Start by Branding Your Name

Isaac Mashman1:42

on today, man. How you doing? Man, Kenny, I appreciate the opportunity and the offer. I'm feeling blessed, fired up, And overall phenomenal man, 2021 is already off to a great start. Hit the ground running and yeah, man, super stoked.

Isaac Mashman2:17

Yeah, I hate you. You got it. Are you an early kind of guy? Are you waking up early in the morning or what's your normal routine and schedule? You know what? I'm normally a night owl, but then I met a girl, moved in with the girl and she's an early morning riser and so I got on her schedule now. And so, you know, I've never been just one way or the other. You know, I can get up when I need to get up. I can go to bed when I need to go to bed. But I definitely prefer staying up, man. There's just something nice about everybody being asleep.

You know, the world being calm, the night has a different energy about it, where I can really be super productive. But you know, getting up early definitely has its benefits.

Isaac Mashman2:55

where you didn't go to sleep? Recently, no. What ends up happening is I'll go and work until maybe three or four in the morning and then I'll sleep and I might not get a full six or eight hours of sleep, but I'll get a couple hours and then I'll get back up and go back at it. I once was in that mentality of hustle nonstop, the stereotypical 18 hour days, six hour nights, and then I recognize to something that I've started to understand from other mentors and other people who have the results I want is that that's just what people throw around to make themselves feel better when it comes to their ego.

You know, sleep is very important and at the center of everything, man, like if you do not feel good when you're awake and when you're up, you're not going to be productive, you're not going to get results, you're not going to be able to get the things done that you need to get done. And so I've taken a step back and put a little bit more emphasis and gave myself permission to rest.

Isaac Mashman4:17

I love it and this is actually giving me an opportunity to dive in on some things that I really haven't talked about too much. You know, man, growing up, I come from, you know, like I said, a lower middle class family. My mom was a single mom, where it's pretty much my entire childhood. And I think that that's pretty much going on today as well. That's a big reason why I'm doing what I'm doing so I can be able to provide for her and live a good life. But growing up, man, you know, I remember waking up six o'clock in the morning going with my grandmother to drop my grandfather of the cabinet shop.

You know, he's working for this cabinet shop and I don't think they ever made anything past $40,000 a year, man. And you know, there's nothing wrong with not making money or with making money. But at the same time, when there are issues that can be solved by money, you start looking at money as the solution to your problems. And in a lot of ways it is. And go into school, man, I was raised, go to school, get good grades, you know, and the whole, the same thing. And I've said this dozens of times before, it's the same mentality that everybody is practically raised with. You know, my mom's like, we don't have the money to put you through college.

You have to get the scholarship. And so that's the route I went on. Got, you know, pretty much straight A's. I had one C in my entire life. And when I had the C, it was like the end of the freaking world. Like I had to go to tutoring to get the C up to an A. And my senior year of high school brother, you know, I was just lost. And I found entrepreneurship and I fell in love. But if you were to talk to that kid, that young Isaac match, man, I always had those leadership traits, you know, I always thought a little bit different.

And I never really fit in with anybody. And I don't know if that was just me being awkward and being that awkward little chubby fat kid. I was bullied growing up. A lot of people used to make fun of my last name, be like mashed potatoes, smashed mouth. It's just, you know, I could see that. Something goofy and something that looking back, I'm like, wow, that was really nothing, but it was something during the time. And it's crazy now that, you know, I recognize having a unique last name and a unique name is my superpower. But brother, I've come a definitely a long way. I used to run away from the camera.

I used to hide. I purposely missed out on photos. Like I didn't prioritize my senior photos. I never got them taken. It was already too late when I finally was like, you know what, maybe I do want to get photos taken. I think there is a time 10th or 11th grade where I didn't show up for picture day. I was in the building, but I didn't show up. I didn't go simply because I don't want to be on camera. I was going through a very rebellious time. And yeah, man, I was also a leader in a lot of regards, no matter what struggles I was being faced with.

I was a part of Boy Scouts for most of my young adult life. And I was in Cub Scouts, you know, a wee below two or whatever when I was about 10 or 11. And then I transitioned crossover into Boy Scouts, went through that for about seven years. And, you know, that was where I really learned a lot about leadership, learned a lot about, you know, structure, I guess, respect, life skills, first aid, things that I think are vital for men, you know, and you, you know, you have a bunch of kids yourself, you know, we've talked before about that. And I think that that's something that really serves me well today, you know, having that knowledge and understanding, but that leadership really wasn't, I didn't recognize that that would help me as much as it did until a couple of years later, looking back.

Isaac Mashman8:46

I don't think it was ever just one aha light bulb moment, but it was a series of different things and different influences in my life, right? I was always that chubby kid, like I mentioned in middle school and it wasn't until high school when I started to really get into shape. My senior year was when I lost all the weight and hit the gym super, super heavy. Went and did a weightlifting class. And that was also, ironically, the time that I was really getting heavy into entrepreneurship and I saw network marketing and I saw this opportunity to scale and to live a life to where, I saw these 22 year old kids making $10,000 a month and I'm over here, I'm like, I'm going to go to college, but for what degree and then what comes after college and graduation.

