New Strategies for Achieving a Billion Dollars in Sales

Today we discuss new approaches to getting over a billion dollars in sales as we welcome Marc Von Musser, a seasoned sales and marketing expert with an impressive track record, including his time as the director of coaching and sales training for Tony Robbins. Marc shares his groundbreaking strategies for organic marketing and reveals how he managed to outpace giants like Zillow and Realtor.com. Through compelling narratives inspired by historic leaders, Mark emphasizes the importance of a powerful marketing message in today's changing landscape, where consumers are more skeptical and cautious.

Explore the transformative potential of authentic communication in the evolving world of marketing. This episode sheds light on how podcasting is emerging as a potent medium for reaching audiences with genuine voices, even more impactful than traditional media. Drawing from examples of public figures, we discuss the power of unscripted and direct interactions, advocating for a shift from self-serving narratives to client-focused dialogues that build trust and widen reach.

Lastly, we delve into the deeply personal side of sales, emphasizing the role of self-love and meaningful connections. Through Marc's inspiring stories and advice, we highlight the vital importance of recognizing one's inherent value and the positive impact of reaching out to others. Whether it's enhancing client relationships or reducing cancellations, Marc's insights offer a blueprint for aligning with clients' dreams and aspirations, paving the way for both personal and professional success.

Check out Marc's book 
Get Booked & Get Paid: How To Generate 6 Figures+ A Year, Through Podcast Guesting

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Transcript

Eric Eden 0:01

Welcome to today's episode. Today we have an amazing topic it's the secrets behind doing over a billion dollars in high ticket sales and we have the perfect guest to help us talk through this. Mark. Welcome to the show.

Marc Von Musser 0:16

Thank you, I'm excited to be here. This is going to be a fun topic.

Eric Eden 0:20

So why don't we start off by you taking just a minute or two to talk a little bit about who you are and what you do?

Marc Von Musser 0:26

Sure, well, thanks for the opportunity. First and foremost so long story short, the one that most people seem to resonate with I was the director of coaching and sales training for Tony Robbins for many years and helped him add a lot of zeros to his bottom line, and I did that as well. Before that. I also trained realtors and showed them how to get 30 listings in 30 days, essentially predominantly with organic, and so part of that. This was pretty funny, but back in the day, I'd get phone calls from the big aggregate lead aggregate companies like realtorcom, zillow, trulia. What they didn't know, though, is I was arguably one of the only people in the entire United States that actually outranked them on their own sites. So if you go back in the day Carlsbad Real Estate for sale, carlsbad Home for sale, san Diego Pool Home for sale, any of those I had eight of the top 10 Google search words for anything, and then on page two and three, you'd find realtorcom, zillowcom, et cetera, and they'd always call and try and get me to sign up, and I said, well, why would I sign up with you guys? I'm outranking you in every, every category? And they'd say, oh, that that's weird. How'd this happen? So my whole background.

Marc Von Musser 1:37

Going all the way back was out of necessity, and underneath that, I was able to develop some strategies that are very, very creative, unique for marketing, and the vehicle of marketing is secondary to the truth of the marketing message, and this is really what we refined sales at Clients on Demand, and we were the leader in online ticket sales for high ticket. So we would teach coaches, consultants, speakers, experts on how to build a seven-figure, six or seven-figure online business, and we started looking at the results we were getting by. This was essentially paid Facebook ads, and then it was paid Facebook or YouTube ads, then TikTok, instagram, et cetera, and our clients did over a billion dollars in sales, and so it gave me a very unique perspective to see what works and what doesn't in terms of marketing, where the vehicle is critically important, make no mistake, but if you have the wrong message, it doesn't matter what your platform is. And if you think about it, eric, martin Luther King we all know about MLK, and the question I always ask is what was his marketing strategy, what was his funnel?

Marc Von Musser 2:55

And this kind of sums it up it was the truth. He was so convicted, he was so congruent, he was so in alignment with the truth that he wanted to speak, even in the face of countless media, and so that's the sort of thing that I would love to chat about today, because there's some new vehicles that are opportunities for anybody out there, that are essentially free marketing, and if you get your message dialed in, you can have huge worldwide, global impact almost immediately, and you can have huge worldwide global impact almost immediately.

Eric Eden 3:25

That's super interesting. We're ready to be inspired. Why don't we jump in and you tell us a little bit about how you've been able to do some of these remarkable things?

