Libby Gill is a former senior executive at media giants Universal, Sony, Turner Broadcasting, and the Dr. Phil Show. She’s now the CEO of business coaching and brand strategy firm Libby Gill & Company and author of, “Capture the Mindshare and the Market Share Will Follow: The Art and Science of Building Brands.”
Gill discusses how businesses can create compelling brands based on emotional connection, authentic value and flawless delivery. She shares a few core mindshare methods and how businesses can capture the mindshare of their customers.
Find out more about Libby Gill at www.libbygill.com.
Narrator: Speakers, publishers, consultants, coaches and infomarketers unite. The Speaking of Wealth Show is your roadmap to success and significance. Learn the latest tools, technologies, and tactics to get more bookings, sell more products and attract more clients. If you’re looking to increase your direct response sales, create a big-time personal brand and become the go-to guru, the Speaking of Wealth Show is for you. Here’s your host, Jason Hartman.
Jason Hartman: Welcome to the Speaking of Wealth Show. This is your host, Jason Hartman, where we discuss profit strategies for speakers, publishers, authors, consultants, coaches, infomarketers and just go over a whole bunch of exciting things that you can use to increase your business, to make your business more successful and more and more passive and more and more automated and more and more scalable. So we will be back with a great interview. Be sure to visit us at SpeakingofWealth.com. You can take advantage of our blog, subscribe to the RSS feed and many other resources for free at SpeakingofWealth.com and we will be back with a great interview for you in less than 60 seconds.
Jason Hartman: It’s my pleasure to welcome Libby Gill to the show. She has quite a resume. She’s a former senior executive at media giants like Universal, Sony, Turner Broadcasting and The Dr. Phil Show. And she is a CEO and business coach on brand strategy. And it’s just a pleasure to welcome her to talk about her new book which launched today entitled Capture the Mindshare and the Market Share Will Follow: The Art and Science of Building Brands. Libby, welcome. How are you?
Libby Gill: Thank you, Jason. Delighted to be here.
Jason Hartman: Well, it’s great to have you. You’re coming to us from Los Angeles today I believe?
Libby Gill: I am. I’m looking out at the sunny weather and blue skies right now.
Jason Hartman: Fantastic. Well, tell us a little bit about your book. Congratulations – today is the launch.
Libby Gill: Yes, and if we were on video, my office would prove it. It looks like a whirlwind went through here today with packages coming and going, and it’s exciting. My book is about what I did before I think anybody even called it branding, when I worked in television and the studio world for a long time I was head of PR and communication for those studios that you mentioned and sometimes what it’d be – and I always worked on the television side, briefly on the film but I loved TV – and it was about launching and promoting the shows, but also the studios, some of the divisions as well as the celebrities and the executives. So it was really about how do you figure out what is the essence of a person or a project that’s really gonna stand out and get people’s attention and get in front of the right audience. Because as much as we’d like to think the whole world should flock to us, whatever we do, that’s generally not the case. And I know you talk about people building a niche within their consulting or their speaking specialty and I think that’s really important. So that’s where I started and all those different aspects of marketing, communications, public relations, advertising as well, you put them all together and those are all the aspects and the elements of branding. So when I left the studio world, I decided to do two things that I really loved and one was the whole idea of the strategy around brand and helping people with that initial step of how do you articulate your gift? What’s the differentiator that really makes you just sing? If you’re in a sea of people that do what you do and we both speak and we’re out there consulting and there are lots of people that do those sorts of things. So we have to figure out what’s the secret for us that makes us who we are and makes people remember us. And the other part of that was the coaching element because I dearly loved taking my staff – and usually the studios have the biggest staff of the youngest, greenest kids because public relations just required a lot of time intensive kind of work and it was a real joy and passion of mine to turn young people, and anybody developing a career, take them to the next level and ultimately turn them into superstars. And that’s what I do in my coaching, both with entrepreneurs and executives, is how do you accelerate that path? How do you get where you want to go? How do you really articulate what you’re great at so that people really notice, so that they know what the value is that you bring.