I recognize that being that shy kid who wasn't the center of attention would not get me the results I wanted to in life. You know, I'm not doing all of this just for money or just for reputation or fame, but rather those things add up to my purpose and they add up to basically allow me to live the desired life that I want to live in the future. And so recognizing that fact, I just took the first step, man. This is something that a lot of people overthink themselves out of action, and that's something that I've been through and battled even in recent months and recent times.

But I remember the first time I ever went live on Twitter. I was outside, I was shaking, I was sweating, I was awkward. The first time I've ever did a podcast, man. Like I did a podcast before my current podcast, and it was lesser known. It was called The Isaac Mashman Show, man. I recorded the first episode on my Android phone that my parents didn't even know I had. like it was a phone that I hid. I come from a very right-wing conservative family. And I was being that rebel kid, I was like, I don't care what you say. Like I'm gonna do what I wanna do.

And that's something I'll highlight another time. But now man, I recorded that podcast in four minutes long and I didn't know what I was doing. I hated the sound of my voice. I would edit every single um, I would rerecord episodes simply because I didn't like the way I sounded my voice. It wasn't just being self-conscious about my body. It was being self-conscious with my identity, with who I was, with my name, with being Isaac Mashman. And so I eventually just started and then over time it got easier, it got better. And there are still times today where I'll be my interviewer podcast and I'll feel a little awkward, I'll feel a little uncomfortable.

But at the same time, when you're in uncomfortable situations, those are the times and the situations that are going to allow you to grow more than any other.

Isaac Mashman12:03

Right, well, man, to circle this back to a sales conversation for any of you who are in sales, which technically everyone is in sales, right? You're selling yourself, you're selling your product, you're selling your service, your company, your business, whatever it might be, you had to sell yourself on why I should take time to be on the podcast. Now, I have a low threshold to take action when it comes to this kind of stuff. I love podcast. I love the opportunity to talk to other great people and network and make new connections. But regardless, man, if I maintained that self-cautious, closed off, unconfident mentality and identity that I had before, I would have not been able to grow and scale and start working with people and asking $1,000 to work with me or $2,500 to work with me.

I would have been still working with people for $100 or $20, but that confidence is something that builds. You build this identity. You build up your personal brand. You build up this person in your mind of who you're striving to become, who you're working towards becoming, what goals and how you want to look, right? What clothes you want to wear, how you want to talk, what shape are you with, how are you speaking? Having that cautious and intentional vision is how you really scale up. And then it becomes easier to close people when it comes to sales, right? If you're not confident in yourself, you won't be able to close a product, even if you're close to sale rather, even if you're confident in the product or the company that you're working for.

Isaac Mashman15:26

at that point. Yeah, absolutely, Kenny, and another fantastic question, brother. Ultimately, it was me looking at the people who were giving me advice and then looking at their results. I was drawing parallels and comparisons. So I'll give you an example. Back in 2019 or 2020, the past couple of years have flown by. I'm trying to keep things tracked. But it was still early on in the process, man. I wasn't even in business for two years. It was before I launched my company. I was figuring things out. I was still in and out of network marketing trying to figure and get my footing in the world, right?

And understand what I was really doing. And I had this person who was relatively close to me, a family member, I'm not telling, you know, what exact family member relation he had. But he was like, Isaac, man, like, you're not this entrepreneur, this isn't you. This isn't you. And I was just thinking, I was thinking to myself, and I'm like, one, I'm not going to let this necessarily affect me, but I'm going to evaluate what he said. And that was a trigger point for me to do everything in my power to become that individual he said I never was. And the thing that people do not realize is you will not become this person overnight.

You have to take and make consistent effort in order to become that individual, that same person who you are desiring to become that I mentioned earlier on in this episode or this podcast is the same exact person who you're going to be making consistent effort towards becoming every day. You could have the vision, you could have all that, but without action, it's nothing. Right? Executable action is the thing that is going to get you to that point to where you become the individual. Right? Like, I'm not into the shape that I want to be right now. And so I'm making a dedicated effort to get into that shape.

I'm working towards becoming that individual. And so my word of advice to anybody out there would be to get cocky. And I know you, you're probably going to hear everybody telling you be humble, be empathetic. Yes, be humble, be empathetic, be selfless. But at the same time, if you're spending all of your time being concerned with what everybody else is telling you, with who you are. They're trying to tell you who you are when they do not even know who they are themselves. All of these people were telling me what to do, where to go, what career path to take, and none of them were happy in their own lives.

None of them were happy with their own career choices. Whenever you talk to them, they're first to tell you about their regrets. They're not there to tell you about their successes. And that was a recognizable point in my journey to where I was like, you know what, I'm going to be a little bit more, I guess you could say strict and concerned with who I pay attention to. If you do not have the results that I want in life in the area that you're giving me advice in, I will not pay attention to you. It's not that I don't respect you for who you are and it's not that I don't think your advice is valuable.

