Take a look at the latest edition of Success Secrets!
VOL. 10 · MARCH 2021
SUCCESS SECRETS
BRANDONCWHITE.COM · 320 CENTRAL AVENUE, HALF MOON BAY, CA 94019 · 415-429-1229
The Question That Will Set Your 2021 Marketing Strategy: Is Your Company a Vitamin or an Aspirin?
Months ago, I was standing in a Best Buy parking lot, trying to open a plastic package with a knife that was way too sharp. You know that frustration, right? I was sawing at the plastic, and suddenly, the knife sliced right through it — and into my thumb. I cut myself all the way down to the tendon. The gash started bleeding like crazy, and I rushed to the emergency room. There, they ran some tests to determine that my thumb was still attached. It was (thank God), but I’d cut it almost in half. The nurses had to break the bone, and they told me I’d need surgery.
because people will already know about and need your services.
but not great. Still, people pay the big bucks because they want that Rolex lifestyle.
Think about it. That night when I picked which hospital to visit, I didn’t look up reviews on Google — I just went to the closest place. And when the surgeon finally showed up, I didn’t ask him, “Hey, what are your credentials?” He could have been a guy they’d picked up off the street and slapped into a white coat for all I knew. But I had an urgent demand, and they were filling it, so I didn’t ask questions. Their business was an aspirin. A vitamin, on the other hand, is a luxury good. Hair salons, spas, fancy car brands, and upscale clothing lines fall into this category. Think about Patagonia — or as some outdoor enthusiasts call it, “PataGucci.” There’s nothing groundbreaking about Patagonia’s $269 jackets. You could probably get a $79 knockoff at Costco that does the job. But people are obsessed with Patagonia because, through advertising, the brand created an aspirational lifestyle. Customers who buy Patagonia aren’t in it for the jacket. They want to feel like the eco- friendly backwoods explorers Patagonia wearers are supposed to be. The same is true of other luxury brands like Apple, Porsche, and Rolex. Anyone who loves watches will tell you that a Rolex isn’t a very good timepiece. The mechanics are okay “There’s nothing groundbreaking about Patagonia’s $269 jackets. You could probably get a $79 knockoff at Costco that does the job. But people are obsessed with Patagonia because, through advertising, the brand created an aspirational lifestyle.”
So, what do you think — is your business an aspirin or a vitamin?
If you feel disappointed about your results, don’t be. Vitamins aren’t “useless luxury items people don’t need” and aspirins aren’t “basic and boring things that can’t be upsold.” What’s most important isn’t the result itself. It’s how you use the information you just uncovered to steer your 2021 marketing strategy. If your business is an aspirin, you won’t need to rely as heavily on advertising. If it’s a vitamin, you’ll need to build a lifestyle brand. Consider this: You might have the power to turn your aspirin into a vitamin or vice versa. Take VOSS water. Water is something everyone needs, right? It’s an aspirin. But VOSS made theirs into a vitamin by selling it as an “enhanced” product “for the ultimate purist.” VOSS water comes in a thin, stylish recycled glass bottle and costs an arm and a leg. Its creators effectively took a commodity (an aspirin) and marketed it as a luxury item (a vitamin) to increase its value. You can do the same thing. In my Build a Business online course, I teach a whole module about aspirins and vitamins. But if you want to learn more business tips right away, you can check out free episodes of my “Build a Business Success Secrets” podcast at BrandonCWhite.com. Just scroll all the way down to the bottom of the page and click “Podcast.”
“We’ll bring you back in two days,” they said.
Two days? That was crazy! I needed my thumb now. After all, our thumbs are what differentiate us from other animals — and they’re pretty important for fishing.
“Two days isn’t going to work for me,” I said. “Call the surgeon tonight.”
Long story short, I got my way: I still have two thumbs and I never had to sleep a night without one. But why am I telling you this story?
Hospitals and doctors run the kind of businesses I call “aspirins.” In my
experience, every company is either an aspirin or a vitamin, and which category your business falls into will determine your marketing strategy. Aspirins are demand-based businesses like plumbers, electricians, and dentists. Most people don’t have high standards for these kinds of businesses, because they have an urgent need. As long as the employees are nice and they get the job done, it works. If your company is an aspirin, you won’t need to advertise as much as a vitamin business,
BRANDON C. WHITE, FOUNDER
415-429-1229 | 1
Brandon Mentors a Real-Life Superhero Meet Graphic Novelist Jessica Jane Robinson and Her Alter Ego, Resilience!
