Doug Morneau of Real Marketing Real Fast on Identifying Your Customer Avatar to Generate Sales

BBR 256 | Real Marketing Real Fast

Identifying and finding your customer avatar and generating sales from them for you and your clients can be very effective. Doug Morneau has developed this technique during his 32 years as a serial entrepreneur. He connects with clients when he shares their beliefs culture. Rather than liking his client’s post on Facebook, Instagram or Twitter, Doug prefers spending time with them personally so he can build a deeper level of relationship.

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Doug Morneau of Real Marketing Real Fast on Identifying Your Customer Avatar to Generate Sales

Welcome to the Business Building Rockstars Show, Doug Morneau.

Thanks so much. I’m happy to be here.

You have this amazing energy that is so uplifting. I enjoy every conversation we have.

We've had a few and some of them have gone rather long. I've talked to you and I've seen it get dark at your place, so I was like, “It’s time to go. It's getting dark in the east.”

The crazy thing is our first way of connecting was so quick and you mentioned hopping on a call and I said “Now? Am I available now or something?” and it was late. It was at night and we wound up chatting forever. It's because of us connecting that you shared about Chris Ducker's service, the Virtual Staff Finder, which I went ahead and hired an assistant through them. It's amazing when you connect with people and have these organic conversations and what can happen from it. There are many amazing things since we first connected. That's one of the reasons as well I'm super excited to have you on the show because I talk about this with my audience and with my students and clients, but to be able to continue the conversation is powerful. I was recently on your podcast so I already gave our audience a bit of an overview with your bio, but do you want to share about the podcast and the books and everything else? Anything you want to bring us up to speed to what you're doing?

I'll start with sharing my approach to marketing. My approach is we identify your customer avatar or your end-customer. We get a real big stick, we reel it down on one end so we can get a grip with two hands. We find your customer, we beat them over the head, we pick them up by their pant legs, and we shake them upside down until all their money falls out. For some people that's very aggressive and it's not their comfort zone. They probably won't enjoy working with me because I'm not interested in branding and name recognition and distribution or whatever you want to call it. What I'm interested in is generating sales for myself and my clients. In terms of my podcast, it was on my goal list. Every year between Christmas and New Year, I shut down for about a week and I do a deep dive in reflection on how was my last year, what goals did I hit, what goals did I miss, what are the things that are causing me to miss my goals, what are the distractions, what things am I procrastinating, what people should I spend less time with, what people should I spend more time with, and then I reset some goals.

BBR 256 | Real Marketing Real Fast
3 Big Lies: The Real Truth About Renting Email Lists to Generate Targeted Leads and Sales

For 2017, I set some pretty big goals and I signed a contract to write three books. My goal was three books in twelve months, launch a podcast, rebrand my website, and launch a membership site for our health and wellness, so a very big appetite. Over the summer, I did complete the two books. One took twelve weeks and that's the email marketing book called 3 Big Lies: The Real Truth About Renting Email Lists to Generate Targeted Leads and Sales. The next book is How I Got Off Five Medications and Saved My Life. Then I launched the podcast because I had lots of free time. I just said, “I'll get into podcasting.” It has been a blast. I didn't have any illusions when I set up the podcast. The goal wasn't to monetize the podcast by selling ads or sponsorship. I'm not saying that's the wrong approach, but this wasn't the approach that I wanted.

The reason that we've connected so well is because we share some common beliefs. We need to connect with people and build a deeper relationship than liking my Facebook post or liking my Instagram posts or liking my tweet. I like to have conversations with people. The podcast has been the perfect opportunity for me to connect deeply with people and build relationships like yours. Out of that podcast has come a whole bunch of new business opportunities. I'm licensing some software for one of my guests. This as a way to have a good look at what people are doing that is value for my clients, but also what's the value for me, not unlike our discussion about me retaining you to do some podcast guesting services for me to help me to grow my business and grow my brand over the next year.

