Special Episode with Ray Tapp

“If you are not willing to learn, no one can help you. If you are determined to learn, no one can stop you” (Zig Ziglar). 

I excel at finding problems with a process or system and designing, planning and implementing solutions to those problems. Most people dislike change, but I love it! If you are looking for someone to be another cog in the wheel, I'm not going to be the right fit for you.

However, given a set of expectations and the freedom to learn, solve, innovate, and build, I will likely exceed the outcome you expected with positive results.

At BYU, they asked me to keep the building clean, take out the trash and change light bulbs. So I designed a plan that would allow the building to maintain a leaner cleaning staff who could perform regular cleaning more efficiently so that deep cleaning could happen more often.

At Insight Pest Solutions, they asked me to do some stuff with training employees and watch over the vehicles. I created what came to be known as IPSU (Insight Pest Solutions University) -- which was praised by state officials in multiple states as the best in-house technician training program they had ever seen.

I also took the “watch over the vehicles” assignment seriously and designed and implemented safety training, vehicle inspections, regular MVR checks, vehicle tracking checks and balances, staggered vehicle leases, etc. Ultimately, these measures saved Insight over $70,000/month last year during April, May, June, July, and August -- being their busy season months, as well as reduced vehicle accident percentages by 15% in 2017 and almost 40% in 2018 -- and that’s including a 45% growth in number of vehicles owned by the company. 

Helen Keller once said: “Avoiding danger is no safer in the long run than outright exposure. Life is either a daring adventure, or nothing.”

Transcript

Intro: Welcome to the Lucky Titan podcast where you will learn how to fill your favorite platform with tons of your dream customers from some of the world's top entrepreneurs. I'm your host, Josh Tapp, now let's get started. 

Josh: What's up everybody, Josh Tapp here again, and welcome back so today, it's actually quite interesting. I've been excited for this one. So I'm gonna just announce our guests. First off, his name is Ray Tapp, if you actually know me, not as The Lucky Titan, but as Josh Tapp this is my brother so yes, we are Mormon. Yes, we are one of eight children, both of us. No, we are not polygamists excited to be here representing the large families but I'm really excited to have right here because what we're doing is that Ray we're talking about this, we've been talking about it for like a year, right about like that like that. 

Ray: Yeah. 

Josh: You jumping in and doing a business and we've been we were talking back and forth about how how podcasting can help you close high ticket sales but Ray is actually in an industry that wouldn't typically have this, Ray is actually in the the builder industry so he the building tables and whatnot, right so building or constructing buildings for people and so there's it's a very highly competitive industry are like how do we how do we make this stand out and how you guys obviously, you know, Rey, close some, some bigger deals and that being said, is we've kind of wanted to record this process, because I was like, Hey, I'm gonna be sharing this with him anyways, right? Why don't we just record this, and let's let the world know how the process works so first off, Ray, you can say what's up to the world. 

Ray: what's up, everybody! 

Josh: Good to have your man.

Ray: So thanks for having me on, man.

Josh: Oh, you betcha. So the first thing that we really want to dive in this is just for everybody to have an understanding is that when Ray and I were talking, we're like, okay, should he be doing something that's more cut and dry or it's like, hey, they could be doing cutting boards, right, something that's kind of ironic, actually, I should have prefaced that but anyway, so doing, you can do cutting boards, we could be busting out like 10 a day and be selling a bunch of those low ticket items, or one of their expertise that way he can really do well is do built ins for people but he also makes this beautiful furniture for people that's customized, you know, built for for the individual and it's like, which which one do you start with and when we were talking about it, and this is the same conversation I have with everybody and I'm one of the reasons I wanted to have Ray on the show with this is that this is one of those unorthodox industries that we don't talk about a lot but it presents that opportunity to say this works no matter what industry you're in. So the big question that we come down to is, what's the product right, what products should we actually be selling and if you do what you would call like a market analysis, the average company is going to be saying, hey, you need to just bust through cabinets, cabinets are the best place to go, right, you've worked at cabinet shops, you know how it goes, it's like a freaking factory to just bust through as many cabinets as you can but then, you know, that you have the other people were like, Hey, let's have an Etsy shop or, or whatnot, right? Do maybe more low ticket items, but it's something you can do from home and keep more of the margins are, you like what you've done, it's going in and building these amazing built ins for people or whatnot but at the end of the day, this is what I always tell people, when we when we go to start a business is you start with the highest ticket product first, and then you work your way backwards because instead of having to make 3000 sales at $10, you only have to make one or two sales at $100,000, or whatever it is, right and some of your listeners might be like, well, how do you make $100,000 doing something with wood, right? So we're here to talk about that today, about the product, and kind of deep diving into that and where we're gonna go with this company and by we, I mean you right so feel free to just ask questions back and forth, we can just kind of dive into this, but so I want to ask you first Ray is like, what's the motivating factor behind the company?