Jason Hartman: Yeah, I think it was Steve Case in an article I read many years ago in possibly fast company that wrote about how brands are a form of shorthand. And it’s so important nowadays, as we live in this very busy information saturated world where so much is coming at us that, like you said, Libby, that people can articulate this well and quickly that they become known for something so that they have a clear – or their audience or the tribe, as Seth Gordon puts it – they have a clear value proposition for them, I guess, right?
Libby Gill: Yes, exactly. And you don’t have much time obviously on the internet. If somebody’s shopping, you’ve got about 5 seconds to grab their attention.
Jason Hartman: That mouse clicks pretty fast.
Libby Gill: Yeah, maybe 3 seconds. So if somebody comes to your site or talks to you at a networking event or at a conference and they don’t get it, they don’t understand what you do how you do it, who you do it for, you’ve lost them. You’ve got a little bit more time in person, because most people won’t turn on the heel and run after 5 seconds. They might after 30 seconds or a couple of minutes. But online, you’ve got far less than that. And it’s okay if people get you and say ah that’s not for me. If people come to me and say “I’m looking for real estate coach, they’re gonna bounce away from me immediately. They’re gonna get that’s not what I do and they’re gonna run right to you. And that’s okay – they’ll find us for what we do. And what you want to do is articulate that so clearly both your 90 year old grandma and your 9 year old nephew are both gonna understand what you do and then of course everybody in between you’re gonna find that ideal client who’s gonna, oh, tell me more. Because that’s what you want to hear – tell me more.
Jason Hartman: Yeah, absolutely. Well, let’s dissect this and drill down on a little bit if we can. You have 7 steps that you talk about.
Libby Gill: I do. I talk about the 7 Cs, literally the letter C, starting first with CLARYIFYING the vision that you have for your business. I mean that is baseline, you’ve got to start with where am I going, what am I doing? And if you can articulate where do you want to be in a year and then back that out, that’s a good framework for everyone to start with. But beyond that, you want to clarify your customer benefits. When you talk about your brand, you’ve got to remember it’s not just about you. And it’s very tempting to fill your website and all your promotional materials with me, me, me, my pedigree, my technical specs, my background, all the initials after my name, whatever you got. But you’ve got to remember it’s about them, it’s about your customer. So you’ve got to have that clear, compelling language that addresses their interest. So that’s the first thing is to clarify.
Next you’ve got to COMMIT to providing real value. You’ve got to stand out from the crowd by having both that brand promise, the value proposition that you mentioned, and then delivering on it because people love to talk about branding in terms of all the expressions – your logo, your graphics, your pictures, all those fun things. But you gotta remember that your brand, that’s only a piece of it. Your promise is the first step but the delivery is the most important part of it. So it’s that deep commitment to constantly be ready to blow your customer’s minds with absolute value, more than they ever expect.
And the third C is to CONNECT. You want to remember, in the whole chain of events, all the touchpoints that you have, all those interactions that you have with the customer – the emails that you get through the form on your website or the phone call, and as you move down that chain and you deepen the relationship, that every one of those touchpoints, those connective points, is a way that you can deepen not just the relationship and the rapport but the actual value that you give. People will always ask me well can I give something away for free? And I said yeah, you better be giving things away for free. What better way to demonstrate that here’s what you get for free – imagine what you get if you retain me, if you hire me, if you read my book, if you bring me on board. And that’s what that deep emotional connection is about is really demonstrating your value.
Then you’ve got to COMMUNICATE. How do you communicate with a level of confidence? I’ve got an article on my blog – if you go to my blog and scroll down, you’ll find this like confidence is king or queen, and it’s really about some of the scientific studies about how people who appear to be confident, the extroverts – or, I always tell people, Jason, I’m a situational extrovert – I’m just as happy in my office by myself writing away as I am on the platform speaking to 2000 people. I don’t want to do either one all the time, but if you saw me in my office or the fact that I’ve got to psyche myself up to go to the VIP cocktail party cuz I don’t know anybody and I haven’t spoken – that’s harder than getting up on the platform.
Jason Hartman: I would have to agree, by the way. I would say that I’m a situational extrovert.