Marc Von Musser 3:35

Sure, so part of this is another librarian kind of opinion, so I personally had a belief that the buyer of today is different than the buyer was a decade ago or two, I hear of today is more jaded, more guarded and just incessantly slammed with requests for your attention, and your wallet Doesn't matter if it's email, it doesn't matter if it's the phone, it doesn't matter, it's texting emails, billboards, magazine ads. You know it's completely changed. So now the buyer's developing all of these buyer defenses. We have do not call lists, we have blocking services, we have different ways so that we don't have to answer the phone. We have a call screening. If you remember, when we were kids, we didn't have that. The phone rang, you picked it up, and so what's happened, though, is the buyers have gotten very, very creative about what they're going to listen to and give attention to, and if the marketers don't understand that, they can spend a fortune, but they're not going to get their attention, and so, right now, that's the level one. Level two is the economy. Whenever, if you go back to any recession, any type of economy, the more uncertain the buyer gets. There's certain countermeasures you need to give the new buyer to address their uncertainty and their fear in the marketplace. So that's a big part of what we did and how we were able to do it.

Marc Von Musser 5:00

We did all of that underneath and this is one of my core principles that I teach in Sales Alchemy, which is a course I use to teach people how to enroll. I tell them to stop selling and start enrolling clients in their dream. Now this was a complete shift, and this is what we taught to thousands of business owners that if you will align and help them solve their problems, you will never have a shortage of clients. That's completely different than features and benefits marketing, and so this was a trait that we taught over and over again to attorneys, to therapists, to coaches, to consultants, and a couple of things popped up. Number one, the enrollments went through the roof.

Marc Von Musser 5:43

Number two, the cancellations and the refund requests plummeted literally from an industry norm of 40% to 3%. The third thing that happened is that people were saying thank you for taking their money and helping them, so it really spoke to the individual, where they felt proud of what they're doing. They were excited and all of a sudden, they were excited to serve the client. So it elevates humanity and the buyers want this type of standard in today's market. So that's really a key that came out was people are tired of being closed, they're tired of the pressure selling, they're tired of the manipulation and this includes marketing, by the way. So what's working right now is a heart-driven approach which honors both parties, which elevates the conversation and is really a decision. Can I help you? So let's get real clear on what's the what's the problem and whether or not I'm the best solution. So that's a that's like the core of all the marketing that we've done.

Eric Eden 6:40

That makes sense. I think people want to get away from the buzzword bingo and from being qualified in the sales process. I think people want to get away from the buzzword bingo and from being qualified in the sales process. I think people can appreciate the fact that people are going through a structured sales process, but it doesn't feel very great. So I think the truth driven more, how can I help you approach? It makes logical sense that that would resonate more with people because so many people the saturation of people doing like these structured sort of sales plays. So can you share an example of how you put this to work with with one of your clients?

Marc Von Musser 7:20

Yeah, there's, there's tons. Well, there I'll give you two. One of my first ones was a therapist, right, she was a 75-year-old woman who I'm pretty high energy, right. Well, doctor, was more of this kind of energy. And well, Mark, it's not as much fun. Well, let's just put it this way. I haven't had an objection in almost three months and everybody just buys and it's like I'm not selling anymore at all. I just help people and they all want to sign up. And it was so funny because when I started with Dr Deb, she was not that person at all. She hated sales, she did not like that part of it and she was a therapist, so she was used to the insurance kind of money level. And then she's jumping into a $10,000 program. And that's how quickly you can take a good human being that has a heart of service and show them how to do very, very well. That's the first step.

Marc Von Musser 8:20

Second one, let's tell you, is about a friend of mine and a person that I co-wrote a book called Get Booked and Get Paid about podcast guesting. So this was interesting. So this person is very much like I'm high energy and he's even higher energy, right, and he had his own mastermind he was doing very well, several million dollars a year and he had essentially a coup within the mastermind where people thought they could do it better. So behind his back, his entire mastermind left and it imploded right. The guy that was the new zealot couldn't deliver on anything. He said he was a con man and so the thing evaporated. But he lost half a million dollars like that. The other one is he was doing the paid traffic model where he was spending about $30,000 a month, but so was everyone else, and Russell Brunson with ClickFunnels was telling everybody just copy what works. Hundreds of thousands of people are jumping into the arena, eating up the space, competing for the same ads, etc.