Ray: The biggest thing so my, my personal motivation is when I build something, and somebody's like, Man, that is stunning like that, just really, like, I don't know, it really warms my heart, it makes me want to do more of it right and, and provide that service so, which I think kind of as a business thing in general, right? We always want to provide some awesome to people but for me, it's, it's been able to hear that and also being able to give back right, with with the things that I make so it's I would probably talk about this a bit later but the business that we're doing is we're planning not to cut trees down, right, we're not we're not going out and purchasing wood from a Lowe's or Home Depot, or you know, big box store that sells it who knows where they get it from but but finding responsibly sourced stuff to so that we're rescuing trees essentially right and we're turning them into a conversation piece for somebody's house and so that for me being able to be environmentally responsible, it as well as create something that is beautiful for someone's home is motivating this part of the business?

Josh: Yeah, I love that because I mean, you talked about we were talking about before, I'm like, this is brilliant. You're like, Hey, I'd love to donate to do different charities from the proceeds come from this one being planting trees, right? So if you want to talk to that, and then the other one, go for it. 

Ray: Yeah. So yeah, so with with every purchase that somebody makes from us, we donate to a charity called onetreeplanted.org and, you know, we don't want to just plant one tree, either, right? You buy a piece of furniture from us, and it's at high end piece of furniture, we're gonna plant 100 trees for you so we're really given back that way and then the other charity we donate to is, is Diraja Academy, which is a high school for girls in Africa, where they're just not a lot of the women that will go through their primary education, essentially, what would be compared to elementary, maybe Middle School here in the United States, but before by the time they get to the secondary education, right, they're not, they're not really passing that they end up with all kinds of other issues there so being able to help build the women over there as well as is important, you know, it's helping out not just us and the trees and people here, but people abroad as well 

