In this episode of the PBP.fm Show, we dive deep into the world of building your own branded system. We discuss the importance of having a system in place to streamline your business and create a consistent brand experience for your customers. From defining your brand values to developing your unique selling proposition, we cover it all. 

Join us as we share practical tips and strategies to help you build a powerful branded system that will set you apart from the competition. Don't miss out on this masterclass episode!

a little bit about

what it means to have

a framework that's defensible

and we'll talk about the begging sell

to them for a second

Lucas Root: the marketplace is so full

I mean it's so full

you know every time I look left

I see somebody else offering

some other version of

something that I've either

already bought before

or something that I'm selling myself

the marketplace is so full

that customers consumers

the people that are in your audience

have to decide

who they want to buy from

and everybody makes the decision

based on two things

number one a very simple thing

and it's something that Richard

is actually extraordinarily good

at helping people deliver

is the person that's in front of them

when they're ready to buy

is the person that gets the sale

number two

and this is that second piece

defensibility

number two is whether

or not they trust you to be able

to deliver the thing

that they're buying

cause if they don't trust you

to be able to deliver the thing

that they're buying

it doesn't matter

if you're in front of them

when they're ready to buy

they're going to go

find somebody else

and so you need a product

that stands to scrutiny

you need a product

that is capable of being exactly

what it is that you were

promising it to be

and that's what I mean

Richard Matthews: Welcome to pbp. fm brought to you by push button podcasts. You go to a resource for grabbing attention, building awareness, and creating authority in your marketplace. I'm Richard Matthews, your host and guide through the wonderful world of podcasting as a driver of business. Here, we teach how to use a multimedia podcast as the cornerstone of your omnipresent content marketing strategy.

Whether you're an entrepreneur, podcaster, expert, or thought leader, you'll discover creative ways to leverage your digital content from blogs to video, from YouTube to Tik TOK and everything in between. We'll show you how to stand out from the noise so you can directly connect with potential customers, build strategic partnerships, and drive leads into your business.

Get ready for actionable tips and tangible takeaways on improving your digital presence across the board. With that, let's dive into this week's episode of pbp. fm.

Lucas Root: So, I'm very excited about this. By the way I'm excited to team up with you. Cause this is going to be fun. And chatting with you is always fun and chatting with you and sharing it with people is fun. I'm also excited about the framework that we're helping people uncover. And framework is the right word.

We're going to help you guys understand exactly how it is to take knowledge that you have in your brain and turn it into something that you can offer.

Richard Matthews: Yeah, absolutely. So basically, we're going to help you just basically discover the framework that we use that will help you build your influence and your authority in your marketplace. And we want this to make it so that your offers are both I think the word that you used, I think was really brilliant Lucas is both defensible.

Lucas Root: The marketplace is so full. I mean, it's so full. I, you know, every time I look left, I see somebody else offering some other version of, something that I've either already bought before or something that I'm selling myself, the marketplace is so full that customers, consumers, the people that are in your audience have to decide who they want to buy from.

And everybody makes the decision based on two things. Number one, a very simple thing, and it's something that Richard is actually extraordinarily good at helping people deliver, is the person that's in front of them when they're ready to buy is the person that gets the sale. But number two, and this is that second piece, defensibility, number two is whether or not they trust you to be able to deliver the thing that they're buying.

And that's what I mean when I say defensibility,

Richard Matthews: and I say, you say products, but it also be service as well products or services that stand up and they are capable of. withstanding the scrutiny of the marketplace and then delivering, which I think is a great way to think about that. And then the second part of that is getting people to raise their hands and beg you to sell to them.

And that is really where the idea of having a branded framework that really is unique to you, even if you sell something that is a commodity. And what I mean by that is people can get the same result from other people. Right. Or get the same result from other service providers. Right. And the reality is, there is something unique about what you do and how you offer it.

If you have a uniqueness to your service, which you do, we'll show you both how to discover it and then how you build that into the branding of the system so that it's both defensible and that it helps get people to raise their hand and be like, you know what? I want to learn how to buy that. Or I want to buy that from you. So What I want to do before we get too far into this is talk about what we are actually putting together and what we have is what I'm going to do right now is I'm actually going to go over what's called an offer framework because we're going to make an offer to you to come join us on this class.

And I think what better way to, you know, make an offer than to show you part of the framework that we're going to teach you on the class, which is an offer framework. And so the offer framework is really simple. It is what's the problem? And then just a reminder, like, Hey, here's a problem that you have.

