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In this episode of the Creative Collaboration Show, host Chuck Anderson welcomes Ken Krell, a seasoned trainer, speaker, author, and coach with over four decades of experience. Ken shares his insights on leveraging partnerships and collaborations to grow businesses, the importance of authenticity and strong relationships, and the power of philanthropy. He also discusses the process of setting up a nonprofit and the benefits it can provide for both the mission and the business.
Guest Bio:
Ken Krell is a highly experienced trainer, speaker, author, and coach who has traveled the world sharing his expertise. With a passion for collaboration and philanthropy, Ken empowers individuals to leverage partnerships to drive growth and success in their businesses. He has also helped numerous organizations establish and run successful nonprofits to make a positive impact in their communities.
Key Points Discussed:
[00:03:14] Partnerships are crucial for success and growth.
[00:06:42] Leveraging other people's time, energy, and audience is instrumental in growing a business.
[00:12:58] Authenticity, delivering on promises, and being fun to work with are the keys to maintaining successful partnerships.
[00:20:36] Events serve as a secret weapon in business strategy, helping to evaluate potential partners or clients.
[00:27:41] Philanthropy can be used to align nonprofit and for-profit businesses, creating a win-win situation.
Must-Read Book Recommendation:
Ken Krell recommends reading "10x Is Easier Than 2x: How World-Class Entrepreneurs Achieve More by Doing Less" by Dr. Benjamin Hardy & Dan Sullivan. Most find this idea confusing at first because simply imagining 10X growth causes them to think they need to do 10X more work to achieve it. However, being a 10X entrepreneur is nothing like what most people think.
Links:
- Ken Krell's Website: 123NonProfit.com
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Until next time, keep moving forward!
Chuck Anderson,
Hello, everybody, and welcome back to the Creative Collaboration Show.
Speaker:Chuck Anderson here, and I've got another amazing guest for you. And I know I
Speaker:say that every time, but all all my guests are amazing. I only mean amazing
Speaker:people. But you're really gonna be blown away with this one. I mean,
Speaker:you know, we we we just met and and had a conversation,
Speaker:in in just in the last week and and 10 days. And it's
Speaker:really opened my eyes to a lot of things. Now in our businesses,
Speaker:we are we're always looking for more leads
Speaker:and more sales. And, you know, what gets us that is more
Speaker:exposure And today, we're gonna be talking about not only how you
Speaker:can get more exposure, but how you can actually access and
Speaker:tap into some free advertising
Speaker:money by taking advantage of some real
Speaker:cool opportunities out there in terms of
Speaker:structuring and entities and all sorts of things, not to be scary
Speaker:about it, but, I'll let him. So I have Ken Krell here with me today
Speaker:who is an expert in these things and just an all around fun
Speaker:guy to to spend some time with. So, Ken, welcome to the show.
Speaker:Thanks, Chuck. It's great to be with you. this will this will be fine. I
Speaker:promise. Yeah. Excellent. Well, I'm so glad
Speaker:that you're here. You know, I I I don't like to do other people's
Speaker:because I was butcher them. So I I I think a great way to start
Speaker:is, you know, a little bit about your background, your yourself, your story,
Speaker:how how did it come to be that we're here talking today
Speaker:about this. Oh, it all began when I was one year old. No. We'll we'll
Speaker:come. Could you go a little further back, please?
Speaker:Because because You know, never mind. I won't even go down that
Speaker:road. you know, it's interesting where we where we kind of began with this. I've
Speaker:I've been a trainer speaker, author coach, for over
Speaker:4 decades traveled the traveled the world speaking from stages and
Speaker:really learned how to, to to convert to work in
Speaker:partnership to support meeting planners and really
Speaker:be be able to see all sides of an equation. So it it it kinda
Speaker:give me a kind of a world view on things. And what we're gonna talk
Speaker:about today is using the power of of,
Speaker:frankly, Google, to empower you to generate
Speaker:ultimately unlimited free targeted leads to
Speaker:whatever offer you may have, use the power of a nonprofit to do
Speaker:that. And it came to me, frankly, because I was setting up
Speaker:some, asset protection programs and a nonprofit
Speaker:charity is a phenomenal way to help shelter taxes,
Speaker:shelter income, and also provide transition of
Speaker:assets and leave legacy. And there's a whole lot of reasons for that, which is
Speaker:why America's major growth titans and
Speaker:wealth titans have all set up their foundations, and the
Speaker:great legacy and it wasn't just because they were nice people. It was because it
Speaker:made great business sense. So when I started looking at that, and then I
Speaker:discovered that, oh my gosh, Google has a program that for nonprofit
Speaker:they will give nonprofits. Listen to this. A $120,000
Speaker:a year of free advertising. each
Speaker:year, every year, forever. $329 US
Speaker:dollars a day, every day.
Speaker:forever. Right? And it's Google ad search. So it's I think it's the best
Speaker:ads ever because if you're advertising, Chuck, you know this, of course,
Speaker:if you're advertising on Facebook, you're an interruption advertiser. You know, people don't go
Speaker:don't go on to Facebook to see your ad. They go on to Facebook to
Speaker:see how many cats you You know, but they're not looking for what you had
Speaker:for dinner last night, but not to go watch your advertising. So you're interrupting them
Speaker:on Facebook. But when if but when they're searching for something, if you're
Speaker:searching for a chiropractor or how to do x. That's
Speaker:a search ad, and you're already a predisposed potential buyer as
Speaker:opposed to someone who you who's attention in trying to steal. So
Speaker:having those Google ads is fabulous. It's not, by the way, not YouTube ads, not
Speaker:display ads. It's actual search ads. And that
Speaker:excited the heck out of me. So what we what I decided to
Speaker:do was, aside from setting up my own nonprofit, which I got a non profit
Speaker:trade association based in Washington, called the Digital Builders Association,
Speaker:is empower people to set up their own non profits, align
Speaker:them strategically with their fore profits so that
Speaker:as your, your passion project is getting
Speaker:the benefits of the advertising, it can support and help
Speaker:generate revenue for the for profit business. So
Speaker:and that excites me so much. You know why so much? And and we talked
Speaker:about this off camera is that every person I deal
Speaker:with, every person I talk to, that's a potential client. They have
Speaker:a passion for whether it be saving the whales, and that's
Speaker:for real, not just the the, you know, literally saving the whales and dolphins is
Speaker:what Richmond's all about to, senior senior
Speaker:housing, which one of our clients, to helping stop team suicide as another
Speaker:of our clients, to my friend, Danella Burnett's project repurchase, which
Speaker:is all about, helping on under on
Speaker:on, economically unsatisfied
Speaker:women, shall we say? I'm saying they're totally wrong, but they they get purses
Speaker:that are donated filled with cosmetics to help them feel improve their self esteem.