Josh: that's what I love about when you brought that up in my Oh, man, we need to share that on the show because that's, that's cool and what I'm hoping a lot of you who are listening or you're listening, and you're going, I could back that, like, hey, when I buy a coffee table, I'm getting half a forest plant, I mean, I mean, if it was 50 trees, or whatever it was, you know, like, that's pretty cool, that you're able to do that, you know, and when you look at it that way, automatically as differentiating factor, if we did nothing else, other than donating to those two places, you could you could actually start tying every time so when you sell a screen as a coffee table, as an example, you sell a coffee table, you're like, This equates for trees planted, this is all repurposed wood, none of this is coming from something that was standing, right? This is something that was already cut down that we've that we've taken, and we're re repurposing it's a conversation piece or not but then you can be like, Oh, this cutting board is one tree planted or this, you know, and like, that's huge and then, you know, when the sewing the higher ticket items, like you just funded a girl's entire education, right, that's huge, when it comes to actually like differentiating yourself as a business, and as a show so I love that, you also mentioned it in there, Ray because this is something we talked about before but you mentioned that the yeah, one of the things that brings you to feel good is really right is that yeah, it's what somebody's like, that is stunning, that's an amazing piece of furniture because for you, you're like I built that, you know, we put that together, put that into your home, and now you have this, you know, this this amazing piece in your house, that becomes a conversation so I want to ask you more about that, right because the truth is, is whenever, whenever you buy a piece of furniture, everybody compliments it, or comments on it, right but Kinsey and I will buy this crappy old couch or something that we want to throw in the basement and people are like, well, we got a new couch, that's your couch furniture, just something that people automatically see when they enter your home right and then we always tell the story, here's the Oh, yeah, we got that on Facebook for like 400 bucks or whatever, right, you know but, but it's also on the flip side, when we're like, oh, he spent a good chunk of money on on this coffee table or whatnot, there's like a few $1,000 or whatever and then they're like, oh, no, that's a beautiful coffee table. Yeah, here's the story. There's this guy, blah, blah, blah, right so you and I were talking about this Ray of like, that can be the differentiating factor is that there's the story behind the individual piece of furniture, right and you've been sending me a lot of pictures of this the past couple of weeks, it's been fun to see like, oh, that could be a really cool story you could build around that right and I mean, you just imagine and this is something I want to just share with with the audience here. You know, our company, podcast multipliers, we're not doing anything that's Rocket Science, I'm you can have anybody do what we do, the fact that we put it all together, and the system we do is a differentiating factor, but it's not enough to get people, it's the story that we sell, right and what we always say to people is, you know, we're talking with highly successful entrepreneurs, or they're typically doing 100 million plus per year and so we come to them and if we started saying, Okay, you just have to show up for one hour a day, they wouldn't, they wouldn't move on it but we say, hey, what if you could have an entire content strategy in one hour a month, and you could be known as a thought leader and one hour a month, and with that, you record for one hour and you step away, you don't have to do anything, we will repurpose your content, we'll post it everywhere and they're sitting here going, that's a cool that's a story right for them because they can see themselves in that and I tell my story, I was doing a daily show, and being able to manage a daily show, if any of you have ever tried to do that it's it's a full time job, period, especially if you're trying to grow it and turn it into a business but if you leverage other people, you can step out and what happened for me was that we ended up hiring a bunch of people and handing it all off, literally, all I do is record these, I upload them to Google Drive, and I step away, and everything is taken care of and obviously, you all know, because you see the content everywhere that this is that the methodology works but it's the exact same thing with the furniture concept, right is saying, hey, how do we create a story, that it's so compelling that somebody is willing to spend $100,000 for a table instead of $500 for a table, right so two things here, right, is the story but the second thing is the customer, right so I'm just gonna curious with you, because I know we were talking about this, but when I first mentioned that to you of like, hey, well, why don't you just start selling to super rich people? Like, what was your initial thoughts? I'm just curious.

Ray: I mean, initial thoughts were, I mean, you and I have talked about, you know, you've got to, if you want people to spend money, you've got to go to people actually have money to spend. So I mean, initial thoughts were first one was a little bit scary, like, I mean, yes, the loved have, you know, my furniture and in these houses, and businesses and places but yeah, it was also kind of, like I said, I thought of that market as well and you and I have talked a little more about some of the intricacies of industry is not the right word, but some of the nuances are working with a higher end product like that, or, you know, higher end market as well but yeah, I don't know, it's, it's an exciting idea as well, as just, you know, it opened my mind to think more about the customer base, right, you know, originally, I was thinking, I don't, I never wanted to be the low guy, you know, with the with the lowest price product, you know, to try and compete with Target and Walmart and all those kind of places and then you know, that my sales pitch is just I've got, you know, I'm much better handmade product, but at the same time, it looks just like this other one, but just kind of blew my mind to say, okay, there's a much bigger market out there a much a much more affluent market that could be going for

Josh: yeah. Well, I was just curious about that because the reason I asked that is because I know that the first thing is, like you said, it's freakin’ scary at the beginning, where you're like, Oh, my goodness, how and then that's my other question to you is like, what are the barriers to where you're currently at, that are preventing you from selling to somebody like that? Like, what do you what do you see as those barriers I'm, like, genuinely doing research here so

Ray: yeah, perfect so barriers, you know, is for one getting in front of those people right and I really, that's the biggest thing and then, I don't know, maybe product delivery, you know, if if it's, you know, we're in a global market, really, right so we do need to be able to ship different places but again, if I'm making a, you know, a $50,000, or $100,000, conference table for someone, how am I going to get it to them, right. So there's some of the like the logistics part of it but also, is it a white glove service because you know, this thing, they're paying a ton of money for something like this and so those are kind of the first couple of things come to mind as far as barriers go but yeah, again, just just knowing or reaching those people, yeah, I building that network of those of people who are in that market?

