Brandyn 00:00
The way to be remembered is to be associated with the problem that you solve. Even if you give them a business card and you say, I am a insert your career title, or I do this, that's automatically about me as the speaker, not you as the listener. We've all done it. We've gone to networking events, we get home, at the end of the day, we pull out a stack of business cards, you're like, I don't even remember talking to that guy, which one was he? But when you submit yourself in memory, by being associated with that problem, they immediately know this guy can help me or somebody I know or somebody I love, live better.
Pete Mohr 00:42
Hey, it's Pete, welcome to another edition of the simplifying entrepreneurship podcast. It's the series designed to help you change your entrepreneurial worries and wants into wins by providing the tips and tools that will help you cut through the chaos and create clarity using systems that will transform your business. And life as a leader. Always remember, you lead your business, it shouldn't be leading you. And today I had the opportunity to speak with Brandon Miller. He's a fellow business Made Simple coach. And we go through all the great stuff around answering the question, what do you do? And Brandon's got a great little framework. It's called the PSA framework. And I'll let you hear it directly from him as we start this one off. Brandon, it's great to see you again. Welcome to the simplifying entrepreneurship podcast.
Brandyn 01:36
Thanks, Pete, anytime I get to hang out with you and learn from you is an awesome experience.
Pete Mohr 01:40
Likewise. And you know what, a year or so ago, we didn't even know each other. But we've spent some time together talking about different things. And you know, one of the reasons why I wanted to have you on the podcast here, we just think alike on a lot of different stuff. And really excited today to talk about that question to some that's so paralyzing when somebody comes up to you and says, what do you do?
Brandyn 02:04
and changing the way you answer that question can actually make you money. And it's really simple. I actually built a huge segment of my clientele in my last business, just by changing the way I answered that question. And it's really a brilliant framework that is so easy to apply. I call it the PSA framework. And that's problem, solution, and life after. So when you start with a problem, people start to pay attention.
Pete Mohr 02:35
Why do you think starting with a problem is so important? Why do you think that changes things?
Brandyn 02:40
Well, first of all, nobody answers the question in that way. Even when people ask that question. They're generally being nice. That's what's expected in every single person has been asked, what do you do a million times in their life? Yeah. But when you start with the problem that you solve, suddenly, people pay attention. They're like, Oh, wait a second. He's not talking about them. He's talking about something that I may encounter, or somebody that I love may encounter. It's so funny how I will continue to use basic problems as an example. I live in a townhouse. I don't have a yard. But if somebody says, I asked somebody, what do you do? And they say, I make sure little old ladies never have to push their own lawn mower. Because nobody should be 80 years old and cutting their own grass. Well, yeah, I'm not 80 years old. I live in a townhouse. I don't have a yard. But guess what, my mother in law is that person. And until very recently, she was mowing your own yard.
Pete Mohr 03:42
So that resonates with me. Yeah, for sure. When we bring that sort of thing up, it's not always about the problem of the person in front of you. It may be within their network. And I think that's a great way because they're gonna immediately associate with the fact that, you know, maybe I don't need that problem. But boy, oh, boy, I know somebody that does. And that's, that's your door in,
Brandyn 04:03
and it's the way to be remembered. Again, you've meet so many new people, and they meet so many new people, the way to be remembered is to be associated with the problem that you solve. Even if you give them a business card and you say, I am a insert your career title, or I do this, that's automatically about me as the speaker, not you as the listener. We've all done it. We've gone to networking events, we get home at the end of the day, we pull out a stack of business cards are like, I don't even remember talking to that guy. Which one, let's see. But when you submit yourself in memory, by being associated with that problem, they immediately know this guy can help me or somebody I know or somebody I love, live better.
Pete Mohr 04:50
I really like sort of the framework also because when somebody asks you about yourself, they don't necessarily want to know about you. They want to know how you can help Absolutely, it's like, to be honest, most people are more concerned with themselves, as you said earlier, a nicety, to say, Okay, so what do you do type thing, but they're also thinking, how can this help make my life better? My future better? All those things? And from that perspective, would you lead with a problem? You're saying, I want to leave them wanting to know more? So a great question, a great sort of thing like that, to get that person who's in front of you to ask what it is more. And then after they've got the problem, where do they go next?
Brandyn 05:30
From there, you introduce the problem that you solve, and then position yourself as the solution or your service, or your business as the solution to that problem. So again, no 80 year old woman should have to push her lawn mower at Joe's lawn junkies, we make sure so automatically, you've associated your product, your service your business as the solution to that problem. And because they remember the problem, and they resonated with that they're automatically looking for, what will I ever do, if that problem comes up, you're automatically associated with that. Now, the great thing is the last part, it's the life after, when you can submit and paint that climactic scene about how your life is going to be better afterwards. To your point, it was a nicety. But the reason that we are all self centered or self focused is because that's the function of the human brain is to preserve our own life. So we need to know that life can be better.
Pete Mohr 06:35
I like that. And you know what, one of the other things, Brandon, when you look at this sort of PSA framework that you have laid out here, I like the fact that it's short, you've got to catch their attention quickly. I like to say sort of, you've got in that five to 10 second framework, and after that you've lost them. So if you're leading with that problem, getting into the solution, right after that, then they're going to listen to the life after, you know, because if you've lost them on the problem and solution, they're not even going to get that far. So by leading through that sort of framework, they're thinking about it as you're talking and they're seeing it's creating this vision and a way you go, you know, I think that's that's a good way to lay it out.