Libby Gill: Situational extrovert. And a lot of actors are famous for that and they don’t want to talk to anybody, but you put them in front of a camera and they’re right at home. But we’ve got to face the fact that the world is set up for extroverts and certainly the workplace. We want people who participate, who have some power, some enthusiasm, and studies will back that up that people that do that are perceived as more intelligent, as better leaders, they’re the ones who get more respect and trust, and so if you don’t have those skills naturally, you’ve got to learn situationally. And I’ve got a bunch of tips for people on my blog to tell them how they could do that. Because the conclusion of this study, which I just found fascinating, was really that anybody who’s hiring, a hiring manager, you’ve got to look beyond the veneer of confidence and look at the ability. I don’t have that much faith in people to look beyond that. So I say, hey, let’s take a page from those confident people’s playbook and learn how to do what they do, at least in an interview or at a networking event or situationally when we need to step up. And one little hint – I’ll tell anybody who’s introverted or just hates speaking up at a meeting that I always advise my executives and I coach a lot of senior level folks. And everybody has that moment of the shyness, introversion, feeling insecure. If you’re at a big meeting and you know you’ve got to speak up at some point – you gotta put some kind of idea or perspective on the table. Do it in the first 10 minutes because you get it out of the way and you don’t sit there stressing for an hour waiting for the moment to come as your tension is building steadily. So there are a lot of things we can learn and that’s one of those tricks about how you can communicate. Of course, planning your communication, having a communication protocol before you ever need it is critical. And I talk about that a lot in Capture the Mindshare.
Jason Hartman: Give us a communication protocol tip if you would, just any miscellaneous one.
Libby Gill: One thing you can do – and this also speaks to connection – is to have a welcome packet, have a branded welcome packet for any of your new clients, any new customers or your prospects so that they can see when you come on board I’ve got a process. I’m gonna give you all the technical things that you need to know, I’m gonna give you all the contact information. I’ll give you all the sort of homework, worksheets, anything you need to get started. It doesn’t have to be something that you spend a fortune on – whether it’s digital or a copy it should have your presence, your logo, your brand definition throughout. Because when people look at that, they say oh, wow, not only have you taken the pain and the guest work out of getting started with a new client, with a new company as we are as consultants, but they see this is somebody who goes the extra mile, this is somebody who pays attention to detail. And people are impressed with the fact that not only do you take care of business, but you’re gonna give that level of attention to detail to their business. So there’s a great deal of comfort in that. And most people don’t do it. It’s a simple thing. Most people don’t do it because we do it piecemeal. Here’s a part of it – stop and put it all together – and people will really be impressed with the comprehensive level and the quality of care that you give your customers.
Jason Hartman: Yeah, good tips, good tips. Okay, did we cover all 7?
Libby Gill: Oh, the next one is to collaborate. We think we do that, but we really need to build a level of trust and respect, and in book I have a story about a hospital and they just did an amazing thing where they put all their differences on the table and they were dealing with an interesting population – this is in New Mexico – a hospital where half of their work population and patient population was Native American – mostly Navajo. The other half was either Caucasian and Hispanic but more mainstream Christian. And they were dealing with people’s life and death and they got into a lot of feelings about how people wanted to be treated at the end of life. And they were able, through this deep level of collaboration, and I mean from the janitorial staff up to the neurosurgeons, talking to people over the course of the year, about what their values were, how that should be perceived, how that should be stated, how they talk to patients. And then the interesting thing is then when they build a new wing in the hospital, they took all those values and all those beliefs into account and it worked into the actual architecture, the physical space and the layout of the building. And it’s fascinating.
