Celebrity Branding You Summary

PDF, Chapters & Review of Jack Dicks & Nick Nanton’s Book


Celebrity Branding You

Authors: Jack Dicks & Nick Nanton

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  • People Buy People – Having a person or personality attached to a business or brand, will make it grow faster and bring in more sales.
  • McDonald’s and Burger King created mascots (Ronald + The King) to give their brand a personality in an effort to beat Wendy’s who had a legitimate personality behind it (Dave Thomas; their founder)
  • “Celebrity Branding” establishes your brand’s personality as the “Celebrity Expert” in your area, in the market you compete in.
  • Five Stages:
    • 1 – Find The Niche
    • 2 – Create Your Brand
    • 3 – Develop Celebrity Expert Status
    • 4 – Rollout (Expanding Your Celebrity Brand Business)
    • 5 – Selling Your Business And Creating “Legacy Dollars”
  • A Celebrity Expert (unlike an unknown expert) has a unique following of fans (enthusiastic customers, clients and prospects).
  • The reason Celebrity Endorsements work so well is because People Buy That Personality… if they like the person, they will follow their cue.
    • Ogilvy Note: Make sure the celebrity is relevant to the offer!
  • The more a person can identify with the ‘Celebrity’ the more they connect with the brand and the more likely they are to adopt it.
    • e.g. George Foreman, Lean Grill… Champion Boxer, Strong, Smiley, Christian Minister
  • The difference between en expert (who is good at what they do) and a Celebrity Expert is simply that more people know and recognise you as being such.

Who Are You?

  • You must understand who your client or customer really is and what they need from you. You must also be able to adapt to changing desires over time.
  • The most long-lasting Celebrities e.g. Madonna and Cher have been able to adapt to the times and remain popular for decades, by still delivering what their target audience wants.
  • Questions:
    • What skills do you have that people find interesting?
    • What led you to your current Job status? Personal status? Financial status?
    • What do people tells others about you when they refer business to you?
    • Why do your clients continually return to you, your products and/or services?
    • What do you do when providing you product or service that’s different to what everybody else does?
  • Basically the idea of these questions is to find out why people want and like you, and how you stand apart from the rest.
  • The moment and events that brought you to where you are today are unique to anyone else and shouldn’t be hidden or ignored. This is what grips people!
  • What Is Your Point? – What is it that you do, which makes life easier, better, more fun or profitable for your customers?
  • Be sure to understand what’s really in it for your customers.  Assess the benefits of the features of what you offer.
  • Who Is Your Target Market? – Choose an audience you are passionate about and enjoy serving – and get to know them intimately.
  • If you aren’t passionate about your audience, you will not last.
  • Questions:
    • What groups of people use your product or service now?
    • Which of these groups do you most enjoy working with?
    • Do you feel motivated or energized at the thought of providing your product or service to this group of people?
  • What Does Your Market Want Or Need? – People react to buying messages to either get pleasure or avoid pain.
  • It is wise to reinforce the benefits of the client’s use of your products or services and their success, as they are using it.
  • The more aware they are of the benefits they’re receiving from you, the more dedicated they will be to your brand and the more success they will find with you.
  • How Does Your Product/Service Fulfil Your Customer’s Needs? – Be very clear in exactly how you make your clients better off.
  • Be very clear also, in how using your product or service makes the customer many times better off than the time, money and effort they may have invested in you.

What Is Your Brand?

