In today’s episode, Elzie talks to Chris West, the best-selling author of Strong Language: The Fastest, Smartest, Cheapest Marketing Tool You’re Not Using and CEO of Verbal Identity, specializing in corporate narrative, brand voice guidelines, and writer training. 

Chis talks about how language is a superpower and the most underused tool in business. In the “What is the Stupidest Thing You’ve Done” segment, he emphasizes the need to understand as much about business before becoming an entrepreneur. He explains the concept of “founderitis” and offers three tips to help reign in your ideas. 

Chris stresses the importance of consistency throughout all aspects of business and the value of human relationships.

Highlights:

02:14 I don’t believe sales is selling people stuff they don’t want. I think sales is a transfer of confidence. It’s about the stuff that you know is good and you know that they need. 

03:59 Good businesses have 20 stories to tell; great businesses tell one story. 

06:02 Know your vision. Overall what do you want to get to? What’s your view of the world? What world do you believe in? And if you believe in that world, what do you want to stand for and what do you want to stand against? And does your idea help you with that?

09:00 My dumbest idea is probably leaving a business before I had business skills. 

12:12 I would say listen and just ask open questions. They’re not techniques; they’re things that I think could really help people.

12:44 I think the thing you’ve got to have is consistency. In sales, you can’t stop. It’s going to be 99 phone calls, and they’re all going to be rubbish. But it’s the 100th, right, and if you don’t make the 99th you’re not going to get to the 100th and you’ve got to do it consistently. 

13:17 Success for me will be having created really wonderful relationships with people who would identify themselves as clients that move beyond that transactional.

Resources: 

Connect with Chris West

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Website

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Connect with Elzie

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