supply,

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if you were Blockbuster and you had all the latest new releases,

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you won.

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Today, that is not the case.

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Today,

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it's all about who can own demand.

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And it used to be that the marketers who won the day,

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the marketers who were able to generate the most demand,

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were those who knew all the tricks,

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all the hacks.

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They were the ones who they most knew how to really

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optimize for Facebook and optimize Facebook and Google and really get their ads dialed in.

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Now everybody knows how to do that stuff.

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So I'm not saying that,

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you know, tried and true,

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classic direct response.

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and demand generation.

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I'm not saying that that isn't important.

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I'm simply saying that it isn't enough.

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It's table stakes.

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You have to be great at that stuff.

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all the things that we teach at Digital Marketer,

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the eight critical core disciplines that our certifications

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are built around.

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Yes, you absolutely still need to know that stuff,

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but you also need to understand the principles of

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brand building.

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So all that kind of begs the question,

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right, what is a brand?

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And so we talked about how your brand is not your logo.

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We talked about how your brand is not your style guide,

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how your brand isn't really even your unique selling proposition.

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A lot of times people confuse.

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Their selling strategy,

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they confuse their kind of go -to -market strategy with an overarching brand

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strategy.

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Don't do that.

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I'm not saying that having a unique selling proposition,

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that having a selling strategy,

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I'm not saying it isn't important.

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It is.

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It just isn't a brand.

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That's going to change from time to time.

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So what is brand?

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Brand is authority.

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You can't have a brand if you don't have top of mind,

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if you don't occupy a top of mind within your customers.

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It's also a fictional character.

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Touch back on that.

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It really requires you to make that emotional connection.

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So we think about branding,

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it gets a little bit fuzzy.

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But it also gets really,

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really tactical.

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So we talked about the importance of having a vision,

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right?

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Because it's really difficult to create that emotional connection if you don't have that unique

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point of view.

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And this is a truism.

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If you go and hire any branding agency,

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one of the questions they're going to ask is,

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what is your brand perspective,

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right?

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What is your brand's point of view on the world?

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And if you think about any major brand that is out there,

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that's a big, significant brand,

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they all have a clear point of view.

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And so when I think about point of view,

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I think about just good old fashioned,

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what's your vision,

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right?

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So that's why we spend a lot of time talking about things like vision and mission and

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your core values,

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right?

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You can't have a brand without values.

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This is all stuff that I never in a million years thought actually mattered.

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I thought this was just something that the big dumb companies do.

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Turned out they do it because it matters.

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So we need to do that as well.

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So we spent a lot of time talking about.

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crafting your vision,

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right?

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You spent a lot of time thinking about how,

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you know, even talking about your core values,

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right? And the different types of core values and how do you go

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about coming up with these different types of core values?

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So that's kind of where we spent the bulk of the morning.

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We also then talked about authority and

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how do you...

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Build authority because you can have all the vision and the values in the world.

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But if you're not authoritative,

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then nobody's going to care what you have to say.

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Plenty of people with great ideas and phenomenal intentions,

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right?

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But they're not an authority,

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so they don't matter.

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So it's not just enough that you have that unique perspective,

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that you have those values,

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that you have that vision.

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You also need to have authority.

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So this is when we got a bit tactical.

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This is when we said,

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you know, you need to have a plan.

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Any authority is going to have a plan for somebody's life,

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right?

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Whether it is an expert who's going to have a seven step plan for success.

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Whether,

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you know,

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we gave some other examples,

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even the major world religions talked about,

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you know, Dave Ramsey is an example because he certainly has his

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seven baby steps.

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We talked about how a digital marketer,

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the plan started out as the million dollar napkin.

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And now today the plan looks like the eight stage customer value journey.

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So if you think about any.

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brand that matters,

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they're usually going to have a plan.

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They're going to have some sort of broad -based plan for people's

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lives.

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The other thing that brands do is they answer specific questions.

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Again,

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go back to the major world religions.

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Any major world religion,

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they're going to tell you how to live your life.

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They're going to tell you generally what to eat,

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how to dress,

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what to do on certain days,

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right? These are very specific questions,

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very specific answers to very specific questions.

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The other thing that these brands are going to do is they're going to maintain absolutes.

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They're going to say,

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yes, you can do this,

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and no, you can't do this.

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They're going to say,

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yes,

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this is right.

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No,

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this is wrong.

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Authorities give absolutes.