And Transform Your Life! Since the COVID-19 pandemic swept across the world last year, many things have gotten shorter, like school days and our patience. But perhaps the main thing that’s grown shorter for all of us is our attention spans. In 2019, researchers from the Technical University of Denmark reported that our collective attention span is indeed narrowing — and it may be because we’re bombarded with tons of information that we don’t want to “miss out” on, whether we’re scrolling through Facebook or finding new videos on YouTube. Unfortunately, a poor attention span can affect us in many ways. It may impact our performance at school or work or cause communication difficulties in relationships. It may even result in poor health related to self-neglect and an inability to practice healthy habits. How do you fix it? Is it even possible to improve your attention span? Yes, you can! But it will take time. Here are a few ways you can get started. First, accept that you may make yourself a little mentally uncomfortable while expanding your attention span. It simply won’t feel natural to focus on a single task for a longer period of time than normal, but, with a routine, it’ll get more comfortable as time goes on. Second, give the Pomodoro method a try. Named after a tomato- shaped timer that its creator used, the Pomodoro method has gained a lot of attention over the years as a brain workout, and it’s a great way to slowly expand your attention span while accomplishing tasks. To get started, think of a small task. Then, set a timer to 25 minutes (or longer, if your attention span will allow). Work on your task for 25 minutes straight. Then, take a five-minute break. After the break, repeat the process. After four rounds, take a break of 15–20 minutes. Congratulations, you’ve used the Pomodoro method, which you can repeat as many times as you want. It’s very handy for getting your tasks finished in a flash, despite any attention span issues! Third, meditate, work out, or adopt new educational interests. Anything that keeps your brain, body, and spirit engaged can help you learn to focus better. There’s plenty of research that shows the benefits of meditation and exercise to your focus — the trick is exploration. Not every form of meditation, exercise routine, or hobby will work for you, so don’t give up right away! Stay curious and keep exploring. We’re living in a technological age where we can learn almost anything and reach almost anyone at the tap of a button, so we have to learn how to create opportunities for ourselves. We hope these tips help you get started! Improve Your Attention Span
When actress Jessica Jane Robinson entered the Miss California USA Pageant and chose environmental activism as her platform, she had no idea it would turn her into a superhero. But slowly, it happened. First, she became an activist. She helped launch a local composting program, recycling initiatives, and green programs in schools. Then, she found her alter ego: Recycle Woman.
“I had this grand idea that I would fuse my acting with my Miss Alameda platform. So, I wrote a short skit called ‘Recycle Woman’ that was really just a spoof making fun of myself,” she explains. In the skit, Jessica starred as Miss Alameda — a pageant queen who sees contamination in a trash can and turns into Recycle Woman! Recycle Woman educates everyone around her about the environment and greenhouse gasses. Jessica turned the skit into a short film, and when it debuted at a local theater in 2011, 300 people came to see it. “The audience loved the movie. They started telling me Al Gore needs to see it, we need to get it into schools. … That was basically the catalyst that launched me down the path of becoming a graphic novel writer and now a web producer, director, actress, and Al Gore Climate Leader,” Jessica says. Yep, you read that right: Jessica turned her eco-friendly superhero into a brand! When we met in 2016 at the Daymond John Entrepreneur Academy in Las Vegas, Recycle Woman (later renamed “Resilience”) was just a concept. But I saw the potential in Jessica’s pitch. And since I had already built a successful multimedia platform, she knew I would be a great mentor. We sat down together to look over her business plan, and I gave her feedback and advice. “I felt like I understood Brandon at a very core level and was inspired by him,” Jessica remembers. “I enjoyed his storytelling as well as his authenticity. Basically, I was a Brandon White fan as soon as I listened to him and heard him teach.” Fast-forward six years, and Jessica has both a business, Resilience Birthright Inc., and a nonprofit. She also published the first chapter of an all-ages graphic novel about her superhero! It’s called “Origins of Resilience,” and additional chapters and a web series are in the works. Along the way, Jessica took advice from my “Build a Business Success Secrets” podcast. “I realized I need to pace myself, take notes, and go section by section. There’s so much in there, including so many little tips that I'm utilizing right now,” she says.
Visit RBRorg.com to buy Jessica’s graphic novel, check out her videos, and see her appearances as Resilience.
2 | BRANDONCWHITE.COM
You May Not Miss Driving to Work, But Your Brain Does Boost Your Productivity With a Virtual Commute
How long is your daily commute? If you work from home — like many people these days, and most full-time entrepreneurs — your answer is probably “30 seconds” or however long it takes to walk from your bedroom to your home office. This lifestyle has its perks, for sure, and thousands of people just discovered them last year. (According to a Harvard Business Review survey, COVID-19 decreased American worker commute times by an average of 41 minutes per day). As a result, lots of new research is being conducted on the pros and cons of working from home and how to do it productively. Surprisingly, it turns out that “no commute” falls into both the “pro” and “con” categories. On the one hand, Scientific American reports that commuting can be bad for our health. This is particularly true for long-distance trips, which have been linked with higher rates of psychosomatic disorders, headaches, backaches, digestive problems, and high blood pressure. On the other hand, using your commute to think through the day ahead can make you more productive. The Zen headspace of commuting also triggers what psychologists call “the
Incubation Effect” — a state of suspended animation that lets you subconsciously work through problems. When you don’t commute, you’re missing out on these things. So, how can you cash in on these benefits from home without an actual commute and its stresses? You can simply replace your commute with another low-attention daily ritual. According to a 2016 study published in the Organizational Behavior and Human Decision Processes journal, rituals decrease our anxiety and improve our performance. Your ritual should be unique to you. What easy, mindless activity do you enjoy that you could do before and after work? I love long- distance cycling, so a short bike ride would work for me. You might prefer to do some yoga, hand-grind and brew a cup of coffee, or even set up and tear down your work station every day instead of leaving it in place. If you use Microsoft Teams, it now has a “virtual commute” feature built in. Aim to do your activity of choice for around 16 minutes (the ideal commute time, according to a 2001 study out of University of California, Davis) and think through the hours ahead as you “commute.”
