David T. Fagan – The “Icon Builder”®
David T. Fagan is the former CEO of Guerrilla Marketing, which sold over 23 million books in 62 languages all over the world, as well as the former owner of LCO Communications, a Beverly Hills PR firm that has represented 58 Academy Award Winners, 34 Grammy Winners, and 43 New York Times Best Sellers.
He has been featured on Fox & Friends, the Today Show, The Washington Post, Forbes, Investor’s Business Daily, Your World with Neil Cavuto, Fox’s The Five, and What’s Happening Now to name a few. He’s won major awards for publishing, publicity, and even the Entrepreneur Educator of the Year Award from Inc 500 Infusionsoft.
David is a best selling author for several books including Word Genius: What to Say and How to Say It, Guerrilla Parenting: How to Raise an Entrepreneur, Cracking the Icon Code: How to Become an Icon in Your Industry Through Your Advice, Image and Expertise, and From Invisible to Invincible: How to Make Your Presence Felt. He’s an International Speaker in places as far away as Dubai, Bangladesh, Kenya, and Australia. He has shared the stage with everyone from Former Secretary of Defense Dr. Bob Gates to Mark Victor Hansen.
David can help you become a best selling, world-changing, money-making icon in your industry through publishing, publicity and presentations.
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Today’s Audio MASTERCLASS:
Unleash Your Inner Celebrity
00:02:49 Why should I invest in you?
Well, yeah, absolutely. I believe that everybody has this question. They’re, they’re asking you it’s
either subconsciously or consciously, you know, they’re either thinking this question or literally
saying the words And it’s only two words. And this is this is the question. Why you, you know, why
should I hire you instead of hire someone else? Why should I invest in you? So someone else? Why
should I read your book and says someone else’s book? Why shouldn’t go to your event? So if someone
else’s that, you know, and you’ve got to have a really good answer to the question, you know why you
and that comes through a lot of social proof.
00:08:52 My message to the rising stars
I think the easiest one is to get a testimonial or get an endorsement and you can even you know in
the beginning would reduce my costs and sometimes even worked for free to get amazing testimonials.
But if you can get some testimonials, we just started kind of reverse engineer, you know, who’s the
client that if you had them as a happy client would help you get a ton more clients. So my message
to these rising stars is go out and earn that testimony endorsements set that person’s expectation
right from the beginning that, hey, I want to do some work for you. And all I want is a testimonial.
And here’s really what I wanted to say, be that specific, and then do that and provide that result
for them and give them that testimonial. But you start adding so many testimonies endorsements after
a while, it’s like, well, how can so many people be wrong? So I think that’s I think that’s probably
one of the easiest ones, right?
00:11:01 Tiffany’s has never had a sale
Yeah, but you know, the positioning matters. I mean, that kind of stuff matters. The packaging
matters. This is one of the things I talked about in my book is about Tiffany’s. You know, Tiffany’s
has never had a sale. Not like, oh, we’re going out of business. And we had a sale or Oh, it’s the
holidays, we had a sale, like they’ve never ever had a sale. Like just that little blue box, that
little blue bag. I mean, it sells on eBay for 100 bucks, you can’t even go into Tiffany’s and get a
box or bag without them charging you 100 bucks. And it’s because they have created a perception of
value. When you see that blue box, especially women, when they see that blue box, they expect
something very valuable to be inside of it. And most people, you know, they’re walking around in a
brown paper bag. And what I do is I put them in that blue box, I get people excited about opening
them up and whatever that gift is that they have inside of them. Okay, packaging matters.
00:20:04 You want to know the end goal and be the icon in your industry
Yeah. Yeah. Exactly. Exactly. Knowing knowing where that all goes. But yeah, I mean there are there.
You got to understand this demographic you know, Rush limbaugh is on one side and Howard Stern is on
another side. Rush Limbaugh is not trying to get howard stern listeners and Howard Stern is not
trying to get rush limbaugh listeners, they’re both unapologetically them. But their audiences speak
differently. They act differently there. They go to different places, they make decisions
differently. And so you want to know that that end goal and be that icon in your industry. That’s
why I add your industry.