Josh: Yeah. And I was just curious about because that seems to be that overarching theme is like, how the heck do I get in front of them and then how do I deliver a product, that's when it shows up, they're not disappointed, they're like, whoa, yeah, this is wait, you know and I have some ideas of that we can dive into here and say, so you know, everybody, we've, we've talked about this over and over and over again on this show but when you're trying to get in front of the hyper wealthy, you need to have a great offer first off, but you need to actually have something that they want and so we're going to touch on a couple of those things. So let's let's first talk offer rakes, I think this will be a fun conversation on this. So, you know, we talked about building a table for example, I'm just gonna keep using a table as an example to keep this linear. 

Ray: Yep, let's do it. 

Josh: Let's just say like you said, a conference table. If we look at your ideal customer, as and then we have to put it this way, right? If you're like, you know, I want to make $100,000 Every time I make a piece of furniture some people might be like, yeah, that's impossible but then look at Beverly Hills, right, I found this article the other day read I should have said that to you, I think you'll find it but it was like one of these like, sketchy rapper guys and they had bought this it was like a chair like a throne chair that they built for themselves, $400,000 for this chair, and they want it because they wanted in their music videos and stuff, it's not like their centerpiece, but I'm like, that is just ridiculous, 400 grand for a chair. 

Ray: Yeah. 

Josh: Then I started going, okay, but somebody paid that chair, they pocket 400 grand for me. Taking a chair but the funny thing is they probably went to IKEA and then put some gold for you know? But but that's the thing, right because that guy obviously was like, I want the story of being able to say this is my $400,000 table, here's why. Now I don't think you want to sell rappers. I don't think that's your MO right but I also good friend of mine, right? He he buys McLaren's for fun. He buys three or four of them a year and then flips up. He basically like breaks world records in them and then flips up so brilliant strategy guy makes like millions of dollars a year doing it as a hobby, which is disgusting but, Kevin, if you're listening to this, you're welcome, shout out to Kevin Hodes this guy, it's a conversation piece anytime somebody asked him about something. He's he talks about McLaren, because it's he's excited about it, it's but there are people like him who are willing to drop a million dollars on a car simply for the ability for them to tell a story. Right, yeah, the money is great for him. But it's like, you don't have three McLaren's to just have three McLaren's, right. It's because of the story, right and I look at the way that that you're going about this is saying, hey, how do we tell a story with each piece of furniture so this this is how I would structure the offer, if I were you, I would take it and say, Okay, have an idea of a few different pieces of very unique wood that you could get right, you sent me one that was like, I think it was a tree that had been in front of like the town hall or something that would that have been in front of the Town Hall for four years in North Carolina, right, I guarantee you in that city, there's somebody who makes $100 million a year guarantee it and they are probably probably have a political affinity towards wanting a tree that would be sitting in front of the Town Hall and if you say, Hey, you want to have your town hall meetings in front of the table, right so each one of the offers has to be customized because it's a $50,000 $100,000 or whatever table, right? But if you come to them and say, Hey, here's the story but then you can come to them and say, Is there is there some story in your life that you want illustrated through the furniture in your in your room right so when you sit down with them, you have you have a great conversation with them about like, well, what what are your morals, your standards, your beliefs and let's pick that apart and say, okay, and then maybe what, what they're doing is they're giving you what they're actually looking for, and then you go find it, right, so let's just say, let's just say, how many is Obama, I don't know why I'm using him as an example but as using Obama, right, I think he grew up in like Hawaii or something but he's been living in DC. 

Ray: Yeah. 

Josh: Yeah, wherever he lives, right. If you went to Obama, you know, you know, as a political affinity, you know, a lot of his opinions and most entrepreneurs, you'll know that because they're very vocal about it so you already kind of know that where they're standing is, so when you meet with them, you've already done your research, you know this about them but then you start to ask them about their childhood and about kind of those pivotal moments for them and maybe not use Obama is somebody who like immigrated, right? I met this guy, David Handles his name. Another shout out to you, David. He's probably listening but, but he, he's German, but I think he's living in Turkey now, he's been to the and he's, he's living like, everywhere but its still Germany still in his heart, right so if you're like, hey, this is a tree from your hometown, that you inscribed your initials in with you and your girl, your first girlfriend, you know, hopefully, she's now kind of thing but that's the story that he can say, this is the table and I found this guy and he actually went and found that tree after had been cut down and repurpose that wood into this table that you're sitting here and I think that people are willing to spend money on that story so that's number one, that's what I would do as far as from a story perspective. Number two is I would actually go about it, of how do you make it not just that they're buying a piece of furniture, but how do you make it an experience right? 