Marc Von Musser 9:18

So he's in trouble, he's out of money and he's like I can't afford $30,000 a month for the paid traffic. He goes, I've got to recoup. I goes, I, I'm starting from scratch. So one of the things I do when marketing it's different. It's almost like a concierge kind of process. I first look at what's the goal. Number two is what do we have to work with? Do you have a big budget? No budget, okay. Number three do you solve a real problem? Can we articulate that problem in an effective way to get in front of ideal clients, and if those are yeses, then we can help you. So I did the same process with Nikki and, sure enough, I decided well, let's do podcast guesting. And he already had one of the biggest podcasts in North America. It's called E-Circle a thought leader revolution, right? His book was recently endorsed by Donald Trump. It's called E-Circle A Thought Leader Revolution, right? His book was recently endorsed by Donald Trump.

Marc Von Musser 10:08

He's done a bunch.

Marc Von Musser 10:09

I think he has two New York Times bestsellers, so he had a pretty big podcast, but he needed to monetize, and so one of the things that we did was I showed him how to articulate his message in a way that left the host and the audience salivating.

Authentic Messaging in Modern Marketing

Marc Von Musser 10:26

Now here's what's great In the next two years, working about five to eight hours a week using podcast guesting, he earned about $500,000 net commissions. Just a nip under that, I think it was like $480,000 or something like that. The difference was he did not spend any money on marketing. The difference was he did not spend any money on marketing and out of that, his message now is out in front of 4 million people. So while he's playing with his kids, his message is out there and being listened to by up to 4 million people Because, as you know, with podcasting, being a great guest is a key Knowing how to speak articulately and be able to speak something that leads to further, because podcast guests are where people want to be. It's arguably the most underutilized, highest opportunity vehicle that exists today. It's something I'm very excited about.

Eric Eden 11:16

I think for 2025,. Podcasting is really breaking out as a channel. I see stats that now people are even watching podcasts on YouTube on their TV like 400 million people a month. It's amazing the reach that it has, because people want to search and find these very interesting topics to get content on, and it's a much better way than reading blog posts, which is what people were doing like five, 10 years ago. Right, it's a much more engaging way to get information. So that makes a lot of sense. But I think what about being a podcast guest is the key in terms of the messaging, like you were saying to, to get people salivating and wanting more.

Marc Von Musser 12:03

There's a couple of things. Number one is it has to be truthful, right. So here's one of the things that's kind of happening is the core landscape of business and politics and et cetera. The age of transparency is upon us. So, for example, if you're a piece of you know what and you're not a kind person and you're a scumbag and you're that kind of person, it's going to get exposed in today's world. If you don't believe me, go look at Hollywood, go look at the politicians. They're getting exposed left and right for who they really are. Now that leaves a void in the space. What's going to fill it? I firmly believe, are the leaders of tomorrow be the most aligned, congruent and willing to serve their fellow man. So what people are yearning for is help, and so what they're yearning for are people that are gonna really be able to deliver. So, to answer your question about messaging, it needs to be client-focused, not self-focused. That's number one. Number two, it needs to be genuine Meaning. There's a saying that we had in coaching people don't take diet advice from the fat guy, okay. Well, it's the same thing here. Does it really hold up? Does this strategy really work?

Marc Von Musser 13:12

I'll give you an example. In the world of marketing. There was a person who was advertising how he's doing almost a million and a half a month. Okay, that sounds impressive. Right, that's very small percentage. What he omitted from the conversation was he was spending a million dollars a month on ads. Now, that's relative and that's that's important, because if you don't have the ability to spend a million dollars of ads, he would make about five to 700,000 on the front end. So he's still a deficit of half a million. He would then upsell like crazy to try and get to that 1.1, 1.2. So he's spending almost a million dollars to make a hundred to 200,000. Well, that's good for him, but the problem is he's selling an illusion to people that don't have a million dollars to play with. So those types of people he's out of business today, by the way. So in shifted gears.

Marc Von Musser 14:02

But that kind of nonsense was normal in online marketing. People were losing money and they're saying, oh yeah, one person, for example, copied our website. I don't care if you like Elon Musk or like him or hate him, it's irrelevant. The one thing these people have is they're going to speak their truth. Regardless Like it or not, his base is going to be activated.

Marc Von Musser 14:25

The second piece of this is that they can defend. You might not agree with them, but I always do this on both sides of the aisle. It cracks me up because the liberals get all pissed off and then the Republicans get pissed off if I say the other side. It's not about that. It's about why is it? In a world that has 400 plus congressmen, we only know a handful. If I want to talk about and she'll speak out boldly both sides are doing that. Those are the only names that we remember. And so, in terms of messaging, what is your truth? How well can you articulate it? How well can you defend it? How many ways can you explain it and when you get that? That's the key to being a great host, because people just want to know where you stand and it cracks me up. There's been so many.