This juicy burger is a wonderful substitute for your favorite fast-food burger! DR. GUNDRY’S JUICY ʼSHROOM BURGER
RECENT EPISODES
INGREDIENTS
• 2 cups walnut pieces • 2 cups mushrooms, chopped • 1 cup red beet, chopped • 1/4 tsp garlic powder • 2 tbsp dried minced onions • 1 tsp paprika • 1 tbsp dried parsley
• 1 tsp sea salt • 1 tsp black pepper • 1/2 cup fresh basil, finely chopped • 2 tbsp tapioca flour • 3 tbsp extra-virgin olive oil • 8 romaine leaves • 1 Hass avocado, sliced
"How Two Companies Use Marketing Premiums to Increase Sales"
EP. #80
"What It Takes to Be An Entrepreneur and Are You Born One or Can You Learn to Be One with Amer Akhtar CEO of Celential AI" "Do Most Businesses Really Fail In Their First Year? I Analyzed the Raw Data and Was Surprised At What I Found"
EP. #79
DIRECTIONS
EP. #78
1. In a food processor fitted with an S-blade, add walnuts, mushrooms, beet, garlic powder, dried onion, paprika, dried parsley, salt, and pepper. Blend until well mixed but chunky. 2. Transfer to a mixing bowl and stir in basil and tapioca flour. Grease your hands with olive oil and knead the mixture to combine ingredients. 3. On a sheet of waxed paper, form mixture into four patties, each about 4 inches wide and 1 inch thick. 4. Heat a large skillet over medium-high heat and add 3 tbsp of olive oil. Add the patties, cooking 4–5 minutes per side until well-browned. 5. To serve, place each patty on a lettuce leaf. Add salt and pepper to taste. Top with slices of avocado and cover with another lettuce leaf.
"How to Accept Bitcoin for Your Business"
EP. #77
"How Venture Capital Works with Tom McMurray Retired Partner from Sequoia Capital"
EP. #76
"How to Calculate Customer Lifetime Value and Use It to Grow Your Business"
EP. #75
Available on Apple Podcasts, Google Play, Spotify, TuneIn, Stitcher, and Breaker
Source: GundryMD.com/gundry-diet-fastfood-substitutes
415-429-1229 | 3
BRANDONCWHITE.COM 2021 320 CENTRAL AVENUE HALF MOON BAY, CA 94019 415-429-1229 MAR
PRST STD US POSTAGE PAID BOISE, ID PERMIT 411
SUCCESS SECRETS
INSIDE THIS ISSUE
Is Your Company a Vitamin or an Aspirin?
PAGE 1
How to Improve Your Attention Span!
PAGE 2
Brandon Mentors a Real-Life Superhero
How to Boost Your Productivity With a Virtual Commute
PAGE 3
Dr. Gundry’s Juicy 'Shroom Burger
How to Easily Increase Your Water Intake
PAGE 4
Dehydration is a big problem. Many people don’t drink enough water each day — some reports show that 75% of adults in the United States don’t drink enough water, and over a quarter are dehydrated. Though those statistics aren’t widely agreed upon, it’s obvious that most people need more fluids. Even if it feels like you’re drinking a lot of water, remember that water leaves your body every time you sweat, go to the bathroom, and even breathe. Not keeping up with proper water intake can lead to dehydration. Even mild dehydration can cause health problems and impact your brain, heart, skin, and other organs, which can lead to headaches, confusion, fatigue, and gastrointestinal distress. We all know the solution to dehydration is to drink more water, but exactly how much water do we need each day? The amount will differ depending on the person, but one simple way to approximate your necessary daily intake is by dividing your body weight in half and drinking that much water (in fluid ounces) each day. For example, if you weigh 175 pounds, you’d need to drink 87.5 fluid ounces — over half a gallon — of water per day. AND AVOID DEHYDRATION An Easy Way to Drink More Water
That might seem like a lot of liquid, but you can easily drink it without trying too hard. All you have to do is be proactive: Start keeping water any place you frequent during the day. Keep a bottle in your car, at your desk, by your favorite chair, near your workout equipment, etc. Having water easily available in the places you spend the most time each day helps increase your chances of actually drinking it. An alternative approach is to purchase a giant jug that can hold all the water you need to drink in a day. Seeing it all in one place might be intimidating at first, but this method makes things very simple. Keep the jug close, and your water intake will likely increase without too much additional effort. And if you’re just not motivated to drink plain water, you can always add sugar-free flavoring or lemon to make it more enticing.
4 | BRANDONCWHITE.COM
Page 1 Page 2 Page 3 Page 4Made with FlippingBook Learn more on our blog