We're hopping on video because we've got the Listener’s Lounge, which is a membership area I'm creating at the moment of recording that gives folks the behind-the-scenes look. You're in your casual clothes, I'm in my casual clothes, we're sitting in our office face to face. We're having this conversation. By seeing that, you get that connection more. If you haven't joined the Listener’s Lounge, come on over, join the Listener’s Lounge because you get first access to the videos. As we're recording, within 24 hours, this video will be in the Listener's Lounge so that people can see it. My audience can see it anytime they want before it airs on iTunes and on the podcast platforms. The biggest thing for me is those relationships as well in podcasting and also in podcast guesting. You've had these massive goals and you've crushed them all. Let's talk about you from the beginning. If you think way back when you were quite young, what was little Doug like?

I'm a pretty driven person and so I stand out a bit. Honestly, I found school a total waste of time. The quicker I can get through that process, because it was a requirement and not an option, I just blew through it. I did what I needed to do to get out the other side. Very early on in my grade school years, Grade 6 and 7, my grandfather had been a quite successful entrepreneur, retired in his 30s, and then moved his family from Montreal out to Vancouver, Canada. I liked the entrepreneur stuff, so I started watching what he was doing. He had a paint manufacturing company and a drywall company. I spent a lot of time asking him questions and he said, “If you'll follow the stock market, I'll introduce you to SEED stock.” My dad was a working guy, worked for the city in a labor job all his life. He would take the sports section of the newspaper and I would take the business section. I would go to the stock pages and start following these penny stocks. I fell in love with that and I learned how exciting it was to get into that marketplace.

That was my early years. Something was telling me to read other than the books at school. My confession to my teachers, if they're watching or still around, is I only read one book from Grade 1 to 12. I managed to skim through enough of the rest and not read them. What I did do was I started reading books like Dale Carnegie and Zig Ziglar and how to Think and Grow Rich and Robert Schuller stuff. I kept reading all these books. I was just filling my head with this knowledge and going to school because we had to go to school. I could hardly wait to get out with the other side and go do something that I thought was meaningful. Years later, I have been invited back into the school as a volunteer with Junior Achievement to talk to the Grade 11 and 12 students and into the universities to talk to the new students about entrepreneurs and with JA how to set up a business in twelve weeks, like set it up, finance it, close it down, write an annual report. It's been interesting to go back into the schools now as an entrepreneur and share those lessons because when I was in school, nobody wanted to talk about being an entrepreneur. The goal was go to school, go to university, get a job for 40 years and then retire.

Your father did not pick up the entrepreneurial bug, but your grandfather shared it with you. You picked it up.

Once I got in there, there are a number of reasons I'm self-employed. I tell people one of them is I'm a horrible employee. It's not like I haven't had jobs before, but what I find is I'm always looking for the most efficient way to work and I'm always wanting to work hard. When I graduated from high school, I got out of school early because I had a job offer while I was still in school. I went to my principal and I said “I have a problem. I have a job offer,” and he said “You have all your credits, so why don't you just leave?” so I did. That was it. I left and I went and I worked four years in the steel trade and I got certified as a steel fabricator in a union environment. While I did that, I took management and business courses, took the course to be a stockbroker all at night school. I didn't feel comfortable with that environment that I was working, but my goal was to emulate my grandfather. I figured I needed to learn what the guys on the floor did before I could run a company as the boss. I went through that whole process and finished my four-year apprenticeship and left and never went back.

What was next for you? At what point did you start your company?

I had started a couple companies during that time while I was working. I was playing in a band so my hair was much longer and feathered and wasn't nearly as gray. That's how I met my wife. She fell for the drummer. That's what I was doing at the same time. I was doing that while I was working. I wanted to respect my employer and give them a good day's work, but I also felt that beyond that, my time was my own. I left that and I went into a totally different industry. When my kids were trying to figure out what they want to do, because we've got growing adult kids, I said “Find something that wakes you up fifteen minutes before your alarm and do that, and hopefully someone will pay you,” because it'd be a natural conclusion.