  • Your brand is what makes you uniquely different from everybody else in your target market.
  • Your brand should be readily identifiable so people can quickly say “That is what I need, and that is the person I want to solve my need!”
  • Questions:
    • Who are you?
    • What do you do, and what are the expected results?
    • When can you do it, and how long will it take?
    • Where do you perform your service?
    • Why do you do it?
    • How do you accomplish it?
    • • Who: We are Dicks+Nanton Agency. We use our names in the company name so clients immediately begin to identify with us as people, not just a company. We use our pictures extensively on our Web site and on the cover of this book because we, as people, are identifiers of the brand. In the case of this company, we added the word “agency” because people associate agents with celebrities, and we represent our clients in this fashion. We also have a law firm, and we use our names in it along with the word “law” to convey who we are and what we do: Dicks & Nanton P.A.: The Business Growth Lawyers®. Note that the names we chose are clear, they aren’t fancy, but you quickly know who we are and what we do. For the Dicks+Nanton Agency LLC, we selected three words that involve what we uniquely do… turn business people into Celebrity Experts. The brand is unique and has a strong appeal.
    • • What do we do, and what are the expected results: We answer this in our slogan, “Celebrity Branding You™.” Also, we often use testimonials in our materials. Third-party testimonials are one of the most powerful tools because interested readers will be more compelled to act based on what someone else says about you than what you say about yourself. Whenever you get the opportunity, let your clients talk about the results you produce.
    • • When can you do it, and how long will it take: Naturally, we aren’t always available to immediately start working with a new client. That is one of the reasons we wrote this book. By reading and understanding our philosophy and process, many of you can do it on your own or perhaps just use us to help with a particular stage or process. This reduces the time to get results. If you are a client who is starting from scratch, the process will take longer, but the results are worth the time. The time it takes to reach success is never quick enough, but the one thing we know is that the sooner you begin the sooner you will achieve your goals.
    • • Where do we perform our service: While our services are available nationwide, we have a practical limitation on the number of clients we can personally handle at any particular time, so many of our clients come from surrounding geographic areas. However, thanks to technology, we can serve our clients anywhere.
    • • Why we do it: This is the telling and sharing part of your story. In our case, (even with the wide range in our ages) we both live and breathe business growth and marketing ideas. We are also both lawyers, but law school for us was just a strategy to use so we could answer legal questions for ourselves and understand how to solve business problems that might come up. In fact, Nick tells the story that he always thought he was a little strange in the way he thought about creatively coming up with new business ideas until he met me (Jack) and realized he was not alone on the planet. We both began building and growing our own businesses at a young age, each loving the entrepreneur life – Nick choosing the entertainment business, and Jack focusing on business development. Now, we choose to combine the skills we have both honed in order to turn business people into celebrities in their niche using proven, proprietary strategies that we have developed through years of practice. We get to “play,” be creative and make money in all sorts of different enterprises. It is like Christmas everyday!
    • • How do we do what we do: Many years ago, we discovered that business is formulaic. If you learn the formula for a successful business, your business will grow. Please note that we did not say there will not be problems in your business because there will be. All businesses face problems, and sometimes they cannot be resolved fast enough. We have experienced this personally and have seen some of our clients go through it. What we have learned from experience is that you must adapt to problems by finding creative solutions, and then return to the formula you were following. When you are in the eye of the hurricane, this is not easy to see. Clarity of vision is often a valuable service we give our clients; a view from the outside. Experience is a great teacher, but learning from someone who has been there and can keep you out of harm’s way is a better and less painful plan.
  • The answers to these brand questions will allow you to develop your story so more people can engage with it and more quickly make a personal decision about you and whether you’re going to be a good fit.
  • Those who like these answers and resonate with them, will stay with the brand. Those who don’t either remove themselves early on, or will get FIRED as clients. This is a must.
  • By working with the type of client that resonates best with you, you can do your best work and do the most good for your client, with the most enthusiasm, energy and passion.

Putting Your Story Behind Your Brand

  • Creating a “Celebrity Brand” requires you to turn your inner personality, outward to the public.
  • This personal element must not try to “please all”… it must be authentic.
  • The more open you are with people about who you are, the more accepting they will be to your proposition and the stronger their attachment and relationship to you will become.
  • A network of ‘raving fans’ grows around a ‘Celebrity Expert’ and those fans help each other accomplish a great deal more than if by themselves and without you.
  • Why Do You Do What You Do? – Your work must have meaning and purpose to you otherwise you will not be able to do your best at it.
  • What Do People Talk To You About Or Compliment You On? – The answer to this usually leads to the answer of “What do you do best for others?”
  • When people come up to you and ask you for advice, they have made a conscious decision you are the best person for the job, to provide guidance on that matter.
  • This may be accurate or inaccurate, but if it happens often, it’s a strong signal of how the world sees you, what you do and perhaps even who you are.
  • How Do You Communicate With Others? – Be aware of how the way you speak and behave with people is perceived.
  • If you don’t have an accurate idea of how you’re being perceived, you won’t now how you’re being branded, nor will you be able to guide the development of your brand.
  • What Is Your Elevator Speech? – You want a short encompassing statement of what you do with the aim of provoking the person to actually think about what it is you do.
  • It should include a benefit to be enticing.
  • It should also make sure you’re ‘pigeon-holed’ in the most desirable place, while avoiding being ‘pigeon-holed’ somewhere you don’t want to be.
  • It is important you ARE ‘pigeon-holed’ somewhere  though, otherwise you’ll most likely simply be forgotten or made too difficult and complex to understand.