But very simply, I only have so much time on this earth, right now, it's easy to say as a 20 year old, but at the same time, I want to make sure that I'm making the most of the time that I do have and I'm not making mistakes and I don't want to listen to a person, tell me something, And then I listen to it and do it. And it doesn't work out. And then I have all of this hate towards that individual because they told me something that they had no basis to talk about, no basis to give advice on. And it's difficult, it's not easy.

And you can be called a narcissist, you can be called egotistical. But at the end of the day, what I'm doing this for, yes, it's for me, but it's also for all the other people who are in my circles, the people who have believed in me along this path, the people who were, you know, The day one, my friends, I remember my good old buddy, Kevin McDonald, man, he's the reason I got into shape. We were accountability partners and he supported every single thing that I went and did. I have a couple other friends along the line that were very supportive and I'm like these people are going to be the ones that I look to and make sure are well set when I become that person who they believed I could become even in the times that I didn't believe in myself.

At the end of the day, if you cannot provide for yourself or if you are not happy and content with who you are and what you're doing and where you're at in life, how do you expect to help the people you care about? What position are you in? And that's at the core. That's what I'm all about. And that's the reason why I'm doing this. You know, I want to be able to live up to my potential and live a damn good life.

Isaac Mashman20:28

tools do you use or resources recommend? Honestly, building my business is what reminds me of who I am because you're consciously doing something. You're doing intentional living, right? Brennan Bouchard talks about intentional living. What is the intention behind this podcast episode? What What is the intention behind building your business? What is the intention behind that phone call? I'm not really huge on affirmations. I'm not gonna lie. That's something that I'm big when it comes to listening to affirmations at bedtime, right? You put affirmations on saying, you know, I am successful, I am wealthy. And that's what I would do because it would reprogram your subconscious mind.

But during the day, you know, I just, it was always difficult for me to actually believe it and state these things because I felt like it was always cliche and it works for some people. but for me, I would rather do it, let my subconscious mind do the work at night when I'm listening to affirmations or sleep hypnosis. There's some really good videos on YouTube that you can go and check out. But during the day, man, I would say cautiously building my business reminds me of who I am, reminding myself why I'm doing what I'm doing, reminding myself of my purpose, of my goals, what I am working towards.

Those things keep me on track more than affirmations ever could. And now I am, you know, this is a whole nother topic, but I'm absolutely huge when it comes to personal development. I believe that at the center of all success is personal growth. That's the topic behind my own podcast. That's the topic between or behind the content that I produce. Ultimately, at the end of the day, even if you go to college, you're going to college with the intention of growing your resume. You're growing yourself. You're growing your credentials. You're growing your portfolio. And that is going to be attractive to companies. going to see that portfolio or see that degree and say, wow, okay, so they've done this level of personal growth to where they raised how much they are worth to me.

Now, I don't know how many companies still look at resumes, you know, in the sense of education moving forward, less and less companies are doing so. But if you're not growing as an individual, man, you're not growing in any other area. A lot of people want to have the million dollars, but they don't recognize that the most important thing about that million dollars is the person

Isaac Mashman24:19

So before I answer that question, I want to take it back to the resume. So you said that you really can't tell who these people are. if you're hiring someone based off of the resume that they have, a piece of paper with some lines and with some text, you can go out of your way to make that resume look very good. But at the same time, you're basing your judgment off of not even meeting the person,

Isaac Mashman24:42

it's ink and paper. So I like to say that personal branding is the resume of the 21st century. There is a research and a statistic done or a study done that states that 70% of all employers when they're hiring now, look at social media profiles. What pops up when their prospective employee is Google. And they leverage social media, right? Your Twitter accounts your Instagram, what you're posting to determine if you're a good fit for them or not, right? They're not wanting to hire somebody who's listing off racial slurs on Twitter or talking about stuff that are just not going to represent the company in a good fashion.

And so I like to say that personal branding is the resume of the future. and personal branding at the core is who you are. People think that it's something that you have to create when an actuality it's something that you have always had. You're the only Kenny Perry that was born on that particular day to your particular parents in your particular city. And every single thing that you did in life, every single relationship that you've ever built, even with your teachers in elementary school, with the people you met at church, when the people you met during sports, right, the coaches that you talked to in baseball, football, and other athletes, they were all people who contributed to your personal brands, because whenever they think of Kenny Parry, they think about something specific to you.

They think about you, right? If you're building up a name for yourself in the solar industry or doing door to door, are people viewing you as Kenny Parry, or are they viewing you as the solar guy? And we've had this conversation in private on Clubhouse before of like, you don't want it just be known as the solar guy, you want to be known as Kenny Parry, but something that you do do is solar, but at the courts, it's who you are. So what I do is I work with people who have the desire to be followed in demand and respected, but that's the marketing phrase, but what does that mean?

To answer that question, I'll go ahead and discuss about how I got started with this. Over the past couple of years, right, I got into business. I tried a bunch of different ideas and I never got far in any of them. I went through a spree to where I managed an artist for six months. I worked and wanted to do a record label. I wanted to do drop shipping. I started a clothing line. I did network marketing and multiple companies on and off or literally a year straight. Didn't really have too much success. I got a lot of mentorship but not a lot of success.