00:34:55 Offense happens all the time
Yeah, well, you know, I make a lot of posts where I’ll do something kind of tongue in cheek. You
know, being a little bit sarcastic? Yes, some people will take it seriously because sometimes that
doesn’t come across very well when you’re just typing out words. Yeah. And so that’s a, that’s a new
challenge that we have. So look, offense, offense happens all the time. And you got to be careful
where, you know, you’re not so vanilla, that, you know, you try to be something to everyone and you
end up being nothing to everyone. And there you go. You know, so you’ve got to be your personality
and kind of going back to Howard and rush. You know, they’re going to offend some people, but they
have they know who their audience is, and they know who it is. And that’s the key.
00:43:57 You don’t want to become the candy wrapper
You know you want to be careful that you put your yourself out there enough and give enough good
content that people understand your level of expertise and wisdom. But you don’t want to become the
candy wrapper. And what I mean by that is people want the candy. What do they do with the rapper,
they throw it away. So some people give really the candy, they give the best of what they have, and
they give all of it. Well, what do I need you for anymore? So there is this balancing act to sharing
a sliver and sharing important things like even now, you know, I’m teaching about ice or I’m
teaching about, you know, these 12 accomplishments. Yeah, but that’s not the whole book. That’s not
the whole presentation. But hopefully, it’s enough to say, Okay, this guy knows what he’s talking
about. So, you know, that’s what we want to do. We want to make sure we’re giving away and talking
in sound bites and segments. Yeah, you know, how do we talk in sound bites and segments. You had a
very powerful sound bite. And that is, Hey, you know, I’m not what the hope of my career Are your
hope fulfilled? Yeah, see that that’s a really powerful soundbite, right. When I go in the news and
media, you know, I talk a lot about entrepreneur location. I’ve been on fox and friends and even
Neil Cavuto. And I’ll say the same thing I’ll say, people don’t know what they’re capable of until
they have to know what they’re capable of. What does that mean? I don’t know something cool. But
it’s like those little things. Those little sound bites are important. So when you’re getting
exposure, you want to learn how to talk in sound bites and segments that show off your expertise and
wisdom, but don’t give it all away.
00:52:36 I’ll give away a free copy of my book
Yeah, I mean, this is what I’ve been showing here. The word genius book. Yeah, we’re genius. And
I’ll give away to even get a free free copy. They can get the ebook online. This is the hardback
edition book. My email my personal email is D. Fagan business at gmail. com. So You know, if they
email me and say, Hey, I heard you on the show and podcast and you know, I want to get your book. I
will, I will. I will work that out with them. I will make that happen for them. But my bigger thing
is I do what’s called a joint venture event. JV sales summit com JV sales summit calm, and that’s an
event where half the event is master classes, people like you and me teaching. And then the other
half is mastermind tables. So there’s 10 to 15 tables, there’s five to seven people per table, and
they’re just having mini masterminds are going around the table. Here’s what I do, here’s what
works, here’s what doesn’t work. Here’s what I need help on. And people will say, Hey, you know,
I’ll put you in my magazine. If you have me on your podcast or I’ll do a Facebook Live, you send an
email out to your list. But my next JV sales summit is in Phoenix, Arizona. We got people from all
over the world Canada, UK, they come in from all over to come to the event. But next one is January
6, seventh and eighth in Phoenix, Arizona. And I’ve got through you, there’s some discounted VIP
tickets. There’s also some free general admission tickets. But I’d love for people to come out and
hear more of the training experience some of my happy clients and some of my strategic partners. I
think they’d get a lot out of that.
Yeah. And then here’s the thing, when you go to JVsalessummit.com you’re going to learn more
information about that. But yet, these dates are really important. January 6, seventh and eighth.
There is no better way to start your year than a mastermind group. And not just like minded
people because a lot of people say a mastermind group is like minded people doing like minded
things. But Napoleon Hill and thinking Grow Rich says a mastermind group is meeting other people
that are going to help you make money. Right? Yeah, like for said You know why? Why should I be so
smart? When I can push a button and have this guy do this thing in this guy do this thing in this
guy do this thing.
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