Speaker:all that stuff is is cool, and I'm inspired
Speaker:every single day when people are like, this is what I wanna do, and I
Speaker:can help them get it done. so not only do they get to work
Speaker:on their passion project, but also get to make a ton of money along the
Speaker:way using the using the ads to drive the traffic that they couldn't
Speaker:otherwise afford. I mean, Think about this. If you have an extra
Speaker:$10 a month in free advertising, you can use to build your brand and
Speaker:and drive traffic, targeted traffic to your offers, How
Speaker:do how do you succeed against your competitors? You blow them away because
Speaker:they don't have that. And as we've known for years, you
Speaker:know, he who has the best ad budget or biggest ad budget wins.
Speaker:So that's that excites me I
Speaker:mean, it just I mean, who couldn't use an extra $120
Speaker:a year to build their business? Well, really,
Speaker:and, you know, this is what blows me away so much about, you know, the
Speaker:this. And I and I didn't even realize this existed until you
Speaker:put me onto this and and and reached out to me and said, hey. You
Speaker:know, let's let's talk and, and then
Speaker:attended your workshop and all that. And and, just
Speaker:blows me away that this is even a thing because I had no
Speaker:idea. And I'm in in the digital marketing industry
Speaker:since the late nineties, teaching,
Speaker:strategies. And, you know, I think one of the things and maybe you can
Speaker:talk little bit about this and we'll we can then we go a little deeper
Speaker:into, you know, some of the other, you
Speaker:know, you know, avenues, but talk a little bit about nonprofit
Speaker:versus for profit because I think there's some misconceptions that and I
Speaker:know that certainly there was for me because you think about nonprofit as
Speaker:being I don't make any money. And I I hear that all the time. And
Speaker:even in the last week, when I've been talking about it, it's like, well, how
Speaker:does that work? You you need to make money. So What
Speaker:do you say to that? Oh, I'm delighted to answer that question. My by the
Speaker:way, my first job after leaving university was running the Cystic
Speaker:Fibrosis Foundation in Massachusetts. says they're acting executive director. So, you
Speaker:know, here's the thing. How can they pay my salary if they don't have some
Speaker:kind of a business? So a nonprofit to me is 2 businesses.
Speaker:Number 1, the the first business is the is the mission and
Speaker:and what they're supporting. So, again, whether it's it's it's the environment
Speaker:or women, battered women, or whatever it may be. Right?
Speaker:Even if it's just awareness about alcoholism, whatever is going on,
Speaker:that's the mission. business number 2 is creating the money to
Speaker:pay for business number 1. And so my
Speaker:focus is on business number 2. the mission and all that
Speaker:service stuff, everyone's got a different story. Right? But the raising
Speaker:money is the same. It's a business. And so
Speaker:that's that's the dynamics of the nonprofit. and so
Speaker:nonprofits are a great concept, but a really bad business model.
Speaker:Right? your for profit business is gonna be the tax business. You
Speaker:know, you get you get taxed on your on the business, your coaching
Speaker:program, your roofing company, you know, your law firm, whatever it is.
Speaker:The nonprofit is set up as a tax
Speaker:benefited organization no matter what country you're in, you know, eat whatever
Speaker:country has the benefits. So that Canada does, Australia does, US,
Speaker:and so on. And, and by the way, Google serves over
Speaker:50 countries with this nonprofit thing. They've done over $15,000,000,000
Speaker:over the past since 2003. And so it's a lot of years. Not
Speaker:going anywhere soon because they take the right So the nonprofit gives you
Speaker:the tax benefits, which is, of course, very advantageous, and then how
Speaker:you choose to allocate all that. You wanna talk to your tax professional about how
Speaker:you do it properly. We have a whole team of people that we set our
Speaker:clients up with so they stay on the right side of of the tax
Speaker:rules because you don't wanna mess this thing up because that would be Ungood.
Speaker:Oh, I like that word. Ungood. Ungood. Yeah. Yeah. So
Speaker:so that's the dynamic. So with a nonprofit, it's gotta be run like a
Speaker:business because you're going to potentially have clients. I
Speaker:mean, if you're if you're running a nonprofit,
Speaker:you can be an employee of the nonprofit. You can be paid a salary. Now
Speaker:if you are paid a salary, you're gonna pay tax on it. Right? But the
Speaker:nonprofit can can do a number of things as a business could intake in terms
Speaker:of taking expenses. And the way we put it together, Chuck,
Speaker:is, I think, really cool. So the nonprofit will run as a lead
Speaker:generator for the for profit. The nonprofit can run trainings and education
Speaker:and charge for it. and the money that's paid to the nonprofit is kept by
Speaker:the nonprofit. Tax free because it's in the nonprofit.
Speaker:But guess what? If you're delivering a training to, let's
Speaker:say, divorce women that are are
Speaker:restarting their lives, right, then you deliver that
Speaker:training. Maybe someone pays $27 for it. Maybe they maybe they come
Speaker:in for free, whatever it is. If they need help in services, who are they
Speaker:gonna call? you. So attorneys can do that.