Marc Von Musser 15:12

I've studied politics for probably 40 years, maybe 50. But I remember watching Kamala and, again, love her, hate her, don't matter when she was asked a direct question this is important for podcasting too. I don't know if you saw this. They asked her a question how are you going to fix inflation? Very direct question. Right Now it's scripted. She should have had the answer and she instead dodges and dashes around it.

Marc Von Musser 15:36

I was born in a middle-class family. We had lawns and everybody's like wait what Now? Compare that to Trump. Trump was willing to do a three hour podcast on Joe Rogan and answer any question. Whether you like him or not, that was more powerful than traditional marketing and media.

Marc Von Musser 15:55

Let me give you some specifics. Kamala had raised $1.425 billion. That's a lot of money for marketing. Number two she also had the benefit of a mainstream marketing media, traditional media. Estimates on that have been approximately $6 to $10 billion. To get that amount of favorable press, trump raised $400 million. He also had 97% negative attacks from traditional media. You get this. He's a billion dollars down in fundraising and remember it was always about who could raise the most money. A billion dollars.

Marc Von Musser 16:33

Now she did traditional media. He did podcasting. He was on podcasts. He had 200 million listeners between X interview Joe Rogan. I don't even know all the guys he did, but he had 200 million people who he could get his marketing message directly to people on the fence, which was his ideal client the undecided voter. That's why he won. Kamala had every advantage going in her way. She still lost because she was only talking to her existing type clientele. So even here, the marketing was applicable and it gets down to your authentic voice. Give you one more point, and this was also true with Hillary, or Kamala Did you ever see how many focus groups Hillary Clinton would use before she would take a position on a subject?

Eric Eden 17:28

No, I didn't see that, but I know she did it Approximately 10 focus groups.

Marc Von Musser 17:33

Before she was for gay marriage or against gay marriage, before she was for meat eating or pro vegan, it was always done. So what that does to the buyer, the person that's going to vote, is they're not sure where she stands, so they're left to go ahead and create their own identity. Now let's take by comparison Trump. He did a lot of marketing brilliance. We're going to build a wall and Mexico is going to pay for it. Right, it's going to be a beautiful wall. I mean, what does that even mean? We don't even know.

Marc Von Musser 18:02

But it was like, wow, we're going to drain the swamp. Well, who doesn't want to drain a swamp? We didn't know what that meant, but the difference was in a direct message that he would defend and repeat overly versus. And then the people that voted for him are like, yeah, that's what we want. And if you think about marketing, it's the same thing. Is your message a generic white bread mayonnaise message that's trying to appeal to everybody, or is it directly for your ideal client? Are you really truly speaking to their pain points, their fears, their desires? And when you get that, you have a powerful message.

Eric Eden 18:39

So is there a difference between people being purposely controversial versus speaking the truth to get notoriety?

The Power of Authentic Messaging

Marc Von Musser 18:50

Great question, and so the shock factors there, and you can go back to the shock jocks that used to do that, right? I've heard this even about Alex Jones, where, when he got sued by his wife, they got divorced, and he was basically saying he didn't believe anything. He said it was for shock value. That's pretty consistent with a lot of these people, right? I've heard this from both liberal commentators and conservative commentators, where they don't really believe what they're saying, but they their viewers want to hear it. Now, the problem with that is that's why these guys are getting, one by one, getting knocked off off TV, and so what's happening is you're absolutely correct People are not even responding to the shock jocks like they used to be. Remember when? What's his name? Who's the guy in New York city? Howard Stern. Howard Stern was the like one of the original shock jocks, right? He was one of the front of everybody's conversations, and not anymore, because everybody kind of figured out his shtick. What you're noticing, though, is that the people that truly believe in what they believe they're going to have more impact than the people doing it for shock value. Shock value will still work to a degree, but it seems to me like, behind the scenes, God or the universe, is exposing people for who they really are. So it just seems, one by one, the shock jocks and the people that were doing it for shock value.