Developing Your Celebrity Expert Status

  • Building Your Celebrity Expert Image – People judge you by their first impression of you and that’s difficult to shake, so ensure that first impression is consistent with your brand.
  • If you have a serious, formal brand; jeans and a t-shirt is going to scream incongruence and encourage disbelief, suspicion, and mistrust… just as how a hip free-thinking creative agency wouldn’t seem right in grey suits.
  • How Else Can You Reinforce Your Message? – Photography and images; it is recommended you have a professional photographer take several images of you, which capture the real essence of you, which don’t appear posed, which appear natural and congruent to your brand image. Have the shoot run as though you’re speaking to a friend you’ve not seen in 20 years.
  • Business cards, website and all marketing collateral should represent your brand image accurately and also prevalent is as many media types as possible. Audio, imagery, video… don’t just give out business cards, give out CDs, DVDs, USB sticks.
  • Publishing a book, holding a seminar, hosting a podcast and extremely valuable and ultimately you want to be using as many media channels as possible to reach as many people as possible, in as many sensory contexts as possible.
  • Building Your Credibility As A Celebrity Expert – Primary concern is usually around some form of formal education, but in today’s world where the world’s richest man (Bill Gates) is a college dropout… this is no longer a major concern.
  • Qualification: If a formal education qualification is required or desired, in terms of college/university degrees these can be hard, slow and expensive to gain if you don’t already have one.
  • The recommended course of action is a professional (or otherwise) certification.
  • Do not purchase a degree from a ‘degree mill’ – this is almost always found out and ruins your credibility just about forever and outright. Get a legitimate certification.
  • Write A Book: One of the best ways to gain credibility in any field. This can seem daunting but really isn’t.
  • The best way to start is by writing a series of articles. Let them form ‘chapters’ of the book and distribute them one by one as pillar content or ‘special reports’ for gifts or handouts.
    • Note: That’s how this book was written
  • This is a great system since content is a cornerstone of good marketing anyway, so you’re effectively ‘killing two birds with one stone’.
  • You can distribute this content to other content marketers who will host it on their platform, which effectively acts as an ‘endorsement’ from these people too, which is extremely powerful.
  • Testimonials – This is one of the best ways to build Brand Credibility. Self-promotion is often met with scepticism. Promotion and approval and validation of your expert status from others holds much more weight.
  • To get a testimonial, you can often simply ask. If they don’t know what to say, you can write a quote and ask if it is an accurate representation of their feelings and if they approve it. Alternatively you can ask some questions and use their answers as testimonial.
  • Video testimonials are most powerful, then audio (with name and photo), then text alone. Text and Image is more impactful than text alone too. Once again, seeing the Person behind the testimonial, along with their credentials, allows them to connect with it more strongly.
  • Getting Testimonials from as many different ‘types’ of people i.e. men and women, multiple nationalities, occupations and ethnicities… casts a much wider net of appeal and potential connection.
  • Use full names and cities of origin where possible… people forge a connection more quickly to people who are similar to them, including geographically.
  • Newsletter – It’s important to stay in contact with people within your network, or else they’ll forget about you. You must stay present, visible and relevant.
  • At least once per month is effective, but more often if there is good stuff to share and talk about is usually recommended.
  • Blogs, ‘e-zines’, email newsletters and digital platforms are recommended of course, but so is sending out a newsletter in print, via regular mail.
  • A print newsletter holds significantly higher perceived value and if the audience receives something physical they can hold in their hands for free, and it contains things they like and enjoy – then they’ll probably consume it and grow quite fond of you.