After going to the steel trade and learning to be a stockbroker and all that other stuff, it would just totally make sense that I would go to school immediately after quitting my job and learn how to be a prospector and work in the mining sector because they're so unrelated. I did that and people gave me jobs and contracts. I hired geologists and engineers, and we drilled holes and blew up things and built roads. That's how I got back into the stock market business, reverse running jobs. Just like this casual clothes for three, four, or five weeks out of town, come back in a suit and tie, go downtown, work the geologists and engineers, go talk to the brokers and our investors. Then I eventually transitioned into doing that almost exclusively the last time I was out of town because at that point we're looking at getting married. My wife said, “If you want to be a part of the planning process, you should probably be in town.” I'm a slow learner but I do learn.

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I'm not sure how many businesses you have to be honest so I'd love to know that. You mentioned the health business, but I know about media buying business and you are still able to do all of these fulfilling things like writing the books. I'm all over the map because we need to talk also about how you got yourself off of those medications and saved your life. Something happened between getting married and now that you almost lost your life. Let's go there.

I was working a lot. I was growing my company after sixteen years from a home-based business to about US $16 million a year in sales, buying media and a staff of about twenty. I was living a life. Business was good and I was working lots of hours, spending lots of time with the family. I got high blood pressure when my daughter was born, so I had been on medication for about twenty years. The doctor kept giving me all these reasons why I had it. I worked too much, so I worked less. I didn't vacation enough, so we started taking twelve weeks of family vacation. I drank coffee, so I stopped coffee. I had salts, so I stopped salt. None of the things the doctor gave me for advice worked. In my own mind, I figured the doctor just didn't know what she was talking about, so I was just going to carry on with my life. I've got to a point where it was a stressful time.

We had bought a building. We had done a big deal with the hockey team. We had US $800,000 receivable that was uncollectible and I was working real hard, working lots of hours. My son just got engaged and I got sick. I came down with double pneumonia. I said to my wife, “We need to leave the party.” She said, “It's your son's engagement party.” I said “I got to go home. I am going to collapse.” I spent a week in bed. She said, “You need to go to the doctor.” I went to the doctor. She said, “You have double pneumonia. It's critical. You're going to be in bed rest until further notice.” I spent three months in bed at home and many nights wondering if I'd wake up because I was having so much trouble breathing. In hindsight, I didn't realize that the doctor's advice was not correct. I should've been in the hospital, that's what she surmised after three months. I came to her and said, “I don't like being sick anymore. It's not good for me. It's not good for my business. It is not good for my family, so I'm going to get healthy. I'm going to hire a trainer and get healthy.” She said “I don't think you should do that.” I said, “It was nice to see you. I'll see you in a year.”

I went on to Facebook and I said, “I'm looking for the best trainer.” I got a whole bunch of recommendations. We found a husband and wife team. They coach bodybuilders. I said, “You can see that I'm not a bodybuilder shape. I'm more like a barn shape.” I'm 6’6”, I was 285 pounds, so I was not a small guy. I looked like a football guy, but without the athleticism. I said to the trainer, “Here's my goal.” I took a picture of The Rock before he got super jock and I said, “I want to look like this in a year to two years.” He didn't laugh and I told them, “I'll do whatever you tell me to do. I'm a pretty decisive guy.” For me, there's no gray, there is no black and white in anything in my life. The light switch is either on or it's off, it's not half on. At that point, his business was pretty immature. He looked at us and our big home, 6,000-square foot, big theater, full size gym, and he thought, “Money. I'll train these guys, but I don't think he will last.” In hindsight, he told me, but he didn't tell us that until a few years ago.

I trained with them four days a week. I started out with real basic stuff, like step-ups with no weights, two steps, and then changed my eating. I didn't go to any crazy crash diet. I just changed my eating. I told people it was just everything in moderation, less red wine, no white sugar, less bread, more protein, and less calories. I worked hard. After a year, I had lost 60 pounds. With the sixth month, I had reached my goal and I had lost over 80 pounds. I continue training with them. We trained with them for six years to the point that my physique and my physical ability was about the same as that of an athlete. I would go with my son who is a lot younger than I am and his friends, and we'd go for a run or train in the gym, and I was the guy that didn't need a puke bucket. I was fine and like “Come on, you guys. You're twenty. What's the matter with you? I'm 50. Step it up,” in fun. Everyone has to compete at their own level, but that's my personality and my style. I realized that doesn't work for everybody, but that's what I did.

