Marketing Mastery: Start With The End in Mind To Create Raving Fans and Success
Dean Graziosi delivers a short behind-the-scenes podcast episode urging creators and business owners to "start with the end in mind": define the ideal client and desired outcome, then build a clear through line so every touchpoint (marketing, product, sales, events) leads that client to that result. He cites Barry Baumgartner's pattern-spotting and uses Mastermind (Dean and Tony Robbins) as an example: two core end goals — help people reach their potential and encourage them to "sell what they know" — and then align free challenges, courses, coaching, events, messaging, and sales around those outcomes. The piece emphasizes serving first (not pushing sales), narrowing focus to one or two outcomes/niches, and designing every part of the customer journey to produce measurable client results and referrals.
Chapters
Who exactly do you want to serve? I want to share this today about starting with the end in mind. Welcome back to the Own youn Future podcast again. Thank you so much for the follows, the subscribing, the likes, the shares. Okay, today, this is the behind the scenes version that happens every single Thursday. Because so many of the guests I know personally, so I get to know some of the things they maybe didn't share or what happened before we went live or after we went live. If you haven't listened to it, you must. It was with Barry Baumgartner. You might not know her, but you should. She's one of the invisible people behind the scenes that make a lot of us look better than we have ever been. And she has been in the personal development space for decades, helping entrepreneurs, helping speakers, helping live events. So imagine sitting behind stage almost every weekend watching this. Top presenters, the top speakers, the top world changers, the top leaders in the world present. You'd have to be crazy not to take in that information. But she does it in hyperspeed and she has a brain that collectively takes all this in and she identifies patterns of who has become the most successful. You know that saying, be careful when you meet your heroes. Sometimes they're jerks, sometimes they're teaching time management, they show up late, sometimes they're teaching relationships and they yell at their wife or their husband, right? She gets to see all that, so she can throw away that. And she collected the successful people who have the right values that she likes, the right culture she likes. So today I want to talk about some of the things she touched on and some of the brilliance I see in her that maybe she didn't share. No, not many of us like talking about ourselves too much, right? She is a master at understanding a through line. Now, I want you to hear this. Now, whether you're in business or not, this is really important to you, getting an outcome you want. If you're ready to start a business, scale a business, finally quit the career and do your own thing. Be a coach, create a course, write a book, do a podcast. I don't know what your desires are, but this is the same for every business you're in. We talked about it in the other podcast. You must know your ideal client. Who exactly do you want to serve? You can't serve everyone. In fact, businesses that cast a wide net usually don't make it. It's the ones that find their swimming lane. We call it the dot, the niche, the ideal client. We must find that person and then we must solve problems for them or give them that specific target market, the answer to reach the goals that they have. That's marketing at its best. And those that don't follow that don't win. And those that do, it's inevitable if they stay in the game. And then the people who buy from you feel served and they share and they recommend and they refer you. So what is the through line? I want to share this today about starting with the end in mind. Starting with the end in mind. If you know who your ideal client is, you know their problems, you know their goals and you're solving that, you're living inside their mind, you're answering their questions, you are finishing their sentences, you're not trying to convince them to have a new conversation, you're just joining their conversation. If we know what the end is, then we need a through line of everything we do to lead them to that end result. For example, at Mastermind, a company that Tony Robbins and I own, mastermind.com Our end goal is two things. To help people see the potential they have to become the best version of themselves. For people who know they're meant for more, to actually have some tools to help them become more, we are not doing it for them. We want to be the spark. We want to see it, have them see a different path, look through a new lens, look through new lenses, have a new perception of life. We want to help people reach their full potential. Right alongside of that, as the evolution is, we believe everyone should share and sell what they know. That being in our industry, the same industry Barry's in, I'm in, Tony's been in for 47 years, me for 27 years, the industry of taking information, knowledge, experience, a skill, a passion and giving it to others so they can go faster. Right? That's the self education industry. That's this industry. You're learning from my life experience right now. And hopefully you take what serves you and it allows you to go faster, throw the rest away. But if you got something from Barry or Trent or, or Tony Robbins or, or Matthew McConaughey