And then I recognized that what I really enjoyed was building up my brand more than I enjoyed building up my business. I was building up a name as Isaac Mashman that entire time. I just put myself out there as Isaac Mashman, this young ambitious kid who was wanting to do something with his life and people caught onto that. People started to connect with me. People started to follow me. And once I saw that I had success and I had results in certain areas that other people were lacking, I became the person who all my friends would talk to if they need to help with their branding, even on businesses.

And so in April of 2020, I launched my public relations for a match from the ventures. And what I really do is I help people position themselves in the marketplace. I help them build up a brand for themselves where they're well known. And personal branding is huge when it comes to sales, right? A part of being able to close somebody in a sales process is they have to believe in your products and your service, they have to trust the company and they have to trust and believe in the individual. And what I do with personal branding I lower that threshold right by working with me or you know not trying to sell myself, but ultimately I'm selling myself right you're ultimately Always selling shameless plug get it.

Yeah, man. What what I go for it I mean I make it easier to close, you know whenever you google yourself what pops up Right I would much rather work with the person who I'm able to find and do research on or read an article on or see them on A on a YouTube video right like let's say you're going to hire somebody They submitted their resume But then you see their Instagram and you see you see on their Instagram that they already are talking about solar panels They already are talking about sales you go to their YouTube and then they have YouTube videos on the sales process They're selling themselves to you through their content and through their personal brand that they've been building online It lowers the threshold that you would normally have to overcome To hire them and that's pretty much what I do to put it in a little bit of a long drawn-out way, man

Isaac Mashman29:23

Ultimately, brother, personal branding is not just your social media accounts. I talk to some people and they're like, so you just work with people on their Instagram and Twitter and LinkedIn. Exactly what I thought. No, no. And that's something I'm glad that you asked that question because this gives me room to clarify. That's only one aspect of your brands, right? You're putting yourself out there by creating the social media profiles and getting at Kenny Parry on Instagram, on LinkedIn, on Twitter, right? How easy is it for people to find you? But on top of that, you can establish and layer the foundation of your brand and your personal brands, but how do you build it?

How do you scale it? And that's where I work with clients. Okay, so what ways are there in the marketplace for you to get your name out there and be viewed as an expert? Clubhouse is a fantastic platform to position yourself in a room to where you're the focus and center of attention, giving value and delivering value. So by you being on the panel, people are automatically going to view you as somebody who is worth listening to and knows what they're talking about. Is your company on the Better Business Bureau? This is something that I've been preaching a lot lately, man. I have a digital internet company.

It's a public relations firm, but at the core, it's online. It's an internet company, but I have my company on the Better Business Bureau because it's a company that will help my company gain credibility and a reputation because it's automatically trusted. How do we position you to where you're not just on Instagram and Twitter, but you can be found on various websites? Are you giving value? Are you creating content to show that you even know what you're talking about? If you're not showing and demonstrating your expertise, it doesn't matter who you are, how much you know. If other people don't believe you, or if other people do not even know what you do to begin with, right?

You could put entrepreneur in the bio. You could put sales expert in your Instagram and make it look nice just like you would do on a resume. But outside of that, how do you actually come across as the person who's worth listening to?

Isaac Mashman31:47

Right, well before I do any of that working with any client that I've ever worked with, I always start off with the foundation and the foundation is education and mindset. Now that might sound a little cliche, but it goes back to me defining personal branding at the beginning of this podcast episode, man, a lot of people think that it's something you create when an actual audience, something you've always had. I'll always start with that. I'll go over any of their misconceptions that they've had when it comes to personal branding. I'll go into the mindset of things. Are you talking about your nine to five career or are you talking about your passion project business that you're building on the side?

There's a difference, right? If I go up to meet you and you immediately tell me about your nine to five, that first impression is going to make me think that you're only working in nine to five and you don't have anything else going on. But if I was to meet you and shake your hand and you say, no, I'm not man, I'm actually working and I'm a sales coach or a sales trainer, I'm going to associate sales trainer with Kenny Parry rather than your nine to five. So I'll cover the mindset. A lot of people too have limiting beliefs. Just like I had the limiting beliefs as to why I could only sell for $100.

I had to raise my belief in myself and the way that I raised that was through action, working with more clients, learning more skills, learning more information, becoming more knowledgeable. And that's how I raised myself worth. but a lot of people have the limiting beliefs of their mother, their brother. They told them that they can never make a career out of their music. They can never go off on their own and start a business. And so I would always start with the education and mindset. But when it comes to platforms, define your social media handle, right? This is very basic stuff, but you'd be amazed at how many people you could talk to.

And they have, let's say at Kenny Parry on Instagram and then they have the Kenny John 62 on a different platform. on a different platform, man. I like to say that you should build an omnipresent brand where it's easy to find you, you're everywhere, and people are able to tell who you are, right? In your bios, you should always cover who, what, when, where, and why. That's a little nugget right there. If you can condense all of those things into a couple sentences, you're making first impressions online, just like you have first impressions in real life, shaking a person's hands. You have first impressions online.