After a year, I went back to the doctor and said, “I'm back and I want you to take my blood pressure and send me for labs.” She did and she said, “Things are good.” I said, “I stopped taking my medication.” She said “What do you mean you stopped? That's dangerous? You can't do that. I need to write you a prescription.” I said, “I stopped six months ago.” Then the question changed to “What did you do? How did you do this?” I was thinking, “After twenty years of taking medication, you're telling me that I had no alternative, no choices, this was my prescription for life. Now you're asking me how I did it.” I said, “No sugar, no salt, less calories, and I'm working out four, five, or six days a week. I'm going to the gym three days a week. I'm running, trail running, hiking, and lifting weights at home.” She says, “What exactly do you do?” I said “I pick up heavy things and I put them down, like twenty reps at a time.” Seriously, it was that simple for me.

That's inspiring and exciting. How long ago was that then that you got off your meds?

Six years ago.

You're still working out?

I love it. The excuses I get are “I don't have time” or “It must be nice because you're an entrepreneur, so you have more time” or “You have more money.” Just a quick side story, we're doing this competition at the gym, and I'm a competitive guy. My trainer is trying to goad me into this competition with all these 25 year olds and I'm ignoring him because I'm doing Under Armour Competition or run 1,000 kilometers. He's going, “Just take some time and do this stair challenge with us. We have these stairs by our home that are in the woods that’s 443 stairs, and that’s first one to get to 100 laps.” I'm going, “No.” After about two weeks of bugging me, I thought, “I'm going to go kick their ass,” so I went out there and I blew this thing off. Then people who were watching, “Not fair because you live close,” and, “It's not fair because you have more time.” It got nothing to do with time or fair. What that has got to do with is what's important to you and put it in your calendar. What I find now is the only reason I believe that I can operate at the high level that I am and work on a number of projects that I am is because I've got clarity. I feel good and my energy level is high because I make time to look after my health. Our brain and our body is the thing that transports our business forward. If it's not moving forward then neither is our business.

BBR 256 | Real Marketing Real Fast
Real Marketing Real Fast: Our brain and our body is the thing that transports our business forward. If it's not moving forward then neither is our business.

Do you ever have days or periods of time where you go, “I need a break”? What do you do in that moment? How do you deal with a sense of overwhelm if you experienced that?

A few of those things I had to learn the hard way. It's about giving yourself permission to have crappy days and say, “I'm having a crappy day.” As long as it doesn't turn into a week or a month, that's okay. I had to figure out where I operate best, where is my highest energy. My highest energy is in the morning. By [2:00] or [3:00] PM, often I'm tired and I'm surfing on the web. What I'm doing when I'm surfing is I'm procrastinating because I don't want to do something. I don't do my important tasks like invoicing in the afternoon because I may make more or less money than I'm entitled to because I'm not thinking clearly. What I'll do is shut my computer off and I'll head out and I'll go do a 5k trail run. I'll come back and I'll feel fantastic and I'll feel refreshed. I take the hour out of the middle of the day and then I may work in the evening. We're at a spot in our life that we're in a season. There are seasons for rest, there are seasons for play, and there are seasons for work. I'm in a season for work and. I've got my foot to the floor and I'm looking for the nitrous button because I want to keep going because that's what I like to do. My wife also works at home writing for the blog so we get to spend a lot of time together. We get to hang out with our kids, and we get to travel. When I want to get away and unplug, I need to hop on a plane and go someplace warm.

What does that look like for you? Do you plan those seasons out or do you just move through them via inspiration?