or Marie Forleo and Lewis Howells and all the other people I interviewed, you're learning from someone else's experience, right? Well, someone somewhere needs to learn from your experience. So Mastermind people ask me, what is MasterCard Mastermind? It is to help people reach their full potential with things that we've learned, Tony and I, over 65 years, plus all the guests we bring on. But secondly, to evolve, to sell what you know, to write that book to create that course, to have a workshop, to have a mastermind, to do a coaching program, group coaching or one on one. Ah. Because then you start getting paid for what you know. With all that said, you need a through line if you want to make it a real business. And that is Barry's brilliance. She'll always say, well, what is the end result for the client? What do you want them to achieve? That's how we decide. And that goes from thinking, what should I sell them? Hear this. To how do I serve them? Ah, we talked about that with Barry. It's like people get all freaked out about sales because you think about just selling something. That's not our job. Our Jarvis, our job is to serve them. If you heard Barry, she quit Girl Scouts because she didn't want to sell Girl Scout cookies. She said she wish they would have just said, you don't have to sell. Just have people sample Thin Mints. They'll like them so much, they'll buy, right? How do we get them to buy but know that it's service through the end result and mastermind. We know our end result. We want you to tap into the person you're meant to be and eventually sell what you know. Okay. And if it's just tapping into the version of you, that's great too. And you could stay there. But if you want to transcend, we want you to transcend. We want you to sell what you know. So if we know that, then everything at the end, we have coaching. We have one on one coaching. We have workshops, we have immersive events that get people there. But we also know sometimes we got to just get people started on the ground floor. So we'll have a free challenge to kind of pull back the curtain and show people. Then we'll have our course, we have Project next and other courses that help people see, oh my God, this is possible. And through that entire process, there is a through line. We are not trying to help people start just any business. I want to empower you to do whatever you want. That's what this podcast is. It's about marketing in general. I very rarely talk about what Tony and I do and what I'm doing in my day to day job. Right? We want to help. But if you come in our world to become a better version of yourself or sell what you know, then everything, hear me, everything we do is wrapped around those two things. I will give advice on relationships, of course. I feel like I'm in an amazing one. I'll give advice on parenting. If people Ask, just not advice, more of what's worked for me. But if you watch my social media, if you join any of our challenges, if you join mastermind.com, if you are in Project Next, if you're a part of our coaching, if you're a part of our high level workshops, if you come to the Mastermind World Summit, there is one through line through every single one of those. And that through line is we want to help become the best you could be and sell what you know. And we don't stray from that. Our delivery is that, our messaging is that, our marketing is that, our sales are that. So what I would say is whatever your goal is, whatever your desire is, I would think of the end in mind. What is the ideal outcome for you or what is the ideal outcome for the client? And then reverse everything else. We call it a through line everything else from the beginning, the first part of marketing, the first part of talking to somebody, the first part of an email that goes out or a podcast that goes out, everything should be in alignment to help take them that journey all the way through. So when they get done learning from you or working with you or working alongside of you, they go, wow, I got to reach where I needed to be by working with them. And all of your messaging should be aligned with that. I hope that came out clear. I try to do these Thursday behind the scenes in less than 10 minutes. I've watched Barry consult and help people for so many years who just have an event and have lots of people come in and she says, what's the outcome of the event? How do you want people to feel? What do you want their results? And so many people will say, oh, I didn't think about that. I just wanted to do a live event. She's like, no, no, no, we got to switch it all up. What is your through line? What is the outcome you want for these people? And she will redesign their entire event so all roads lead to the one thing or two want to do. So you might have a business right now and you're focusing on everybody, getting everything way too wide. Even if it's not everybody, it could be seven things, could be five things. It needs to be one or two things. Figure out the end result, know your ideal client, enter conversations going on in their mind, create the through line, serve them at the highest level. They will recommend you, they will refer you, they will suggest you, and your marketing will be on fire. That's an amazing way to take your business from where it is to where you want to go. Thank you for being here on the behind the scenes at the Own your Future podcast. If you like it, subscribe now, follow and share it with someone who needs it. See you next time.