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If you're a parent,

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you know what it is to tell your kid,

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no, you may not do that.

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No, you may not eat that.

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No, you may not go there.

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No, you may not go out with that person.

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Authorities speak in absolutes.

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I talked about how this is difficult for me,

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but how you need to do that.

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You know, my buddy Gary Vaynerchuk is the absolute king of absolutes.

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And we gave you some examples of some absolutes,

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words to begin using a bit more when you speak.

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We then talked about expanding upon your core beliefs,

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how we did that at Digital Marketer with our statement of beliefs.

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And if you've seen our We Believe video,

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then you know that that is just us taking our core belief that

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we outlined in our vision and really expanding upon that.

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And then we touched on rites and rituals.

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authorities, generally to get close to that authority,

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you have to jump through some hoops.

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Nobody goes to the guru at the bottom of the mountain.

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You've got to climb up to get to the guru at the top of the mountain.

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What are some rites and rituals that your brand puts into place?

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We talked about how Tony Robbins has people do firewalking,

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how Dave Ramsey has his listeners do the debt -free screen,

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how Dave Asprey over at Bulletproof had people put

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butter in their coffee.

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Lots of different organizations give out T -shirts as well as stickers.

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This is what we're kind of known for a digital marketer.

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There's a lot of coffee.

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There's a lot of places in the world.

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If you walk into a coffee shop,

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really good chance you're going to see the DM gears on somebody's stick on somebody's laptop when

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you walk in.

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Right.

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That's an aspect of it.

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So all these things factor into building authority.

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And we gave you this authority amplifier sheet where you can begin

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to.

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list some of the ways in which you create authority and then really where we closed

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um the main training part is by talking about character

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diamonds and character diamonds is where i intend to focus

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this the bulk of my critiques so again uh on

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this uh you know we talked about brand being a fictional character

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and how this is how you would lay out a fictional character right at the

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top over here you're gonna have your north star right what's that big most visible obvious

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character trait what's that counter star um what's the thing that is in

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conflict from the primary character trait but still external

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What's the hill you're prepared to die on,

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right? Some of these non -negotiables,

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these absolutes that you're going to maintain,

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these core beliefs that's going to fall over here.

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And then where maybe do you fall a bit short?

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What makes you human?

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So we talked about how these primary and secondary

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character traits,

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that's what creates an interesting character,

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right?

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That's what makes you interesting.

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That's what makes you worth watching.

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It's what makes you worth listening to.

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The non -negotiable,

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that's what causes people to trust you.

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They know where you stand.

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And then the weakness or the flaw when you reveal it,

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that's what makes you human and that's what makes you lovable,

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right?

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So if we have a brand that's interesting,

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that's trustworthy,

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and that's lovable,

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congratulations,

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you have the formula for a winning brand.

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And so I gave you the example.

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We walked through a step -by -step process of how to do that for your own brand.

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And then we talked about digital marketer,

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gave you a case study there and explained that this is the character diamond for digital marketer.

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We're marketing savants who are joyful and irreverent.

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who demand that things be proven and step by step,

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S… Speaker 2 (QandA)

but frankly, who are a bit impulsive,

11:26

S… Speaker 2 (QandA)

maybe a bit immature at times.

11:28

S… Speaker 2 (QandA)

May we let our joyfulness and our reverence get the best of us.

11:31

S… Speaker 2 (QandA)

And as a result of that,

11:33

S… Speaker 2 (QandA)

we make mistakes and we sometimes look really,

11:34

S… Speaker 2 (QandA)

really, really foolish.

11:35

S… Speaker 2 (QandA)

Gosh,

11:36

S… Speaker 2 (QandA)

digital marketer is Forrest Gump.

11:38

S… Speaker 2 (QandA)

And I challenged you to come up with,

11:39

S… Speaker 2 (QandA)

who is your character?

11:42

S… Speaker 1 (QandA)

Right.

11:42

S… Speaker 2 (QandA)

Who is that fictional character that most embodies your brand?

11:47

S… Speaker 2 (QandA)

So for digital marketer,

11:48

S… Speaker 2 (QandA)

it's Forrest Gump.

11:49

S… Speaker 2 (QandA)

And I gave you two ways to do this.

11:51

S… Speaker 2 (QandA)

Right. You can either start with those primary character traits and then back

11:55

S… Speaker 2 (QandA)

in into that character.

