Communication is easy....or is it?

There's never been a better time to STAND OUT. Imagine if you put as much energy into your current client as you do with constantly searching for new ones?

What if you took your 'marketing budget' and doubled down on your current clients?

You bought them a book they would benefit them?

You bought them a card or handwrote them a note to simply say "thank-you" for their business?

You showed up at their workplace with a "how to" guide you made them on google docs and got it bound at Office Works that might be able to help them? (or just physically mailed the thing if you don't want to show up).

All you need is to CARE more about the customer's needs than your own. That is the secret ingredient.

There might be three times as many perceived competitors, but right now, I'd estimate 95% of people don't even really care.

Let me share a couple of pertinent examples.

I have an event this week. I emailed the venue asking what the capacity was (I wanted to have the option to invite a few more people).

"Hi Hayden, The maximum capacity is 14 in a boardroom style which is what is on the running sheets I have sent you. Kind regards"

OK - the additional "which is what is on the running sheets I have sent you" is not necessary (subtly stating: read the running sheets!!) but hey...I can handle that.

So I then ask: "What if we switch the style of seating? Still desks but a different configuration? And also is there a different room with more capacity"

10 minutes later she replies: "Hi Hayden, This is the maximum with tables. Kind Regards"

At this stage, I'm a little frustrated that she is not really helping, and that she'd completely ignored the second part of my question.

I reply: "Hi Jess, are you able to please clarify my second question."

She comes back: "Hi Hayden, Unfortunately not this is the only room or else another room of the space capacity for this day. Kind regards"

If she was actually interested in what she is doing (or her client) the interaction would be completely different - I would hope.

(Don't get me started on the fact they're charging me $4 each for 2 bottles of water at the front either)

How about instead of the closed replies, she helps by asking: "what we could do is..." or "what do you require? How could I best help?"

This is the first (and last) time I will most likely use this venue.

I run over a dozen events each year. In 2018, this number will increase.

I wonder if she knew I was potentially worth $25,000+ to the business, if she would speak like this?

After my event, I'll send them a fairly direct email with some feedback too. Wonder what her boss will think?

But it's not just a once off.

Around 18 months ago, I had a similar lack of basic communication while visiting a bookshop.

Apparently not acknowledging customers is what you do in Toorak? The phone seemed too important and not even a nod was achievable.

I walked out, wondering if I had perhaps been visible?

I walked up the road and met a lady named, Ying - the exclusive stocker of my first book.

Ying, who I've developed a great relationship with, always asks what I'm reading. How I am. When I can bring more books in for her to sell and if she doesn't have a book I ask for her first question is always: "Can we order that for you? We can have it in a week".

I've spent at least $2,000 with Ying over the past year and it's where I do most of my personal book buying.

That first bookstore? It's gone (no surprises).

It's literally not even that hard.

On my wall at home, I have a bunch of cheesy sayings and motivational quotes. Included in that is a lanyard.

Inside the lanyard it says: "Make me feel important"

It's a constant reminder that the customer is NUMBER ONE and without him/her, no business can exist.

I hope this (long) post will highlight the importance (and ease) and which you can serve your customer to new levels - sometimes it's not even about going crazy...It's literally just a text saying: "Awesome work this morning - keep up the great work"

Seriously - how hard is that? You could do that right now.

Go ahead, pull out your phone and send a text to ten clients. (and if you've only got one client - treat them the exact same!)

Be front of mind, or be forgotten.

Go.

Behind the scenes

Back in Melbourne now after a week away recharging and regenerating. It's always good to get away and switch up your environment. It's weird though, on the last day I was there, I had this funny feeling. Kind of like the feeling you get before you're heading back to school on the last day of your holidays.

What was I nervous/anxious/feeling weird about? I think most of the problem was I didn't know. At least when you've got a diagnosis you can troubleshoot what to do.

I decided to sit with the discomfort for the day (observing it as a third party might - periodically questioning it) before finally realising, I was focusing on the past and thinking too much about myself. Inward based thinking. Which is hardly productive.

So I got out my journal, re-visited my 100-day plan (something all business owners should work from) and focused on what's coming up next.

The whole experience made me think though. There are surely others out there that get these feelings? I can't be alone?

Yet when it's happening, that's exactly how you feel.