The end result was if you were patient and you had Christian or non-Navaho or non-Native American beliefs, you would walk into this gorgeous hospital wing and see these rounded corners and curved hallways. And in every corner of the building, the four corners, was this round chapel which was really sort of a testament to the Hogan which is the Native American – their ritual round buildings that they used to live in and some still do. But to the Christian eye, it was oh this is lovely, it’s a chapel. To the teachers or the trainers of the nursing staff, it was this is a great place to do teaching and training, so they manage into the Native American eye. It was symbolic of the Hogan. So it was only because they did this deep discovery and collaboration where people felt very safe and very trusting that they were able to share these deeply held beliefs that don’t always make their way to the workplace. So that’s collaboration on the deepest sense and deepest level and most of us just need to recognize that there are facts that we share and then there’s sort of the untold, the unspoken emotional truth. And when we can get all of that out, we can collaborate on a level that is so deep and so honest, and when you’re dealing with what people want to do with their lives and their careers, you want to get right down to where are you going? What’s the why? What’s the backstory? Why do you care so deeply? What difference do you hope to make in the world? And that’s the stuff I care about. I mean, that’s the stuff that gets me excited is finding out where’s that intersection between your passion as a human being and your goals as a professional? And when you can find that melding of the two, that’s when magic happens in people’s careers.
Jason Hartman: Is it possible, Libby, that if we have someone listening – and I’ve certainly struggled with it over time at various points in my career but I think I know that now, but there were times when I wondered about it and I’m sure we all do – is it possible that maybe it’s not a fit for some people or that they shouldn’t be going down this road of thinking of this value proposition for branding themselves. Maybe they should be more product focused rather than personal brand focused? I just have to sort of ask that.
Libby Gill: That’s a great question. I think it depends on who you are and what you sell. But if we stayed in the realm of speakers, authors, publishers, communicators, most of the people that you deal with in your world, Jason, if we’re gonna sell a product, whether it’s a book or a DVD series or a widget, if it’s coming from our heart and soul and our unique perspective, we’ve got to put some language in, some meaning around that first. I think they’ve got to understand, well, what do I do as a consultant? What do I do as a branding expert that’s different than the next one or the next 20 or the next 2000? Now, if you’re talking about products that are commodities, if you’re talking about I’ve got widget A and you’ve got widget A and we’re selling the same thing, then it often goes to price and availability and customer service – I think that’s a different proposition. But in the world where we are thought leaders and we’re sharing messages and we’re sharing information and ideas, I think it’s critical to know where’s the source, where’s sort of the wellspring. Where does this come from for you? And it’s interesting – I know your background is real estate, but a lot of people in real estate or direct marketing or areas where they feel like well there’s a mega-brand. I work for Century 21 or I work for this brokerage house or I work for Amway or whoever it is and they feel like, well, that’s the brand. And I disagree with that. I think that is absolutely the alpha brand. But you’ve got to brand yourself underneath that. You’ve got to explain well why am I the realtor that serves the tri-state area? Or why do I know everything about Arizona? And I don’t know if you agree with that…
Jason Hartman: I couldn’t agree more. And I’ll tell you why I feel that way, Libby – I totally agree with you – because people don’t have relationships with logos, with buildings, with mission statements, companies. They have relationships with people. And that’s why successful companies have usually successful personal brands. I mean Lee Iacocca was probably the first one that did it with Chrysler and then of course there’s a zillion of them today, most notably the late Steve Jobs maybe.
Libby Gill: Huge.
Jason Hartman: Yeah. You know, they want to know the person – what makes them tick, how do they think, what are they like? I mean they can relate to that.
Libby Gill: I agree. And when I see a brand or a person who’s a business owner who doesn’t represent themselves on their own website – and there’s some areas where there’s confidentiality issues and all that sort of thing and I understand that. But generally, even at a law firm or a financial services company, I want to know who’s behind this company? What’s your background? What’s your picture? What do you look like? All of those things are relevant to me, not that any one necessarily is the make or break or is why I’m going to buy, but I mean this is really what my book is about. We make emotional connections. We think that we make all these logical decisions, but the truth is human beings feel first and we think second.