I was able to make an impression on you on Clubhouse when we first started talking. then we establish a relationship, right? If I was to screw up that first impression, we wouldn't be having this conversation right now. I gave a good enough impression to where you're like, hey, Isaac, I'm looking for people to be on the podcast that's come on. You gave me a good enough first impression to where, if I'm curious to know a little bit more about parenting, I know that you have a bunch of kids and that you're a very respectable man in that regard, I might come to you for advice someday because you gave me that good first impression.

You're somebody who I've had my sights on, right? somebody who I know I can trust that reputation. But outside of just the social media platforms, you need to start establishing relationships with people. People get so caught up on the numbers. And the numbers are important. Don't get me wrong. It's very satisfying to see your numbers grow, to meet more people, to see a K next to the thousand, right? You go from 9,999 followers to 10,000 and you see a K. It's just, it's subconsciously satisfying, right? meet somebody in public for the first time, you get their Instagram, you see that they have 100,000 or a million followers, you might view them a little bit differently because it shows that they're somebody who's done something to get to that number.

But start establishing more relationships. A strategy that I give all my clients is the power of three. Send out three new messages every day and connect with three new people. That means by the name of the month, you're going to be able to have 90 new people who know about you know who you are, right? You're establishing this rapport, this level of care, this level of trust. You do that for 90 days. That's 270 new people who know about you, who know about your passion, who know about your business or product, who know about your product or your podcast rather, excuse me. And then from there, you're going to be building up momentum.

This is something that I've seen, man. You know, it starts off with one podcast. I did a podcast back in 2018, and then I did another podcast and then another one, and then it got easier. And then I had more people asking for me to be on the show or, you know, I had less, I started my business from the ground up, right? Nobody knew what I did. And then now I have people coming to me because I've established myself, because I've established those relationships. And that's also how you build up a referral based business. I'm more likely to share a friend of mine than share a stranger, right?

Oftentimes you'll hear that, you know, strangers will support your business more than your actual friends. And that's because you have the wrong friends. You should be surrounding yourself with the friends who are actually going to share your business and share what you do and start making sure that they have your best interest in mind. I want to see everybody grow, man. If I know somebody who needs solar in your area, I'm going to refer them to you. And I would hope that you would do the same for me.

Isaac Mashman37:12

I viewed it as a challenge. And I viewed it as a good challenge. It lit it, excuse me. It lit a fire underneath my butt. So where it kind of just like, it scooted me forward a little bit. Cause I was like, you know what? This is all the more reason why I need to build up my company to wear something like this, God forbid happens again. But from a scientific standpoint, probably will happen again. I hate to be honest, but that's the truth. I need to be prepared. It's the same thing, you know, back in 2008. Now I was in elementary school and that recession happened, but if you read Grant Crohn's 10x rule, he talks about during that recession, he recognized that his company was not in a point where it could survive.

And so he scaled his company to where now COVID hit, his company's still going strong, man. And so it lit a fire and eat my butt. It kind of, you know, it reinforced the idea of scaling. It reinforced the idea of actually making some of the things that I was talking about into my reality, right? It's really easy to overthink things. easy to think but not do. And that's what I was doing for a lot of, you know, a lot of the past couple of years, you know, I've never got far in really any of these businesses. And that's because I never put a lot of effort towards it.

But then me not that that lack of effort resulted in me figuring out what I actually wanted to put a lot of effort into.

Isaac Mashman40:14

I've actually been thinking about this a lot lately and how can I work with not only individuals but how could I scale and work with organizations and companies?

Isaac Mashman40:25

the people who are able to pay you or the Fortune 500 companies or companies and organizations that have more funding than just, you know, one individual who's a one man team, right? And I was thinking about how does this really tie in? How does personal branding tie in with the company, right? You have basic public relations, which goes into branding, which goes into, you know, the color scheme, the logo, behind the company, the message that they're trying to portray, causes that they care about. It also covers news articles. People think that public relations is only the surface level stuff. You see a lot of these Instagram public relations experts who are like, get featured on Yahoo Finance.

You don't know why ZV.com. Yeah, and that's one avenue of PR, but that is not the only thing that revolves around, right? That you have media coverage, which is also talked about by a lot of these agents, but at the core, it's like you're wasting all of this time, money and resources on getting articles when your brand needs help, right? If your brand is not optimized, if your brand does not look good, you spending all of this money and time on these resources, you will not get the conversions that you could be potentially getting, right? I like to say, build up a good brand, then you market yourself.

I do things a little bit backwards. A lot of people will tell you to just start and market yourself. But if you take two weeks to get your brand right, to take the action, to get on new websites, to get Google's algorithm starting to index your name to where you can pop up on more searches, that kind of thing. And then you start marketing. You're going to be seeing much better conversions than if you just have a weak brand and you just hammer the marketing, right? Grant Cardone has a strong brand, but he's also a very, very strong marketer. And you'll see his ads on Facebook, you'll see his ads on Instagram, you see his face everywhere, but at the same time, it took him a while to get to that point.

Now, to circle back to the conversation about personal branding and companies, you have to think about what makes up a company, the employees. Without the employees, the company fails to exist, right? So if I'm working for a company that has 500 employees, if you lose half of the force, you lose half of the company, right? Or you start up an organization and you're in a partnership with another person, your 5050 equity, that partner leaves, you just lost a business partner. You lost a part of that company, what made that company unique? And so this is what I see happening moving forward in 2021, 2022, 2023.

