You're listening to “The School of Client Attraction.” Marquel Russell is the founder of Client Attraction University, a marketing consultancy helping you attract clients on autopilot and scale your business while working 50% less.
Quick disclaimer: a side effect of listening to the show is more clients, more profits, more freedom, and it's more impact in your business. Now, here's your host, Marquel Russell.
Marquel: Hey, what's up, my friend? Marquel Russell here, the king of client attraction. Welcome to this brand new episode of the School of Client Attraction.
Now, like I said, my marketing director, he said, “Marquel, look.” A big shout out to my guy, LV, @YaBoyLV, @ Ya Boy LV, by bad, on IG. But basically he asked me and said, “Look, Marquel, what's the you want thing that you learned, heard or read that helped you go from being a high school dropout to everything you're doing now to being a CEO of this fast-growing, rapidly-growing company and all this cool stuff, right?” [01:00.9]
I said, “You know what? That's a very interesting question and a lot of people want to know what's the one thing, and here's what I found. It's actually never one thing.” People are thinking, always thinking it’s one more piece of information that’s going to change everything or they're like it’s one more coach that’s going to change everything, or it’s one more event that's going to change everything or is one more book or it’s one more coach, it’s one…just looking for this, just looking for this one thing that just rules them all. And the reality is that's how I was as well, but what I found is that it's not one thing, right? It's these two-millimeter shifts along the way.
So, you read a book, you get a two-millimeter shift. You watch this YouTube video, a two-millimeter shift. You hire a coach, two-millimeter shift. Go to this event, you get this two-millimeter ship. You're having a conversation with someone, two-millimeter shifts. It’s these two-millimeter shifts, and before you know it, you look back and now these breadcrumbs, which are aka two-millimeter shifts, have led you to this specific outcome. I think that's what Steve Jobs, the founder of Apple, said you can't really connect the dots looking forward. You can only connect dots looking back, because then you see all those little bread crumbs along the way. [02:04.0]
What I discovered was when I spoke at Breakthrough in Business a couple months ago in Delaware, shout out to Darnyelle for having me out there to speak. Basically, what I talked about is those two-millimeter shifts. I said, “You know what? I need to create a podcast episode around that.” Basically what I did, there are so many shifts that I’ve had along my journey, right? But I really want to break down seven specifically and I’ve got it on my phone because I don’t want to miss or leave anything out.
Now, number one was I heard I think Joel Osteen was the first person that said it in this particular way and basically what he said was if you can sell drugs, you can run a business, right? And I was like, That's very interesting because here's the reality. If you could sell drugs successfully, you already understand sales. You understand marketing. You have critical thinking. You know metrics because you’ve got to weigh stuff up and all this different type of stuff, right? You may have some level of leadership skills.
You understand branding because if it’s like, Hey, you know this person has got the good stuff. This person, it may cost a little bit more, but it's going to be better. This may cost less, but it's not going to be as good. That is branding, like, What is the neighborhood and all the clientele saying about your products and so forth, right? You don't understand supply and demand. You understand these specific things. [03:11.3]
Now, if you take that and you turn it into a business, a legitimate business, it's unlimited what's possible and you don't have to worry about anybody taking anything from you. That was one massive shift and that's why we see a lot of extremely successful business owners now who came from the drug war like Jay Z and different guys of that nature. That's number one. That was the first shift for me.
Number two, I was going to do some network marketing and I heard and was introduced to this guy named Jim Rohn. Completely changed everything. I’ve never met him, massive impact on my life. He basically says, “Profits are better than wages.” Now, for me, I never wanted to work a job anyway. It's not one thing. There's nothing wrong with a job. I just didn't want one. But he said, “Profits are better than wages,” and in that it clicked and I was like, Okay, that's why I am the way I am about business and doing my own thing because I’ve always been pulled to profits. [04:01.1]
Number three, he also said that you don't get paid based on the hour. You get paid based on the value you bring to the hour. If you work a job and they pay you $10 an hour, that means you bring $10 worth of value to the hour. You get paid $5 an hour, right?
For example, not too long ago, people were protesting at McDonald’s and things of that nature for hourly wages and it was like, We should get paid $15 an hour. We normally get paid $8 an hour, but we should get paid 15. But they don't understand that you don't get paid based on the hour. You get paid based on the value you bring to the hour. You're getting paid in accordance with the value that you bring to the hour, which is $8, $15, $20 or whatever the case may be. Some people say, The CEO is sitting on the hill to make all this money while the employees make so much less. It was because of the value that the CEO is bringing to the specific hour.
If you want to increase the amount of revenue you make, what have you got to do? You’ve got to increase the amount of value that you bring to the hour. That's why I see a lot of coaches and consultants, even service providers, being drastic on the charging because they think they charge for the hour, but in reality, you charge based on the value that you bring to the hour. [05:07.6]
Number four, a perfect segue, the amount of value that you create is a direct correlation to how much money you make. For example, I was in online marketing, struggling, trying to figure stuff out and this guy named Ray, Ray basically used to always say, “If you want to make more money, create more value,” and the kind of value at the time was creating valuable content. I went on a tear of just creating content and I’ve still got this habit today, creating value, and my overall goal is to outserve everybody in the marketplace because nobody can outserve you. Okay?
I’ve also got a bonus on what I’m going to share, what I just thought about. Number five. So, that was number four. Number five is I heard Zig Ziglar, another person who has had a massive impact on my life whom I’d never met, Zig basically had a saying where he said, “If you help enough people get what they want in life, you automatically get what you want in life.” If you help enough people get what they want in life, you automatically get what you want in life. Again, I was obsessed with that and our client results are an example of that obsession, right? [06:10.6]
And the bonus, I'm going to just give you the bonus now. The bonus is authenticity. If you want to create a competition-proof business, guess what? And I'm going to talk and do another whole other episode on creating a competition-proof business. But be 100% authentic. Be yourself who you are 100%. Nobody else can be you like you, and when you decide to be authentic and show up powerfully in the marketplace, nobody else can compete because there's no other you. Okay? That was the bonus, authenticity.
Number six, another shift, another two-millimeter shift. At first, all I used to do was organic, like doing content, posting, DM-ing people and that type of thing, right, and that's all fine, but I want it to scale and the way to scale was to start doing paid advertising.
When I started doing paid advertising, like Facebook ads and things of that nature, things completely changed. At one point, we used to get excited about getting 10 or 15 leads a day. Now you consistently get 100, 200 leads per day, 500 or however many leads you want, because when you turn on the spigot when it comes to ads, you can get a flood of leads on a consistent basis, all right? So, paid advertising. [07:14.7]
Then, lastly, number seven is a big shift is that being an entrepreneur and a business owner are two completely different things. Going from entrepreneur to CEO is a completely different shift. A lot of times in entrepreneurship, it's about doing, doing, doing. CEO level is a lot of times about thinking and more about design, and less time in the doing and more time in the design. Then you’re building this team around you that actually go do the doing of the processes.
It’s a massive shift, but that's the ship is going to… You can hustle to get to six figures, but if you want to get to seven figures, multiple seven figures and beyond, you’ve got to shift into that business on the quadrant Robert Kiyosaki talked about, right, and the CEO role, and now your whole role and your identity even changes. The fact that your identity starts to change, that's a lot of times some of the biggest challenges and, a lot of times, people can sabotage their business as a result. [08:06.7]
Those are my two-millimeter shifts to seven figures and beyond. Take at least one of those and start implementing them, and then add another one in, add another one on, and I'm looking forward to hearing your feedback.
Thank you so much for checking out this episode. Have a phenomenal day because you absolutely deserve it. Talk to you soon.
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