And then you basically go through these five steps, which here's what I've got for you. Here's what it'll do for you. Here's what I want you to do next. Here's why you should do it now. And here's why it's a safe decision. So what we're going to do is we're going to just go through those things for this offer and show you what it is.

So if that's a problem that you suffer from and you want to solve that problem, we have something for you. And what that is, this is the, here's what I've got for you. We've got a masterclass that we're teaching this Thursday at 10 o'clock Eastern time. We'll be doing it live on Zoom. Lucas and I both, so there'll be small classes, probably, unless we get a whole bunch of interest in this.

We get hundreds of people, but I doubt that. It'll be small, intimate groups that we'll be doing on Thursday at 10 o'clock on Zoom, where we're going to be walking you through what we call the Hooked Framework, which is basically how to hook your audience, and we go through how to build a branded transformational system.

Or your business, no matter what the category is. So that's the first step of that. It's our masterclass. Do you know why do you like teaching in this in these formats, Lucas?

Richard Matthews: One of the things that I really love about the Zoom platform, I know Lucas has a thing for being able to see people's faces and really understand how they're interacting

Lucas Root: away my tricks here.

Richard Matthews: I know I'm giving away your secrets. You can see people and really help them understand and get the solutions.

So these are not, it's not going to be a us teaching and you absorbing a kind of situation. It's going to be a, we work together and we teach you these things and show you how to apply them to your business. And you walk away with the applications that you can start putting together for your business.

So that's what we've got for you. Next step of the offer framework is what it'll do for you and what it's going to do for you. is you'll walk away from this class having the framework in hand that you can start doing the work to look at your products, your services, and really start putting together a branded, what we call transformational system that will be unique for you in the marketplace.

And that's what we're going to give you on the masterclass.

Lucas Root: I can't wait

Richard Matthews: Yeah, so that's what we expect it will do for you. Hopefully that's something you're excited about. And the next part of the offer framework is what we want you to do next, and that's really simple. There's a button right below this video that you can just click on and it says, you know, it goes right to the checkout page and it actually says on it, the master class is $7.00 That's what we're selling this for $7.00 7.

Lucas Root: Did we really? All right

Richard Matthews: $7.00 Now normally classes like this are anywhere from 500 bucks to 2,500 bucks. this is not like one of those sales webinars that you get on and people are, you know, they're going to not teach you anything and you walk away with an offer.

Below that, there's an entire sales letter that goes over all the stuff that we're talking about right now. So if you're a, you know, a visual learner and want to read through that stuff, it's all in the sales letter below. And there's another button at the very bottom of sales letter. It'll take you to the same checkout.

So that's what we want you to do next is if you're interested Click that button. Go there.

Are you ready to amplify your influence and stand out from the noise? Join Richard Matthews on pbp. fm as he explores the power of podcasting, social media, and strategic content to boost your reach. You'll discover the latest trends in video, audio, and influencer marketing. Plus, unlock insider tips to create binge worthy content spotlighting you as a leader.

Richard Matthews: Now, the next part of an offer is why should you take up, take us up on this offer right now? Why should you do it now? And Lucas, I want to, punt this over to you and ask you, what is some of the opportunity costs that come from a business owner who doesn't take the time to build a transformational system today?

If they put this off or don't do it at all. Um,

Lucas Root: That's relatively flooded? You're probably raising your hand right now. You have competitors. You're probably raising your hand right now.

And you're going to continue to try to compete on price over and over again. What does that look like? Well, you're going to try to throw in new value hooks, new ways to bring people in to justify the price that you're charging. Or, and every time you throw more value in, that's lowering the price, right?

Or you're going to actually lower the price, because that's what the market is doing. It's driving the price down.

So the opportunity cost for you is how long are you willing to wait? How much money are you willing to give up? How many additional value hooks are you willing to throw into what you sell?

Richard Matthews: Yeah, and I can tell you from experience that it works one because we've used this framework to sell literally millions of dollars of products for customers for my customers over the last 10 years. But also my main business right now is a podcast service and I only take business from people who tell me to shut up and take their money. And that's like literally every one of my customers at one point or another has told me to shut up and take their money. And that's the difference. The difference is if you build a branded transformational system and you can communicate it to your customers, they will tell you to shut up and take their money.

And if you haven't had that experience in business yet it's cause you haven't had the experience of either interacting with a branded transformational system or have built one yourself. And we're going to teach you you and see both sides of that because you're going to see our brand and transformational system that we used to talk about this, and you're going to see how you can apply it to your business, which I think is really valuable.

