Money Gym Interviews: Richard White

Wealth Creation Expert & Founder of www.TheMoneyGym.com interviews Richard White, business consultant and founder of www.TheAccidentalSalesman.com. Richard specialises in soft selling, how to find your unique proposition, creating your unforgettable story and how to make yourself the happy recipient of endless referrals by your contacts.

You ARE The Brand!

God!  Business is confusing sometimes.  Perhaps it’s the drugs* but it’s been one of those weeks when everyone and everything seems to contradict each other. 

Skimming the video clips from Rich Schefren’s conference in Disneyworld, I was struck by Gary Vaynerchuck’s assertion that “you are the brand” which is on message for Rich’s coaching programmes and reports, and all part of becoming a “maven in your marketplace” but pretty much the opposite of what we are taught, when building a business. 

We have all known for a while, post “E-Myth Revisited” that, if you want to build a business that you can sell, you can’t be the business or it lessens the value of that business.  Nobody will want to buy a business that depends on you being there for it to work.  But is the business depending on you, different from you being the brand?

Gary goes on to say that by positioning yourself alongside higher placed experts – like I’m doing here in a way, with Rich and Gary – you are building their brand not yours.  You need to start building yourself as the expert – and this is something I’ve been hearing from Alan Forrest Smith recently too.  We’ve been working with Alan quite a bit on our marketing and it drives him mad when I’m too generous in crediting my mentors.

Well, I hear what Gary says – and he certainly has done that with his video wine blog - but Rich certainly positioned himself alongside some internet marketing greats initially, and he credits Jay Abrahams all the time.

Confused?  You will be.

Hmmm, going back to the selling of the business aspect here….. Read more..