Marc Von Musser 20:06

There's another. Let me flip the switch too, because this is something else that I see. You bring up a great point. The other thing I see is people are using words like service, care, love your neighbor, and they don't believe it at all. You know what I mean. You can just kind of resonate and tell this guy's a scumbag. This guy here is not a good person, but he's on stage talking about how you got to serve your client and he's on stage talking about how you got to serve your client and meanwhile he's cussing and condemning him backstage. But what I've noticed is people are using those. It seems to me like they're getting exposed for who they really are. And the other thing that I've said and this is something about why I believe heart-driven selling is the way to sell moving forward For most of the sales trainers that I've studied over the decades because I started when I was probably 10, selling candy and newspapers door to door so one of the things that's happened is I started to notice that the more pressure and the more manipulatable used.

Marc Von Musser 21:01

It went hand in hand with the drug addiction, alcoholism, miserable life, obesity, sickness, illness, heart attacks. Life, obesity, sickness, illness, heart attacks is good at its core and if you abuse other people you can't do anything but try and shove that down with alcohol and drugs. I don't think. If you think about the wolf on wall street as an example, his drug addiction and alcoholism was not an excuse. It was trying to cover up the lies he was telling people, because that doesn't feel good to be a blatant liar. And so part of it again, to your point, a shock jock that's doing it for clicks. I think that that's going to have a similar effect as to these guys that were lying blatantly to get a sale.

Eric Eden 21:42

Yeah, I think that's super interesting because either being controversial for the sake of being controversial or just saying something as a lie because you know that it would get a lot of traffic ultimately doesn't work. I think the people that have the most success truly believe what they're saying, and I'll just use Trump as the example, because I think he's had a lot of success in it recently. Doing this, it's like, even though he says some really wild stuff, the reality is that you probably don't doubt that he really believes it. He's not reading a script. It doesn't sound like buzzword bingo, correct. Even people who disagree with everything he says would say I think he really believes that.

Marc Von Musser 22:31

Yeah, so let me, let me he says it with such conviction right.

Marc Von Musser 22:35

This is really funny because I get it when we're talking about the crazy 2am tweets, 3am tweets, right. So this is funny. One of the guys that I coached now is doing 10,000 unit apartment buildings. The guy makes a ton of money in commercial real estate. Well, one of his best friends was George Ross, the attorney for Donald Trump, and he said, yeah, I'm going to see George.

Marc Von Musser 22:57

Who's the attorney on the Apprentice? The older guy, the really smart guy. Well, he's done over $250 million of his own business. He has a net worth of like a quarter of a billion dollars. He's never done a deal with Trump. He was Trump's advisor and attorney, right, and he sat next to him in the Apprentice. So I asked him.

Marc Von Musser 23:12

I said, hey, do me a favor, just because I want to know, ask Trump why he does the crazy tweets, right, that are like what dude, what the hell, what's this about? Guess what? I talked to George and again he said it drove him crazy. So he asked George Trump's attorney, and he said at first, for years, he said it drove him crazy because he did that in the meetings too. He dropped a bomb on the other people and now it's all chaos, right. But what George noticed George said something was that it was a power move for him to gain control of the conversation. So let's walk this through.

Marc Von Musser 23:51

Secondly, he said he had incredibly great instincts. So 95% of the time he was right. But he was crass or blunt in the way he would go at it. Right, but what he noticed and I saw the genius of this in politics he's going into an arena where he's an outsider. They hate him. Okay, he's not part of the DC establishment, he's not part of the big banking system, he's not part of the big pharma. He's getting no support from the power brokers. That be. He comes in the media is immediately trashing him like crazy. What does he do? Crazy tweets and he takes the narrative away. And now they're talking about that. And over here he did something else. And every time I watched a 3 am tweet I started to look at what was he really trying to do? And then the other thing that was really funny was to his second point, george, is that 95% of the time he was right. So if you remember Trump in the way he would do, it would be pretty blunt. He'd say you know, and they're spying on me and everybody, in the way he would do. It would be pretty blunt. He'd say you know, and they're spying on me and everybody in the media said, oh, he's crazy, he's this, he's this, he's this, he's this, he's this. Five years later it came out they were spying on him. He was absolutely right and it was like he has been vindicated over and over again repeatedly because he kind of knows it but he is not a politician and he's doing a lot of those things. But I was like, okay, that's pretty interesting. And he now talks about the weave, which is pretty hard to follow, where he'll weave around about 20 subjects and then come back.

Marc Von Musser 25:19

But I always looked at politics and any of this as a marketing game. I always look at who is having an effective message, who is effective Okay, I'll give you another example. Okay, having an effective message. Who is effective Okay, I'll give you another example. Okay, bill Clinton has no chance in hell. Bill Clinton cannot beat the number one highest rated approved president in history, george Bush. Senior. Coming out of a wartime victory, it was so overwhelming that none of the power Democrats were going to run for office Okay, none of them. And George Bush had the highest approval rating. No president has ever lost a second term.