And this whole subject just fascinates me because I’m a little bit of a science geek and I love to follow neuroscience studies and brain studies. And in the whole world of neuro-marketing, now that scientists can peek inside our brains with MRI scanners and those sorts of things, they can literally see what part of your brain are activated. You may think you like Pepsi or you may think you like Coke, which is the more common response, but in fact your brain lights up when you taste the Pepsi and not when you taste the Coke. And a lot of that has to do with the messages and what we believe. So as sellers, as purveyors of ideas and information, we’ve got to figure out what’s the emotional link? How do I get right down to making that deep connection with people so that they trust me, so that they like me, so that they know enough about me to feel good because that’s how we make our decisions. And we’ve heard that you’ve got to know, like and trust them, but how do you get to that? And I think it’s all the series of connective touch points.
When I launched this book, I had a friend who had done a very successful video series on a book launch and I said that’s so cool, I want to know who did that and can I get in touch? And she gave me the name, which I won’t say, I sent a message through their email/website, didn’t hear back, sent a second one thinking everybody’s got a glitch or two, didn’t hear back, picked up the phone and called them, didn’t hear back. Now, I was so intrigued with what they had done for my colleague, I had her do an e-introduction for the two of us to the head of that company and she did and I got a nice email back saying I’m off to Hawaii and I’ll call you as soon as I get back on Monday. And do you think I ever heard from that company? Nope. At this point, they could drive into my driveway, come up to the front door with a gift, and I just wouldn’t want to do business with them because it was like they don’t need my business, they don’t pay attention to detail, or they don’t have their technical act together so that they get their messages. That’s not who I want servicing my business and my account.
And everybody makes a slip – everybody slips up, absolutely, no question. And even the big guys – we’ll all get a problem and that’s what I call “My goof, your gain” comes into play and that’s a great branding opportunity. How do you correct a mistake? How do you jump on that and say “Woah, I really screwed that up. Let me over-deliver, let me give you something. I’m forever giving out books or I just spoke at an event and I had two workshops and the earner had turned the workshops – rather the conference manager – had turned the two workshops around because it just seemed better. And I knew that, but I didn’t realize that a number of people were coming to hear the first one in a certain time period and I felt so bad I signed them all up for a copy of my new book because I wanted him to walk away feeling great, not feeling like “Well, they really messed up my day”. And it’s very simple – not hard to do. I got their business card, got their address, and I hooked them up with the Amazon and sent them a copy. And that’s our responsibility and that’s what the big branders do really well. And there are all those urban legends about things that companies like Zappos have done, that Nordstrom has done to over-deliver when they’ve made a mistake or when the customer perceives something has gone wrong.
Jason Hartman: Sure, absolutely. First of all, was there anything else you wanted to cover on those steps because I want to ask you another question.
Libby Gill: Well, the last thing I have to mention is CONTRIBUTE. You’ve always got to remember that your brand, who you are as a person, who you are as a professional, we are here to serve. And I don’t mean that in a demeaning way at all but we’re in business to take care of other people. And when you feel good about that and you feel like I’m in a…And frankly, I think everybody’s in a service business – I can’t think of a business that’s not a service business – some are more obvious than others.
Jason Hartman: I can think of some.
Libby Gill: Can you? Name a business.
Jason Hartman: In the few remaining communist countries, there are “businesses” that are not in the service business, how do you like that?
Libby Gill: Oh, there are some that are not in service but they should be theoretically – no, I understand what you’re saying. But in what we do, you want to remember that you contribute. And there are things that you could do that are beyond just understand that I’m here to serve my customers. Find a charity, find something that really aligns with your brand, that makes sense. People want to do business and there’s, again, studies to back this up.
Most people, and there’s a huge number – I think it’s in my book – I think it’s something like 75% of people – want to do all things being equal, they would rather do business with a company that they perceive as one that cares, that gives back, that supports a charity. And the closer to home and the more it hits their values, the more sense it makes to them. So there are lots of ways that we can contribute to not just our customers but to our own communities where we live.
Jason Hartman: Yeah, good points. And this is probably not your area, but I just thought I’d ask you, are there any tools or technologies – obviously, social media’s huge nowadays – but any particular tips or tools that you want to mention to people that can help them branding? You talk a lot about the strategy, the philosophy behind it and those important steps. But any tools in particular?