11:57

S… Speaker 2 (QandA)

Or you could kind of pick and decide what's a character that I think we're like

12:01

S… Speaker 2 (QandA)

and then sort of unpack that character and reverse engineer your traits.

12:05

S… Speaker 2 (QandA)

Two ways to do it.

12:06

S… Speaker 2 (QandA)

I'll leave that up to you to decide what's best.

12:08

S… Speaker 2 (QandA)

But where we left it is then you would go on and you would fill out

12:12

S… Speaker 2 (QandA)

your brand blueprint.

12:13

S… Speaker 2 (QandA)

And again, just to cover the brand blueprint,

12:16

S… Speaker 2 (QandA)

this is what it looks like.

12:18

S… Speaker 2 (QandA)

It's a document that lives in Google Docs.

12:21

S… Speaker 2 (QandA)

You can certainly download it in PowerPoint or Keynote if you prefer for it

12:25

S… Speaker 2 (QandA)

to not be online.

12:26

S… Speaker 2 (QandA)

I like it being online,

12:27

S… Speaker 2 (QandA)

though, so the different members of your team can access at any given time.

12:30

S… Speaker 2 (QandA)

But hopefully you fill this out.

12:31

S… Speaker 2 (QandA)

Hopefully you create this.

12:32

S… Speaker 2 (QandA)

You got your logo.

12:33

S… Speaker 2 (QandA)

You got a section that just basically describes what you do.

12:36

S… Speaker 2 (QandA)

So if anybody's reading it,

12:37

S… Speaker 2 (QandA)

sees it.

12:37

S… Speaker 2 (QandA)

We've got a spot for your vision,

12:40

S… Speaker 2 (QandA)

your mission, your values.

12:41

S… Speaker 2 (QandA)

And we've got an area here where you can drop in your personas,

12:44

S… Speaker 2 (QandA)

those avatars,

12:45

S… Speaker 2 (QandA)

right? What are the demographics,

12:46

S… Speaker 2 (QandA)

frustrations,

12:47

S… Speaker 1 (QandA)

wants,

12:48

S… Speaker 2 (QandA)

and aspirations in those key purchase drivers,

12:49

S… Speaker 2 (QandA)

right? This isn't something that we covered in the class,

12:52

S… Speaker 2 (QandA)

but it's just good to have.

12:53

S… Speaker 2 (QandA)

It's good to know when you're building a brand who you're talking to.

12:56

S… Speaker 2 (QandA)

Then we got into the who are we,

12:58

S… Speaker 2 (QandA)

and this was really in two parts.

12:59

S… Speaker 2 (QandA)

There's authority amplifiers,

13:01

S… Speaker 2 (QandA)

and then finally your character diamond.

13:03

S… Speaker 2 (QandA)

Now, when it comes to the audit,

13:04

S… Speaker 2 (QandA)

when it comes to the elite critique,

13:07

S… Speaker 2 (QandA)

this is what I'm going to be looking at.

13:09

S… Speaker 2 (QandA)

I'm going to primarily be looking at your character diamond because this is

13:13

S… Speaker 2 (QandA)

really what – it's the culmination of everything else.

13:15

S… Speaker 2 (QandA)

This is where your values are going to be on display.

13:17

S… Speaker 2 (QandA)

This is where your authority is going to be a bit on display.

13:20

S… Speaker 2 (QandA)

So I'm going to start here.

13:21

S… Speaker 2 (QandA)

If I have any questions,

13:22

S… Speaker 2 (QandA)

I'll go up.

13:24

S… Speaker 2 (QandA)

This is what we talked about.

13:25

S… Speaker 2 (QandA)

This is kind of your homework.

13:26

S… Speaker 2 (QandA)

And so with that said,

13:28

S… Speaker 2 (QandA)

kind of an extended recap and overview.

13:31

S… Speaker 2 (QandA)

What questions do we have,

13:33

S… Speaker 1 (QandA)

Kevin? Yeah,

13:34

S… Speaker 1 (QandA)

so that was great.

13:35

S… Speaker 1 (QandA)

We actually don't have any questions coming in it right now.

13:39

S… Speaker 1 (QandA)

So I don't know if you were just so thorough that no one has anything

13:44

S… Speaker 1 (QandA)

that was unanswered or maybe they're

13:48

S… Speaker 1 (QandA)

just scared.

