More about Martin TrazMartin Traz is the creator of the Expert Legacy System and the Expert Legacy Growth Map, which helps coaches, mentors, and thought-leaders turn their Expert Business into an Expert Legacy. He imagines a world where your reach and impact as an Expert transcend borders, cultures, and even generations, and believes that the only certainty we have about unlocking our Expert Legacy, is the certainty that we purposefully create with the right mix of mindset, method, map, and mentorship. Martin would like to invite you to join his tribe of Legacy Builders, and transform your Expert Business into an Expert Legacy. He imagines a world where your reach and impact as an Expert transcend borders, cultures, and even generations, and believes that the only certainty we have about unlocking our Expert Legacy, is the certainty that we purposefully create with the right mix of mindset, method, map, and mentorship. Martin would like to invite you to join his tribe of Legacy Builders, and transform your Expert Business into an Expert Legacy. Get your free download TRANSCRIPT: Renee: Welcome back to Leveraged & Loving It. This week back on the show, I can say that because you’re back for a second time, is Martin Traz. Thank you so much for coming back on the show. Martin: Thank you so much for having me again. Renee: I didn’t scare you off last time? Martin: No, you didn’t. Actually, I had a lot of fun last time so I’m really happy to be back here. Renee: Awesome, good, good. Great to have you back on the show. All right, so today, potentially, we’re going to get a bit ranty here, but the topic today is the ultimate summary of the question, “What is your biggest challenge?” And this kind of came about because you put a post up in our Facebook group, The Brains Trust … it’s Consultants, Experts & Thought Leaders #Brainstrust. If you’re on Facebook, come and join us there. But Martin posted and shared some research which is kind of like the summary of what people’s responses are to that, “What is your biggest challenge?” question. And I saw it and I jumped on that, because I was like, “Oh my God.” It drives me so bonkers because how many times have you seen that question asked in Facebook groups? Somebody is out there telling their clients, “Can you please go and post this question in all the Facebook groups you read.” And so they go and post them in 20 Facebook groups at the same time and you’re like, “Oh, God.” Martin: I guarantee you, Renee, right now as we’re recording this, somebody out there is posting that question. Renee: Oh, like really? I mean it may have worked the first couple of thousand people who did it, but I think we’re all … don’t we all just see that now and just scroll past it? Martin: Pretty much actually, yeah. And my research kind of showed it because the older the posts are, the more responses they had. But when you look at the posts that are posted recently, they’re not getting any more than six to eight people responding, and those are usually people that are probably pretty new in this space and haven’t been desensitised yet. Renee: Yeah, I would say most established business owners are very desensitised, and if not, kind of peeved by that question now, because it’s just like, seriously, get an original thought. Martin: Exactly, yeah. And a little funny story is that I posted that post in your group, and then not even 48 hours later, I had a friend request from an entrepreneur. I’ll leave them nameless. And the first question they asked me as soon as I accept their friend request is, “Thanks for accepting my request. I’d love to know what’s your number one challenge?” I’m like- Renee: No. Martin: And I just said, “You know what? Honestly,” because I shared that post on my own feed as well, I said, “You know what? You didn’t even look at my own feed if you’re asking that question.” So I just point directly to my post and I go, “You know what? Go read my post and then you’ll realise why I’ve been ignoring those questions”. Renee: Yeah, yeah. And seriously, what stupid first question to ask someone. I’m sorry, but as if I’m going to tell you my deepest, darkest secret as the first you asked me about. I’m not revealing my dirty undies to a bloody stranger. Back off. Martin: Exactly. But you know what… Renee: It’s just not a great way to start a relationship. Martin: It’s not. And at least here we accepted each other’s friend requests, so there was this tiny step forward in our journey. But imagine posting this question in a Facebook group where you have zero steps forward with the audience, it’s even worse. It’s worse, folks. You’re literally walking up to people asking them for their deepest, darkest secrets out of nowhere. Renee: Yeah, it’s bizarre. You’ve got to think about when you’re in a Facebook group, you’ve got to imagine it’s like a party. And if you’ve just walked into a party, don’t start jumping up on stage and going, “Hi, everyone. What is your deepest, darkest secret?” That’s not going to be winning friends and influencing influencing people, is it? Martin: No, exactly. Renee: So if someone has told you to do that, maybe it worked in the