Your Client Ladder Of Ascension

  • The Client Ladder Of Ascension is the process that allows prospects to become more involved with you on different levels with different fees attached.
  • Because not every prospect will feel the same way about you at the same time, it is important to have a way for them to get closer to you within their own level of comfort.
  • You should have a system in place where the prospect can get more and more familiar with you in ‘baby steps’.
  • Give them the opportunity to:
    • a) Talk and relate to you
    • b) Buy a basic product or service you have to offer
    • c) Test out your products or services to see if you really do what you say you will
    • d) Buy other products or services you offer
  • The important part is to ensure that every single person, no matter where they are on the Ladder Of Ascension, feels important to you.
  • The Ladder Of Ascension Could Look Like:
    • Free Article or ‘Gift’
    • Low ticket item (eBook/video)
    • Mid-ticket item (long course)
    • Attend a conference / live event
    • Become a group coaching/mastermind client
    • Become a personal 1-on-1 client
  • It’s important each Level is well served, even if some levels are more profitable than others.
  • Just because one person might not go through the entire Ladder, doesn’t mean they won’t recommend you to a friend, colleague or family member.
  • They will only be able to make this recommendation confidently if they have experienced their level(s) of Ascension positively and engaged with you and your content well enough.

The Dynamic Website: Your Keystone Branding Strategy

  • It is critical to have a website and an online marketing strategy, both.
  • 12 Elements To A Marketing Website:
    • Newsletter Sign Up – For lead generation (w/ incentive to sign up) – 1st Ascension ‘Rung’
    • Blogs – For search engine visibility (write often, relevant and hit keywords)
    • Articles – Same as Blogs but longer
    • Bonus Items – To incentivize connection and email submission
    • Latest News – Show you’re happening and relevant
    • Testimonials – For Social Proof
    • Contact Information – To give them multiple ways to connect with you and start talking
    • Calls To Action – To direct them clearly toward a desired result
    • Information About Your Business – To remove the mystery and remove fear
    • Partner Links – For ‘link trades’, SEO, traffic and potential networking
    • Answers to Frequently Answered Questions – To handle objections
    • eCommerce Capability / Shopping Cart – For making sales
  • Capturing email addresses allows people to move on from your website (as they usually would and forget about you forever) without you losing a way to connect and build a relationship with them.
  • Ensure the site doesn’t act simply as a ‘digital business card’ of your business; make sure it provides extreme value in one form or another to your prospects. Keep their experience in mind at all times.
  • For blogging and articles, make sure you’re writing in the tone and style your target audience will best respond to. 100-300 words is good enough for a blog post and is often all that will get read. Articles can be longer and stand as ‘pillar content’.
  • Keeping short, relevant and to the point will ensure your content gets consumed and build a lot of credibility with your readers.
  • Make the content actionable; How To’s and Top 10 lists are always popular. It should leave readers with something they can ‘action’ in their real lives. Use this content to demonstrate how you are different from your competitors.
  • If they end up using some of your information, they’ll feel more strongly connected to you.
  • Don’t be afraid to share your secrets… just because someone ‘knows’ some of your ‘secret sauce’ doesn’t mean they’ll do it – and certainly doesn’t mean they wouldn’t just prefer to pay you to do it for them.
  • Allow Comments… and make the first comment your own, making a comment or posing a question to start the conversation and a dialogue.
  • Good ‘Bonuses’ can include special reports, courses, fast-track courses and challenges (7 day etc.) or even physical prizes and giveaways, free trials or free access to a product or service.
  • For News, it’s good to keep people updated on the latest happenings of your business. Use third person language (like a press release) to keep it sounding more like news and less like self-promotion.
  • Some News Ideas:
    • New Partnerships
    • New Contracts
    • New Anniversaries
    • New Milestones
    • New Hires
    • New Projects
    • Completion Of Projects
    • New Locations
    • New Charitable Cause
    • New Events
  • For testimonials, keep asking your clients how they found you, why they came to you and what their experience with you was like. Post them on the site and even include them as news. What were their favourite parts? What stood out to them especially?
  • For Contact Information, it must be clear and easy for prospects to reach out and connect with you or request more information at all times and on all pages.
  • Phone number and email address (top right has been shown to work best) and chat programs can help boost this further.
  • A contact form is also very useful.
  • For Information About Your Business, you can include:
    • When it was founded and where you are located
    • Who the principals / core management team are
    • Who some of your customers are
    • What you do
  • You can also mention and show pictures of:
    • Big events you’ve attended
    • Your office
    • Your products
    • Key executives
    • Recreational activities and events with clients and staff members
  • Treat the website visitor as though they were walking into your office for the first time. What is in your lobby to show them that tells clients who you are? What about your office? Pictures on your desk? Diplomas and Awards on your wall?
  • If your office is built to attract a client, remember they can’t necessarily see your office from their computer or mobile device… so give them the next best thing.
  • For Link Partners, you can get valuable and relevant links from other companies and authorities in your niche by offering to ‘trade links’ in the Partner Links section.
  • Ideally this will be classed as something authoritative and relevant like “People we consult with / for” or something more valuable than simply ‘links’.
  • For Frequently Asked Questions, list the most common and critical objections and answer them ahead of time here.
  • Consider making this part of your email follow up as well, as it makes for critical information in many cases where a prospect is considering you.