Companies are going to be enforcing their employees, they're not going to like necessarily be enforcing it, but they're going to be reinforcing the beliefs of their company, of why you would want to work for their company. Their employees are the greatest salesmen, salesmen. Even if they are not directly selling a product or service, they're going to be telling their friends and family about who they work for, the experience that they're having at the company, why they would want to work at the company, right? Would they refer a friend to work at their same organization? They're going to want to start having their employees post about their work experience, right?

Are they tagging, let's say you're working at an insurance company, right? Are you tagging the insurance company that you work for in your bio, right? Are you making it known that you work for them? They're representing, they're representatives of that company and sorry if I'm a little scatterbrained when it comes to this because it's something that nobody's ever asked me before publicly and it's something that I'm trying to take all these different things and ideas that I've had in my mind and make them into a public message but I just, I don't know man, I see a lot of companies really reinforcing the ideas of their company culture, what their employees, where their employees are going to go out and tell the world about what amazing organization

Isaac Mashman45:09

Yeah, I actually have 10,000 followers on TikTok. Something that I a little known thing about me is I actually have a lot of influencer connections and I'm not saying this in a Bragg way but or Braggadocious way but during one of the most difficult times in my life I was posting these videos on this application that was Facebook's competitor Apto TikTok called Lasso and I was just creating content man and I eventually was able to become one of the verified creators on the platform and through that I was able to network with a lot of other amazing people you know I saw creators go from zero to a couple million followers and one of my connections, his name is Jalen.

I was Jalen Hanley and I was out in Los Angeles, right? Because I moved from Jacksonville, Florida to Bigger, Smith, California and that was there for a time. And then that was when I was managing an artist of mine, his name is Diggy Durk. And I was managing him and we are out in LA. And I did a video with Jalen and then it was a comedy video, it was a prank video. And it ended up getting some traction to where I went from a couple hundred followers on TikTok to a couple thousand. And then from there, I was like, like, you know what, I'm going to get out of my comfort zone.

And then I started making some comedy videos. And I recognize that that kind of took off. But it's a platform that I haven't put a lot of emphasis in in probably six months. It's something that I've been considering, but at the same time, what kind of content do I want to create? And do I want to go down the comedy prank avenue that really doesn't correlate with my brand? I mean, it correlates with who I am. I can be a humorous, you know, jokeful guy, but at the same time, what could I do that would be appealing to the algorithm and also appealing to the audience that when it just be something that's done.

So I definitely think it's here to stick around. I know that TikTok was facing a ban and that was a big worry and a big concern, but when it comes to putting out content, that's not where my focuses are, but I do think that it is an undervalued asset. There's a mobile application I've been working with called Entra and they had a video reach a million views. And that's how they've been getting a lot of traction to their application simply by, you know, getting the users of TikTok to join their platform.

Isaac Mashman47:54

Right no absolutely man and great great question. Before I answer that I will say that when it comes to working for a company and being an active representative of that company in your bio, right? Like, let's say you say that you worked for this organization, you tagged their Instagram in your bio saying, you know, you need to represent who you work for, you need to be proud of the company you work for. If you're not proud of representing it, you should change companies. It's as simple as that. But by doing that, you're going to be reinforcing the idea that you work for that company with the people who are already following you, who are engaging with you.

And so if they know you work for an insurance company, they're more likely to do business with you because they already know, like, and trust you, right? You have that level of trust. They're not a cold lead. You're already friends with them or you've, you know, they've seen your profile around. And then aside from that, there's absolutely nothing wrong. And I would suggest doing this, start building up a name and a reputation just for yourself. You don't want to be known as the guy who works for that company, but you do want to be known for who you are in your individual name. So you could post things about your family post things about your travels you could step away from that and maybe start producing content based around the company that you work for Without giving away trade secrets.

Obviously But if you're in the solar industry, you could tag the company that you work for in your bio And then you could create content based around solar You could create content based around your life about lessons that you've learned and that's how you you establish this level of credibility, you get more attention and you get more traction to your name, and then ultimately your company is going to see that you're taking this extra effort to become well-known and to become somebody who is working on number one themselves, and they're going to reward you most likely. You know, if you're representing the company in a positive way, if you're working for a good company, they're going to see that and view that, and there's nothing wrong with doing it that way.

But to say and to answer your question about different softwares and things, I am tech savvy. I mean, I'm not like the most savvy guy there is. I'm not really big on email marketing. I have an email list of roughly 100 people. It's not something that I'm really like actively asking people to go subscribe. I don't have a lead magnet right now, none of that stuff. Those are all things that I'm working on by the end of this year. But I built my website through wix.com. It's not the best out there. It's not the greatest out there, but it's easy. It's convenient. They have decent SEO.

It's up. Right. Exactly. And back in ninth grade, I took, this is one of the classes I've used more than any other, and my adult life was a web design class. And it was teaching me the basics of HTML. And moving forward to where I created my first website with Shopify a couple of years ago, outside of that class, and I was able to go in and edit the code and actually understand a little bit of HTML, what to edit, what the structure should look like that, that kind of thing. And then for my Wix website, there have been a couple of times where I've had to go in and you know, address the search into optimization yesterday.

