BrandBuilder: Organic Marketing 101 & Relationship Acquisition©
In this 30‑minute one‑on‑one style training, Colvay (also referred to as Kaveh/Colbey), an Inspiration Engineer, teaches creators—podcasters, coaches, musicians, speakers, artists—how to generate organic engagement and build a loyal community through a process he calls “relationship acquisition.” He begins with a case study of a Zillow sales rep whose close‑rate rose from 12 % to 33 % after applying the method. The core framework is the Know‑Like‑Trust‑Love (KLT‑L) ladder, driven by the principle that people buy from those they see reflected in themselves. He stresses tuning into “WIFM radio” (What’s In It For Me?) and always starting conversations by letting the other person talk about themselves, their passions, and their problems. By providing value first—offering to review, listen, share, or otherwise help—the law of reciprocity creates an unconscious debt that makes the prospect more willing to grant a later ask. He also stresses asking permission before delivering a pitch, using a three‑layer‑deep questioning approach, and consistently framing interactions as “making a friend.” The training repeats that relationships drive revenue, that organic growth is a one‑to‑one effort that can be scaled only by replicating the relationship‑building process, and that every request for someone’s time is, in fact, a sale. The session ends with a motivational call‑to‑action to apply these steps daily.
Chapters
What up, what up, what up? It's your boy, Colvay, Inspiration Engineer. You already know what it is. I'm super pumped to get into today's training, which is an organic marketing and relationship acquisition one-on-one training for those out there that are having problems creating engagement and building community. If you're a podcaster, if you're a coach, if you're a speaker, if you're a musician, if you're an artist, you want to be able to build an organic following. And so the problem that a lot of people are having is, I'm reaching out to people, but people aren't actually taking an action and clicking on my links. Or I'm reaching out to people, but I'm not really growing my fan base. Or I'm in these Facebook groups and I'm posting content, but nothing's happening. Is that you? Are you having that experience? If you're having that experience, then this training is specifically for you, which is a hybrid between— I'm loving it. Organic marketing and what I call relationship acquisition. So, one thing I want to let you know, when I first started coaching sales, when I had a gentleman that worked for Zillow, his name was Alexander Campbell, and he came to me with a 12% close ratio. And I was asking him, kind of, how it works, and he was making like $2,000 on just company salary. If you're here tuning in, Let me know where you're at, say where you're from, where you're tuning in from, engage, let me know who's on, who's rocking with me. Thank you for being here, by the way. So, back to the story. Alexander Campbell was one of the first students I worked with. He worked for Zillow, which is a $64 billion annual revenue or $64 billion worth company. And the experience he was having was a 12% close ratio, he was getting $2,000, and it was measly. So, in 3 months, we took him from 12% close ratio to 18% close ratio. From 6 months, he went from an 18% close ratio to a 22% close ratio. 9 months, he went to a 28% close ratio. And then at 15 months, he was at 33% close ratio and he was leading the entire organization. So that is the power of what I'm about to share with you can be, but you're gonna get the foundational understanding as to what relationship acquisition is all about so that you can actually build a fan base actually have quality conversations, actually build quality relationships, and get people to take action. So if you're down for that, if you're like, yeah, I want that, comment and let me know, like, yeah, let's go, let's go, let's go. Who wants that? Who wants that? All right. So the first thing that we want to address and we want to understand is that this is what you see a lot in sales, is that people buy from people they know, like, and trust. I've added one, and I said, and love. You say, love? Like, it ain't no love involved. Oh, there is. It's admiration. It's the same admiration that people have for celebrities. That's why people like The Rock or the Will Smith or the Oprahs or whoever you want to name, because they see something in that person that they see in themselves. So that is a love, regardless of how you want to view it. So a person that is going to buy something from you, so a person that's going to take an action with you. They're going to take an action because they see something in you that reminds them of themselves. Does that make sense so far? Let me get poetry snaps, poetry snaps. Okay, so getting them to go through that process to know, like, and trust you and then move into love is a process. And the last thing I want to say about love, because everybody really wants— they— nobody— let me not say everybody really wants— nobody wants just customers. Everybody wants loyal advocates. So you can have a customer, you can have a fan, you can have an advocate. You want advocates, and for them to be advocates, they need to love what you do. Know, like, trust, love. Does that make sense? Poetry snaps, let's go. So the biggest thing that most people are doing is they're not tuned in to what I call WIFM radio. What's WIFM? They're not tuned into the frequency of WIFM radio. You're like, "Harvey, what is WIFM radio? What are you talking about?" What's in it for me? Not you, them. What's in it for them? When you connect from that angle, what's in it for them, and you take you out of it, then the process becomes a lot simpler. So I