past, but it will not work today. Well, that’s my opinion. Martin: That’s right, it’s a strategy that’s kind of over. Now, there is a time and place for it. If you already have somebody that’s the on your email list, and you’ve been sharing content with them for many, many months, they’ve opened it, they’ve engaged it, and now you’re looking to progress the relationship? Sure, why not. Ask them personally to the individual there. Renee: You have to earn the right to ask that question. I think you need to earn the right to ask that question. Martin: Exactly, that’s a very good way to phrase it. Yeah. Renee: Yeah. And just getting a friend request from someone on Facebook, that isn’t enough. Or just [crosstalk 00:00:05:02]- Martin: No, that’s not enough. Renee: … being accepted to a Facebook group. All right, good. So we’ve established the background on that, there’s a time and a place for this question. But you’ve found in the research that you’ve done that there’s actually some interesting insights in terms of the responses to this question. So tell us a bit about that. Martin: Absolutely. I belong to a few coaching groups online on Facebook. And I remember when I thought about the idea of, “I wonder if this question has been asked before?” And obviously it has, hundreds of times. I went around and started researching [crosstalk 00:05:41] … Exactly. Basically, I like to say if it’s been asked a hundred times, then it’s been answered a thousand times. And what I’ve found is that no matter which group you’re in, and no matter if it’s coaches or mentors, or consultants or marketers, the title changes a little bit, but the answers are consistent. If you look at the statistics over the time and across all of the spectrum, you find that there are some obvious patterns. I identified 16 in our- Renee: Sixteen? Martin: Sixteen, yeah. Renee: All right. So the simplifier in me is going, “Okay, you need to chunk that down to between three and seven chunks.” Martin: Yeah, yeah, no for sure. And I did. Renee: Sixteen today, and then maybe we’ll work on chunking that down. Martin: Did you want to hear the 16? Renee: Go on, give it to us. Martin: Okay. Well, I have the list in front of me because I was just curious if you’re going to ask me, so I was prepared. I was prepared for you. Renee: Of course I’m asking you. That’s what you here for. Tell us what you’ve found. You’ve done the research. We’re outsourcing this research to you. You can tell us. You can stop us from posting this in a million Facebook groups because don’t need to ask the question. Martin’s going to tell you the answer. Here we go, 16 top answers. Martin: Exactly. We’re going to start with the least frequent percentage and work our way to the most. Renee: All, so number 16? Martin: The least frequent, ascending your customer in your value ladder. Okay, the ascension, “How do I send customers my business?”, the least. Second least, and this was surprising technology issues. We all have technology issues, but it turns out they’re not a priority issue for most coaches and mentors. Up from that is building a team or hiring, and then we go to product creation. And then value proposition, offer stocking. Renee: Sorry, that was value proposition? Martin: Yeah, offer stocking. How do you make your offer look really appealing? Yeah. Renee: Yep. Martin: And then up from that is productivity, habits, hacks, getting more time out of your day more, more done. Renee: Okay. Wow, I’m actually surprised that that’s as high as that. Yep, cool. Martin: And then going up from there is not knowing how they’re unique in the marketplace. Renee: Ah, so not knowing their USP? Martin: Mm-hmm (affirmative), exactly. Renee: Yeah, so maybe if they had a signature system they would not have that problem. Martin: There you go. We’re about halfway around the list here. Up from that is, and this is very relatable to the last one, is lack of clarity and vision. Renee: Okay. Martin: Now we’re starting to get into some of the real beefy stuff. Up from that is converting leads to customers. Renee: Okay. Martin: That was actually at 6% of all the responses. The next three are all 8%, which is how to get visibility in the marketplace. How do I get people to notice me? Renee: You said that was 8%? Martin: Mm-hmm (affirmative). And then up from that is mindset and self-confidence. Renee: Well, there you go. For all the mindset people who are listening here, it’s actually an issue. Martin: Uh-huh (affirmative), it is. And now we’re on the top four left. There’s four of them left. Renee: Oh, sorry. I had number seven was visibility, number six, mindset, number five … or am I completely out of whack here? Martin: Maybe. Well, I have four left. Renee: Okay, give me the next four. Martin: The next four are selecting and narrowing down your niche or market category, number four. Number three- Renee: What percentage was that? I’m sorry, the niche one, what percentage was that? Martin: 8% of all responses. Renee: Oh, that was 8% as well. Okay, cool. Yep. Martin: Now, we jump up to 12%. And that is a very popular one, content writing. How do I write blog posts? How do I write an