Speaker:DUI attorneys can set up a nonprofit for, for people that are affected
Speaker:by that scenario. they provide a a a,
Speaker:a lead generator, you know, a consumer guide to what happens if you were arrested
Speaker:for drunk driving, and, of course, who are they gonna call? The
Speaker:attorney that wrote that, of course, because that's a trusted now
Speaker:trusted advisor. So all sorts of ways we can strategize that
Speaker:linkage so that the for profit can win,
Speaker:nonprofit can win as well. Cause the ads, remember, the ads are to go to
Speaker:the nonprofit, not to the for profit. know, and you gotta do it right so
Speaker:you're in compliance with both Google and, you know, and the tax rules and so
Speaker:on, which is again where we come in. but It's a phenomenal
Speaker:model. I mean, oh my gosh. And, of course, there's other things about this truck.
Speaker:There's so, I think, so brilliant. So, obviously, there's the tax
Speaker:stuff. And, you know, but I don't want you doing for that. I want you
Speaker:doing it ultimately to do good in the world and to boost the heck out
Speaker:of your business because, again, no money, you
Speaker:know, Hello? So, you know, we gotta we have after earning a
Speaker:profit along the way because you set an example for that. Earning your pro I
Speaker:believe, frankly, earning a profit is your responsibility. Nothing to ever be ashamed
Speaker:of. But if I'm gonna retain you to to be my to
Speaker:work with me, to boost my business, to be in my partnership manager, whatever, if
Speaker:you're broke, kinda, unless there was something like, you know, a real
Speaker:reason, like health issues or whatever, but if you're broke because you didn't run a
Speaker:business right, I don't wanna talk to you. I want I wanna work with you
Speaker:because you're multimillionaire because you're successful. Right? That so you gotta set the
Speaker:example, which means that your responsibility to be profitable. Right? That so I look
Speaker:at it that way. But there's the other side of it, and that is that
Speaker:when you're doing good, you feel great.
Speaker:I mean, why would you wait until you're, like, sixty, seven years old
Speaker:to suddenly become a philanthropist? Why not do it now and live the life
Speaker:of the philanthropist today? because you can. You
Speaker:know, because you can. So that's really, really important. But here's the other thing that's
Speaker:so freaking cool. When you lead with the the
Speaker:mindset of this is to benefit charity. People's hearts open
Speaker:up. So as an example, I wanna I I'm currently in
Speaker:Australia. And I'm and I'm I'm technically here as a visitor. So I don't do
Speaker:business here. I'm here as a visitor. I love this country. I wanna stay.
Speaker:And so, one our nonprofit is the Digital
Speaker:Builders Association. And what we do is is we support the
Speaker:Digital Builders, people using 3 d home construction all around the world. There's
Speaker:a shortage right now of over 12,000 homes in the Northern Rivers area
Speaker:of New South Wales. 12,000 home. It's ridiculous. Just
Speaker:as one part of the country. So I approach the government about about
Speaker:using 3 d home building constructions. We can build a house super fast with just
Speaker:three d printers. It's phenomenal. And they asked me to say, so who are you
Speaker:with? Who are you representing? I think they're expecting me to be like ABC Builders.
Speaker:I'm here to take your money. No. I'm the Digital Builders Association
Speaker:than the international nonprofit to support the industry, and we
Speaker:wanna help. Oh, cool. Right? So if you're
Speaker:coming from the standpoint of helping as leading with your nonprofit, doors
Speaker:open that wouldn't ordinarily open. People's hearts open. People's pocketbooks
Speaker:open. You're less threatening. So from a marketing and branding
Speaker:standpoint, oh my gosh. Think about what, Tom's shoes has done. Think about
Speaker:what what, Patagonia has done with what they're doing with their
Speaker:nonprofit. people fall in love with these companies because they're making a difference. Look at
Speaker:the model McDonald charities, for example, you know, oh my goodness. Do you
Speaker:have a good feeling for that? So when you align all that
Speaker:and you can lead with that, good lord. I mean, we've
Speaker:done we've done charity stuff with every one of our online events
Speaker:for years. and, and we've we've benefited, my friend,
Speaker:Cynthia Korsy's, unstoppable foundation. We still do with our with our
Speaker:strategic philanthropy workshops. We charge 27 bucks for it. People
Speaker:and by the way, what that does is it separates those that are looking, those
Speaker:that are serious. So you get smaller numbers, but better conversions, better
Speaker:partnership. Right? And when they come in, they're already predisposed
Speaker:because they like they love you because $27 is not a lot of money,
Speaker:but it goes to charity. So already, you're a good guy, you
Speaker:know, and it's sets things in motion that just changes the world.
Speaker:So I encourage people to look at that option. And then, of course,
Speaker:you know, you got $120,000 in Google grants to build your business.
Speaker:Gee whiz. no, you know, economically a no brainer.
Speaker:Yeah. And I think that's something that is it's it's an
Speaker:incredibly attractive and a and a great hook you
Speaker:know, for what you do. And I think one of the things that's changing in
Speaker:my mind right now is my perception of
Speaker:when do you do the philanthropy and when do you you
Speaker:you take this on? And I've always thought, well, you go and you make your
Speaker:gazillions in your business, And then and then you do the
Speaker:philanthropy, and that's how this all works.
Speaker:And Krell what you're turning me on to here is like, well, wait
Speaker:a minute. there's all this free money that's available to
Speaker:you and opportunity and doors open and governments I'll talk to you
Speaker:and you know, goodwill and everything. If you do the philanthropy
Speaker:now, it actually feeds the business.
Speaker:You become more profitable in the business, then
Speaker:it it it now fun, you know, feeds the
Speaker:philanthropy in a bigger way. And both of them are
Speaker:scaling up. That's kind of am I am I right in thinking
Speaker:that? I mean, that's kinda how I'm thinking about it.
Speaker:Absolutely. And and here's the thing to bear in mind too. Number 1, the
Speaker:word philanthropy does not mean money. It means giving of yourself to serve as
Speaker:others. So philanthropy is years ago when I was living in
Speaker:Atlanta, every Sunday morning, I was packing meals for people that
Speaker:couldn't get meals outside. They were they were stay at homes. and it
Speaker:was the most fun ever. I I was a philanthropist. I didn't know it then.