Ray: Yeah. 

Josh: Which part of it is where you're talking to them about their actual needs and everything right? about well, what are you actually, you know, like, tell me about your, your history, whatever, and they start telling you all these stories, and then you say, you know what, I'm gonna make it my goal in life or the next week to find someone that actually fits that and then then you can sell them on right 25 grand for a coffee table made out of your grandmother's coffee, and I know that's a horrible one and you're gonna have a tree in your grandmother's yard, later and then but you're saying because like for them, this has so much more meaning? Um, wow, that got dark really quick. So, um, 

Ray: we're gonna pretend you said her yard. 

Josh: her Yard? 

Ray: Yeah, it was in the backyard where you grew up and swinging in this tree every year. 

Josh: Yeah, exactly. Yeah, love it. So that's, that's the kind of stuff that like they'd be, they'd be more than excited about having, you know, as far as the product, but the product is never are what they buy, right, they're buying the story but they also should be buying the story of you and in my thought you talked about delivery, right? I wouldn't put it in the back of some crappy old semi-truck, right? What you do is you, you'd rent this ridiculous, you know, it's gonna cost you $3,000 to rent this truck or whatever, you know, for a demo to have it, maybe you deliver it to their hometown, and then you read this or something, but you have it roll up, you know, with spotlights, there's a band playing, you know, I'm saying, but, but so that when it rolls up, they're like, What on earth? Right and their whole neighborhood sees it? Right? Yeah, they would see oh, wow, these guys are rolling up with there's something going on over here, right and then you deliver them the table, you have it set up, you maybe bring in a whole bunch of people as a party being like, hey, check out this house and I'm saying those are the sorts of that's the experience. I know, I'm getting a little crazy with this but if that opens your mind a little bit to think about that experience of the delivery is huge, because that is what we call an Instagrammable moment, right? Yeah. If you look at Magnolia the Home Group, right, have you ever I'm sure you've seen them? Chad Chip and Joanna Gaines. Oh, yeah, yeah. So their first TV show, what they would do every time is they would have a giant Canvas in front of the house so that the the new owner wouldn't see the renovation, they see this giant canvas of their old home so that they could see the before and after, and then they pulled it open and that story was an Instagrammable moment. I mean, they've made YouTube is that their social media content comes from that, right? You do one of those tables, and you make it that big of a deal. You're gonna get 50,000 orders, because they're like, well, this was cool. Who makes these tables? Those you know, those resin tables that everybody's been doing? 

Ray: Yeah, the epoxy the river tables. 

Josh: Yeah, riveted. The first guy who did this figured it out found the guy who does it. He um, I think he's charged like $10 to $20,000 from those tables. So it's high ticket not that ridiculous. The, the way that that works is he got commissioned to make this table he decided, you know, let's just get creative with it so he makes a river that runs to the middle of this, this wooden table, sells it for 20 grand, but he actually records the whole process puts it on YouTube, it goes viral. I think a video has like 50 million views on it at this point. 

Ray: Yes, something like that. 

Josh: something ridiculous but then that video has gone on to make him millions of dollars making to him, he probably doesn't even make it himself anymore. We'd have him on the show ‘cuz I want to be like, Hey, I should do it but he found a niche. He found what what people were actually looking for it for you, you could start with hey, let's do this coffee or this this conference table and if they love it, then you continue with it. If you can make the experience really cool. If not try something else, yeah, hey, you know what, let's make you a coffee table, that's the most amazing thing ever right or a bedframe or whatever they want? Yeah, there's like any number of things you could do from an offer perspective yeah. 

Ray: Yeah. 

Josh: Give me thoughts on that? 

Ray: No. 

Josh: You're just spewing on you? 

Ray: Yeah, that's perfect, I'm taking a ton of notes here so good. Yes, it's not videoing at all the notes I'm taking here. 

