Issues with Marketing & Sales? The Power of Influence and Storytelling | 372
Dan Kuschell is a husband, dad, serial entrepreneur, and angel investor. He runs Breakthrough3X, a company that gives you instant access to a Fractional CMO Team. Breakthrough3X helps founders and CEOs grow their businesses 3 to 10x and generate more clients daily with a simple system that gets them free from the day-to-day. Dan has owned 12 companies since 1992, building multiple businesses with revenues exceeding eight figures before selling. He is also the Host of the Growth to Freedom podcast, where he interviews industry leaders and experts in a variety of fields.
Here’s a glimpse of what you’ll learn:
- What is the AIDA principle?
- The definition of sales
- How to utilize storytelling and influence to market yourself
In this episode…
In leadership, sales and marketing are two of the most crucial skills entrepreneurs should possess. Yet, many business owners struggle to leverage them effectively. So, what are the best methods to market and sell your services?
Business advisor Dan Kuschell assures that anyone can sell themselves. Selling and marketing involve persuasion, storytelling, and influence to elicit emotions and drive impact. By combining psychology and technology, you can establish yourself as a leader in your industry.
Join Dan Kuschell in today’s episode of Growth to Freedom as he discusses the effectiveness of storytelling in marketing and sales. He explains the AIDA principle, the definition of sales, and how to market yourself using storytelling and influence.
Resources mentioned in this episode
- Dan Kuschell on LinkedIn
- Breakthrough3X
- Schedule Your Breakthrough Strategy Call
- Small Business Toolkit
- Growth to Freedom
- Dan Sullivan on LinkedIn
- Strategic Coach
- Joe Polish
- Tony Robbins
Sponsor for this episode
Thanks for listening to this episode of growthtofreedom.com.
Are you struggling to get a steady flow of new clients every day? Or maybe hit a plateau or hit a wall in growing your business? Well, let’s help you solve this problem today. Let’s review your business and have a conversation. You can do that for free today at breakthroughstrategycall.com. That’s breakthroughstrategycall.com.
In addition, if you’re looking for a simple way to implement some of what we’ve been talking about in today’s episode, I want to encourage you to get our free small business toolkit. You can get that at activate.breakthrough3x.com. That’s activate.breakthrough3x.com.
If you’d like access to the special resources and all the show notes for this special episode, make sure to visit growthtofreedom.com.
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Episode Transcript
Intro 0:03
Welcome to growthtofreedom.com, the show that brings you inspiration, transformation and leadership, we’re helping you connect the dots, see the blind spots, and get unstuck. So you can go out and generate more leads more sales, more profits. More importantly, so you can go out and have a bigger reach a bigger impact and make a bigger contribution.
Dan Kuschell 0:25
You know, there’s an old philosophy and old principle in direct response marketing. And I forgot, I think it was Gary Benson, perhaps, that came up with this idea, you know, back in the early 1900s, you know, a great marketing formula that all of us can live by, that’s very simple. It’s called AIDA, A-I-D-A and that’s get attention. “I” Is build interest, “D” build desire, create desire for what it is you have, or who you are. And “A” is the action, what action do you want someone to take? So similar to that formula, I went through just a little bit earlier, which is, you know, if you met Oprah Winfrey, or a reporter from Forbes magazine, what would you say, you know, and who are you? What do I do? Why should I listen? What’s your cause? Purpose? And what’s your call to action? Overall? So this would be another way using the AIDA principle to be thinking about how you communicate how you show up, you know, the biggest problem I see for most people, is they believe that selling and or marketing is bad. And you know, what, if you give a gun to the wrong person, what happens? Right, it is bad. But a gun by itself is not it’s just a gun. You’re just like, if you give a belt to a certain person, it’s not the belt, it’s the person using the dang belt, right? And so the whole point of it is, is it’s not the thing, it’s not marketing, it’s not selling that’s good or bad. It’s the person using it, what kind of person do you want to be using it? Do you want to be playing at a big game playing a level 10? Like you deserve? Or do you want to buy the excuse of, you know, selling or marketing just isn’t my thing? Well, I’m going to share with you it is your thing. In fact, if you’re saying then have that little conversation, it’s not my thing, or some version of that I’m not good at sales, guess what, you’re doing a damn good job right now, of selling yourself on why you’re not any good at sales. So you’re almost winning.