Speaker:I thought it was just a volunteer, but I was a philanthropist. So if you
Speaker:put money I'm sorry. If you put your time into something, you're you are
Speaker:a philanthropist. So keep that in mind. Second thing is that your
Speaker:nonprofit does not have to give money to other people. Your nonprofit can be
Speaker:about raising awareness. For example, teen suicide. that's
Speaker:we gotta raise awareness that that the numbers of teens killing themselves is
Speaker:eight times more than it was before COVID. Holy macro. That's
Speaker:crazy. I don't usually say holy macro, by the way. Use other words.
Speaker:but, you know -- It's a g rated podcast, I guess. Sorry, guys. I I
Speaker:couldn't I couldn't use a technical term. but you know what I'm trying to say?
Speaker:So, yeah, raising awareness of that is that's what the mission of the nonprofit
Speaker:is. You know, you you don't have to be donating cash to anybody
Speaker:you can just be providing that kind of a service, and that's critically important.
Speaker:Right? Education just I mean, if you even take a look at at,
Speaker:I'm gonna say STD control or or birth, stuff,
Speaker:you know, so you don't have a baby that you don't wanna have, that type
Speaker:of thing. There's a word for that. I'm not doing it properly, but, you know,
Speaker:Awareness is critical. Drug awareness. How can you tell if somebody
Speaker:is is on drugs and to protect yourself? How do you awareness of of
Speaker:or or education about protecting yourself walking down the street at night if you're in
Speaker:an area that you don't feel safe in. You know, those are they don't involve
Speaker:giving dollars. It's involved giving service. giving information.
Speaker:So a lot of linkages there that people necessarily think
Speaker:about. and and you don't have to
Speaker:have your nonprofit so diametrically opposed to what your for profit
Speaker:business is so that you're doing 2 different things. If you align them
Speaker:together, one promotion leads to the other,
Speaker:you know, and that's the strategy that we bring to the table so that you're
Speaker:not distracted everywhere. but that you're really using it in a
Speaker:way that it was intended in a in a really good,
Speaker:honorable fashion, and everybody wins, because everybody should win.
Speaker:Yeah. And, you know, I mean, who wouldn't when you realize that this
Speaker:these opportunities are available, and
Speaker:and like like I said, like, people do treat you different when you say
Speaker:that you're representing a nonprofit. and
Speaker:they automatically think charity, which It's not necessarily true. It's
Speaker:like it's like if you see someone in wearing a white lab coat, you assume
Speaker:they're a doctor. Right. Right. There might not be one. But they assume it.
Speaker:And I think, you know, that's part of the goodwill that kinda happens is when
Speaker:you position yourself this way, re response rates go
Speaker:up the trust factor goes up and and, but you're
Speaker:you are doing good. And and, like, to your point, it's not always about
Speaker:giving money, but it's about creating awareness or you know,
Speaker:something that is benefiting, you know, benefiting
Speaker:society or the world in in whatever way that it does. Yeah. When someone
Speaker:tells me that they've got a nonprofit immediately, they're elevated in my mind
Speaker:for a variety of reasons. Number 1, I think they're more successful. because
Speaker:they've got that. number 2, because they're do gooding, which is another
Speaker:technical term, do gooding, not to be configured that one too. -- do
Speaker:gooding. Yeah. so, you know, and that's that's a good thing. You
Speaker:know, it's like, wow. Someone cares enough. There's just a nicer part of that person
Speaker:that will do things. And and that positions people, I
Speaker:think, in a much better way. So I think everyone should have that pet project.
Speaker:And by the way, you don't need to have just one. You can have more.
Speaker:If you if you have different things you wanna do, Google doesn't carry on your
Speaker:non profits you've got. They'll give you grants, and we didn't talk about other grants
Speaker:you can get as well, which is a longer process, but the Google Ad grants,
Speaker:super easy, to play with and something that everyone can can
Speaker:qualify for. Someone's are, like, not a a hospital
Speaker:or university, you know, but the typical smaller
Speaker:nonprofit is is who Google supports.
Speaker:Amazing. So, you know, we've been talking about this and,
Speaker:hopefully, educating some people that you know, didn't
Speaker:realize that this opportunity existed, or
Speaker:had just like I did a different perception of what it meant
Speaker:to be a nonprofit and how
Speaker:nonprofits can and and for profits can sort of work
Speaker:together in harmony, I guess, for the lack of better word, but
Speaker:it sounds pretty harmonious. and so,
Speaker:so so now for everyone listening in, they wanna,
Speaker:learn more. They wanna take the next steps in figuring out,
Speaker:like, what would they what would they do for a nonprofit and how could
Speaker:they position that for, you know, their their current
Speaker:business or maybe some idea they've been carrying around with with them
Speaker:for the last couple of decades. I mean, what what are their next steps
Speaker:What what are the we don't wanna oversimplify it, obviously, because there's
Speaker:rules and things that you need to, be aware of.
Speaker:So what are the what are the the best or logical next
Speaker:steps? I will share with that with you. Thank I thought you'd never So
Speaker:kind of, in my mindset, we have a kind of a a 3 step ready
Speaker:set go process. And the first step is you strategize. you've
Speaker:gotta you gotta and I'm I'm gonna say this from the you've got to. Of
Speaker:course, we provide all the services, so I'll dial that in in a bit. But
Speaker:but inevitably, the first thing that we want anyone to do is is
Speaker:create the strategy of what is the nonprofit going to
Speaker:do, what's their mission so that if synchronistic big
Speaker:word, to link with the for profit. So you're not distracted so that, you
Speaker:know, you really are an a lead for 1 is a lead for both. So
Speaker:that's really important. the other thing is that we want you all to strategize
Speaker:with a tax professional so that as you run the business of the
Speaker:nonprofit, you can take the best advantage of the tax opportunities
Speaker:as possible, staying within the confines of all rules and
Speaker:regulations, because if you abuse it, not a good thing. and,
Speaker:we don't want that to happen. We don't want you to get shut down. We
Speaker:don't want anyone to be in in problems, and you can be if you do
Speaker:it wrong. So the first step is to strategize. 2nd step as
Speaker:once you know what you're gonna do, then set up the actual
Speaker:nonprofit. and what you're looking for in the US is to
Speaker:become a 501c3 nonprofit, which gets you this
Speaker:form, this document. That's that's the designation from the
Speaker:IRS. In Canada, you a a nonprofit number.