want you to write this down. When you connect with somebody, what is the first thing they want to talk about? Love. What does everybody want to talk about? Anybody got any ideas on that for those that are watching? What do people want to talk about? See if we got anything. And say what's up, let me know where you're from, where you're tuning in from. People want to talk about number one, themselves. Themselves. That's what people want to talk about. What their passions are, what they're working on, what's going on in their lives. People want to talk about themselves. They don't want to talk about what's going on in your life. They don't want to check out your show. They don't want to check out your project. They don't even know you. They want to talk about themselves. That's number 1, followed by something that they're passionate about, something that gets them excited, something that really sparks conversation that they want to share. Okay. The 3rd one is there's a problem that they want to solve. If you have a solution or if you guys are going to build a relationship, it's best to have a solution to really be able to solve people's problems because then people are like, yo, I know, I like, I trust that person. They solved the problem. And you can do that by giving advice and sharing tips and doing a lot of different things. But again, people want to talk about themselves. They want to talk about their passion. They want to talk about their problem. Why do they want to talk about that? Because everybody wants to talk about that. What's in it for me? So when you reach out to somebody and you're like, yo, I'm Kaveh and here's my link, boom, totally disconnected. Totally disconnected. Nobody's connected to that. They want to build the relationship. So I'm going to go through an example of what's been recent. And I know there's no visual, so you'll have to just kind of understand in your mind. I've been working with a lot of podcasters, a lot of podcast groups. So I know majority of podcasters want to talk about what? They want to talk about themselves, which is what? Their show. So the very first question that I ask people is I'll say, what's your show about? Or what are you podcasting about? Right? Then maybe it might go into how long you been podcasting? Maybe it might go into why did you start podcasting? Maybe I might go into do you have any co-hosts? Do you have a team? There's all kinds of questions that I could ask to get to understand who they are and why they're— why they are podcasting. So if I'm asking questions and they're able to talk about themselves, who's winning? Ding ding ding ding ding ding ding! You are winning. They're like yo, I know I like and I trust this person because I get to talk about me. They don't want to talk about you. They wanna talk about themselves. They want to talk about their passion. In this case, it's a podcast in this example, right? So as you allow that conversation to unwind or, or, or unfold, you're asking questions and keeping it simple, making a friend. If you focus on making a friend, building the relationship, then they'll know, like, and trust you to see what you have. So here's what I want you to write down for those of you that got your journals and something to write with. Relationships drive revenue. Relationships drive revenue. Because you're focused on what's in it for them, the relationship. And if you focus on building the relationship, that will drive the revenue. Telling you how it works. It doesn't matter whether it's a big old company, because even if it's a big company, you got a CEO or you got some kind of manager and the executives are in there and it's still a one-to-one transaction. Presenting to either the decision maker or you're presenting to a group of people that are going to mastermind for the decision. It's still one-to-one of people. So we want to talk to them about them. We want to ask questions about them to extract information that we're building the relationship, but we also want to strategically ask questions that enable us to understand whatever we're want to position in the conversation. So going back to podcasting, a lot of people want to get people to listen to my show. So in this example, if I'm the person reaching out, I want you— my end goal, my objective is I would love for you to come check out my show. Well, I can't start there. I need to ask questions about your show. Boom. Yo, send me a link to your show. I would love to go write a review. Solving a problem. I would love to go listen. Solving a problem. I would love to share your show. Solving a problem. What is that going to do? Ding, ding, ding. Know, like, trust, Love you. I love this person. You offered to go write a review for me? What? Boom. When you help somebody, you have the law of reciprocation. People in their subconscious mind will feel indebted to do you a favor. That is the way it works. So when you're helping people, when you're getting people to talk about themselves, eventually people will get to the point where they'll be like, man, I've been talking all day about myself. What's up with you? That's how relationships work. And when it spins, then you're like, man, I've been working on this podcast. I've been working on this project. I've been working on this. And then they're like, ah, that's dope. Because they know, like, trust, and love you. Does that make sense? That's powerful. So then bringing that full circle, let me ask you a question. Do crappy products sell? Do crappy products sell? Yes, they do. How do they sell? Well, salesman, saleswoman, somebody sold a product that didn't work. But it still came down to the relationship. So it doesn't have to necessarily do with the product, the service, the podcast, the project, the fill in the blank. Are they able