It depends. My wife is a lot more organized than I am so she plans some of the stuff. We did a six‑week trip to Europe with our kids. I went “No, Europe, a bunch of old buildings. I don't want to go.” I went and fell in love with it. We had a blast. For me, what's required for a vacation are palm trees and sand. Apparently, the world is more than palm trees and sand. We had an absolute blast in Europe. My wife planned it out and that was a very organized trip. There was a two-week cruise in the middle and I had a good time. A lots of times, I'll just bail. A few years ago, I was just working like crazy. I remember this day came up and I went, “I need to get away,” to the owner travel guy. I said, “Where can I go where it's hot? Where's the deal?” He goes, “Right now, there are cheap rates to Hawaii. I'll get you a good deal at Trump in Hawaii,” so that was it. I flew over and my wife and kids flew over about three days later. We pulled everyone out of the school. My son had just gotten back from a trip and she said, “I don't think he'll want to travel,” and he did. We went over and we rented a place, and we got to Hawaii for five days and just unplugged. Lots of times, it's sporadically. Sometimes, those decisions happen and then two days later, we're on a plane.

What I'm loving hearing from you is that you combine things that most people don't. Most people are either the planners or they're the non-planners. Most people either have that routine and structure and things like that, and if they don't have it, they wane or they don't feel optimal. The other side of it is if they have the structure, they feel confined and they can't be. I resonate with what you said because I'm systems and I like structure in some ways, but in other ways I don't. I'm more intuitive than I am structured. You're the opposite of that. It's cool to hear somebody talk about that because a portion of my community, I will hear from people that say, “I'm so glad you talked about this because I feel like that. I always think there's something wrong with me because I don't get it this way or because this is not right or this isn't the way you're supposed to do it.” I love that you're able to combine what works best for you and from different places.

We probably wouldn't be great travel partners. There are lots of friends of ours that travel because I'm super structured in a lot of the business stuff. Some of the stuff, I absolutely have to be because of compliance reasons, and lots of stuff I don't need to be. When we travel I always expect the best. I've gotten very good at going through an airport. You probably would not like to be with me in an airport because I've learned how to travel. People stop and they look at their papers and they do this. We and our kids, we get the whole family tree, and we know how to move through the airport and get through the line and get out the other side efficiently. When we get into town, I figured that different people may have different jobs. I treat people with respect. I stop and talk to the doorman. I know who the concierge is. I know who all the staff are, so it shouldn't be a big surprise when we want to do something that I can go and ask them for help when we get there.

I think that a lot of the stuff we do is very contrarian. My best friend traveling is Yelp. I go, “Here's the three or four places we want to go to.” You go to the concierge and he goes, “Those are tough places to get into it.” I say, “That's why I'm here. I picked them. You get us in.” I don't mean that in a sarcastic way, but often we get what we expect. We do a lot of off-the-grid stuff. We traveled with our kids to Mexico a few years ago and stayed at this resort. They went, “Dad, this isn't where you normally stay.” I said, “We'll just come hang out with the guys. It will be fun.” We left the property and people go, “No one ever leaves the property.” It's like “Why not?” “Because it's an all inclusive.” I'm like, “So what? I don't want to go to Denny's every night for dinner. I want to go where they don't speak English because that's where the good food is. We can figure it out. We can come up with hand gestures to find out chicken, fish, ceviche.” I know few of the basics and it's always worked out.

Doug, we'd be swell travel partners. I used to live in Europe and traveled all the time off the grid, before cell phones and all that. That sounds like a blast. I just want to stay where we're at here in terms of morning routine. Do you have a morning routine? You know your optimal in the morning, so how do you get going? Is there anything you do in the evening to settle down and disconnect from work?

A couple of things, while I like spontaneity and say, “Let's go here, let's go there, let's go away for the weekend on Friday night and get in the car and just go away,” there are some things that I follow a similar pattern. For example, my morning routine is our espresso machine turns on before we get up. I'm normally up by [6:00] AM. I have a Bullet coffee for breakfast. A Bullet coffee is a tablespoon of grass-fed organic butter, a couple of tablespoons of coconut oil, two shots of espresso and put it in the blender with a scoop of cacao. I've got what tastes like chocolate mocha that's super high fat and that's my breakfast. On the non-gym days, I don't usually eat anything after that coffee until lunchtime. What I want is a high-fat, high-energy diet. On the gym days, I have a second breakfast. My second breakfast is almost the same. It's a protein shake, which is a cup of Alma milk and a cup of water. I consider myself like the family dog that gets the scraps. If you've got kids, they look in the fridge and if the banana's got a little bit of brown on it or the peppers are a little bit withered or the lettuce is not looking healthy, they avoid it as if it's poison.