Speaker:to to get that nonprofit in the US will take anywhere from 3 weeks. I
Speaker:got mine in 3 weeks, which is ridiculously fast to 3 months or more. you
Speaker:wanna be on the fast track version, not the longer version, and there's reasons
Speaker:for that, but we'll dive into that later. So then you get the nonprofit.
Speaker:while you're waiting for the nonprofit to be approved and there's no reason why they
Speaker:shouldn't if you do it right, then you bill out your website
Speaker:so that when the when you get the 501c3 paper that I
Speaker:showed you, then you can apply for the Google grant. But Google will not give
Speaker:you the grant unless you have a website that is complete compliance with
Speaker:their guidelines. And just wink, wink, FYI, what Google says
Speaker:on your website as to what the requirements are are not everything. just
Speaker:so we're clear. I mean, surprise. So, you know, we've had to learn over the
Speaker:over the years, like, how do you make Google happy the first time? so
Speaker:now, like, one of our last clients got we got them approved in in 5
Speaker:business days. So, you know, because we know what they're gonna ask for. But
Speaker:if you don't, you'll go back and forth. know, they won't necessarily turn you down
Speaker:forever, but you're gonna be. And then we'll tell you why. But I say Google.
Speaker:It's like it's like how Google ads work. It's like how everything
Speaker:works at Google. It's like, hey, come do this thing. Here's a little bit of
Speaker:information about it, not everything, and we want you to kind of figure out because
Speaker:you should know. Yeah. Exactly. Exactly. Of course. Yeah. So anyway, that's the
Speaker:process. And then once again, once you get the ad grant, then you gotta manage
Speaker:it through and optimize and tweak and all this business. Now
Speaker:between you and I, Chuck, I'd rather get a root canal. you know, I do
Speaker:not wanna do that at all. Never have never made money. Never made money with
Speaker:Facebook ads ever. the time we figured out the Facebook ads, we ran out of
Speaker:money and ran out of time. Good news is with Google, it got plenty of
Speaker:plenty of runway on that because every day, you got a new budget. which is
Speaker:kinda cool. but what we've done, of course, is we do all that work
Speaker:for our clients or for you so that you don't have to deal
Speaker:with it because, again, you know, I want everyone to do what they're best
Speaker:at. And I'm telling you, I am not best at. I don't wanna do those
Speaker:ads. I'm just I mean, I'm a I'm a I'm a speaker, you know, I'm
Speaker:a presenter. I'm a marketing guy. I'm a I'm a visionary. I'm not the
Speaker:analyst of did this thing convert at 17% or whatever? You know? I mean,
Speaker:I want my geniuses to do that for me. So we've got a team that
Speaker:does nothing but specialize on, guess what? Google ads. and they're different
Speaker:than regular regular, Google ads that the the ad grant ads
Speaker:are there's different requirements. So you've gotta know what you're doing.
Speaker:Otherwise, you, again, end up in a world of hurt. so you gotta make sure
Speaker:you're in compliant. But that's all the things you wanna do. Totally
Speaker:doable on your own. You don't need it. You don't need me to do to
Speaker:do it for you. But, of course, we want you to because we're, you know,
Speaker:we're in business. but, it it's something that people can
Speaker:do on their own, for sure. and I think everyone should have that non off
Speaker:it set up. I think they should do it right, obviously, and
Speaker:make that difference all the way down the line. Amazing. Well, I
Speaker:mean, one of the reasons that I invited you to do this. First of
Speaker:all, I think this is just an amazing opportunity that, I mean, it's open
Speaker:my eyes and to something that I should
Speaker:go ahead and and and start doing now. It was always something I thought I
Speaker:would do later, but I can see now there's an opportunity to do it now.
Speaker:And, you know, the theme of our show is collaboration and partnership. And
Speaker:one of the things reasons why, I bring
Speaker:invited you here is I see you as a great person to collaborate with. Look.
Speaker:You you have 2 paths, in in this. You can go do it yourself. kind
Speaker:of figure everything out. And you can you can you can do the ping pong
Speaker:or the tennis or whatever with with Google. I've I've done it on with
Speaker:their ads It's like, you know, they don't tell you everything, and
Speaker:that's, you know, you can do all of that, or you can just go to
Speaker:someone who knows what to do and
Speaker:that's you and your team. And so, of course, we have
Speaker:all the things beneath this video on on on how to connect to it, and
Speaker:we're gonna ask you about that here in just a moment. And, and then if
Speaker:you're listening on podcast, all the links are there as well.
Speaker:but I always think of,
Speaker:you know, building a business like a puzzle. And sometimes we have a missing
Speaker:piece of the puzzle. Like, we need more leads or we need more, say, So
Speaker:we need more of this or we need more of that. And then, you know,
Speaker:who already is an expert at doing that? And can we
Speaker:collaborate as a Reformed do it yourselfer. I now
Speaker:look for who can I partner with or connect with or collaborate with
Speaker:or, you know, there's so many different ways. to collaborate
Speaker:with someone, to bring in that missing piece of the puzzle. So my
Speaker:first question to you is, How has partnerships and
Speaker:collaborations played a role, in in your
Speaker:business or businesses and your journey?
Speaker:I couldn't do it without partnerships. in in terms of the journey,
Speaker:it's a it's a fabulous question, because I I've been the guy that wanted to
Speaker:do it all myself. I'll tell you, when I stopped speaking for other people
Speaker:and and started to go out of my own, I had no
Speaker:list I had no community and because everything I had was invested in real
Speaker:estate, I had no liquidity. I mean, great net worth, but there was no cash
Speaker:because it was all in property. Right? So what did I do? I created
Speaker:my first now today, we know these are summits, but I created my first multi
Speaker:speaker event over 10 weeks, and I brought I joint ventured
Speaker:with other real estate gurus that had lists. So I I piggyback
Speaker:their list, their, their notoriety, not knowing
Speaker:who I was, I mean, I knew I was an expert, but you don't even
Speaker:have to be. So I partnered with these guys. And over over just a
Speaker:few weeks, I went from 0 to, like, fourteen thousand people on my list, and
Speaker:on and on and made made all sorts of money. and that's how I
Speaker:began, and I still do that today. I mean, with with respect to what
Speaker:we do here at 1, 2, 3, non profit, most of our business has
Speaker:come in through referrals. And we pay them, of course, we pay very well because
Speaker:we wanna keep people excited and and and invested in what we do.