Josh: Yeah, exactly. We just said Just so everybody knows. For the next few episodes, I am not doing video, I got bit like 5000 mosquitoes, I don't know what happened but they're all over my face. So it's embarrassing. Um, anyway, so that's the story right so then how do you get in front of these people, that's the next big question. You know, how are you getting them excited to meet with you so this is where Ray's already committed to do this. So I'm just gonna throw this out there but he's actually gonna be starting a podcast, interviewing these people, right? I want to I want to explain the logic behind why we decided to do this because when it comes to telling the story, and figuring out what people actually want, you need to actually sit down with those people, it's not and the problem that people try to do is that they're like, okay, I need to sell a $10,000 product or something, right and then they go out, and they find a list of a bunch of people or their ideal customers and they sit here trying to market to them and trying funnels and trying all these different, ridiculous sales tactics that go nowhere, because they get pitched 5000 times a day, the wealthy get pitched all the time and as you ascend the ranks of wealth, you'll see like your email just gets fuller and fuller and fuller, Fuller and the truth is, I mean, I'm not even nearly as wealthy as a lot of these people but I don't even manage my own social media email or any of those things anymore because I don't have time to so there are people who are paid to literally be my gateway but here's the thing. if you want to cut through that smoke and say, Okay, well, what, what do the rich what how do I get an opportunity to sit down with them the way you do that is by giving them a platform to stand on and to promote their message, right, that could be a Facebook Live I've that could be a podcast, it could be a YouTube channel that can be whatever. Here's what I think YouTube is the number one fastest way to make it happen because they cannot see the results, right? They don't know how successful of a show it is and the truth is they do not care so I had, you know, those of you ever listened to the show, I think it was episode five or six, I had Steve Sims on here and Steve actively talks about his net worth, but the guy has done over a billion dollars in sales in his lifetime, right, I was five episodes in I think, like, Ray might have been listening to it, my mom was probably listening to it here, there that was it but but he was willing to come on the show and then when he came on, I was like episode number five, he's like, Great, I'm so excited to be in the in that first bunch, because he's like, you're gonna go far and I always refer back to his episode, right and so the truly wealthy they want to support you, they want to help us the people who are trying to get a leg up but most of them just don't have time to do it in a candidate, can we get coffee together? Right for stuff, I don't drink coffee so that gets awkward but when you sit down with somebody over, I try to get them to sit down over coffee or lunch, they've already got 15 people vying for that spot for the day and you are definitely not the number one on their list, right because they have buffet knocking on their door saying, let's go get coffee, of course, I'm gonna go get coffee with him, right so that's, that's one of the reasons why I recommend doing a podcast is it gives them an opportunity to say you know what, I want to meet with you, I want to talk with you, I want to get to know you but doing this is a PR opportunity for me to get some exposure because at the end of the day, most Podcasts can get anywhere from 20 to 50 downloads an episode, which might sound like very few people but have you ever spoken in front of 50, people before, it's it's quite a few minutes

Ray: it’s nerve wrecking, yeah. 

Josh: you'd be nervous? Yeah. If people only get 50 Downs, I'm good 50 people sitting there listening to you, that's a big deal and I will go on a show, if they've got those sort of numbers. You know, if they told me they had 10 People, I'm like, great, what's the niche, let's talk because odds are one of those 10 people is going to have interest in what we do and they're going to reach out to me and whatever, it's never a wasted opportunity for them so that's why I recommend doing a podcast, that's why like for Ray, let's talk through titles, let's talk to topics. Let's actually dive in this because this is what we've been going back and forth on the past week or so and for those of you who are listening, this is this actually the main reason we want to do the show was to actually talk through this section, but I wanted to give a whole lot of reason why we're doing it so they're not just like, wait, you, you build furniture, and you're doing a podcast, right 

Ray: So on a marketing podcast, that's weird. 

