Brandon C. White - October 2020

Brandon C. White - October 2020

VOL. 5 · OCTOBER 2020

SUCCESS SECRETS

BRANDONCWHITE.COM · 320 CENTRAL AVENUE, HALF MOON BAY, CA 94019 · 415-429-1229

Learning to Surf With the Sharks (Literally) WHAT ENTREPRENEURS CAN TAKE AWAY FROM MY EXPERIENCE DODGING GREAT WHITES

I like to put myself in difficult, challenging situations. At least, that’s what I think every time I walk down the beach with my surfboard and face the waters of the Red Triangle, the great white shark breeding ground that backs up to my home in the Bay Area. This chunk of ocean is ground zero for more than half of all documented great white shark attacks. It’s also the spot where I’ve been learning to surf since summer. So far, I haven’t run into a shark while paddling, but I’ve seen them before from the safety of the beach. Plus, this May a great white killed a surfer in Santa Cruz, not far away. This weighs on me sometimes when I’m trying to catch a wave. Once, when I was exhausted after being beat up by a big set, a little seal popped up right next to my board, so close that I could touch it. At first, I thought it was pretty cute. Then I remembered that seals are shark food and got some distance between us! At this point you’re probably thinking, “Brandon, if it’s so dangerous out there, why are you learning to surf?” The answer is that I like a challenge. Plus, I live in Northern California, so it seems like I should know how to surf. When the pandemic hit, I thought this was the perfect time to try something new. So, I hired a surf coach and got started. I am not a very good surfer. I started from the ground up, the same way I did when I started bike racing. In my first cycling group, other adults left me in the dust for the first year. This time, there were little kids out there who could paddle better than me! I went through all of the phases of acceptance during those initial weeks.

At first, I was enthusiastic. I wanted to go out there full-force and start grinding. Then, the water started beating the crap out of me on every ride. I’d go out, and then the waves would wreck me, hold me under, and beat on me until I was exhausted. Even though I’m in great shape, I’d be tired after half an hour. I found myself wondering, “Is this really for me?” To find out, I went out again . Then, I started to actually get angry about how bad I was! I had an attitude about everyone else on the water and caught myself thinking things like, “I don’t need to move out of the way for this 12-year-old! I have so much more experience in life! I’m so much more successful!” My mind was just playing tricks on me, though — deep down I knew that out in the water, this kid was the successful one. The truth is that once you hit age 40 like I have, it gets harder to convince yourself to try something new. I think that in our teens, 20s, and 30s, going out on a limb feels easier because so many experiences are new ones. But at 40, with a few decades of successful adult life under your belt, beginning at zero is a lot harder. But that doesn’t mean you shouldn’t try. I still have a lot to learn, but I’m convinced I’ll be a good surfer someday. I just have to earn it. The more I surf, the more parallels I see between the practice and owning a business. Starting something new is uncomfortable. Trying to master social media, advertising, and selling online can be as big of a challenge as standing up on a surfboard. Plus, kids these days excel at technology, so there's a good chance someone younger will kick your butt. You’ll be frustrated, and you’ll get knocked down

“ONE OF MY MOTTOS IN LIFE IS ‘BE BRAVE ENOUGH TO SUCK AT SOMETHING NEW.’ FOR YOU, THAT THING MIGHT BE DIGITAL MEDIA MARKETING. FOR ME, IT’S SURFING THE SHARK- INFESTED PACIFIC.” —BRANDON C. WHITE, FOUNDER

a lot. There might even be “sharks” out there trying to shut you down. Ultimately, the only way you get good at anything is by earning it. You’re not entitled to a successful business, just like I’m not entitled to be a good surfer. We’re both going to have to work at it. Building a business can be challenging, exhausting, and tough on the ego. But I promise that compared to surfing with great whites, it’s really not so bad! One of my mottos in life is “Be brave enough to suck at something new.” For you, that thing might be digital media marketing. For me, it’s surfing the shark- infested Pacific.

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CHOBANI’S SECRETS FOR MAKING WAVES IN A SEA OF MESSAGING Stand Out

Brandon’s Students Take on the Sharks! How I Helped the Creators of Pawlo Land a Vital Investor This month, I’m excited to introduce you to two of my favorite students: Nicole and John Beggs, the creators of Bounty Box, Inc. Nicole and John found me through the Will to Win entrepreneur training program, where I was assigned to be their mentor. When the program dissolved, we continued to work together and I helped them prepare a professional investor pitch for their product — an innovative pet mat called the Pawlo. “Brandon has a great system,” Nicole says. “He taught us the 13 steps of how to introduce our product, and how to explain what it is and what it does. Because we had no business experience, we followed his instructions to the T.” Nicole and John ended up pitching the Pawlo to a team of Shark Tank investors at the Entrepreneur Summit in Las Vegas. With the help of my strategies, they landed a $100,000 investment! “We were not looking for an extensive amount of money. We were looking to get the expertise of someone who knew how to get the marketing and manufacturing done,” Nicole says.

