Take a look at this month's edition of Success Secrets!
VOL. 6 · NOVEMBER 2020
SUCCESS SECRETS
BRANDONCWHITE.COM · 320 CENTRAL AVENUE, HALF MOON BAY, CA 94019 · 415-429-1229
Entrepreneurship Lessons From Bruce Lee WHAT MARTIAL ARTS AND BUILDING A BUSINESS HAVE IN COMMON
Thanksgiving is just around the corner, so it would be easy to fill this newsletter with articles about being thankful. Of course, I think we should always be grateful on a daily basis, but in my opinion, everyone has discussed that topic to death. I’m tired of Thanksgiving content and I bet you are too, so this month I’m going to talk about something else: Bruce Lee. Bruce Lee was born on Nov. 27, 1940. He became a famous actor, director, martial artist, teacher, and — most importantly in my opinion — philosopher. When I was a kid in the 1970s, I grew up watching Lee obliterate enemies in action movies like “Enter the Dragon,” “Fist of Fury,” and “The Big Boss.” I was impressed by the way he beat up the bad guys and looked so cool doing it. He had a great style, and it stuck with me. As I got older, some of the characters I admired fell away (Bugs Bunny and the Road Runner didn’t have much depth), but my admiration for Brue Lee only grew. Lee had substance. He was a truly interesting person with a fascinating approach to life and excellence. When I talk about Lee’s approach, I’m specifically referencing Jeet Kune Do (JKD), the martial art and philosophy that Lee developed. In Cantonese, Jeet Kune Do means “way of the intercepting fist,” and people talk about it as Lee’s “style,” but really, his style was to have no style at all. The Bruce Lee foundation describes JKD’s main tenet as, “Using no way as way; having no limitation as limitation.” Lee’s philosophy when developing JKD was simple: Absorb what is useful, discard what is not, and add what is uniquely your own. To create JKD, he studied all the existing martial arts
and cherry-picked what he could use from them. Then he tossed out the things he felt didn’t work and added his own unique moves. Eventually, that thought process grew to become just as important as the martial art itself. I’ve studied Lee and JKD for years now, and I’ve adopted his philosophy as part of my business strategy. I think this is the thought process behind most, if not all, successful businesses. Take entrepreneur Steve Jobs, for example. He didn’t invent the iPod, the mobile phone, or even the first computer. He chose the best parts of those existing things, got rid of the bad stuff, and added his own twist. That’s what made Apple so good. That said, you don’t have to be Steve Jobs to take a leaf out of Bruce Lee’s book. I’ve done it myself with multiple companies, including one called File Finder, which I co-founded. File Finder is a new type of search program that helps you find lost files faster. I came up with the idea when my wife, Ivette, was struggling to round up years of data to transfer to a new contact. File Finder works the way our brains work. Instead of searching by keywords in the file name, you can search by people, places, times, topics, and groups. For example, if you can remember the time of year when you received a file and where you were when you opened it, you can find it based on those things. Of course, I didn’t invent the search function — that goes back to the Stone Age when someone first organized their cave so they could find a hammer. But I took the best of “search,” tossed out the worst, and added a component uniquely my own: my psychology background and understanding of the human brain.
I think we can all learn a lot from Bruce Lee’s philosophy, work ethic, and hyper focus on being the best in his field. Lee constantly leveraged his strengths instead of focusing on his weaknesses, and I think leaning into what you’re good at and building your company from that basis is a smart tactic for any entrepreneur. If you’re not inherently good at a certain aspect of your business, hire someone to handle it as soon as you can! Don’t waste your valuable time trying to fix it yourself. Lee worked to become an absolute master of his art, and I think that in business you have to be equally focused in order to turn an idea into a project, a project into a product, and a product into a business. To make a long story short, I’m a big fan of Bruce Lee. I have his action figure in my kitchen and a Bruce Lee T-shirt I wear all the time. If you’ve never looked into JKD, I highly recommend it. You’ll be surprised how much a martial artist can teach you about entrepreneurship.
P.S. The very best Thanksgiving wishes to you and your family. :-)
BRANDON C. WHITE, FOUNDER
Correction from the Oct. 2020 Newsletter: In last month's newsletter, the Pg. 2 article on Bounty Box, Inc. mentioned that founders Nicole and John Beggs had partnered with investor Daymond John. That was incorrect. While Nicole and John met Daymond at the Entrepreneur Summit, they are working with a different anonymous investor on their product.