13:48

S… Speaker 1 (QandA)

Well,

13:50

S… Speaker 2 (QandA)

I'll tell you,

13:50

S… Speaker 2 (QandA)

this is...

13:53

S… Speaker 2 (QandA)

the type of exercise that requires some thought.

13:56

S… Speaker 2 (QandA)

So this is the kind of thing that you need to dig in,

13:59

S… Speaker 2 (QandA)

think about it,

14:00

S… Speaker 2 (QandA)

walk away,

14:02

S… Speaker 2 (QandA)

maybe take a nap.

14:04

S… Speaker 2 (QandA)

I know when I came up with our character diamond,

14:07

S… Speaker 2 (QandA)

I did it,

14:08

S… Speaker 2 (QandA)

I took an entire day.

14:10

S… Speaker 2 (QandA)

I took an entire day and I went through the exercise that I basically walked

14:15

S… Speaker 2 (QandA)

you all through in 45 to 60 minutes.

14:18

S… Speaker 2 (QandA)

I took an entire day to do that.

14:20

S… Speaker 2 (QandA)

And I drank more than a few glasses of wine just to kind of get myself

14:24

S… Speaker 2 (QandA)

in the state where I'm going to think,

14:25

S… Speaker 1 (QandA)

you know,

14:26

S… Speaker 2 (QandA)

a little more open minded.

14:27

S… Speaker 1 (QandA)

So I did.

14:28

S… Speaker 2 (QandA)

I went away.

14:29

S… Speaker 2 (QandA)

And and I had a friend who sort of walked me through this

14:33

S… Speaker 2 (QandA)

process and said,

14:34

S… Speaker 2 (QandA)

you know, going back to the going back to the character diamond.

14:37

S… Speaker 1 (QandA)

He said,

14:38

S… Speaker 2 (QandA)

OK, Ryan.

14:39

S… Speaker 2 (QandA)

who's the person who should most embody the brand of digital marketer?

14:43

S… Speaker 2 (QandA)

You know, obviously it should be you,

14:44

S… Speaker 2 (QandA)

but who else?

14:44

S… Speaker 2 (QandA)

So I began thinking about who are some of the other key figureheads at digital marketer,

14:48

S… Speaker 1 (QandA)

right?

14:48

S… Speaker 2 (QandA)

And kind of got them in my mind.

14:50

S… Speaker 2 (QandA)

I said, okay, so what were some of your favorite books,

14:52

S… Speaker 2 (QandA)

favorite movies,

14:53

S… Speaker 2 (QandA)

favorite TV shows?

14:54

S… Speaker 1 (QandA)

And I'll see,

14:55

S… Speaker 1 (QandA)

you know what?

14:55

S… Speaker 2 (QandA)

Check this out.

14:57

S… Speaker 2 (QandA)

Let's bring this.

15:00

S… Speaker 2 (QandA)

I actually have the notebook that I

15:04

S… Speaker 2 (QandA)

filled out that day when I went through this exercise.

15:06

S… Speaker 1 (QandA)

Nice.

15:07

S… Speaker 2 (QandA)

And so it's kind of crazy.

15:11

S… Speaker 2 (QandA)

Yeah,

15:12

S… Speaker 1 (QandA)

I think based on what we're getting in here,

15:15

S… Speaker 1 (QandA)

this might just be more of a pep talk type of call than getting

15:19

S… Speaker 1 (QandA)

any kind of answers.

15:20

S… Speaker 1 (QandA)

Yeah,

15:21

S… Speaker 2 (QandA)

which is fine because,

15:23

S… Speaker 2 (QandA)

again, it's going to take some time.

15:25

S… Speaker 2 (QandA)

So you can see here,

15:25

S… Speaker 1 (QandA)

right,

15:27

S… Speaker 2 (QandA)

October 22nd.

15:29

S… Speaker 2 (QandA)

2015 was when I went through this exercise.

15:31

S… Speaker 2 (QandA)

And we've been doing this for a long time.

15:33

S… Speaker 2 (QandA)

First time I've ever really taught it publicly.

15:34

S… Speaker 2 (QandA)

But I wrote down like,

15:36

S… Speaker 2 (QandA)

you know, like Spider -Man,

15:37

S… Speaker 2 (QandA)

Bruce Wayne, Sherlock Holmes,

15:38

S… Speaker 2 (QandA)

Solomon from Proverbs.

15:40

S… Speaker 2 (QandA)

I like the book Tale of Two Cities and Les Miserables.