I was adding meta-tax to the website. So I'm not like the savviest person, but when it comes to select things, I have more experience than most. And you also have to have an understanding of algorithms and how social media works and how Google works and how SEO works to do the work that I'm doing. Right? The goal is to get it to where you search up your name, you pop up. What websites are ranking higher in Google? What websites are indexed? How do you, you know, position yourself with specific keywords to where Google is able to pick up that you're a notable public figure, right, and create a knowledge panel?

There's a lot that goes into it. You don't have to spend a lot of money on a whole bunch of different services, man. If you don't want to pay money for a website, Wix has a free plan. There's a website called UCraft that has a free landing page that allows you to connect to custom domain. You can even use Linktree. Linktree allows you to put all of your links in one place. I would definitely recommend investing into these different platforms and right. You need to be able to invest money into your business and into yourself in order to get a greater ROI in the long run.

But don't be afraid of being resourceful, being thrifty in the early days. I don't pay for my email, but I have a custom email right? So I told you to email bookings at @isaacmashman.com and I don't go through Google sweet. Even though Google suites $5, I go through a separate provider called Zoho, ZOHO. And I get those emails for free. And I get up to five emails. And it's a fantastic software that I've been using. You know, what's the point of adding an additional cost when there's no need for it? The only exception I would say to make would be if it's a friend of yours who has a service that you could otherwise do for free, but you want to support them, right?

Other than that, man, Zoho Weix.com. I'm a big believer on social media platforms, right? Obviously Facebook, Instagram, Twitter, LinkedIn. Don't spend all of your time spending on every single platform. Create a profile, optimize your profile, determine what profile you really want to put your attention towards. And then yeah man, just actively build up relationships.

Isaac Mashman54:09

But at the end of the day, brother, like no matter what level of success I have in the future, because I'm starting out with this intention of becoming successful, I'm still gonna be the same dude. I'll be able to listen to this interview a couple of years from now and be like, man, I'm still the same way, I have more expertise, I have more knowledge, I have more success. but I never want to be one of those big wigs who people think are just, he's an asshole because in a conversation he thinks that he's better than you. Now, if you're a jerk to me first, then there's a chance I might be a jerk back.

I know who I am, I'm confident in myself, but men, I want to be able to have that relationship and conversation with everybody, no matter where I'm at, who you are, where you're from, what color you are, what religion you're from, all those things don't matter. At the end of the day, man, I just like meeting new people and making the most of this human experience at the end of the day, man. We got one life to live, so why not make it the very best?

Isaac Mashman55:38

One, this is a sales podcast, and I don't think that we've really touched on sales. We touch on a lot of the mindset that goes into how you can sell yourself, but Way of the Wolf by Jordan Belfort completely changed my life when it comes to selling. I remember the first time when I was trying to sell the network marketing company product, And I would send three paragraph messages trying to get people to get on a call. I didn't know what I was doing at all. And I read that book, I listened to him, I studied him, that changed my life for every you know, the straight line sales system.

The second one would have to be Napoleon Hill's thinking go rich, you don't have to be a firm believer in the law of attraction, but the basic principles in that book talking about desire, talking about organized planning, how you can present your skills. He was talking about personal branding before it was even coined it, before it was even a word, right? There's a chapter, organized planning where they talk about presenting a paper resume, but outside of just your portfolio or like your experience, what are some projects of yours that you have done and then you present them to your perspective employer and you could get hired at a higher salary and a higher position.

So Napoleon Hills, I think, can go rich is great. And then the third book, hmm, oftentimes I list off those two because those were the most impactful. I would have to say Rich Dad, poor dad, right? Like Robert Kiyosaki and the cash flow quadrants, those are good. But to be honest, man, I have not read as much as I would have liked to say that I've read. I've spent more time listening to audios and multitasking. There's some really great audios that are done by Bob Proctor, done by Napoleon Hill and Earl Nightingale that are super good. I have a list of podcasts that I check on the Daily, the Ed My Let Show, Jordan Belford's podcast, Wolf's Den, I listened to some of Tai Lopez.

But at the end of the day, man, with every mentor and every book you read, you have to ask yourself, why am I listening to this person? Does this person have the results I want in the specific area? And what am I looking to get out of this? You need to have that basic understanding of what you're trying to learn. And sometimes your subconscious mind will pick up on the nuggets without you even trying. And you'll use that saying or you'll use that quote or use that strategy down the line. and you'll be like, wow, I completely forgot about that. And that's what I learned like two years ago listening to that podcast.

But personal development, like I said, center of all success. And I actually have a personal development document on my website for free to download that has my top mentors, my top books, my top podcasts. And I want other people to recognize that if they really want to scale and achieve success, they need to take the time and invest in themselves first.