I just take all that stuff and throw it in a blender with half a banana, some cayenne pepper, a whole bunch of fresh ginger and some curcumin. I blend it up and that's my morning shake. I put enough spice in there that no one will touch it because it will light their hair on fire. That's my lunch. I have that double breakfast on the days I work out. Then for lunch I'll just look for protein. I ought to have a shake, but most often I'll have whatever we've overcooked. I'll cook more fish, more steak, or more chicken intentionally so I have a healthy high protein diet. Often I don't have a snack until dinnertime, and then I'll have dinner. That's my routine for eating. For working, it's [7:00] to [8:00] AM in the gym with a cool-down three days a week. Then on the weekends, sometimes I'll train as well. I just moved my gym time to [9:00] AM because I deal with so many people in the East Coast and I should talk to them in the morning. I talk to them and then I go to the gym.

For your business, do you have business hours that you work specifically? Or is it a day-to-day thing?

It's a bit weird, honestly. I get a lot of late night calls and I don't take them from everybody. Some of it is setting boundaries to your clients. It's realizing that every client engagement is different. There are some clients that need to reach you after hours because they're in Europe or they're in Asia. I don't have to but I accommodate that. There are other times I just ignore my phone. If you call me on the weekend, you can call me as many times as you want. The more times you call me, the more times I'm going to ignore you because you're not likely having a crisis. The media is not banging down your front door because something horrible has gone wrong with your business, so go away. I'm not a heart surgeon. You're not going to die of a heart attack. You may want to get an update on “How did my last email campaign go,” but that's Monday morning. That's not Sunday afternoon.

How did you figure out to establish these boundaries? Is it just through experiences over the years? Do you have some system or way that you have? Not only how have you established them, but how do you articulate them to your clients?

The system is a secret system that's called Heather, and she goes like, “What are you doing?” If it was up to me, I'd probably work a lot more. I like what I do. I tell people I don't work, I love what I do. People go, “When are you going to retire?” I said “What's retire?” I've heard other people say retirement is putting cows to pasture. I don't like that. I know the stats that the average male collects eighteen paychecks after they retire, so how fun is that? Work hard, stock up your 401(k), your RRSP, and then die because you've got no reason to go to bed. That doesn't sound like fun. What is a vacation? What is retirement? Retirement for me is if we want to go away for a weekend or go away, we just go away. It's tough to articulate other than I like what I do. It's tough for me to set those boundaries because often I would rather work. I'd rather work, read, study, or interview somebody than watch TV. That's just me.

 BBR 256 | Real Marketing Real Fast
Real Marketing Real Fast: People need to step up and to take steps forward.

What I do to unwind at night, unwinding sometimes is tough. I'll switch off of coffee by [3:00] PM and go to herbal tea. I used to laugh at people who didn't have coffee in the evenings, but one of the things I learned in my health transition was that I need sleep. I needed more sleep than I was getting. I bought my daughter, who's a pastry chef and up at [4:00] in the morning, a Fitbit for her birthday so she could track her sleep. I figured, “It works for her. We're all going to have one,” so I bought one for the whole family. Now we can do fitness challenges with friends and family, see who's getting the most steps, and then also track our asleep. I went to my trainer and I said, “I'm not eighteen, but I look like eighteen.” He says, “No,” and I said “Then I need rest days. I can't work out seven days a week. I'm training nationally. I'm not interested in steroids or growth hormone and I need more sleep.”

I've set my goal to get eight hours’ sleep a day. People will go, “That's ridiculous. I can operate on six.” Yes, you can operate on six just like if you have a high-end car. If you have a Ferrari, it will run on regular gas but you're way better to put the high octane in. I track my sleep. I start preparing my mind for sleep early on. My Instagram posts go late at night. Can I get that stuff scheduled so it's a couple hours before bed? Can I not do anything that's work focused sitting in front of the computer or my phone a couple of hours before I go to bed? I'm just using some new essential oils from a Canadian company called Sage. I know that before bed taking a calcium supplement helps your body produce melatonin. I've looked at what are the things that I can do to contribute to a better sleeping environment in terms of noise and how dark it is and fresh air and what do I need to do to sleep. It's just planning. If I die, this part of the business dies, so I better look after this engine.