I think there is a real 'blind spot' that exists in the 'entrepreneurial'/business owner world, where everything is made in an attempt to seem exciting, major and awesome. I recently made a video in my Young Leaders group on facebook explaining how if I did a Gary Vee style 'Daily Vlog' you'd actually be pretty bored. Most of my days are comprised of about seven things:

Walking my dog, speaking to clients, creating content/systems, reading, writing and looking after my health (cooking/gym). Like a record stuck on repeat, that's pretty much most of what I do.

But this is the real. This is what business owners (at least in the first 3 years of operation) do.

The work. The stuff no-one really hears about.

Which has inspired me even further to share some more of it.

Over the coming weeks, I'm inspired to be sharing a new project called "StoryHuntr" which will showcase the lives of selected individuals and 'everyday inspirers' that are out there doing the work. Those growing their businesses and living their lives (messy as they are) to help showcase all the stuff these 'wantrepreneuers' don't share with you.

I'll be sure to post on my social channels and also on my blog.

OK, off to the gym now. I enjoyed my time away, but it's also great to be back in the sprawling metropolis of Melbourne - everything is so close! Love.

On Simplicity.

Over the past few months, I have become obsessed with simplicity.

It's easy to be enticed by the allure of making things sound more complicated than they were. Usually not by (conscious) choice either - it's most likely the material you're exposed to (news, most modern 'self help/business' books. Nearly all of them speak that way.

Naturally, just by reading/viewing it, it will influence how you too share your message.

I'm all for precision (when appropriate - trust your gut). but most of the time, you can share your message without the unnecessary baggage.

Most share theirs with so much fluff, you have to spend 90% of the time trying to find the good stuff.

No-one likes eating around the fat just to find the meat. Especially when there is barely any there.

Lately I've been reading material by guys like Kevin Roberts and Seth Godin. Both are creative geniuses. And both (mostly) use simple, down to earth language.

I love it.

Short sentences. Powerful phrases. Even one word paragraphs like "Yes!"

Go simple. Today.

24 hours

Earlier this week, I was having a challenge that was really affecting me. More specifically, it was the fear of failure. All day it kept coming up. Reminding me "just how bad this is" and "you're so wrong/screwed/dumb". Then, into the night, it followed me. My sleep was restless and I kept running the same story over and over (not helpful by the way).

I got up the next morning (still troubled) and decided I was going to do something about it. I'm an early riser anyway, so at 5am, I was outside with my candle burning bright and a pen and my journal (the best therapist) in front of me.

For the next 90 minutes, I just wrote whatever came to my head.

My morning pages routine (what I call journalling) is therapeutic. Meditative. Sometimes, you've just got to do some heavy mental filing.

And so I did.

Inside that 90 minutes, I had a conversation with myself. I spewed a bunch of mental clutter onto the page.

Like going on an exploration of the land, I would mark one spot, navigate my way around a little and then move to the next. For some, I would spend a lot of time there and really map it out, for others, I'd have a lot around, but then come back to later (if necessary).

Once I'd mapped it all out and really identified that what I was stuck on was the fear of failure, I knew that I was now ready to get to work.

I then listened closely to what my Inner Man (my soul) had to say, and wrote it down. This is where our dialogue started.

As a trained Demartini Facilitator, some of the mindset work that I do, includes discovering how seemingly 'negative' or 'painful' events, can actually be the key to unlocking further growth. It's one of the most powerful tools available to you on the planet.

I asked my Inner Man directly...how could this fear actually be a benefit to you?"

"Ahh....it didn't" said my mind.

"Look again" the reply came.

"Think of a time where you've failed and how that was actually not a failure, but instead feedback.

"Well, now you mention it, the last time I failed I...."

On and one I went. Until suddenly, things started evening out. Instead of being clouded in my mind, things started to clear up. I started to see the path I could take (if I chose).

I started making action points on a to-do list.

What seemed like such a big deal, just 24 hours prior, now literally just seemed like a gentle push from something much bigger than me. Guiding me in the direction I needed to head.

I'm grateful this only affected me for 24 hours too. So many walk around for days, weeks, months, or years with 'things' that have happened to them or people who've done wrong by them. If only they could see all failure is feedback. Instead of spending time worrying (unproductive), I was able to get to work (very productive).

This is the power of real mindset work. Not the fluffy 'mindset' work most seem to try and sell you, but really getting down, going deep and doing the hard work.

So many are afraid to face their challenges head on (including me at times of course), until they actually do it. Once you tackle it, you wonder why you didn't do it sooner.

