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