    • This allows you to tell your story in multiple ways to multiple types of people
    • Have one main ‘hub’ website and several ‘target market’ websites
    • Potentially have an individual site for each product or service you offer
    • A blog can form a separate entity instead of being part of the main hub

Your Online Marketing Platform: Design, Build, Promote, Monitor & Optimize

  • Design – Your website design should be an extension of your brand and business. Keep it congruent.


  • Build – Keep navigation simple and intuitive. Make sure the technology isn’t too advanced for the majority of your target audience, nor outdated.


  • Promote – Select good keywords, use PPC ads, RSS, Content Marketing and Press Releases.


  • Monitor – Keep an eye on what works, what doesn’t and test. Use Google Analytics and Google Alerts. Monitor mentions of you and monitor your competition.


  • Optimize – Use this data to identify new markets, demands and improvements.

Promoting Yourself Offline

  • With the rise in popularity of online business and marketing, offline marketing strategies have been ignored. Implementing all or even some of these will have you stand out above many, if not most, if not all of your competitors.
  • Print Newsletters – Take whatever content you might use in digital promotion and place it inside a physical newsletter and physically mail it to your clients and prospects.


  • Card Campaigns – Birthday cards from someone unexpected and unrelated (and not obliged) to you means a lot and is very memorable and creates an element of reciprocal appreciation. Thank You notes after meetings and significant events is also very powerful.


  • Public Relations – Press Releases are powerful online, but don’t stop there… submit your press release to local papers, news TV and radio stations…


  • Radio Shows – You can often buy time slots on local radio for less than you might imagine. Buying advertising is one thing, but Hosting your own radio show immediately gives you Celebrity Expert status. Make sure it’s a station your target audience will frequent, and use it as a platform to engage with them and answer questions they may have and impart your wisdom. You can also record and repurpose the show as a podcast, audio clips on your site or CDs to send to VIP mailing lists, for example.


  • Seminars & Events – Attend one as a speaker or host your own. Trade shows and seminars are held generally weekly in most major cities. Not everyone will hold your ideal target audience, but some or many will. If you have interesting content to speak on, there will be a demand for you. You can even hold your own events, inviting even only a few of ‘the right’ people, 20-30 would do it. With you as the host and speaker, your frame is immediately set high, as you are ‘the teacher’ and the audience members become ‘students’ while also seeing how many of their peers are listening to you as the expert too. More social proof. Once again, record this content and repurpose it. Even sponsoring a local lunch and speaking there will do the trick!