In fact, if you're saying then have that little conversation, it's not my thing, or some version of that I'm not good at sales, guess what, you're doing a damn good job right now, of selling yourself on why you're not any good at sales. So you're… Click To TweetBut you’re now you got me in your head actually challenging it to that thought. And we’ll see who wins at the end of the day. But you know, the best definition I’ve heard of selling was introduced by Dan Sullivan, who runs Strategic Coach. And his definition of selling is getting someone intellectually involved in a future result that is good for them. Right? So that they can emotionally commit to take action to achieve that result. Right, I’m going to repeat that it’s getting someone intellectually involved in a future result that is good for them, right? That’s the key that is good for them. Right, so that they can emotionally commit to take action to achieve that result. I mean, that’s a pretty good definition, right? If you live by that definition, it’d be a whole lot easier to persuade yourself that selling is actually good, isn’t it? Right? Same thing with marketing, you know, marketing, all that is, is storytelling. And when you build a better story, you can attract people to you if you’re better at influence, or selling, right, selling is influence. Marketing is storytelling.
When you build a better story, you can attract people to you if you're better at influence, or selling, right, selling is influence. Marketing is storytelling. -Dan Kuschell Click To Tweet
Right? I’ve heard that from Joe Polish. I’ve also heard it from a dozen other experts all over the world. It’s not something I invented. It’s something that I’ve adapted, you know, Tony Robbins talks about influences the transfer of emotions, and What emotions do you want to transfer? You know, you can transfer things like anxiety, guilt, shame, blame. I mean, do you know families Heritage’s that are really good at the guilt game, especially during the holiday season? They play the game guilt game, you know, people like that, right? That’s their transferring their emotions, their ability to transfer emotions, that’s influence. Right? Well, what if you could use it for good? What if you could use it for greatness? What if you could use it for building a champion? And I believe that you’ve got that inside of you. So what can you do to get better, first of all, become a student? Right? There’s no correlation between being good and getting paid. One of the biggest lies I remember, for so many years, in my early career, I’m so good at this. And I see that person over there, and they’re not very good at this, but they were getting paid. You know what I’m saying? They were getting paid. I wasn’t getting paid. I was going broke doing what I was doing. You know, people like that. See, there is no correlation between being good and getting paid, whatsoever. There is a relationship between those who are able to influence others, the ability to market to others to then get be good and get paid. Right? Because I know a lot of people that were great athletes who aren’t playing pro sports. In fact, I know many great athletes that were better than many of the pro athletes that are getting paid. It wasn’t their ability. It was their ability to be influential and their ability to be marketed properly. And you know what we can go you know, that’s that’s for someone else to do. or we can take responsibility. And realize that in today’s society, we’re one of the greatest times in human history that you and I have the ability, the personal power, the personal awareness, the ability to go out there and utilize the technology, I believe today, the winners in the world will be those who master psychology and technology to create maximum results,
in today's society, we're one of the greatest times in human history that you and I have the ability, the personal power, the personal awareness, the ability to go out there and utilize the technology, I believe today, the winners in the world… Click To Tweet
psychology and technology to get maximum results. This show is an example of us bringing psychology and technology together to deliver it in audio to deliver it and video to deliver it and, you know, little posts, Instagram quotes and different things like that. You know, Twitter post that said, we’re using technology and psychology to bring it together. Now, you might say to yourself, Well, Dan, of course, you’re doing that you’re you’re a thought leader, you’re an expert, you’re an author, guess what? How you see yourself is ultimately going to determine your destiny. At what point do you deserve to start playing a big game? Do you want to infinitely position yourself as the go to person at whatever it is, you’re an expert in whatever field you’re in? A simple way you can do that is create your own show like this a podcast now it doesn’t have to be an hour show. You don’t need to be interviewing all these different experts, because maybe you don’t have that channel outlet to be able to do that. But could you sit down for five to 10 minutes in a day? And record some of the thoughts going through your head that would likely apply to someone else? No, you might I don’t have that. That extra you have an expertise at something it might be cooking, it might be sewing, it might be shooting free throws, it might be doing video, it might be being a sound engineer. I mean, there are so many talents that all of us individually have that others have an interest to learn, if only they knew where to go to.
Outro 6:44
Thanks for listening to this episode of growthtofreedom.com. Are you struggling to get a steady flow of new clients every day? Or maybe hit a plateau or hit a wall and growing your business? Let’s help you solve this problem today. Let’s review your business and have a conversation. Do that for free today at breakthroughstrategycall.com That’s breakthrough strategy call.com. In addition, if you’re looking for a simple way to implement some of what we’ve been talking about in today’s episode, I want to encourage you to get our free Small Business toolkit. You get that at activate.breakthrough3x.com That’s activate.breakthrough3x.com. If you’d like access to the special resources and all the show notes for this special episode, make sure to visit growthtofreedom.com