Brandyn 07:15
Absolutely. Well, I'll go on the complete opposite end of the spectrum, because I've had this answer, or one similar to it. When I asked somebody, hey, what do you do? Well, immediately, it's, I am an astrophysicist. I create long equation automatically. I'm like, I can't do simple math without my iPhone anymore. I'm out. But you think of somebody like Neil deGrasse Tyson, who's an amazing educator, and probably the smartest person on the planet. That may not be an exaggeration, but he what do you do, Neil, I help people understand the complexities of the universe in a way that anyone can comprehend. You know, most people never understand what they see when they look into the night sky. My show star talk radio, lets everyone participate in the Wonder that's the universe. So again, you can get even the most complicated and far out there. professions can simplify this message, use this framework to bring people in, we've all been outside, we've all looked up at the stars and said, Hey, what is that? Now he makes it accessible. So it works for anything, whether it's, you know, a one on one service base, whether it's something really overly complicated that I'll never be able to fully grasp with a pen and paper. But I can understand,
Pete Mohr 08:40
you don't want to use language that's out there, you don't want to you want to simplify it, you want to make it very clear, very easy to understand. So that anybody grasps that your business could be very complicated, like you just mentioned, but ultimately, you've got to come up with a language that simplifies it down to layman's terms, they can go on, understand it, picture it and move ahead, you know, pick that one problem. One of the other things I find so many people in that want to say, you know, every single thing they do, you know, you've got to pick the one thing that's most important to them, that's going to drive at home. And then when they want more information, when you're leaving them wanting more, and they want to know a bit more, you can tack in those other things along in the back of it, as opposed to trying to lead with all the baggage that goes around having 10 different things that you do. It's like pick the one thing that's most important to your audience. And you might actually have several different one liners, right? Because you're aligning those depending on your audience. And instead of trying to get all 10 things into one segment, you want to get one thing into one segment for the right audience.
Brandyn 09:44
Absolutely. So if you've got multiple different revenue streams are multiple different products. Each one of those can have a very specialized and very individualized problem solution at lifeafter. But then they can all fit into an umbrella. You know, I'm thinking of Dave Ramsey right now he says, Financial Peace, well, that's a big umbrella. Well, within Financial Peace, you can become debt free, you can secure your retirement the way that you want, you can own your home and your car. All of those are underneath that umbrella, but have very specific niche, or audiences that can have their own problem solution. lifeafter.
Pete Mohr 10:27
Where do you use these one liners outside of meeting somebody at the local networking event? Where else would you use these sort of things?
Brandyn 10:34
First of all, back to a previous point that you made, it actually helps qualify your audience to, yeah, but you can use it in a million different situations. If your wife is mad at you. And you know, you're coming home late, because you stayed at the office till seven, when dinner was supposed to be at six, you can walk in the door and say, babe, most husbands would walk in the door and never even acknowledge that they were an hour late. I promised to make do the dishes after dinner, so that you don't have to worry about it. That's a problem, a solution and a life after it will work in millions of different situations. But when you start with a problem, not only can you grab their attention, but you can actually defuse negative situations like well, and it works for businesses as well. When you acknowledge the problem, even in a customer service relationship, automatically, you're diffusing that situation. But back to the point why most people are here, they're not trying to get out of being there was being mad at them. But you can use it in a million different ways. You can actually take this same formula, if you've got a great one liner, you can actually post just the question, just the problem part in a social media post, and then pose the question, want to know the solution, and have people actually raise their hand and step towards your product, your service, your company, instead of you tried to chase new customers, because you've opened that story loop, you've presented that problem and said, You don't have to suffer from this anymore. Click here to find out how I will solve
Pete Mohr 12:19
there are so many areas to use this sort of framework, you can use it on your website and use it on your business cards, you can use it in your language and your social. I mean, there's just so many different ways of using this. And I really appreciate bringing this model to us here today, Brandon. And you know, our Time's almost up here. And I want to get make sure that everybody has a chance to be able to reach out to you find out more about you, if they want to dig more into this PSA model that you've come up with here today. Tell them a little bit about yourself and how to get ahold of you.
Brandyn 12:50
My company is actually called clear message, you can go to www.myclearmessage/Connect for a free 30 minute session. And I can help you create the answer to the question, what do you do so that it actually makes you money, I can help you create that one liner, absolutely free 30 minute session, and that's my clear message.com slash connect with love to talk to you about that and help you learn the PSA framework. change the way you answer the question, what do you do so that you generate more leads? You're remembered when people see your business card later, and you actually make more money? Awesome. Well, thanks
Pete Mohr 13:33
again, Brandon. It's great to see it here. And I'm looking forward to seeing you again. And for those of you that are on clubhouse, Brandon and I are also often co hosting on clubhouse around the simplifying business club. So you may see us over there as well. But anyway, it's great to see you here live today on video, and we'll talk to you soon, Brandon. Appreciate it. Pete, thanks for the opportunity. Thanks so much for spending some time with me here today. Think about how you can apply today's simplifying entrepreneurship topic into your business and into your life. What can you do to put it into action? How can you make those things happen? I mean, Brandon covered a lot of great stuff. We talked about where you can use it, we talked about how to develop it. We talked about the problem, the solution, and what does life look afterwards. So think about those things as whether you're driving or whether you're in your office or whatever the case is think about those and how they can actually make people ask the question, tell me more, which is Ultimately, the goal of that quick sort of theme or one liner, you want them to ask you more about your business and dive down into it. That's why you want to keep it sort of that one simple thing, so that you're really being pointed there. And if they want to know more though, dig more into it, and you'll be able to have an option to give them more information down the road here. So all of this is around the idea that you can have Have an even better business and entrepreneurial life. So if you like the podcast, please share it with your friends, invite them to listen and most of all, subscribe to the podcast so you can hear future episodes. For more information on my coaching and what I do all around business Made Simple in this sort of thing. All you have to do is go to www.Mohr.Caoch email me directly at Pete@Mohr.Coach and until next time, make it a great day.
15:36
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