“We’re in this together!” “Getting America back to work.” “Stronger together.”

and communities, one yogurt sale and philanthropic action at a time.

Doing the Work You cannot talk the talk before you can ensure that your company can walk the walk. Sending out messages that promise to do one thing and then failing to deliver on that very thing creates distrust with your customers. You have to ensure that you can do what you’re promising you will do before you send the message out. Then actively do it. Chobani demonstrates this by setting an ambitious mission statement to create a healthier product, food system, and world and following that up with a high-quality product and company-led initiatives. It didn’t just highlight the disgusting ingredients in its competitors’ yogurt; it advertised and delivered a product that was free of those additives. Customers could trust that they were receiving the healthy food they expected. Chobani has also created a food-funding program designed to invest in companies that are creating natural, healthy food products for consumers. The company has also invested in its employees. CEO Hamdi Ulukaya has ensured that 10% of the company’s shares are disbursed back to its employees. Ulukaya also founded The Tent Partnership for Refugees organization, which is committed to helping refugees find jobs and get integrated into their host communities. (Nearly 30% of Chobani employees are refugees.) ‘We Don’t Sell Yogurt’ You don’t have to be a yogurt aficionado to appreciate the business finesse and quality character that Chobani exhibits, and you can replicate their methods in your own industry. Find a cause that matters to you. Maybe it’s guaranteeing that no one has to go without heat in their home in the winter, or maybe it’s ensuring tech literacy by offering continued education and training in your community. Whatever it looks like, find a stance that you can take and make it part of your brand. Soon, you’ll discover that your customers are focused on your messages, and you’ll have just as loyal of a following as Chobani.

Advertisements on our TV screens, on social media platforms, and in our mailboxes have been littered with these phrases — and many others — during the COVID-19 pandemic. You’ve likely heard the phrases somewhere, but there’s a good chance you can’t place the company or brand that is marketing this messaging. The wrong thing to do during and after the pandemic is remain silent, but it can be just as detrimental to have your message get lost in a barrage of others. So, how do you stand out in a time when everyone is facing the same issue? Try following this yogurt brand’s lead. Taking a Stand Having a great product to offer consumers is one thing, but it can’t do all the talking. Trying to have your product alone do the talking means you’re whispering while other companies are shouting. Chobani has led the Greek yogurt revolution, and it’s continued to outpace its competitors and make big impressions on its customers. But it hasn’t done so with great yogurt alone. Rather, its messaging has led to raving fans. For starters, Chobani reinvented how we think about yogurt. This product has often been seen as the food to kick-start a healthy lifestyle, but Chobani put its competition on blast in a 2016 advertising campaign that highlighted common ingredients in other yogurts that were also used in pesticides and other harmful products. Try reaching for one of those products as you begin your new diet without hearing Chobani’s warning in the background. It did the trick. But the yogurt company didn’t stop there. It outright claims to be purposefully reshaping the yogurt and food industry in an effort to create healthier communities and people. Their mission statement even ends with “Real change. Not just ‘checking the box.’” From the beginning, the company’s mission has been to supply the world with better food, products,

They got it! As Nicole and John embarked on their journey with their investor, we kept in touch.

“If I ever have any questions, I simply either call Brandon or email him, and he gets back to me and helps me out,” Nicole says. “He is the kindest mentor I have ever seen, and he’s very qualified for what he’s doing because he’s done very well. He’s a gold star.” Right now, Nicole, John, and their investor are in the process of negotiating production of the Pawlo with Chinese manufacturers. COVID-19 threw a wrench in their plans, but they hope to put their product on the market soon and eventually expand their business. Nicole says that one day, she wants to use the same innovative materials and design from the Pawlo to make cushions for orthopedic patients. “We can make these mats into boots that can protect people’s joints so they don’t rub on the beds, or cushions with a back support so that people who can’t move by themselves won’t fall over. That’s the big plan,” she says. Nicole is a retired nurse who knows her stuff, so this direction seems like a home run! I’m looking forward to watching Bounty Box, Inc. grow and thrive in the years to come.

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TRY THIS SCIENCE-BACKED STRATEGY Struggling to Get Traction on Facebook?