Libby Gill: Yeah, absolutely. I’ll give you a couple of tools that I think…And I’m always looking at it how do we stretch our marketing dollars because, as you know, you can spend a fortune establishing a brand or you can do it wisely in steps and there are a couple of tools that I really like and one is 99 Designs, 99Designs.com.
Jason Hartman: I had the founder on the show – he was great, yeah.
Libby Gill: Yeah, people have to go back and listen to that – that’s a company that delivers. You can absolutely get a great logo, website page, book cover, anything in terms of design from some really fine designers all over the world. You give them a little creative guidance and, boy, does it pay off. I’m a big fan of that. And the other one that I think is just terrific and again it hits on technology is Elance.com which is short for freelance, it’s Elance.com, and you can find just about anything that can be done virtually from website design to SEO, which I know you’ve also talked about, all of these things, you can find people who do a great job of delivering these services at a great price. And it’s set up with kind of an eBay system so that you see the rankings of their past jobs, they can see rankings of you as an employer, the money goes into an escrow, when the job is finished they get paid. So even if you’re dealing with somebody in a country where they’re far away, you never speak to them live, you’re never on the phone together, you get satisfaction that’s pretty well guaranteed. And I think those are great tools for entrepreneurs. The more we learn to do on our own – and I know just enough technology to be dangerous. I’m not a techie by any means, but I’ve learned to do what I can do for myself to run my own business. I don’t think we need to have giant staff. We’re in the thought and content businesses. We need to be thinking and we need to be outsourcing for sure, but in cost effective and simple ways.
Jason Hartman: Yeah, no question about it. And nowadays, with the internet, that has empowered people more than any other thing. A lot of this you can do yourself. You can live anywhere in the world you want to live. It’s just a fantastic time really – it really is. Well, what else do you want people to know about building a brand? Maybe share – if you have a little time – a little bit of your big, corporate brand experience. And I’m sure people want to hear about Dr. Phil as well.
Libby Gill: Well, it’s interesting. And those two questions sort of go hand in hand because what happens in the corporate world when you’re dealing with a brand, you’ve got a lot of marketing dollars, you’ve got a lot of people generally, but it still comes down to individuals sitting around and thinking about strategies, positioning, the why behind the message, what are people gonna care about, what’s in it for them, all of those factors that anybody – even a solopreneur has to think about. And when I launched the Dr. Phil Show, I was actually the first one hired there – he was still on Oprah and then was going off then to do his own show and I was brought in as a consultant to handle the PR and the brand launch. And there were a lot of working pieces. He had books and seminars and the show was coming on board and it seemed so simplistic now, but my goal was really, at that time, to make him stand alone, to make him a solo act because people had seen him for four years on the Oprah show sitting next to Oprah, but only people who were regular Oprah viewers. I needed to sell him to people that didn’t know him and also to make it very clear that this was a guy who was going to do things differently in the talk show world and could really stand on his own and see a different kind of host. And it was really about his education, his insight, this kind of straight talk. I had PR budgets and not marketing budgets, so it was not about the dollars spent, but it was about finding those moments of connection, finding those specific things that people can latch onto and the first thing I did in launching Dr. Phil was I decided we need to send a message that this isn’t a People Magazine kind of guide, nothing wrong with People Magazine, and ultimately he did all of those magazine interviews and cover stories and all that kind of stuff that celebrities do, but initially I thought no, we’ve got to be Times Magazine or Newsweek. We want to be on one of those covers. And we landed the cover of Newsweek the week the show premiered. And my thought was we want to send a message that this is a different kind of show, a different kind of host. It’s really about bringing therapy to people that can’t afford it, wants to get out, don’t understand it and at that high level. And that’s what we did and it really set them apart. Now, that’s the kind of thing, if you’re in the world of public relations, you want it to appear as if it happened overnight, and of course it took months to orchestrate all the behind the scenes interviews and things that go on. But it was a way to really separate and set a tone from the start.
Jason Hartman: Yeah, fantastic. You were the first person who made all that happen for him, huh? Wow, that’s amazing.
Libby Gill: Although, I gotta say, he did just fine on his own.
Jason Hartman: Of course, of course.