If you're struggling with a current challenge, just know, you're not alone.

Like you (and every other person on the planet, including every single one of my elite coaching clients), we all face challenges. Sometimes, what seems like a daily basis.

Along with these challenges though, comes a choice. You can either let it run your life, or you can do something about it.

The question is, which way will you go with it?

Garden Growth

Still back in hometown Shepparton for this week. Currently writing this message for you in the beautiful garden my mum has created over the past 18 years. It's amazing to see the growth of this place. So much hard work (and deep love) has been put into this every single one of the plants.

I remember when I was young and growing up here. Seems like a lifetime ago. Playing football like I was Essendon's Matthew Lloyd (although I would be 'Hayden Lloyd' of course), tennis against the back wall, and even one time driving my homemade go-kart around (yes...with an engine!) around in circles. After tearing up most of the grass, Mum wasn't a huge fan of letting me do that one again. Oops.

After my late dad (and mum's late husband) died in 1997, we all found our own coping mechanisms. I think gardening is how my mum coped. She poured all of her energy (and love) into both my sister and I, and the very garden I'm in now. It really shows too. This place is so inspiring.

Over time, it has expanded greatly. What started as one small section of the garden where we installed a beautiful pond (with special 'universal rocks' which look like the real thing...a big deal back in 2000-ish when we installed it) has now expanded to an entire backyard full of rich greenery.

The lawns are nicely manicured, the fernery still stands (although a couple of repairs have been needed over the time), and every plant has been carefully pruned and maintained.

It's also had it's share of troubles though too. The Australian sun meant we've seen more than one victim. But you learn, you know. Just means you don't plant that type of plant in that spot.

It does remind me of this one time though, where the winds were really bad. It was 8 or 9pm, I was around 13-14 and much more interested in chatting to my friends online (R.I.P MSN Messenger) than helping in the garden. But Mum was yelling at us kids to come and help. I didn't really understand the severity but it sounded serious. We got out there and the cheaply made gazebo we had at the time was just about flying away (Think Dorothy from Wizard of Oz's house flying away in that storm)! We managed to take off the canvas and get through the storm...

Now days, it's reinforced to the hilt. Well, to be fair, it's gone a complete overhaul. Mum had a neighbour cement new poles into the ground. We have pavers on the base. And the canvas is at least 2 times as thick. This thing isn't going anywhere.

But more than it's strength, is the surroundings. It's got fairy lights at the top, a few plants along the sides, and even a 'creeper' growing on it. I wish I had a picture of what the first flimzy one looked like vs this strong one. (Would give Backyard Blitz a run for their money!)

To see how much love has gone into this place, is incredible. I can actually feel it as I sit here and write these words for you.

The whole thing has got me thinking though - The garden is a lot like the mind. The more you care for it, the more it grows. The more love you put in, the more love you get out. And, just like that stormy night where Mum's gazebo nearly took flight, at times, we all have to weather our own storms.

But if you're paying attention, you can use these as lessons to come back, bigger and stronger than before. When you let go of the unrealistic expectation that everything is going to always be fine and dandy, you can get on seeing the things that aren't truly important to you that you're not paying attention to.

Then, you've got the weeds. If you aren't taking proper care, slowly (but surely) the weeds will start popping up. Pretty soon, if you don't take control and remove them, they'll quickly consume the entire thing. As Dr John Demartini writes: "if you don't plant flowers in the garden of your mind, weeds will be sure to grow."

Timely reminder for both myself, and hopefully for you as you read this.

Must be off now, going to take my puppies for a walk before my best mate and his fiancé come around for coffee to tell me all about their adventures from travelling all around the coast of Australia in their 4WD.

Enjoy your day.

p.s. He asked where we should go get coffee...Guess where I said we should? Under this gazebo of course!)

[Cutting through the Noise // Part 1]

Tired of endless confusion via so called 'gurus', I will be sharing some clear cut information in regards to simplifying the messages you're exposed to.

These are kept purposely short.

 

***Today's lesson: Business Basics***

 

The four most important questions you need inside your business:

 

1. What do we sell?

The best businesses have 3 tiers of products available to the market. Entry level (for skeptical buyers), mid level (for those ready to go) and higher level (for those who want the best). These will be ascending in price and also time commitment. Think of it like a ladder.