Marc Von Musser 25:55

Coming out of a wartime victory, bill Clinton enters the arena from some little hick town called Arkansas, which I love, by the way. I'm just joking. This was the comments people were making about Bill. He was a successful governor, he had a lot of great success. He had a lot of drama and trauma as well. But he comes out, a no name, from a small town, a small state in Southern America, arkansas, and he destroys George Bush senior.

Marc Von Musser 26:24

How does that happen? Because he was so good at his messaging and controlling his narrative. George Bush got on defense and never came back, even though George Bush Sr had every advantage in his favor, clinton wiped the floor with him. So that's the kind of stuff that I'd say is to look at the higher thing about how are things happening, to move the needle, because it also is applicable in business and sales as well. But yeah, it was pretty funny, man. I remember that was arguably one of the best campaigns before Obama. Obama had a great campaign too, but Clinton had one of the best campaigns I have ever seen because he controlled the narrative and it was brilliant. To watch how he controlled narratives and talking points was mind boggling.

Eric Eden 27:10

Yeah, yeah, he has a lot of charisma. So I think one of the things that you're saying is is that, thematically, is a lot of the examples support the fact that going the standard route of advertising and marketing standard route of advertising and marketing In particular, you were giving examples about how Google advertising and pay-per-click is just so saturated and it's hard to really win there when it's so competitive. I mean I've seen keywords that are $40 a click on LinkedIn for competitive campaigns. I mean it's just really expensive. When you do the backwards math, like you're saying, yeah, as opposed to where a lot of people seem to be winning is more having this truthful, heartfelt messaging in organic channels like podcasting, where you can go out and you're not paying for clicks, you have a strong message that draws people in. Is that really the moral of the story of how marketing is shifting?

The Power of Authentic Sales Conversations

Marc Von Musser 28:18

It really is. Because if you step back, eric, think about it. How do you want to be sold to? Do you want a pressure closer, who's giving you a 10th of the information, telling you just what you want to hear? Or do you want somebody that says, hey, eric, let's figure out what you want with your business, let's have a real conversation. Hey, based on what you're telling me, here's what you could do. This is some solutions. I've seen work here, here and here and here I'm happy to help you if you'd like some help, and that's what most people are gravitating to. And so the other part, too, is there's something else you talked about too, which is timing.

Marc Von Musser 28:52

If you think about marketing, every marketing method has a window of opportunity. Right, you have your blue ocean. Then you get eventually to your red ocean, where everybody's just killing everybody. So let's go back to I go all the way back. I remember when, if you wanted to make money in real estate, all you had to do was get a website. If you had a website, you were considered an established realtor, right, cause nobody had a website At first, it was a webpage. I've got a website, I've got multiple pages on my site, so therefore, I'm better than you and it was funny because then that migrated into.

Marc Von Musser 29:24

I started back with Corey Rudell back in the day about the original guy to do pop-ups and online marketing. Corey Rudell, he's a legend in the industry. This was before Yannick Silver and even Dan Kennedy started on online and Corey did carsecretscom. He did the special report, a free report. You do it and he'd tell you how to basically get your car for tens of thousands of less than what the sticker was. It was brilliant and so that worked really well until it stopped because everybody started doing the free reports. Then Craig Craig quantum marketing, craig Proctor did it in real estate, made $3 million a year in real estate selling that with direct response marketing, and then that stopped working.

Marc Von Musser 30:04

And then we moved into blogs. Blogging took a lot of time and if you had a blog you got traction, you could get clients. Everybody started blogging. It stopped working. Then it was launches Jeff Walker, marie Forleo. They started the launches and at first, at the very beginning, it worked really well. But then there's thousands of people trying to launch and it stopped working. And that's when the low ticket came out. That started to work. But then everybody did that. We did high ticket straight to $10,000 offer, example, and that worked really well until Russell Brunson and a few others started saying, hey, just copy what works. So everybody copied it. All the ads look the same, everybody's language was the same and now you couldn't tell who was real and who wasn't. So that stopped working.