Libby Gill: He’s been doing fine, but it was setting that initial tone and making sure you get yourself on the map. And it’s the same for any of us. What is that one message that we really want people to remember? And it’s the same with our website – what is that clarity of message? What’s the call to action? So what do you have to say? What’s your message? And then what do you want people to do? Do you want them to pick up the phone? Do you want them to read your testimonial page? Do you want them to go to your audio podcast which of course I what I do with your page, Jason. I go back and flip through and see all these great interviews and you find something right when you need it. And there’s great information out there if we do our homework, but it’s really about your value proposition, who you talk to and who your podcast, who your services are for is really clear. You state it right up front. And that’s what you’d want people to understand and to remember about you.
Jason Hartman: Yeah, well fantastic advice. Your website is LibbyGill.com and, Libby, you have an e-book offer I believe, too, right?
Libby Gill: I do. And if people want to just email me at [email protected] or if you can’t remember that, just go to my website, you’ll find it on the contact page and just let me know you want my e-book. Just put “E-book” in the subject line or just send me a message, I love to hear from people, and I answer all my e-mails. And I will send them to “10 Stupid Things People Do To Mess Up Their Websites and How To Fix or Avoid Them”. And it’s really 10 concrete things. And two I just mentioned to you, have a clear message on your homepage and is there a call to action so people know what you want them to do. But I’ve got another 8 of them. So end me an e-mail and I’ll send that out to you.
Jason Hartman: Fantastic. Well, Libby Gill, thanks so much for joining us today and best of luck with your book. Again, the book title, everybody can check it out on Amazon. It just went up today. Capture the Mindshare and the Market Share Will Follow: The Art and Science of Building Brands. Libby, that is a fantastic title, by the way.
Libby Gill: Oh, thank you, thank you.
Jason Hartman: Good stuff. Well, hey, keep up the good work and happy branding.
Libby Gill: Thanks, my pleasure. I’m happy to be here – glad to share with your audience, Jason.
Female: I’ve never really thought of Jason as subversive, but I just found out that’s what Wall Street considers him to be.
Male: Really? Now, how is that possible at all?
Female: Simple. Wall Street believes that real estate investors are dangerous to their schemes because the dirty truth about income property is that it actually works in real life.
Male: I know. I mean, how many people do you know, not including insiders, who created wealth with stocks, bonds, and mutual funds? Those options are for people who only want to pretend they’re getting ahead.
Female: Stocks and other non-direct traded assets are a losing game for most people. The typical scenario is you make a little, you lose a little and spin your wheels for decades.
Male: That’s because the corporate crooks running the stock and bond investing game will always see to it that they win. This means, unless you’re one of them, you will not win.
Female: And unluckily for Wall Street, Jason has a unique ability to make the everyday person understand investing the way it should be. He shows them a world where anything less than a 26% annual return is disappointing.
Male: Yep. And that’s why Jason offers a one book set on creating wealth that comes with 20 digital download audios. He shows us how we can be excited about these scary times and exploit the incredible opportunities this present economy has afforded us.
Female: We can pick local markets untouched by the economic downturn, exploit packaged commodities investing and achieve exceptional returns safely and securely.
Male: I like how he teaches you how to protect the equity in your home before it disappears and how to outsource your debt obligations to the government.
Female: And this set of advanced strategies for wealth creation is being offered for only $197.
Male: To get your Creating Wealth Encyclopedia Book I complete with over 20 hours of audio, go to JasonHartman.com/store.
Female: If you want to be able to sit back and collect checks every month just like a banker, Jason’s Creating Wealth Encyclopedia Series is for you.
Narrator: This show is produced by The Hartman Media Company, all rights reserved. For distribution or publication rights and media interviews, please visit www.HartmanMedia.com or email media[email protected] Nothing on this show should be considered specific personal or professional advice. Please consult an appropriate tax, legal, real estate or business professional for individualized advice. Opinions of guests are their own and the host is acting on behalf of Platinum Properties Investor Network, Inc. exclusively. (Image: Flickr | admiralzing)
Transcribed by Ralph
* Read more from Speaking of Wealth
The Speaking of Wealth Team