15:42

S… Speaker 2 (QandA)

Don Draper from Madman.

15:44

S… Speaker 2 (QandA)

Santiago from Old Man and the Sea.

15:46

S… Speaker 2 (QandA)

So I just wrote all these things down.

15:47

S… Speaker 2 (QandA)

And then I began writing down what were those character traits.

15:51

S… Speaker 1 (QandA)

Right.

15:51

S… Speaker 2 (QandA)

You can see these here.

15:52

S… Speaker 2 (QandA)

So it's it sounds if

15:56

S… Speaker 2 (QandA)

it feels messy.

15:58

S… Speaker 2 (QandA)

it's because it's messy,

15:59

S… Speaker 1 (QandA)

right?

16:00

S… Speaker 2 (QandA)

This is a process.

16:02

S… Speaker 2 (QandA)

You're gonna need to take some time,

16:04

S… Speaker 2 (QandA)

you know, to do it.

16:05

S… Speaker 2 (QandA)

And as I was,

16:06

S… Speaker 2 (QandA)

you know, creating my different character diamonds,

16:08

S… Speaker 2 (QandA)

some of them made sense,

16:09

S… Speaker 2 (QandA)

some of them didn't.

16:10

S… Speaker 2 (QandA)

So I was going back and recapping different,

16:12

S… Speaker 2 (QandA)

you know, different variations of it,

16:14

S… Speaker 2 (QandA)

some that were more like me.

16:15

S… Speaker 2 (QandA)

And then ultimately,

16:16

S… Speaker 2 (QandA)

that's when I began just free handing what we believe,

16:19

S… Speaker 1 (QandA)

right?

16:20

S… Speaker 2 (QandA)

You could see that over.

16:22

S… Speaker 2 (QandA)

all these different pages here.

16:23

S… Speaker 2 (QandA)

You can see here,

16:24

S… Speaker 2 (QandA)

I kind of went,

16:25

S… Speaker 2 (QandA)

I realized that I wanted to go on this rant.

16:27

S… Speaker 2 (QandA)

I went in here, so I wrote it there.

16:28

S… Speaker 2 (QandA)

I was like, put that in there,

16:29

S… Speaker 1 (QandA)

right?

16:29

S… Speaker 2 (QandA)

This is,

16:30

S… Speaker 2 (QandA)

if you're doing it right,

16:32

S… Speaker 2 (QandA)

this is a very creative,

16:35

S… Speaker 2 (QandA)

very artistic kind of process.

16:37

S… Speaker 2 (QandA)

And it's something that you're going to need to dig into.

16:40

S… Speaker 1 (QandA)

go away,

16:41

S… Speaker 2 (QandA)

come back,

16:41

S… Speaker 2 (QandA)

and it might be something that you need to do with a friend or a peer.

16:45

S… Speaker 2 (QandA)

So you may even want to,

16:46

S… Speaker 2 (QandA)

if there's somebody that you're close to,

16:48

S… Speaker 2 (QandA)

an elite, maybe you do this with each other and you kind of help each other walk through this

16:52

S… Speaker 1 (QandA)

together.

16:52

S… Speaker 2 (QandA)

But it's going to take a bit of time,

16:54

S… Speaker 2 (QandA)

but I'm telling you, once you get it and once you key in on,

16:56

S… Speaker 2 (QandA)

ah, this is the person,

16:58

S… Speaker 2 (QandA)

this is my character,

16:59

S… Speaker 1 (QandA)

gosh,

17:00

S… Speaker 2 (QandA)

everything else just kind of comes through.

17:02

S… Speaker 2 (QandA)

But you learn to process,

17:03

S… Speaker 2 (QandA)

and that process is just that.

17:04

S… Speaker 2 (QandA)

It's a process.

17:05

S… Speaker 2 (QandA)

So I would just encourage you in that regard.

17:08

S… Speaker 2 (QandA)

It took me,

17:10

S… Speaker 2 (QandA)

an entire day.

17:11

S… Speaker 2 (QandA)

And I don't mean 9 a .m.

17:12

S… Speaker 2 (QandA)

to 5 p .m.

17:13

S… Speaker 2 (QandA)

I mean, I started in the morning and went until very,

17:16

S… Speaker 2 (QandA)

very, very late.

17:17

S… Speaker 2 (QandA)

So set aside the time.

17:18

S… Speaker 2 (QandA)

It's important.

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