Josh: Exactly, so, you know, Ray you've, you've kicked me a whole bunch of ideas on podcast titles, and the one thing I always tell people is that the title is virtually inconsequential, people will tell you it has to be one way or another, there are a little couple of nuances I recommend, but we'll we'll kind of dive into that but the number one thing to think about with the podcast title is what would somebody what type of show would they want to come on your guest and so if you were to say, Hey, this is a show about, you know, building cabinets, an entrepreneur who's in marketing is not going to come on your show, because they're like, I don't know anything about this., right? Right and they might be compares, yeah but then they'd be like, well, it just doesn't fit my topic but if you say, hey, this is a show about entrepreneurs, and interviewing some of the world's top entrepreneurs and gleaning their stories, now I'm going to go back to where we were talking earlier, if you want to build a great piece of furniture for somebody, those are the questions you need to be asking them anyways about their history, right so you shouldn't be bringing them on and bet tell me something like this, the your number one story that you'd say is like the life where your life changed, let's, let's talk your life changing story and then you just do it on the show, right so the methodology behind that is saying, okay, you're actually identifying your needs while creating a great piece of content, which then after you record that piece of content, it opens the door wide open for you to be able to say, well, great, you know, what, what if you were to have like a coffee table that would would tell that story. However, I'm gonna make it my mission for the next week to find a piece of wood that fits that and if I could, what if we were just to build you a table that kind of fits that fits that bill right, I'm really butchering that. But that's basically how you would go about it right? 

Ray: Good general idea. 

Josh: Yeah because it's not like a sales pitch by any means. You're saying, you should have a centerpiece in your home and that story needs to be heard, you need to keep telling that story over and over and over again, because the world needs to know it and let's make a piece of furniture that can exemplify that for you, right every time you look at it, you remember and remember where you used to be and where you came from, and how you're here now and whenever somebody comes over, they can see it whenever you're doing a video this can be in that video so that the world can see it and they can remember that story right for them, it becomes a marketing piece it becomes a talking piece it becomes their favorite bedframe but you know, you're laying every single night, you know, and they're remembering that story, that's what you're selling, right but the podcast allows you to find that story right, you get to actually get your brain and get to know them without you being the world's greatest interviewer, it's just being genuinely curious about their lives, right? 

Ray: Yeah. 

Josh: So if we talk about, we talk about titles we talk about, you know, the theme of the show, it really needs to be how do you build a title around that theme of interviewing them about their past, right and it's something that they know is okay, I could be interested in this, right but what you what you can do, like Ray you can do is you can actually say, the description of the show, which we'll get to here in a minute, that's where you're like, hey, I build, I build furniture, right? We're gonna say in a lot sexier way. It's like I built furniture that tells a story and I'm bringing entrepreneurs on here to find out their number one story and share it with the world, right and then your furniture, then tells that story, right so you can be completely transparent with it or  people come on your show, they're like, Okay, this is cool, I want to have my story heard, gives them opportunity to promote themselves, so on so forth. So with that being said, if we look at podcast titles, there's two things number one, people can copyright, your your title, they copyright titles, you have to be really careful about word for word, copying somebody else's, because some of the best ones are always taken, especially in the entrepreneurial realm. 

Ray: Yep. 

Josh: Alright, you sent me a couple, right? I'm actually gonna pull them up here and we're talking because you said to a couple, I was like, Ooh, I like these but they're like they were taken. 

Ray: Yeah. 

Josh: let's find it, it's like maverick builder, yeah. 

Ray: Yeah, was that the Maverick Builder. 

Josh: The Maverick builder. Great one, right but there's already a guy who owns it, he lives in your hometown, probably not gonna work, even though it's a great title, right but so what I would, because I look, my brain automatically goes like the story of entrepreneur or something. But I think that's like a world famous podcast and that's probably why but the title does really need to be something along those lines of this is what the show is about, you know, saying it's attracting people to well, there's, there's two different ways to do a headline, let me explain it this way or how do your title, I like mine, we actually went with the iconic, memorable things that people are like, what does that even mean, it sparks curiosity and then it locks in their brain, right because they're like Lucky something or tighten something or other right, it sticks in their brain. It's like annoying because it's there in their brain one of my favorite show, and I can't remember the title of it now but they literally have their logo is a yellow rubber duck, on a blue background has nothing to do with that, it's a business podcast but I'm like, I bet you if I searched that I could find the show. 

Ray: right. 

Josh: and right. So it's really I was like, hey, it's memorable, I will come back to this over and over again. In my opinion, brands like that should be more either marketing centric, or some sort of E commerce type business, but a business like yours, I would make it more. It's explaining what the show is about right? 