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From ‘Eureka!’ Moment to Reality How a Student Realized His Dream of Creating a Better Fence In 2016, Texas construction worker, welder, and engineer supervisor Khalid Abdus-Samad had a problem. His neighbor’s dog wouldn’t stop trying to get through his back yard fence. The animal was desperate to reach Khalid’s new puppy, which really put him on edge. “I was trying to find a way to keep animals out when I had an epiphany about how to design a better fence that would last a lifetime and still give the owner the ability to change its color, style, and anything else they wanted,” Khalid says. That eureka moment was the birth of Woodmans ECO Fence, a new type of privacy fencing. The modular fence/gate Khalid designed has a frame that can be easily unlatched, letting the owner replace old or damaged boards or give the fence a new look. It’s a cheaper, more eco-friendly model that uses fewer materials and less labor than traditional fencing.
IN A DIGITALLY FOCUSED WORLD In an ever-growing digital landscape, one disruptor in advertising and marketing stands out: direct mail. That’s right — classic print and paper mailers shipped directly to your customers’ doors are pushing beyond the noise to give consumers an outlet they actually pay attention to. It may be brash to endorse direct mail marketing on a newsletter that we directly mail to you, but the fact that you are reading this article should be proof enough: Direct mail works, and you need to try it. If you’re still not convinced, allow us to explain why this is a secret we just have to share. In a world where most of us work and attend meetings, classes, family gatherings, church meetings, and other get-togethers through our screens, don’t you want to be the voice that stands out and appears in their mailbox instead? We have screen fatigue, and people likely aren’t paying too much attention to the advertisements they have been seeing for months. In business, you have to change and develop new marketing tools. Experimenting with direct mail or special offers may cost you some money, but the returns could be well worth the investment and time spent in developing the route. As an entrepreneur, though, the only risks you can take are calculated ones. You have to be sure there will be some reward, no matter how small. Direct mail marketing is nothing new, yet it has been proven to work time and time again. Why? When you boil it down, direct mail marketing works because it’s based on an idea that has always stood the test of time in business: the power of relationships. In order to reel consumers into your brand, you need to reach them in diverse ways. Enter direct mail marketing. It disrupts the noise from your digital platforms while connecting with people in a real, personal way. Today’s consumer takes months before making a purchase. When your voice has been consistent, loud, and diverse, you’re more likely to stand out. And today’s target millennial audience is also looking at print and direct mail before making a purchase. In fact, more millennials learn of products through direct mail, even in a digitally focused world. The digital world is still very influential. We may be tired of staring at our screens, yet we find ourselves pulled to social media, streaming services, and blogs even after we log off work. Businesses need to have a diverse online presence, whether that’s on social media, a blog, or your website, but you don’t have to adhere to one platform over the other. In fact, it’s best if you use direct mail to disrupt your online campaigns and use your online campaigns to disrupt your paper marketing. Relationship marketing that directly targets the consumer works every time. Direct mail has always disrupted the flow of standard marketing, and if you’re focusing your efforts solely on the digital platform because of the pandemic, then you’re making a big mistake. Direct mail is one of the easiest ways to connect with consumers and stand out while doing it. THE POWER OF DIRECT MAIL
“I came up with the idea about 3 1/2 years ago, but it took time to develop and work out the kinks,” Khalid says.
In 2018, I met Khalid at a conference hosted by “Shark Tank” investor Daymond John. The two of us quickly started working together, and Khalid took my Build a Business and Basic Business Fundamentals courses to help him get Woodmans ECO Fence off the ground. Since taking those courses, he’s found a financial backer and a manufacturer. Now he’s just waiting for COVID-19 restrictions to lift so he can fly to meet the manufacturer in person. “I implement [the lessons from those courses] to this day,” Khalid says. “I like Brandon because he’s very forthcoming. He gives you the truth. You may have a fantasy in your mind, but he really does give you the truth about what you can expect from your business, and that’s important. As I realized that, I learned how much of a dreamer I was at the beginning — we’re all dreamers until reality hits! Now I can see the growth. There’s a real difference between when I met Brandon and now in my level of maturity when it comes to business.”
It has been a pleasure working with Khalid over these last two years, and I can’t wait to see Woodmans ECO Fence hit the market!
Want to learn how we produce our direct mail campaign? Just ask!
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IT’S TIME TO GET PERSONAL! Take Your Email Marketing to the Next Level
Email marketing is getting a bad reputation. In the last few years, some marketers and entrepreneurs have questioned the efficacy of the practice. “If everyone is getting dozens of emails every day,” they say, “what are the odds your email will make an impact?” On the one hand, those doubters have a point: Email marketing is a high-volume business and open rates are low. According to Campaign Monitor, in 2019, the average person sent and received 121 business emails per day, and in 2020, the average open rate across all industries studied was 17.8%. That’s not encouraging from a small‑business standpoint. However, what the naysayers leave out is that with the right strategies, you can increase the impact of your emails. According to a 2016 study conducted by researchers from Stanford University and University of Chicago, making your emails more personal is one of the most effective ways to boost your open rate and sales leads. Simply adding the name of the person you’re trying to reach to the subject line of your email can work wonders. Surveying millions of emails, the Stanford/Chicago study found this move increased open rates by 20%, inspired a 31% increase in sales leads, and reduced the number of people who unsubscribed from the campaign by 17%. All this for changing a subject line from, “Check out our new product release!” to, “Steve, check out our new product release!”