Lucas Root: Let me give you guys an example of a branded transformational system that every single one of you knows and is familiar with and probably has forgotten. If you see me holding up my cell phone, your paying attention When Apple first launched the iPhone, you all remember there were lines around the block to buy an iPhone.

The iPhone was a branded transformational system. Most people don't think about it that way, but when you bought an iPhone, you were transformed from somebody who was not cool into somebody who is cool. And that is exactly what they were selling. They were not selling a cell phone. They were selling a transformational system that turned you from somebody who's not cool into somebody who is cool.

And they successfully delivered on that for a decade and it made them a half a trillion dollars. This is not a joke. This is not hyperbole. That is exactly what happened.

In the same place, like how does flooring a transformational system, but it really is right. If you know what people are actually buying, and that's one of the secrets is you're going to learn how to figure out what people are actually buying from you, because the reality is, even in a flooring store, they're not buying flooring from you.

They're buying something else and we're going to talk about how you discover that and then how you build that into your offers and how you build that into your transformational system. So that's the here's why you should do it now portion of an offer framework. And the last part of the offer framework is here's why it's a safe decision and a safe decision is really about what we call risk reversal, right?

It's not a money back guarantee. It's $7.00 right? Kind of irrelevant on that part. Now the social proof, this is a brand new class for us. We don't have any testimonials or anything that we're going to share with you yet. Unless you come to the class, we might put a few up on our next video we do for this.

But the one thing we are going to talk about is we're going to talk about the amount of time that you're going to put in and what you're going to get back from it in return. Right? So what we're asking you to do is put in $7.00 and about an hour of your time. Now, $7.00 and an hour of your time could be spent doing a lot of things.

Going to a coffee shop, getting a coffee, and you know, hanging out with a friend, which is a good thing to do. Or you could come in

learn some of this,

Lucas Root: this

Richard Matthews: yeah, you could come and learn this skill. So, Lucas, what are your thoughts on the comparison between $7.00 an hour of their time versus what they're going to learn and what it could do for their business on the other side.

Lucas Root: Absolutely.

If you're not in a position where you're ready to change the way that you approach your marketplace into a branded transformational system, Then this is a waste and you shouldn't sign up. If you think that your product is doing just fine, if you think that you're in a market that's not flooded, if you think that you're not being competitively driven down on price,

You're probably already in a situation where this isn't a good use of your time.

But if that's not the case, If you're in the process right now of dealing with really powerful competitors, people who can beat you in every corner of the game and every single turn, if you're, as Richard pointed out,

I'm in the flooring and Home Depot can beat me everywhere I go. Home Depot can beat me on price.

They can beat me on location. They can beat me on advertising. There is nothing I can do. To compete with Home Depot, except by delivering a branded transformational system. And Home Depot, they can't touch me on that.

And customers who are saying, well, I could go buy the same thing from this guy over there. You know what? We're right for you. And 7 in an hour of your time is the least that you can do. To start pushing those competitors off your heels to start making sure that your customers aren't in a situation where they really can just go buy Right next door.

Richard Matthews: Yeah. And I was like, and it doesn't matter. I said, you could be in a space like flooring. It could be in sports where you're in a space like where you're teaching how to do real estate investing, or you're teaching, you know, like how to sell, on webinars. It doesn't matter if you're selling information or if you're selling products or if you're selling services, there are people in the marketplace that are selling what you sell and the difference.

between them and you is you learning how to build your unique brand and the things that we've talked about in this video onto your offers. And we're going to show you how to do that in a systematic formulaic way. And we're going to show you our templates. We're going to show you our mind maps. We're going to give you the exact system.

Lucas Root: Yes

Richard Matthews: now, because they're based on the system. Yeah, they're based on human psychology.

They're based on how and why people buy. And that's the one thing that never changes, right? Is how our minds work. So with that, the last little call to action on here is if you are ready for that, click the little button below this video and we will see you on the class this next Thursday. Again, just go through the checkout and you'll get an email from us with the next Zoom link for the next Thursday call.

And we look forward to seeing you there.

Thanks for joining us this week on pbp. fm. Make sure to visit our website pbp. fm where you can subscribe to the show on Apple Podcasts, Spotify, or via RSS so you'll never miss a show. While you're at it, if you found value in the show, we'd appreciate a rating on Apple Podcasts. Or if you'd simply tell a friend about the show, that would help us out too.