Speaker:but to do this on your own is harder, right, and and
Speaker:to go faster, you leverage people's time, energy,
Speaker:effort, audiences, enthusiasm. I mean, just this conversation,
Speaker:Chuck, you're so good for us because you're already telling your audience,
Speaker:this stuff's great, guys. So we already have an endorsement which is more powerful
Speaker:than having that cold lead where no one knows you. So there's
Speaker:a huge advantage to that. And I tell you businesses are built using
Speaker:the power of those relationships. And if I could jump
Speaker:in for a second in terms of strategy here, The most
Speaker:important thing you can do in a relationship is keep your word,
Speaker:right, is do is just don't fake around tell the truth. If your
Speaker:list is is only 27 people, tell them it's 27 people, but those 27
Speaker:people bought Boeing 787s, you know, if you're if you're if
Speaker:you're Airbus, you want that list. You know what I mean? So it you gotta
Speaker:just be really clear about who they are, what they'll do, So a a,
Speaker:you know, deliver, be honest. and the other side of the coin I'm
Speaker:gonna say is this is be fun. Don't be a dick. Be
Speaker:fun to work with. because we do business people that we know, like,
Speaker:and trust. So if you have a great relationship and maybe
Speaker:there's something doesn't go right, an email doesn't go out properly or some something
Speaker:happens, the relationship will survive because you've got that
Speaker:gravitas built in. So, and we talk about partnerships and your
Speaker:specialist at this, it's important It's it's really important, that
Speaker:you are someone that's great to work with because guess what will happen?
Speaker:The people that work with you, well, they talk we talk to each other. We
Speaker:know if you didn't pay us. We know if, you know, you
Speaker:you promised us that you mailed seventeen times and you mailed one You know,
Speaker:we know all this stuff, and we talk to each other. So but we also
Speaker:talk to each other when, oh my gosh, you know, Chuck's
Speaker:amazing to work with. Holy crap. It's been great. You know? And
Speaker:that's really what you want people to say about you. So that's
Speaker:my endorsement about partnerships. Yeah. And, you know, to your
Speaker:point, we haven't known each other that long, but it doesn't have to take
Speaker:that long. And this is a concept I always tell my clients is that you
Speaker:can use something called rapid relationship building. I mean, it started off. You had
Speaker:sent me a video message, but then we got on a a short little Zoom
Speaker:call. I think it was, like, 20, 30 minutes. Then this is where
Speaker:the rapid relationship building comes in. You did a 4 hour workshop
Speaker:based upon, and and it was and it was really just the day
Speaker:before, we had a conversation. I'm like, oh, that makes a lot of sense. I'm
Speaker:gonna clear my schedule, spent I was only gonna spend 2 hours, and I
Speaker:spent 4 hours. But, you know, you come a long way
Speaker:in 4 in just 4 hours. Right? I used to do 1
Speaker:day workshops, 2 day workshops for free for this exact
Speaker:thing because, you know, after 8 hours or 16 hours, You really feel like you
Speaker:know a person. Yes. And so, and so it doesn't
Speaker:have to take a long time. And, and and you
Speaker:I I think people are really good bullshit detectors. Like, you know,
Speaker:like, if you if someone's lying to, I think you know, like, you
Speaker:just get this feeling like, no. I should Yeah. Yeah.
Speaker:I should move away from this. And then other times, it's like, nope. I need
Speaker:to really, like, lean in and listen to what is going on.
Speaker:And, and so so you can build relationships really
Speaker:fast. It doesn't have to take a long time and, I
Speaker:love you know, what your approach was. I mean, you you found
Speaker:me, send me a video message, and, and then here we
Speaker:are. we've how many times have we talked in the last time, you know,
Speaker:a couple of weeks here. You're on speed dial now. You know, it's it's --
Speaker:There we go. I'm I'm naming the next, you know, what I'm up for
Speaker:you. so, you know, it's true. And but that comes
Speaker:also with whoever you are is being who you
Speaker:are is not trying to be anything other than sincere and you know,
Speaker:if you're afraid of something, talk about it. If, you know, if if you're great
Speaker:at something, that's great. Don't don't be shy about what you can contribute But
Speaker:if you're not expert, be honest about it because guess what? If I don't know
Speaker:something Chuck does, you know, and you'll refer me to that. And and I love
Speaker:that ability. And by the way, not everyone's gonna be a match. I I
Speaker:was on the phone with someone who I was wanting to give business to the
Speaker:other day. It was the worst conversation ever. This person
Speaker:had cardboard for for personality,
Speaker:knowledgeable, well res well, recommended,
Speaker:but oil and water. You know, no. Thank you. So there's
Speaker:not everything. I I just finished a call before we got on with this with
Speaker:a woman named Susie Pruden who is I'd I'd known of her We finally
Speaker:got on a call and took years to get this call put together because she
Speaker:would she had some health issues and all this dynamic, but runs call today
Speaker:And it was, like, within seconds, long lost friends. I mean, just long
Speaker:lost friends. We've we've already booked 2 events together already.
Speaker:and I literally had to say, Susie, I'm meeting with Chuck. I got to go.
Speaker:And it was a 15 minute call that went 45. That's the way we wanna
Speaker:build relationships. Not like gotta go, but, oh, shit. I really have to go. I
Speaker:gotta go somewhere else. You know, it it's it's that scenario,
Speaker:and that's what makes it fun. You know, I mean, we started just behind
Speaker:the scenes you guys. Chuck and I were on I had to say to Chuck,
Speaker:I got a limited time. We we can't keep talking. We gotta record. because
Speaker:we're having so much fun. That's the key to a great relationship. Absolutely. When you're
Speaker:looking forward to the next meeting and you do lose track of time.