Marc Von Musser 30:47

Meanwhile, ios 14 happened and they changed the algorithms. So it was one of those things where you have to find a new way. So, as the vehicles change, how much can you hear the audience, how much can you hear what their needs really are and can you find platforms to get directly to them? Because here's the good news, and can you find platforms to get directly to them? Because here's the good news there has never been a better time ever in history where, if an authentic, truthful message can go worldwide like that, you have more power in a cell phone today than the Kings had a hundred years ago. You have access to every bit of information, everything that you need to know right now, and even right now, if you've got a cell phone and a message, you could start having impact, and I always look, I'm looking to see who's blowing up right.

Marc Von Musser 31:38

And again to your earlier underlying point most of these people are not 100% accurate. The vegans are going to scream veganism is the only way until they find out they don't. Now they're secretly non-vegan, but they're still making money selling the vegan illusion. The carnivore same thing Carnivore is the best way. And then, privately, they're not doing it, and so there's a lot of that happening. But I want to watch who's blowing up, and by that I mean in a good way, and how congruent are they to their messaging and Are they to their messaging? And that's really the key. And underneath everything is you've got to serve your fellow man with everything you are. If you do that, you'll stand out on any platform and any market. That's what I'm noticing. Is that's what's really what's working?

Eric Eden 32:20

That makes a lot of sense that that is what's working. Is there anything else that you learned in your experience helping Tony Robbins make so much money? That would be helpful to people who want to follow your advice and go down this path.

Marc Von Musser 32:41

Yes, I would say trust yourself. And here's what I mean by that. When I started training, the sales were not where they wanted it to be, and I was asked to train some of the sales teams for Tony's teams. So I went in and looked at what they're doing. Okay, they got lazy by selling on Tony's name. Okay, tony told me this and hey, eric, you need to do this. Tony's going to talk about that. Hey, me and Tony were talking, and you know what I mean. They were leveraging the relationship with Tony. It's called posture association selling. Right Now, that will be certain level of effective.

Marc Von Musser 33:14

How did I take him and grow every department by 300%? What I did was I got them to stop selling on Tony's name and start selling you on your outcome. So this is what it sounded like. I'd say hey Eric, let's jump on a call to figure out what's going on with your business. If it was a business event, let's find out what's going on in your business, let's figure out what you're looking for and see if we have some solutions. And no matter what, I'll get you clarity and you're going to know what you need to do for your next steps, right? So who doesn't want to figure out what there is. So then we'd talk and I told the guys stop selling the event and start selling the outcome. So here's what happened. So all of a sudden, these guys were getting on the phone and everybody starts buying their tickets to these $10,000 events. And they were getting great results, because the focus of the conversation was tell me about your business, what's not working, let's fix it.

Marc Von Musser 34:03

The seminar Now here's where the people got in trouble. Some of the people would put them in the seminar even if they didn't need it. That now is a break of integrity. That is a break of spiritual law. Those guys would all of a sudden get exposed. The people would be unhappy. But if they would just steer them to coaching you don't need a business right now, you need a coach to help get you going and they started to steer to whatever served the client. Now here's the backend is they started getting referral sales, which they never got.

Marc Von Musser 34:32

And there was one other person that I trained and he outsold the other five guys combined by a level of three to one. What we did was is he got on and he told me the bullshit pitch that they told him to use. You know, tony put his arm around me and said you're the best guy and everybody here. And so one of the things that happened is I was asking him I said how do you feel when you do that, lee? And he said I feel like I'm a liar. And I said do you think that we pick up on those inner dialogues? And we absolutely do.

Marc Von Musser 35:02

I said tell me why you're here, why are you working for Tony? And, holy crap, did he come out with some passion. It was inspiring, it was real. I said this is your new pitch. Okay, I said this is what I want you to share with everyone you talk to. And I said Lee, do you want to learn how to get it? Get 15 tickets in a room of 10 people? He goes you can't. We only need to get 10%. I said I know it's not about getting 10%, it's about finding 15 people to inspire and help. So he goes. Well, let's do it.

Marc Von Musser 35:32

So the standard was 10% of a room. I showed him how to get 100% to 150% at times and the difference. I said the alphas, the people you really want, are not in the room waiting for a free seminar. They're out there making deals happen. But they have friends in the room and if you're as good as I think you are, they're going to call their friends. And now, all of a sudden, you're getting additional tickets. That's exactly what happened. So he started going out there and started speaking about his passion and about what's stopping you guys, and started speaking with this eloquence and this authenticity. All of a sudden, he outsold the other five guys in this authenticity. All of a sudden, he outsold the other five guys, three to one combined, meaning all of their sales. He 300X their sales and he loved it. He had passion, he was feeling in alignment, and that's really what you're going to need to do in any business. Marketing method will come secondary to how connected you are to your real truth.