2. How do we create desire?

All marketing plays on the desires of humans. Promise to fill a desire, and you will find the money quickly follows.

While every person on earth has their own personal desires (unique to their values) there is a general desire list which is listed below

1. Acceptance - the need to be appreciated
2. Curiosity, the need to gain knowledge
3. Eating, the need for food
4. Family, the need to take care of one’s offspring
5. Honor, the need to be faithful to the customary values of an individual’s ethnic group, family or clan
6. Idealism, the need for social justice
7. Independence, the need to be distinct and self-reliant
8. Order, the need for prepared, established, and conventional environments
9. Physical activity, the need for work out of the body
10. Power, the need for control of will
11. Romance, the need for mating or sex
12. Saving, the need to accumulate something
13. Social contact, the need for relationship with others
14. Social status, the need for social significance
15. Tranquility, the need to be secure and protected
16. Vengeance, the need to strike back against another person

Credit: https://explorable.com/16-basic-desires-theory

3. How do we convert?

How do we get in front of the customer and how do we get them to say yes? The higher the price, generally the longer the sales cycle. Webinars, Sales pages, in person consults or phone strategy sessions are some examples. Choose one and go.

 

4. How do we wow?

Customer service is no longer enough. Customer wow is. You need to be evolving to be one step ahead of the customer at all times. Where do they want to go next? And how can you be there first? How can you help cultivate their dream? Help them believe?  Figure that out and get there as soon as you can.

Once you're there, go to the next step. and the next.

While most want to confuse you into thinking there is some major secret to all of this, it's more a case of getting out there and doing it.

Pull out your journal and ask the big 4:

• What do we sell?
• How do we create desire?
• How do we convert?
• How do we wow?

If you're not already, join in the conversation inside The Young Leaders Facebook group to discover other Young Leaders hungry to make an impact in this world.

Hayden

Hometown Heros

Back in my home town as we speak. Back here for a week to look after my Mum's (incredible) garden while she is away on holiday with her partner and some of our family in Tasmania.

It's a rural town in central Victoria that around 30,000 people call home, called Shepparton.

It's funny, you know...I walk the streets, like nothing much has changed. Yet at the same time, they have. Although it's been 11 years since I've called myself a resident, it's kind of nostalgic to be among the houses, streets and bushland I once called home.

I see the houses in my street. Some have new fences, different cars in the driveway and pets barking from backyard. While others remain practically the same. The same overgrown gardens and the same cars remain over a decade on.

I walk past with a slight smile, knowing at one point in time, I played with nearly each of the children that lives along these streets. Mario Kart with the kids from two doors down. Kicking the football with the neighbour across the road. Getting in a fight with another kid from down the street and swimming in the pool next door (once, for 21 days in a row!). Now, as an adult, I cannot help but think each and every one of these houses has a little bit of me in them.

Once you leave though, you hear so many things said about this place. Mostly negative. Now that I'm a little older and (hopefully) a little wiser, I can see, it's not that much different. Sure, on Sunday's the shops open a little later (or not at all) and the coffee takes a little longer to come out, but at 6:45ish-am yesterday, as I was taking my dogs for a walk, I saw at least half a dozen other people (over the age of 40) out and about being active. They were walking their dogs, riding their bikes and running without a shirt on (dude was fit too!).

As I sit here, at 5:38am with a hot coffee and a burning candle (my writing ritual), I feel incredibly grateful to have been given the opportunity to be raised in this place. A place where you really get to know your neighbours. Where you can drive to the opposite ends of town in 10 minutes (good luck getting out of your suburb in that time in Melbourne). And somewhere I can escape to, to get some quiet writing done in my Mum's magnificent garden under her gazebo (without the bustling sounds of construction Melbourne has to offer) - where I sit now.

While I've been fortunate enough to see a couple of different parts of the world, I feel grateful I've also been fortunate to have been brought up in this little country town. For it has raised me well.

Ok, must be off to walk the dogs now. It get's very hot here during summer (40+ degrees) so I like to get in early.

Shine on, Shepparton. Shine on.

The Overflow Effect

There is a little known secret that when discovered, can make a BIG impact within your life. Some call it the 'domino' effect, but I like to call it the 'Overflow' effect.

Basically, we all have a 'master key' that can be used to unlock many different areas of our lives. If we consider health (which I will use in this example), there are what I call 'the big three'.

Training, Sleep, Nutrition.