Speaker:Yeah. It was. Yeah. Exactly. But you made a well, you made a point. I
Speaker:wanna I wanted to own it for a second. I'm sorry to interrupt you there.
Speaker:not that sorry, but I'm sorry to interrupt you. Yeah.
Speaker:We'll pay later. Yeah. I probably will. So here's the thing about events,
Speaker:and I love events. And the primary reason, and you hit it on the head,
Speaker:is that when you're in an event, number 1, your audience is interviewing
Speaker:you and they're watching to see how you perform, but guess what? If you're doing
Speaker:any kind of program where you're gonna work with people for long term, and my
Speaker:program is 2 years. I wanna be able to see how you react
Speaker:to me. So I'm interviewing you too. And when you're on camera and I'm seeing
Speaker:your nodding and you're into it and you're leaning and you're smiling and like, yes.
Speaker:Great. But if I'm seeing someone at a 3 day event, for example, that monopolizes
Speaker:the chat with stupid questions, which takes us off track But, you
Speaker:know, and you know, those people, the annoying ones, there's no way in hell they're
Speaker:gonna be in my program, you know, so I they don't know they're being watched,
Speaker:but they are. you know, and my and my my coaching team,
Speaker:aka the sales team, they will also tell me, Ken, please, the glove of everything
Speaker:holy, do not let them in. You know, I mean, they will. They they
Speaker:miss a commission on that, but guess what? For the integrity of the group, you
Speaker:know, so I love events because we can we can vouch them in a in
Speaker:a sales call, they can bullshit easily enough, you know, and get in. But in
Speaker:a in an event, we see you. You know, we we see you, and
Speaker:that That's what I love. That's why I like small events. Our workshops, the one
Speaker:you were at had, like, eight people in it or something. you can't
Speaker:skip that out. You know, we see it, and it and it's wonderful. So,
Speaker:there's a big power to that. I've been an I've been an events guy for
Speaker:years, so it's kinda logical for me. So that's
Speaker:it's it's kind of a secret weapon, and we teach that, by the way, at
Speaker:at our workshop. Mhmm. I I love, all of
Speaker:that because you, you know, in a in a workshop or an an
Speaker:extended call scenario, people can't hide from
Speaker:who they are. I mean, they might be able to do it for 5 or
Speaker:10 minutes or maybe even if they're really skilled 20 or 30 if you're on
Speaker:a a one on 1, but for that long period
Speaker:of time, they're gonna they're gonna show up as who they are. And I like
Speaker:that because you can use it as a filter. And I have taken money from
Speaker:people who really wanted to hire me And
Speaker:I'm just like I just got that feeling, but I let them in anyways,
Speaker:and it was painful, painful, painful for both of us. So now it's
Speaker:normal. If it's not a hell yes, it's a hell no. Yes. Yes.
Speaker:Exactly. Yes. Yeah. because you're waiting for it to end, and that's not how our
Speaker:relationship, you know, should ever be.
Speaker:and so I wanna say speaking of the workshop, because, you know, we wanna
Speaker:make sure that we, you know, invite people to it. And, I
Speaker:highly recommend it because I'll I'll tell you, and I'll just tell everyone here
Speaker:when Ken invited me to it. He told me it was 4 hours. I said,
Speaker:well, and it was like the next day. I'm like, well, I can do it
Speaker:for 2. and I I will have to watch the recording
Speaker:later. And, and so I got in there. I
Speaker:got to my, 2 hours, which was there was a very convenient p
Speaker:break there. and, or a coffee break, whatever, bio break,
Speaker:whatever you wanna call it. and then I'm like, you know what? I'm coming right
Speaker:back. And I, you know what? I was there for the
Speaker:entire 4 hours. And, you
Speaker:know, as a busy business owner, you might think Am I
Speaker:really gonna carve out 4 hours for this? But, like, when you learn about,
Speaker:you know, the the structuring and how a
Speaker:nonprofit and a for profit can work so well together and,
Speaker:this opportunity to get, you know, basically free advertising
Speaker:money from Google
Speaker:It's really tough. And, and so I I guarantee you're gonna love
Speaker:every minute of that workshop. I know what I did. And,
Speaker:So what we've got a link to it beneath this video and in the podcast
Speaker:show notes. Ken, anything else you wanna say about your own workshop? Yeah. Thanks,
Speaker:Chuck. Well, first of all, you're not alone. for years,
Speaker:I've had that kind of response to any of the events I've created, which is
Speaker:really humbling. You know, I there's Tony Gittles was one of my
Speaker:students for years. And, Tony came into my 3 day, and
Speaker:she said, I'm only gonna stay for, like, the morning of day 1. Well, state
Speaker:of the entire 3 days. It happens. just so when someone says, y'all
Speaker:come in and show up like you did. I'm like, yeah. Okay. Fine. And they
Speaker:stay because aside from the fact that it's fun, when we deliver
Speaker:a program like this, it's content. One of the things I teach is teach it,
Speaker:and even if people wouldn't buy your program, They can still be
Speaker:successful. Don't make them wrong. Empower them because if you
Speaker:followed what I taught you in the workshop, and you did it and
Speaker:it worked. And you tell me about it. Your testimonial for
Speaker:god's sake. You're still an asset. You still Krell me. So and you helped
Speaker:others. So why wouldn't we care? You know, that's you paid to, I think, a
Speaker:real professional. Anyway, the workshop is
Speaker:in a a fundraiser. So there's a tuition for it. It's 27
Speaker:whopping dollars. and and we do that for a reason.
Speaker:And number 1, it's to it's to separate those that are
Speaker:serious from those who aren't. You know, if you pay $27, first of all,
Speaker:go all the net of it goes to charity, But moreover than that, of
Speaker:course, it does set the tone for everything we've been talking about. So we demonstrate
Speaker:what we do, and we teach you how to do that. but also
Speaker:they'll show up. There's a there's there's closer to an an 80%
Speaker:show factor versus 20 to 30 on a on a free webinar. So
Speaker:hello, you'll get smaller registration numbers because some people won't pay the 27
Speaker:bucks for whatever reason, but they show up. and they're more
Speaker:qualified. And, again, because it's a nonprofit, you come with the mindset of, oh, this
Speaker:is nice. We're helping people. so it's it's a it's a
Speaker:model even if this doesn't interest you, watch it to see how the model actually
Speaker:works and how you can apply it. And 4 hours, yeah, it goes by
Speaker:fast. it really is. And and I'll tell you, I tried doing it for 2
Speaker:hours just before this. No. I can't do it.