Marc Von Musser 36:27

And don't just parrot. This is one of the things I tell people. Don't just parrot what sounds good. That's another trap. Know what you know and believe it, and that's really a key, because if you know it and you can defend it, you can back it up and it's not just theoretical theory that you heard once and you can make money on it. You'll have a depth of conviction and people are energetic beings. They're picking up on the truth right now and they're going to continue to do that.

Marc Von Musser 36:53

They can kind of sniff fraud. There was a person that we were trying to help and when I interviewed the people watching his webinars words like creepy, desperate, scammer those were what he was projecting and that's a big reason why he lost his business, because that's what he was projecting. People kind of pick up on it. They just can't put their finger on it. And the opposite is also true when somebody else is out there speaking with a passion that's unfiltered, like you said, unfiltered raw, but it's real and you know this is what they believe. You'll listen. That's what has to happen if people want to thrive in today's market.

Eric Eden 37:30

I think that's great advice. You can't really fake passion, right? That's something, I think that's really hard to fake, and I think when people try to go to things that are not true because they're following some kind of a playbook oh I need to say this or do it this way it does set off sort of those alarms or the spidey sense of people, Even if they can't put their exact finger on it. It's easy to default to not buying and not doing anything, and so I think that's fantastic advice. Is there anything else you wanted to share here that we didn't cover?

Marc Von Musser 38:13

I would just say, guys that start thinking this is something we taught a lot and this is something that has really made a big difference is that we are all everybody listening. This is part of a blessed minority in the world. If you look at the rest of the world, the rest of the world wishes they had our challenges and could swap places with us, but with that comes a responsibility. What I believe needs to happen is all of us collectively start by loving yourself. Okay, god doesn't make junk. He didn't start with you, and part of it is to look past. Maybe you don't have your billion dollars, maybe you don't have your jet. Maybe you don't have your Ferrari. Maybe you don't have that. Don't have your billion dollars. Maybe you don't have your jet, maybe you don't have your Ferrari. Maybe you don't have that. But get back to the fact you're a human being. Start with that truth, right. You matter to somebody, you are somebody's hero, and that could be your mom, that could be your sister, that could be a friend. Start by understanding that, that you matter, because you can only give away that, what you have for yourself. So if you're filled with self-loathing and inadequacy, that's what you're going to see.

Marc Von Musser 39:09

There was a saying that we talked about hurt people hurt people. Well, let's flip it. Healed people can heal people, people that use business to make the world a better place. I'd rather those people start to win. I'd rather those be the leaders of tomorrow.

Marc Von Musser 39:24

Where I go and if I want to learn how to, for example let's say I want to learn how to sing I want to learn how to, for example, let's say I want to learn how to sing, I want to go to a guy who's going to be there in my corner that's going to help me do it. I don't want some guy just to take my money and not return my emails. So everybody out there, we have a choice. Just because it's been done always a certain way Doesn't mean we have to play that game, and I proved that with Tony. I proved that at clients on demand. I proved that repeatedly.

Marc Von Musser 39:49

Think outside of the box. Everything that I've noticed is working is when you love on yourself and then you love on fellow human beings. That is more powerful than the most powerful marketing platform there is, and if you can do that, you're going to wake up proud of who you are. You're going to be a better mom, a better father, you're going to be a better human being. And collectively, the world is hurting.

Marc Von Musser 40:08

We need more people to step up and speak this truth and I want to see one day a world where the people coming behind us Eric, I want them to look up and going, wow, that guy's kind of a jerk, but that guy he's fricking, loving life. Look at how many people are and I want to show them an alternative that you don't have to lie, you don't have to manipulate, you don't have to withhold the facts. Speak your truth and serve people and watch what happens. The money follows service and I'd say, if the people out there, collectively, we don't have to play the game the way it's always been played. I'd say let's innovate and let's serve.

Embracing Self-Love and Connection

Eric Eden 40:44

Awesome. Thank you for sharing these insights, stories and advice. Really appreciate it. Thank you for your time and being on the show today. I'm going to link to your website and your LinkedIn so people can get in touch and continue the conversation if they'd like to do so. Really appreciate you being here today having me and everybody out there.

Marc Von Musser 41:09

Thanks for listening. And again, remember God doesn't make junk. He didn't start with you, so go ahead and love yourself and also reach out until one person today. They matter, it does make a difference, guys, big love.