One of these holds the power to the other two.

For me, when I discpline myself to get at least 7 hours of sleep per night, I am able to attack the next day knowing I am on track. If I don't, I suffer.

The key is to discover which of these locks will be opened by your master key.

Maybe it's working out hard 5 times per week. Maybe it's having your diet on point.

Once you find it, monitor it, stick to it and don't let anything get in your way.

The discipline you learn from just this one task, will overflow into the other two.

Then, just find your master key to the other doors in your inner house (wealth, family, learning etc) and you will find yourself living a complete and fulfilling life.

Inside My Head - This mornings journal entry (with explainations)

I am posting this because I thought it might be interesting for you to read. Not from an ego point of view (although I accept some might see it that way) but from the point of view to:

1. Educate people on the process of jorunalling - which has truly saved my life more than once.
2. Help you unlock the creative powers of your mind
3. Discover some of the inner workings of not just "what" I think, but "why" I think it, and what I shall do with the information.

Any questions, please posts in the comments. Thanks for reading.

Have a great day!

---

Notes from Top Left

“When to push, when to pull” This is a note to understand that sometimes you need to push your clients, sometimes you need to pull. Knowing WHEN to do this is the key.

“Ethnographer” Discovered this word today and it’s someone who studies tribes and culture. Certainly interesting - will spend more time exploring this in the future.

“Creating a contagious culture” How did things like Malaria, AIDS, and the measles spread so far, so fast? Interested to use this concept and somehow turn it into a business concept to help leaders create cultures that follow the same ‘contageon’

“Dreams, Desire, Danger, Death” Two help people strive for more, two destroy their hope and lead to paralysation.

“Do everything you can to avoid being a commodity” Self-explanatory. Commodities die a fast death.

“How to hit a home-run?” Home runs make sure you (and anyone else on your ‘bases’) get home safely. What is your ‘home-run’ and how can we get you there ASAP.

“Add “like mike” when you wear nike” This is a note for me to add a section to my new book which talks about the culture of belief at Nike. I like the phrase: “Be Mike Mike” so I will add it somewhere in my writing.

“Do we want to be loved, or just another transaction” Love based businesses equate to repeat purchases, loyalty beyond reason (Kevin Roberts term) and deeply positive feelings. Transaction-based businesses are replaceable, shallow and easily shifted to whoever

“Louis Vuitton -> Keep people out for better experience” + “Apple -> 1-1 ratio for support staff” I love brands and how they stand out. Both of these companies provide incredible customer experiences (in totally different ways). This will be used in the new book. (You’ll have to wait…sorry)

“Promiscuity” and "Nirvana” Two words I read this morning that have power behind them. I am fascinated with language and how words can evoke such meaning, with requiring explanations.

“Dream Catcher” My sister had these growing up. I was interested to see if I could use the concept of the DreamCatcher and apply it in my work (helping coaches catch the dreams of their clients and bring them out). After a 15 minute investigation, originally DreamCatchers were actually used by Native Indian’s to ward away negative spirits as opposed to ‘catching’ and harvesting positive dreams. Will leave this concept for now and find another word to use.

“What happens if we disappear” What would happen to your clients, if your business disappeared tomorrow? Would they be upset, sad and heart broken? Or would they move to your closest competitor and continue life as per usual. I will use this in a presentation I am giving today.

“Study emotions and how to elicit them!"

“Strong Emotions

• Joy
• SUrpirse
• Happiness
• Love
• Anger
• Fear
• Disgust
• Sadness"

I used the “!” to signify this is important. I rarely use “!” in my wiring/journalling/book notes…so when I do, it must be really important.

I then bought a book by Charles Darwin called: “The Expression of the emotions in man and animals” (Only $1.17!) - Will flick through this morning.

I am VERY interested in how to use emotions in marketing/business to elicit a response and get people to fully invest (with their heart) into what you’re doing.

Learning how to do this is extremely powerful and going to be a major theme for me in 2018.

The After Burn

When you perform interval based cardio, with high intensity bursts of energy, something amazing happens. Not only will you get a great workout during the session, but for the 24 hours following, you will continue to shred fat.

This same principle goes for a really good question, session or service delivery with your client.

I call it the After burn.

When you're able to deliver an exception level of service that gets the client 'thinking' not only will their mind be active during the session, but well after their session those 'after-burners' will be firing.

Think about that...