ad? How do I write a script for a video? All of that. Anything to do with writing content. Renee: Have a signature system, boom, done. Martin: Yes, I know you’re preaching to the choir. So two left, the top two, And they are both 14%, both 14 percenters. Number two is lacking a system strategy or plan in their business. Hello, insert signature system. Renee: Yep, great. I’m outsourcing this research, you realise that right? I’m like, “This is gold, this is good. At a phase, the signature system solves pretty much all of them, yep.” Martin: Oh, yeah. And you’re going to see here in a little bit how it really does because we’re going to go off on a deeper note. But the first place, 14%, tied with that, is how to grow my email list and my leads. Renee: Interesting. Martin: Which also, no, it ties into that plan, the system strategy. Renee: Yeah, all right. Wow, those are the top 16 responses and … Yeah, I’m sure we could chunk it up and group them again. But really it’s interesting. I’m really grateful for you sharing that, and doing the research, and taking the time to pull that together. I really hope that that stops people jumping in my group and asking this question. Martin: No, absolutely. And I probably could chunk them up more, but- Renee: I want to pin it to the top of the group and say, “It’s already been asked. Don’t bother.” Martin: Please do, Renee, yeah. So actually the reason I didn’t chunk it down further is because some of them were up for interpretation because you can group some of those, obviously. But I wanted folks that are going to be reading the post and be like, “You know what, that particular grouping is particularly relevant to me.” So I wanted to leave that open to more interpretation. Renee: Sure, sure, nice, very cool. Martin: But speaking of grouping, you know what, Renee? Do you know that solving only four of those obstacles actually solves all of them. Renee: Please explain. Martin: Here’s the where the real magic comes in. It’s basically called The Domino Theory, and that is what big domino can you knock over that knocks over a bunch of other dominoes at the same time? What obstacle can you crush that, if you do, would render a number of your obstacles obsolete? They would all be crushed in one move. And there’s actually four of them in the list. There’s four of them, Renee. Renee: All right, tell us what the four are? Martin: That’s right, if we just focused on these four, all of these obstacles are gone, folks. Renee: All right. Martin: The one is figuring out your own place in the marketplace, your own niche, your own category. Okay? Renee: Yep. Martin: Why do I say that? Because if you figure out your own place, your own category, you’re actually going to be knocking over 13% of the other obstacles. Other issues like, “How am I different in the marketplace? What’s my value proposition?” become obsolete because if you have your own category, you are by nature different. And when you’re different and you’re unique, what you’re offering is priceless because other people can’t compare to it. Renee: Yeah, nice. Martin: So that’s 13%. That’s the fourth least effective one. The next up is clarity in vision. If you can figure out your clarity in vision, that’s 16% of all the obstacles. Renee: Uh-huh (affirmative). So how would you define that, clarity of what? Clarity in your vision or clarity … Martin: Yeah, so where you want to take your business into the future? Where does your audience want to follow you into the future? Because if you have clarity in vision, you also simultaneously solve the issue of self-confidence, and also all of your hiring, all of your team building, because you’re going to be recruiting people that believe in your vision. And if you’re not doing that, folks, it’s time to start doing that because that’s how you’re going to find your A players that are going to stick around for the long term. Renee: Yeah, great, awesome. All right, that’s number two. Martin: Yeah. Up from that is the content writing and storytelling, obviously. We all know how important it is to be a good storyteller, a good content writer. In fact, if you can become really good at this yourself, 26% of all the obstacles. Renee: Wow. Martin: What are those obstacles? Everything from visibility, the visibility in the marketplace. If you can tell good stories, people are going to notice. You’re not going to have a visibility problem. Converting leads to customers, that is about storytelling and conversation and relationship building. That is content writing. Whether it’s a scripted video, it’s a sales phone call script, it’s an email, it doesn’t matter, it’s content writing. You become a good storyteller, you can convert leads to customers. Renee: Cool. Martin: Okay. And then the most important one, and I know you’re going to love this one, Renee, I know you are. Renee: I think I know what’s coming. I think I know what he’s going to say. Martin: That is having a strategy, a system, a plan in place, people. You know why? 46%, that’s why. You’ll solve 46% of all the obstacles you’ll ever encounter if you have that. Renee: Yes. So just translating, he says, “Have a