As I mentioned on Pg. 1 of this newsletter, digital marketing is one of the most challenging aspects of starting a business today. If you aren’t familiar with the ins and outs of Google Ads, Facebook, and SEO, learning how to navigate them to promote your company can feel very sink-or-swim. That said, it’s nearly impossible to succeed in business right now without great social media marketing. As of this summer, there were more than 2.7 billion active users on Facebook alone, and according to a Pew Research study, 74% of adults who use the platform visit it at least once a day. eMarketer estimates those users average 38 minutes per day on the site — and that’s without taking into account the impact of COVID-19 on our social lives. So, how can you capitalize on Facebook’s captive audience? One study published in Management Science gives some good insight. It spanned almost 800 companies and more than 100,000 Facebook posts, and analyzed the posts to count the likes,

comments, shares, and click-throughs they received. Researchers broke the posts down into several categories, including “directly informative content,” which mentioned things like prices and promotions; “brand personality-related content,” which was based on humor and emotion; and "combination content," which included elements of both. Here are the patterns they found: 1. Brand personality-related content (e.g., “Maria’s mission is helping veterans and their families find employment. Like this and watch Maria’s story.”) had the highest levels of engagement, specifically likes, comments, and shares. 2. Directly informative content (e.g., “Score an iPad 3 for an iPad 2 price! Now at your local store, $50 off the iPad 3.”) generated fewer likes, comments, and shares, but they occasionally pulled in more click- throughs, potentially making money.

3. Combination content had more engagement than directly informative content.

The researchers concluded that in order to cater to both users and Facebook’s algorithms, the best approach is to “strike the right balance between the directly informative content (meant to drive leads and sales) and the brand personality-related content (meant to engage the consumers).” In short, the secret to success on Facebook is balancing the personal and professional sides of your brand. If you want to learn more about the science and psychology behind digital marketing, just reach out to me — I’m here to help!

CLASSIC PUMPKIN SOUP Pumpkins aren’t just for pie — they make delicious soup, too! This fall, try your hand at this healthy soup recipe and warm up with a bowl.

RECENT EPISODES

Inspired by MinimalistBaker.com

"How to Write a Business Plan Part 14 - Team Slide" "How to Write a Business Plan Part 13 - Team Slide" "How to Write a Business Plan Part 12 - Financials Slide" "How to Write a Business Plan Part 11 - Barriers to Entry Slide" "How to Write a Business Plan Part 10 - Competition Slide" "How to Write a Business Plan Part 9 - Your Traction Slide"

EPISODE #23

INGREDIENTS

• 1 tbsp olive oil • 2 shallots, diced • 3 cloves garlic, minced • 2 1/4 cups pumpkin purée (homemade or canned) • 2 cups vegetable broth

• 1 cup canned light coconut milk • 2 tbsp honey • 1/4 tsp sea salt • 1/4 tsp pepper • 1/4 tsp cinnamon • 1/4 tsp nutmeg

EPISODE #22

EPISODE #21

EPISODE #20

DIRECTIONS

EPISODE #19

1. In a large saucepan over medium heat, sauté olive oil, shallots, and garlic for 2–3 minutes. 2. Add the remaining ingredients and bring to a simmer. 3. Transfer the soup to a blender and purée. Pour the blended soup back into the pan. 4. Cook over medium-low heat for 5–10 minutes. Taste and add additional seasoning as desired, then serve!

EPISODE #18

Available on Apple Podcasts, Google Play, Spotify, TuneIn, Stitcher, Breaker

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SUCCESS SECRETS

Brandon Learns to Surf With the Sharks (Literally) INSIDE THIS ISSUE PAGE 1

How to Turn Your Customers Into Brand Fanatics How Brandon’s Students Landed a Vital Investor The Science Behind a Successful Facebook Post Classic Pumpkin Soup

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A Previously Unknown Benefit of Vitamin D

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.

A PREVIOUSLY UNKNOWN BENEFIT OF VITAMIN D Does Vitamin D Help Our Bones and Our Muscles?

As the weather cools and the days get shorter, we can’t rely as much on the sun for our daily dose of vitamin D. The primary function of vitamin D is regulating the amount of calcium and phosphate in the body. These nutrients are necessary for strengthening our bones and teeth, which becomes increasingly important as we age and our bones naturally become more brittle. While these benefits of vitamin D are well documented, did you know that getting your daily dose of vitamin D can also contribute to healthier muscles? A few years ago, researchers published a study that seemed to show that vitamin D could potentially help people gain muscle mass. While the research team said their results weren’t conclusive, their findings were certainly interesting.

Vitamin D enters the body in an inactive form. It doesn’t become active until it comes in contact with the right enzymes in either the liver or the kidneys. To learn more about what factors affect this vitamin’s rate of absorption and activation in the body, researchers observed the levels of inactive vitamin D in 116 women ages 20–74. What they found was that women with higher muscle mass had lower levels of inactive vitamin D, while women with lower muscle mass had higher levels of inactive vitamin D. The conclusion researchers drew was that active vitamin D might help optimize muscle strength. While that conclusion is not ironclad, vitamin D’s other well-known benefits still make it worth getting your daily dose. It can aid weight loss, enhance mood, support cardiovascular health, boost the immune system, and strengthen bones,

among many other benefits. So, its potential muscle-boosting properties are just another reason to get more vitamin D. To get more of this important vitamin in your diet, try adding salmon, mushrooms, and even canned tuna to your menu. Also, as winter approaches, it might be time to start taking a vitamin D supplement. Whether you’re 20 or 74 years old, it’s never too late to find ways to strengthen your muscles.

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