Speaker:There's too much to deliver. in this way to to to pair it out. There's
Speaker:too much because it's foundational stuff. How do you create the the the, what I
Speaker:call, premium value, high ticket offer? so that you have something to sell that
Speaker:will make you a lot of money. How then do you how do you create
Speaker:a sale a process, a sales process, which is this workshop so
Speaker:that it makes it a logical conclusion that they'll come work with
Speaker:you and it's effortless, you know, and then, of course, what's the whole nonprofit component?
Speaker:How do you get the Google land grant? How does it work how do you
Speaker:put them together strategically? So all those three pieces take take a
Speaker:while to do it right. You know? so I would say clear
Speaker:the calendar invest the 27 bucks, you know, we know you blow
Speaker:$27 on stuff that doesn't mean anything. This will change your life. So
Speaker:that's my my invitation to the, to the actual workshop.
Speaker:Wonderful. Well, I, again, wanna repeat my invitation
Speaker:and get people to look just beneath this video because link is there. And if
Speaker:you're listening to us on a podcast, it's in the show notes there. All the
Speaker:links are there. So time Krell spent for sure. So,
Speaker:Ken, this has been an amazing journey. I know we could probably go
Speaker:all day with this. there and
Speaker:it's easy for me to kinda like being a seminar guy and you're a seminar
Speaker:guy. Like, it's like we go into training so easily. It's it's it's it's easy
Speaker:to do that. But we'll we'll end it here. And,
Speaker:and so, you know, but but just before we we sign off, I just wanna
Speaker:ask you because I asked this and and kind of become a social experiment.
Speaker:Yep. I used to just ask this question just because and I thought, oh, yeah.
Speaker:I'll get the typical answers. But I don't. I
Speaker:get a different answer almost every time. And that question
Speaker:is if you could recommend just one book, just
Speaker:one must read book, oh, look. You're already
Speaker:prepared. Look. Yes. I am.
Speaker:He he just happens to have it there. So tell us about your book. I
Speaker:love this book. It's it's, a doctor Benjamin Hardy's book, 10x
Speaker:is, easier than 2x, and it is a life changing book.
Speaker:and when I mentioned it, prior to Chuck's like, yeah, one of
Speaker:my favorites too. And and the reason why not I do all my books on
Speaker:the iPad is I travel a lot. but, it it's
Speaker:phenomenal. And among the things that I love about it is a concept,
Speaker:which you've talked about earlier, in terms of it's it's not fun. Why do
Speaker:it? One of the things that Ben talks about is
Speaker:don't sell your time by your time. And so we're gonna make a
Speaker:choice. What what I buy doing this No. Not no. If it's not a hell
Speaker:yes, it's, you know, it's then it's a hell no. You know? So
Speaker:it needs to be that. We we need to look at things that way. Also,
Speaker:he talks about setting the temperature of what you do.
Speaker:you know, there's so much in that book that will literally change your
Speaker:life. So, I'm a big fan of of Ben Hardy. If
Speaker:almost anything that he writes, I would recommend you read. but, 10 x
Speaker:is easier than 2 x, 100% I'm not even done with it yet, but I'm
Speaker:just such an advocate of it, so I can't wait to finish it. It's a
Speaker:fantastic book. I was already a huge fan of Dan Sullivan. I had a good
Speaker:good fortune of meeting him, well, almost 13 years ago
Speaker:now. and, and and and I'm
Speaker:just, you know, kinda getting to know Ben through his books
Speaker:and and this collaboration that him and Dan have going on. I mean, they're
Speaker:they're creating some amazing You wanna you wanna talk about partnerships. That's a
Speaker:hell of a partnership. Right? That's I think
Speaker:that's one that could be a a one to study. Yes. Because that,
Speaker:you know, that that partnership between Ben Hardy and Dan
Speaker:Sullivan is just amazing. I mean, how many books have they done now? And and
Speaker:the story how they how they started and and I I if I say it,
Speaker:I'll say it wrong. But if you look at what that story was and the
Speaker:deal that was made between the two of them, was very interesting.
Speaker:and surprising if you take a look at the economics of it. So, it's
Speaker:worth worth worth looking at. Wow. I'm gonna check that out and maybe
Speaker:even, in invite Ben to come and, and and,
Speaker:be a guest on the show. That would be fantastic, and I'll ask him about
Speaker:that. Yeah. Yeah. I'm sure. So thank you, Ken. This
Speaker:has been amazing. so much great information here.
Speaker:And, and and I wanna thank you for your generosity and your
Speaker:time and just just being so open with this information
Speaker:because not only is this an opportunity
Speaker:and that you teach this, but this is it's it's it's doing some
Speaker:real good, out on the planet. And and I'm all for projects,
Speaker:that do that. So thank you. And to my audience, I just wanna
Speaker:say, like, look, You know, when you listen, when you take the time to listen
Speaker:to something like this, don't let this be for nothing. I want
Speaker:you to think of one thing that you heard us
Speaker:talk about here today. And I want you to take action on that one thing.
Speaker:Maybe it was an idea that you heard Ken say, or you're
Speaker:gonna gonna go look into something, or maybe it reminded you of something that
Speaker:you've been putting off for a while. Go and do that one thing and do
Speaker:that one thing today. Or and if you can't think of anything else, maybe that
Speaker:one thing is go sign up for the workshop, and, you know, you
Speaker:what else would you spend $27 on, really. And and and, you know, you
Speaker:so time well spent. I've I've sat through every second of
Speaker:it, and, I I know you're gonna love it. So Ken, thank you to
Speaker:my audience. Thank you. keep moving forward and never
Speaker:ever give up on your big dream and your big mission to
Speaker:change the world with the work that you do. And in the meantime, I will