signature system. That will solve 46%.” And I would actually argue that if you have a signature system, that actually gives you endless amounts of content and storytelling, that gives you the fuel for that, and it gives you clarity in your vision, and it helps you to [inaudible 00:17:15] category. So it fucking solves everything. Martin: Exactly, yeah. So all those other obstacles- Renee: We’re not biassed or anything. Not really, come on. Martin: For sure, it really is. Lead Gen Strategy, the system, the plan, the plan for scalable for growth, it’s back to the system. Contemplating, “What am I going to write about? What are my stories going to be about?” Back to the plan, back to the system. Renee: Yeah, very, very cool. Love it, love it, love it. Now if people want to check out your research and what you’ve come up with in more detail, where can they grab that from? Martin: Well, if they’re in your Facebook group, and they should be because it’s an awesome active community, it’s actually one of my favourite ones being a part of, they should go there and my post is in there. They can just search for the post- Renee: Right. So we’ll make sure there’s actually a shortcut to that specific post in the show notes. So awesome, great, we’ll make sure that’s in there, beautiful. Martin: Absolutely. Renee: And then you can hook up with Martin and start a conversation with him that does not begin with, “Hey Martin, what is the number one challenge in your business right now?” How about, “Hi, I heard you on the podcast and you rock.” Martin: I would appreciate that for sure. Renee: Yeah, start there and make a real connection. Martin: Exactly, yeah. And like Renee’s just mentioned before, if you start with discovering what your signature system is in your business, what your strategy is, you’re going to be able to knock over those other three big dominoes and knock over everything else, folks. So essentially the bottom line is if you’re struggling with anything, circle back to what your unique formula is, what’s your strategy in the marketplace? Renee: Yeah, what is your unique message? Martin: And if you don’t know what that is, you know a couple of experts that could help you out with that. Renee: Yeah, we know some, don’t we? Martin: Yeah. Renee: Awesome, brilliant. All right, any final words before we wrap up this episode, Martin? I’m so, so thrilled that you got to share that research with us because … yes, no more asking that question. Martin: Yeah, for sure. So I guess my final word is listen, if you’re a coach, or a mentor, or another expert that’s struggling right now in your business, know that you are not alone. My research has shown that everybody is struggling and, you know what, we’re all struggling with the same things. But you took the initiative to go out there and learn something new, to listen to a podcast and figure out how to get over your obstacle. Now I challenge you, take what you’ve learned, put it into action, go do something. Take one step forward to knocking over those four big dominoes and you’re going to see your obstacles slowly knock over and fall down as well. Martin: And if you are out there, if you’re a marketer and you’re posting that question, please stop. Here’s the thing, you’re only going to get about an average of 8 to 10 responses from people from what I’ve seen in recent posts, and my post is based on hundreds- Renee: I am not seeing that many. I’m seeing crickets. I’m seeing zero responses. One, two responses if they’re lucky. Martin: There you go. So you know what, if you actually value those answers, if you really want to post that link, go read my post. You’ll get the aggregate of all the communities. Renee: Yeah. And if you want to start a real conversation with people, because I think that’s what people are being told is, “Go post that question so you can start a conversation and they’ll all know how smart you are,” right? So just be a bit smarter about the question that you’re asking. Ask something that’s more engaging than that that’s not like revealing their dirty undies in the first chat. Martin: That’s right. Build a relationship like you would in real life. I know we’re online, it feels a little more distant, but we are still human beings and we deserve to have the same kind of relationship building that you would if you walked up to me in a party in real life. Renee: Exactly, exactly. When you’re going into a Facebook group, imagine you’re walking into a party and start a conversation as you would with real humans. Martin: That’s right, exactly. Renee: Brilliant, awesome. Thank you so much for being back on the show, Martin. I’m sure I’ll have you back again soon again. Martin: Thank you so much for having me again. It’s always a pleasure. Renee: My pleasure. All right, you’ve been listening to Leveraged & Loving It, I’m Renee Hasseldine, talk to you next week.
Renée Hasseldine works with consultants, experts & thought leaders to turn what is in their brilliant minds into powerful Think RAPT systems using visual models. Her knack for extracting and unpacking thoughts and turning them into unique intellectual property is sheer genius.