  • Drip-Fed Mailing Campaign – Send something to your prospects each month, changing it up month to month and ensuring each month has only one clear and specific action you are asking them to take. For example…
    • Month 1 – Introductory Letter – Intro to you and your company, invite them to contact you to learn more, invite them possibly to a free event or seminar/webinar or receive a free gift on your website.
    • Month 2 – Special Report – Mail out a printed copy of a special report containing key valuable information to your prospect. Educate enough to entice. Call to action should be to contact you.
    • Month 3 – Customized Postcard – Promote a specific product, service or offer. Campaigns like this are quick, inexpensive and really get you noticed, plus they don’t have to be ‘opened’ to be read.
    • Month 4 – Product/Service Brochure – A deeper introduction to your products and services, explaining them in detail. Use success stories from past clients as well as a special offer to try out. Include testimonials where any space is left over.
    • Month 5 – Magazine Story / Personal Interest Article – Explains who you are, what you do and how you are different from all the rest. There are many angles, but talking about how you are somehow ‘shaking up and revolutionizing your industry’ is always eye-catching. It would be good also, to include some form of transformative story as you would imagine seeing in a magazine.
    • Month 6  Audio CD – Something prospects can listen to in their cars or in the office, has quite a high perceived value and allows you the opportunity to ‘teach’ on a specific topic while including elements similar to the ‘magazine story’. You can subtly sell your product or service here too of course.


  • Write A Book – A book delivers instant Celebrity Expert Authority Status, just as being a radio host or guest speaker does… perhaps even moreso. It allows you to spend much more time, hours at a time, inside the prospects head, ‘teaching’ them and further ingraining you as their perceived expert.
  • Book Writing Tips:
    • 200 pages is a good length (even in a reader-friendly text size)
    • Around 30,000 – 35,000 words.
    • You can hire a ghost writer and guide them.
    • You can ask other ‘gurus’ in your industry to submit a chapter.
    • You can ask clients to submit their case study.
    • You can request user-generating content and create a compilation.
    • You can also compile your own content.


  • Remember, many of your competitors are either too cheap, or too lazy to take things ‘offline’ so just a few of these strategies can make you really stand out.

Rollout: Expanding Your Celebrity Brand Business

  • Capitalize And Rollout Your Celebrity Brand – This part of the strategy is where we scale up and expand your Celebrity Brand Status to reap the greater rewards.
  • At this point, you will want to have accomplished the following:
    • Built a good name for yourself on the local level
    • Established a way to attract and convert prospects
    • Written a book or at least several special reports
    • Spoken at local groups, events or hosted your own seminar
    • Any other method of marketing that is successful and profitable
  • Once accomplished, what you have here, is a process… a complete process to market and sell your products and services… a high-value intellectual property you can sell to other people in the same business, service or profession as you.


  • You can now create marketing material for this business process, lay down the system and turn this Intellectual Property into a business system you can sell at a substantial fee, along with your personal training and/or coaching.
  • In essence, you are creating a franchise, or potentially a white label of your business worth literally millions of dollars.


  • You can offer an ‘area-exclusive’ license for a significant recurring fee. This isn’t mandatory, but can certainly increase the value of what you have to offer.


  • An alternative view, is taking the role of ‘Coaching The Gurus’… act as a consultant for your peers and even your competitors! This raises your own value and opens lots of doors.

EXAMPLE: Celebrity Branding & The Ladder Of Ascension In Action


  • Niche Selection – You are a broker in the real estate niche.


  • Creating Brand – You establish yourself as an expert in real estate investing by sponsoring free local lunches for real estate investors on a regular basis. This is the first run of your Ascension Ladder. You host future lunches at a small or no fee to keep attendance high because you’re looking to build relationships at this point – not rush to a sale.


  • Building Brand – You offer investors the opportunity to move to the next ‘rung’ of the ascension ladder by joining an ‘Inside Track’ investment group for alerts on potential good investments in the area. This will cost $39.95 per month or more (depending on how much time and effort is required to fulfill).
    • The Next Rung – For those in the ‘Inside Track’ club, you offer higher priced levels of more immersive, detailed, in-depth or advanced training or coaching. You could also offer the opportunity to have investors select YOU as their ‘Buyer’s Broker’. That means you get exclusivity on any real estate purchases they make; in exchange for the coaching and training, you provide. This also provides you with no more need to prospect, since you build a list of active investors who are bound exclusively to you and are always interested in purchasing properties you find.
    • The Upper Rung – For those who want the ‘VIP’ treatment, you can charge higher monthly fees of $250 – $500/mo or more to get ‘first look’ at any properties you find. You may combine this with the brokering commissions you get or offset the fee as a further incentive to members.
  • Developing Celebrity Expert Status – You build your website and attend charity functions offline to increase your profile. You write articles, do press releases and hire a ghostwriter to create your book.
  • Rollout & Expansion Of Your Celebrity Brand – You package your methods and system and begin selling it as a business system to other real estate professionals in other areas. You know what direct mail pieces work best to get people to your events, and you know the types of guests who make good speakers at events. You know which topics are of most interest to your target audience. You have the appropriate contracts and documents created. You have marketing materials you know work effectively. You sell an Area Exclusivity License for $15,000 – $40,000 and a $497-$997 per month continuity fee. You have 400 areas to sell in, selling out nets you ~$8,000,000 for the setup and a further ~$200,000/mo recurring ($2,400,000/yr). Plus the lower ‘rung’ revenue streams.