This has been fun. If people want to learn more about you, continue the conversation and check out your podcast, what's the best way to do that?

Head to my website at DougMorneau.com. On there you'll see all my social media links. I have a warning for you, if you do contact me on social media like Nicole, I'm likely to respond. Don't be surprised if you connect with me on LinkedIn and you get a personal message or you connect on Twitter and I connect back with you. I'm very social in social media. That's the key for entrepreneurs to grow their businesses. They need to have conversation and watching people's posts go by as in a conversation. Go to my website. I've got an email list there. You can sign up if you want to see what I'm doing. There are some great podcasts there and all my information's in one spot and so is all my social stuff. I'm around.

Doug, final words of wisdom or parting thoughts?

I would say I have two quotes, but I'll share the one that I liked the most and that is “What if all the barriers were imaginary?” People need to step up and to take steps forward. Just because the industry says that your business can only grow at 5% or 10%, forget it. Set your goals and go for it and ignore those commonalities. If the barriers were imaginary, what would you do with your business? What prospect would you talk to? What clients? What goals would you set? You're not going to hit them, but it's better to set a big goal and get halfway than set a small goal and hit it.

I love that goal. There was some silence there because I just had to reflect. It's something that I believe I've believed. Sometimes I forget it though and so I need that reminder, but that's one of the things that I've done to build what I've built in a short time. The barriers are just in my mind.

It doesn't mean that we're not afraid. I don't want your audience to think, “Who is this person? Why would you say that? You don't know my situation.” I think of the time that I met Richard Branson and I got my picture taken with him. My knees were knocking so bad when I stood up at the front of the auditorium with about 5,000 of my peers there. I didn't know if I could get my voice to work when I got behind the microphone. I was so scared, but my thinking was, “If I don't do this now, when am I ever going to have a chance to talk to Sir Richard Branson and get my photo taken with him?” I thought I'm just going to go for it because I would rather him say no and be embarrassed in front of the crowd than have the regret of not asking. He gave me the nicest compliment because he said, “I'll have my picture taken. Why don't you come up here?” I said “I want to come on the stage with you.” He said, “Come on up,” and then he realized I was about a foot taller than him, so he got on the couch and he gave me a big hug. Then as he left, he goes, “There's a guy who's going to go places because he's not afraid to ask for what he wants.” The good news was I got this great photo, the bad news was he left the stage and no one else got to ask him any questions, so I was it. Everyone else wanted a photo and he left.

That's bad news for them. That's not bad news for you.

That’s what I'm saying. It's not that I'm not afraid. It's just that I am willing to work through my fear. If I needed to crawl up on the stage, I would have because I wanted to do that. I was willing to risk being embarrassed and failing in front of 5,000 of my peers. I was at the front of the auditorium and there were big cameras on all the big screens. If he said no, then I would’ve looked stupid and I would've felt stupid, but he didn’t. If I didn't ask, I'd regret it.

Even if it went the other way and you “looked stupid” or “felt stupid,” it's a moment in the lifetime. It's a story then. Such a great point to leave on is don't worry about the barriers, go for it. Even if you're afraid, do it anyways. If it's big enough and you want it enough, you go after it. Doug, thank you so much.

Thanks for connecting.

Resources mentioned:

About Doug Morneau

BBR 256 | Real Marketing Real FastDoug has made his clients in excess of $100 million dollars US by leveraging email marketing and renting third-party permission-based email lists. This made him one of the nation's largest media buyers of rented email lists.

Doug Morneau is a serial entrepreneur since founding his first company over 32 years ago. He is a speaker, podcaster, and author. Doug currently hosts the “Real Marketing Real Fast” Podcast. Doug just finished writing two books – both due out this year.

 

 


Thanks again to Bailey Richert for supporting the Business Building Rockstars Show.

 

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