This switch is called “noninformative personalization.” Psychologically, it works for three reasons. First, using the reader’s name draws their attention instinctively toward the email. Responding to our names is a habit ingrained in us as babies, and its power never dissipates. Second, it causes the readers to associate the brand sending the email with themselves, forming a positive connection. People like their own stuff, so when your brand becomes “their stuff,” they’ll like you! Third, it makes the email seem personally relevant. Our brains assume that if an email has our name on it, it contains information that affects us, and that makes us want to click. So, here’s the moral of the story: Don’t dismiss email marketing. It’s not useless; it’s just misused! If you personalize your emails with the reader’s name, or even their company name, you can take your marketing campaign to the next level.
This butternut squash, oven- roasted and caramelized to perfection, could almost pass for dessert. You’d never guess it’s a dish loaded with vitamins and antioxidants! SINFULLY SWEET BUTTERNUT SQUASH
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Inspired by WellPlated.com
EP. #29
INGREDIENTS
• 1 large butternut squash,
• 1 3/4 tsp kosher salt • 3/4 tsp cinnamon • 1/2 tsp black pepper • 1 tbsp fresh rosemary, chopped
EP. #28
peeled, seeded, and cut into 1-inch cubes
• 1 1/2 tbsp olive oil • 1 1/2 tbsp maple syrup
EP. #27
DIRECTIONS
EP. #26
1. Preheat oven to 400 F, placing the two oven racks at the top and bottom of the oven. Then grease two baking sheets. 2. In a large bowl, combine squash cubes, olive oil, maple syrup, salt, and spices. Toss to coat, then spread mixture in a single layer over the baking sheets. 3. Place both pans in the oven and bake 15 minutes. Turn the cubes with a spatula and return them to the oven, swapping them to different racks. Continue baking 10–15 minutes until tender. 4. Sprinkle with rosemary and serve!
EP. #25
Available on Apple Podcasts, Google Play, Spotify, TuneIn, Stitcher, Breaker
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BRANDONCWHITE.COM 2020 320 CENTRAL AVENUE HALF MOON BAY, CA 94019 415-429-1229 NOV
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SUCCESS SECRETS
INSIDE THIS ISSUE
Business Lessons From Bruce Lee
PAGE 1
Want to Stand Out in a Digital World? Focus Offline Taking a Product From “Eureka!” Moment to Reality Tips for Taking Your Email Marketing to the Next Level Sinfully Sweet Butternut Squash
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Clear Your Mind in a Different Way
Have you heard? I have a podcast! Check out the latest episodes of "Build a Business Success Secrets" on Apple Podcasts, Google Play, TuneIn, Spotify, or Stitcher, and subscribe for new content every week.
FOR PEOPLE WHO DON’T LIKE TO MEDITATE Meditation Alternatives
Meditation is lauded for its health benefits and is often suggested as an effective way to clear the mind, organize thoughts, and reduce stress. Realistically, however, it’s not for everyone. In fact, some people don’t experience any benefits at all from meditating. In a recent study published in New Scientist about the effectiveness of meditation, researchers confirmed that some people do not benefit from meditation and that about 8% of people who try meditation experience an “unwanted effect,” such as an increase in anxiety.
Research supports that aerobic exercise is a great alternative to meditation that yields many of the same benefits.
Exercising outdoors or in nature — especially in new places — enhances these benefits. Because your surroundings are going to be unfamiliar, your mind is more focused, which can help if you’re searching for clarity. Stay mentally engaged. Many people achieve clarity, focus, and stress reduction through simple but engaging tasks, such as immersing themselves in an adult coloring book, doing brain teasers, or assembling LEGO sets, which proves they can be effective therapeutic tools or alternatives to meditation. The LEGO Company has actually been developing more products for adults with this sort of research in mind. But why LEGO products specifically? In addition to being objects you touch and push together, LEGO products come with clear, step-by- step instructions, which make them easy to put together and allow you to focus more on the task at hand. Even if you don’t complete the piece in one sitting, working on a project a few minutes a day can be a beneficial way to find a little clarity.
If you’re not interested in meditation, or it just doesn’t work for you, here are some alternative ways to clear your mind and reduce stress.
Get serious about physical activity. Aerobic exercises — like walking, jogging, running, cycling, and swimming — are great for clearing your mind and getting your body moving. Really, any exercise that gets the heart pumping and increases your respiratory rate will do.
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