to connect to the person? Never lose sight of that because that is what's really going to change the game when you're getting people to take action for the type of action that you want. So the last thing I want you guys to write down is by doing that, by setting up these types of relationships and you're having these conversations and you're asking questions, all you're doing— keep it simple— is making a friend. That's it. Asking questions about things that they might want to talk about. As they are talking about it, you're asking the question strategically to gather information around the direction that you want to go. And so if you're doing that and you're having these conversations in these Facebook groups and different— you know, there's all kinds of community groups out there, social media. And you're having conversation and you're just doing that day in, day out, day in, day out, eventually people are going to be like, okay, so tell me about you. When you start talking about you, this is the last thing that you want to do. You want to ask their permission. Write this down. Ask their permission. Can you send what you want to send to them? Now, if they know, they like, they trust you, they're going to say sure, because you've already given them so much value. You've already allowed them to talk about their passion. You already allowed them to talk about themselves. Yeah. They feel indebted to you. And then you're like, yo, let me tell you a little bit about me. Would you be willing to do me this, this solid? Check out this show, check out this link, check out that. They'll say, yeah, of course, because you've been so helpful to them. Does that make sense? Ding, ding, ding, ding, ding, ding. Let's go. So I want to let you know, this is the last thing I want to share. Organic takes time. I've built up an organic population myself of 13,000 throughout all the different social media channels, one to one. That's what I've been blessed to really master. That's my gift is building relationships one to one. Scaling that one to a thousand is I gotta bring in people that have mastered that game, right? But one to one, Kaveh's your dude. I got you. If you really wanna master sales and you wanna master closing, you say, well, Kaveh, I'm not really selling something. Yes, you are. If you're asking somebody to go check out your link, check out your project, check out this, do this, so on and so forth, you're asking them to buy with their time. I'm gonna say that again. If you're asking them to take an action, you're asking them to buy with your time— with their time, excuse me, with their time. So if you need their time, you are selling something. Facts. So again, you want to get out of talking about you. You want to get away from trying to focus about you and what you need, because what you need is not relevant. You will get what you need if you do what I just said. Get people to talk about Whiff 'Em Radio. What's in it for them. Talk about themselves, talk about their passions, talk about their problems, talk about what's going on in their life. As they get to talking and you're asking questions, eventually it'll spin. They'll be like, man, I've been talking all day. What's been going on with you? Let me tell you about what I've got going on. And then you— the last thing you do after you do a solid for them, you say, man, I would love to share with you what I'm up to. Would you like to take a look? You ask for their permission. They say yeah, you send them whatever you want them to send. They're gonna go check it out for sure. In fact, it works every time. But you got to be a master at doing the process of what I call 3 layers deep. So that process is asking questions in a framework or in a, in a way to get the dialogue going. And if you've mastered that, you've got the dialogue going, then it's easy peasy. But I don't even overthink it. I just make friends. Let's talk about what's going on in your life. I don't talk to them about things that are irrelevant. I don't necessarily— I say irrelevant It's like we're talking about business, we're having a business conversation, I'm not probably gonna talk about your kids necessarily. I'm probably not gonna talk about birthdays, I'm probably not gonna talk about the sky. I'm gonna talk about things that make sense to the conversation of what we're trying to have. And if you're doing that, again, you're making a friend, they know, like, trust, and love you. You become their best friend, you do them a solid, write a review, go listen, go help, go write on their blog, go— I mean, there's a ton of things that you could do. You could just ask them, how can I support you? How can I help you win? That's a great question to write down. How can I help you win? People are like, oh, you want to help me win for real? Mm-hmm. All right, here's what you can do for me. Okay, as you do that day in, day out, over and over and over and over and over again, people are gonna be like, yo, how can I support you? I got you, Kaveh. How can I help you, bro? And then you ask for your ask. And this is the whole give, give, give, give, give jab, or jab, jab, jab, jab, right hook. But I mean, it's the process. That's how it works. So if you're doing that, you will win, guaranteed. So if you're reaching out to new people, building relationships, focusing on them, getting them to know, like, trust, and love you because you're doing them solids, it's easy to ask for a favor in return, whatever you need, and most people are willing to do it because they believe that there's a relationship. And again, relationships drive revenue. It's your boy, Colbey. I love you. I appreciate you. Thank you so much for being here and being a part of this training. Until the next time, you already know what it is. Boost. Boost.