Selling Your Business And Creating “Legacy Dollars”


  • What this sole concept so far demonstrates and revolves around; is if you have a successful business and can lay out repeatable processes, you can brand yourself as a Celebrity and charge a healthy sum to teach others to do the same.


  • There is a further and final step you can take to fully profit on your Celebrity status.


  • Formulate Your Exit Strategy – At some point, you may wish to sell the Celebrity Brand you’ve created in order to monetize the value of the business, or simply free up more time, or use the funds to launch a new business. Possibly a mixture of all three.


    • There Are Several Options:
      • Sell the income generated from your Celebrity Brand to an investor or one of the ‘licensees’ who already knows the business inside out…
      • Combine a certain area of licensees and sell just that portion to an investor or licensee…
      • Combine all licensees into one large company and sell to an institutional buyer (licensees can monetize too)…
      • Combine all licensees into one large company but also add their companies to the sale, to make an even larger sale…
      • Combine all licensees and the companies into a single company and take the company public through an IPO…

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10 Simple Secrets of the World’s Greatest Communicators Summary

Chapters, PDF & Review Carmine Gallo’s Book


10 Simple Secrets of the World’s Greatest Communicators

Author: Carmine Gallo

Click Here to Get the PDF Summary of This Book & Many More

The types of speakers

  • C Speakers: Do No Harm
  • B Speakers: Make People Care
  • A Speakers: Change the way they see the world

Secret 1: Passion

  • Figure out what you’re truly passionate about.
  • It’s usually not about the widget, but the great things the widget will do for your customers.

Secret 2: Inspiration

  • Paint a picture of a world made better by your product, service, company, or cause:
    • Kathy Sierra’s corollary: Paint a picture of how your users can use your product or service to make their world better.
  • Sell the benefit (a picture of a world that does not yet exist…but could)

e.g “The Internet is changing the way we live, work, play, and learn.”

“Do you want to sell sugar or water your whole life, or do you want to save the world.”

“We create a sense of community–the third place between work and home.”

Secret 3: Preparation

  • Great communicators prepare and rehearse. Steve Jobs used to rehearse his presentations for days.

Secret 4: Know your audience

  • What does the audience need to know?
  • Why should they care?
  • What action do I want them to take?

Secret 5: Start strong & end strong

  • Grab their attention IMMEDIATELY.

e.g “Salespeople, our Wal-Mart deal is going to make this the best year in company history.”

  • People always remember how you start and how you end.

Secret 6: Clarity & make your message easy to follow

  • Cut through the jargon in your language.
  • Tell stories 
  • Use examples, facts, figures, analogies, and metaphors
  • Flag key points

 e.g “If you’re going to remember anything from this presentation, remember this.”

Secret 7: Brevity: keep it short 

  • At most, 15-18 minutes
  • Use short words
  • Use short paragraphs
  • Cut ruthlessly

Secret 8: Say it with style

  • Vary tone
  • Vary speed
  • Pause for impact
  • Punch keywords

Secret 9: Wear it well and command presence

  • Convey authority, confidence, and control (e.g. Larry Ellison’s body language)
  • Good posture
  • Eye contact
  • Open posture
  • Hand gestures
  • Dress the part

Dress well: “Leaders dress a little better than everybody else.”

  • Dress appropriately for the culture–e.g. Steve Jobs and his turtleneck

Secret 10: Reinvent yourself

  • Bring up something new- show that you are learning
  • Be like Madonna!

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