Ray: Yeah. 

Josh: one of my favorites to my favorites so there's entrepreneurs on fire, pretty obvious what the topic of that show is and then you have marketing secrets with Russell Brunson. 

Ray: Right. 

Josh: It's, it's apparent in the title of the show what people are going to get from coming on your show so if we think through this way, I mean, like, what would be some of the the topics of the show that we could be talking about? Right? So I mean, stories would be one of them. 

Ray: Yeah, stories. It's the background right of the entrepreneurs or talking to stories, yeah, that's really kind of the key there and then maybe finding the, finding the one right the one story that means the most to them. Yeah, I don't know.

Josh: The one story like that one story, legacy comes to mind for me. 

Ray: Yeah, legacy so there's another word that's like legacy, and I can't think what it is but long term hair, heritage. Heirloom.

Josh: heirloom, love it, yeah, those are good words, I like it. 

Ray: Yeah. 

Josh: Because, yeah because we're not talking business, entrepreneurship, we're not talking to us, we're talking like, what's the story, what's what because this is what you're actually going to be pulling from them, eight, that one story, I would say that the pivot point for them right, or like the pivotal change the pivotal moment and we write these terms down, it actually helps you build the show and one of the things to think about is your target market doesn't even have to be an industry specific thing I mean, you could interview actors, you could interview athletes, you could interview entrepreneurs, or nonprofit leaders or anything, right, probably not nonprofits, because most of them don't have any money. 

Ray: all right. 

Josh: but but so it doesn't have to be like the entrepreneur change or whatever you want to call it, right? 

Ray: It's a good point. Yeah. 

Josh: It could be like the one story or that, it could just be called pivotal change or legacy or, you know, your background story. Like, that's literally what it could be and you don't have to get crazy with it because it's like, it's your background story, that's what we're here to talk about.

Ray: Yeah, yeah as my business partner I was talking about, you know, company names too, and being something along the lines like story board, like a wood with a story. 

Josh: right, story board? 

Ray: Yeah, there you go. 

Josh: Story Board, BOARD, that's a spell board, right? 

Ray: Yeah. 

Josh: Not bored right. Okay. Well. 

Ray: Not bored, boring story, what's your most boring story?

Josh: Boring stories, yeah, if you could make it fun but yeah, so I love it because that's the sort of stuff right, because then it brands you so well. Well, so we'll talk more about this Ray, obviously, off off camera but yeah, I think that gives us enough terms to really pick a great, a great title for the show and then we'll have Ray back on guys, I'm going to be doing this as a serious risk. Again, every time we have a call, we'll be recording it, we're going to make it into an interview here so that you guys can kind of follow the process here so when the show launches, we will let you know you can go check out Ray Show he's going to be interviewing getting kicked off pretty quick here so let's, we're just going to end the interview here as far as diving deep, because I think we've covered enough topics to get people really thinking about their offers thinking about how they're going about creating a title for their show or whatnot, next time we talk, I'd really like to talk through how we're actually doing those interviews, how we're deep diving into getting them excited about being on the show, and then actually extrapolating that story and turning it into an opportunity to sell, that's the that's the methodology 101 so if you're those of you listening, if you're like saying, Hey, I'm ready to start a podcast, I really want to get this kicked off, we do have something coming out, it's the first time we're going to say this to the world but we've actually got this new network launching and I don't even know if I want to call it a network yet. We're about a week away from it, we haven't figured out the title, which is so embarrassing, but by the time this comes out, we'll know what it is but we're basically putting together this network to help podcasters turn their podcasts into business and then monetize immediately. So we're basically helping you come in you can pay off your cost of being in the network within the first month and then scale your business indefinitely, we'll be showing you all the different methodologies helping you do so really excited about it's kind of a tease that out here as we're as we're moving forward with this, but right, it's been awesome having you here, man, so everybody makes sure you go check 

Ray: You can check me on. 

Josh: Yeah, you bet. Make sure you go check out podcastmultipliers.com and we'll see you guys on the next episode. 

Outro: Hopefully you enjoyed this episode of The lucky Titan podcast. If you've learned anything from this or any other episode, make sure you rate it and share it with another entrepreneur could help. Thanks again. I'll catch you on the flip side