Isaac Mashman1:00:06

Yeah, I do. There are a couple different methods that you could use. The one that I use more often than not is one, I don't allow them to tell me my tell me their rejection until I let them tell me their objection. Like that that's just the honest truth. Like I will not let them tell me why they will not work with me until I ask them. So during this, during the sales process, right, I'll build up the rapport, I'll lead them through, I'll tell them, you know, what I'm able to do for them, why they should trust me, depending on who they are, right?

Every single sale is a little bit different. Every single person and prospect is a little bit different. You have to appeal to that and have a self awareness to be able to pivot in whatever direction you're your pivot to on that call or in that meeting. But at the very end, I'll ask them. So on a scale of one to 10 with 10 being Isaac, I see the value you're providing. I see what you can do for my personal brand. I'm ready to take action right now. And then one being Isaac did screw you. I don't want to talk to you ever again. It's useless.

Where are you right now? And on that level of one to 10. And then I'll let them answer that question. And so oftentimes, you know, it's around seven or eight and they'll say, you know, I'm a seven, you know, I'm a, I, I want to do this and I'm like, okay, well, Kenny man, that's fantastic. I can work with seven or eights. I can't really work with five or sixes, but you're at a seven or eight. So what can I do to take you from that seven to an absolute 10? And then from there, I'll have them list off the objection to where let's say they say, I don't have the money right now.

And then from there, you can employ another strategy and say, okay, you can use the dream car analogy, right? So you're saying that $500 is a little bit too much for you to work with me. But according to you, you say that you have these dreams of building up a personal brand, you want to become well-known and respected, you want to get your music heard in front of millions of people or you want to sell more solar panels, yet you've been getting the same results for the past couple of years. Here I am coming in as the person who wants to help you get these results, solve your issues, solve your problems, and you're telling me that this investment is too much.

If I had the keys to your dream car like okay Kenny what's your dream car tell me I'd say 67 Camaro 67 Camaro okay Kenny perfect what color is that 67 Camaro orange bright orange bright orange what color interior do you want leather suede what I'll take vegan leather, vegan leather. Okay, perfect. Drop top or hard top? Drop top. Okay, okay. So Kenny, you're telling me that if I had the keys to that 67 Camaro with that bright beautiful orange paint and that vegan leather interior and that drop top, you would not be able to come up with the $500 in the next 24 hours, because by working with me, I would literally be able to point you in the direction where you have that 67 Camaro.

You you want that car, well, build up your personal brand, you'll be able to achieve that. And then from there, you just go back and forth in conversation, you guide the conversation, and then you start getting them to see that any objection that they give you is BS. They say that I'll think about it, yet they never think about it. All they're doing is post-poning the close. That's what they're doing. And they're going to say, let me think about it. We'll talk another time and you'll be like, Okay, so you're saying that you just want me to wait two weeks and then follow up with you. And so we'll go ahead and go through this process again. The true professionals don't go through that.

Isaac Mashman1:04:31

Definitely, well, it's not a coaching. I don't like the word coach or consultant. I feel like it's just overused and it doesn't really mean anything. There's no substance. What I do is I train of it, right? I'm a trainer. I'm here to actually teach you and not to be viewed as just some who rock coach, like you can do this. Like that's not it. Like I'm an educator more than a coach. And what I've been doing is I've been working with people to over the span of about four weeks or I could even work with you over the span of 12 weeks or an entire year, depending on what you need.

And I'll teach you the basics. I'll go from the very basic of what is personal branding, what is the mindset behind it. And then I'll teach you about your brand. I'll have a discussion with you. What does your brand look like? What could we do to be creative with it? How do we write up your bio? Can we do it to get your name out there? What websites should you be on? How do you market yourself? Are there ways and methodologies to market yourself for free? Who should you connect with? Who should you look to connect with? And that's what I do. I work with my clients to basically take them, depending on where they're at with their knowledge, right?

You have some people who are knowledgeable on social media, but even then there's always something to learn, right? You find the small little details that could be optimized. I'm extremely OCD, right? If I see a period where there shouldn't be a period, I'm going to point that out because the small details matter. Oftentimes people get way too big, they think that they're too big rather, to do the small things and they wonder why they never get the big results. And that's kind of my whole method and principle of business. Like I'm all about thinking outside of the box and doing the small things and that adds up over time.

My results have been able to be achieved through thinking outside of the box. And so that's what I do. You know, I'm working with people from all different industries. I don't want to niche down. I feel like that's too boring. I enjoy the challenge of working with people from different industries because at the core, what I do and how I train is applicable in every industry. I've done work with models and actors, actresses, artists and rappers. I've done work with business owners, podcast hosts, whole bunch of different niches, whole bunch of different industries, whole bunch of different fields. But regarding how you can find me, find me on whatever platform is most convenient, you can add me on every platform if you want to.

I'm not that difficult to get in contact with, you know, and if you want to learn more, I mean, it's a simplest thing me a DM, you know I'm accessible. I try to get back to my messages as soon as possible, but sometimes it can be difficult And so I don't want you to think that as personal if I take a take a day or two to respond

Isaac Mashman1:07:51

Ugh, neither. Nice. All right. Dude, I've done all of my stuff organically. I've spent zero dollars on advertising and your dollars on press. There is no need for you to get click funnels right out the gate in my opinion.