What makes you unique, special, and different from anyone else? What helps you stand out? That’s part of your secret sauce.
When coaching people, I always ask four questions. What’s working? What’s not working? What’s your strategic wheel? (this is something I teach)? And, what’s your secret sauce?
If you aren’t sure what your secret sauce is, I share a cool process to help you discover it below. I use this process myself and with people I’m coaching.
I’ve never been a cookie cutter marketer. The strategic plan I created for Jim Rohn was different than any other in the marketplace at the time. That’s because I built it around Jim’s secret sauce. It was the same with Denis Waitley, Ron White, Chris Widener, and even in coaching Robin Sharma, Darren Hardy, and many others.
It was the same when I identified with Erika De La Cruz, that doing a book was the best way for her to leverage herself as a brand in Hollywood. After publishing Passionistas and driving it to #1 Amazon Bestseller, her offers started flowing in…. Yes, all by design!
One of my strengths is helping identify a person’s secret sauce and helping them strategically leverage that into their brand and message.
Here is one of the processes I use to help people discover their secret sauce.
This process is also great for finding your passion, finding a keynote topic, or even clarity on a book you want to write.
It goes like this. In your journal or on a sheet of paper you make six columns.
In Column 1, you list all the things you are good at and all the areas in which you have skills. This could include writing, speaking, cooking, research, math, English, sports, problem solving, connecting, analyzing, listening, etc. List ALL the things that come to mind.
In Column 2, you list all things you enjoy and consider hobbies. Yes, some may be the same as Column 1. These could be playing golf or tennis, listening to music, stamp collecting, reading books, cooking, researching, investing, traveling, etc.
In Column 3, you list things you’ve had success in, any awards you have received, times you have received positive recognition, etc. This would include: In 6th grade you won a chess tournament or spelling bee. You have been salesman of the month. You made it to a certain levels of success in your profession or hobby. You started a business, etc.
In Column 4, you list how other people see you. Many people tell me I’m a connector. I see myself as an event promoter that filled large rooms, a marketer that built a million plus list, Jim Rohn’s agent and partner, and a publisher that sold millions of books, but when others introduce me, they often mention that I’m a great connector. It’s valuable for me to take notice of how other people see me. How do others introduce you and what do others say about you?
In Column 5, you list the things you are for in business and life. For me, things I am for include honesty and lack of agendas or politics. I love people that are authentic and people that are generous and givers. People that have a win/win philosophy.
In Column 6, you list the things you are against. Now, this may be just the opposite of what you are for, but it’s also possible that asking in a different way may open things up for you. What I’m against really impacts many of the things I’m involved in today. I’m against so many of the BS marketing programs out there that tell half-truths and are selling the dream. I’m against people that have never achieved anything promoting themselves as experts. I’m against political agendas that aren’t serving the people and that have been paid off by special interest groups. As an entrepreneur I’m against frivolous lawsuits. I’m against victim mindsets that keep people from owning their own power.
Next, you look over your six columns and start looking for things that stand out to you—things that are similar or that repeat themselves. And then circle those things.
Then, see if you can connect the dots.
Once you get clear on your secret sauce, you will learn how to better communicate your value. You will know if things are a good fit for you. And you will better understand potential products and services you are uniquely qualified to create and offer.
Jim Rohn is a great example of this. I started promoting Jim in 1990 as one of the speakers at my events. I would have Jim and Brian Tracy or Og Mandino, etc.
Then in 1993, I asked Jim for an exclusive to promote him and book him to speak as well as create products to market. After Jim said yes, I launched Jim Rohn Int. At the time, Jim was with Herbalife on a retainer basis. Outside of that, he was doing about 20 public seminar dates at 4k per talk.
So, the first thing I did was create a strategic wheel with spokes. With anyone I work with, I always start them on this process.
Jim’s spokes on his strategic wheel included a book, an audio series, a one-day seminar, and a two-day seminar. He didn’t have a mailing list and he wasn’t that well known in the marketplace. What Jim was missing was a customer acquisition spoke, and that spoke is one of the most important.
I believed Jim’s secret sauce was his ability to say things in such a profound way with wisdom and humor. He was a gifted wordsmith. He left people wanting more and inspired his audience to become his advocates. Based on that, I came up with two key ideas to build a massive customer acquisition wheel.
These two ideas were each both a product and a way to get Jim in front of as many audiences as possible.
The first product was The Treasury of Quotes by Jim Rohn. It took me 10 months to gather the 365 quotes on 110 topics from Jim’s seminars and conversations (this was pre-Google and there were no other published Jim Rohn quotes), publish the book, and most importantly, release The Excerpts from the Treasury of Quotes,, a mini version which was my viral marketing gift booklet. The little excerpt booklet went on to move over 6 million copies (people bought in quantity and gave them away). I also did one for Brian Tracy, Mark Victor Hansen, Zig Ziglar, and Denis Waitley (and moved over 8 million all combined). In fact, of all the phone calls that came in, when we asked how they got our number, over 70% would say, “Someone gave me a quote booklet.” It worked! Just like we designed it to.
The second idea led to a full speaking calendar for Jim. First, I raised Jim’s speaking fee from 4k to 10k (and eventually 25k)—he was WORTH it. I then created some scarcity in the marketplace by giving promotors exclusive opportunities to book Jim in cities around they country. The exclusivity created a row of dominoes that we knocked down as promoters fought over the opportunity to own markets. This worked especially well when I told them I would bring in a Brian Tracy/Jim Rohn One Day event and compete against them at an aggressive price in any markets where they did not book Jim themselves
The net result was going from 20 dates at 4k to 110 dates at 10k within a year of launching Jim Rohn Int in 1993. The rest is history.
But, at that crucial juncture in the beginning of Jim Rohn International, I BEGAN with asking what Jim Rohn’s secret sauce was and making that a big part of our strategy when adding new spokes to the wheel.
I have so many other examples of finding and leveraging a person’s or company’s secret sauce to build their audience and brand! It’s a powerful exercise.
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Be Part of One of My Upcoming Projects
If you are interested in being a part of any of my upcoming projects or working directly with me, below are a few of the things I’m up to.
Kyle Wilson’s The Strategic Marketing Wheel! (Get 30% off today by using the coupon code SPECIAL) I share the strategies of how I built my 8-figure business (as well as coached Darren Hardy, Robin Sharma, and many others)! The Strategic Marketing Wheel is for anyone with a business, product, or service who wants to get more customers, win more clients, and build a bigger prospect base!
Includes 16 Modules, + 4 Bonuses, all for less than a dollar a day, https://kylewilson.com/thewheel/
Be Part of My Next Book! Be in a book with other celebrity authorities, have an amazing writing coach, learn over 20 strategies to market your book (on 8 group marketing calls with Kyle) become a #1 B Bestselling Author (and learn to launch your own book to #1), learn how to share your story, leverage a book for credibility and as a biz card, and much more. Click Here to Learn More (There is an Application Process)
Kyle Wilson’s Inner Circle Mastermind. I have the most amazing Inner Circle of entrepreneurs, professionals, small business owners, and real estate investors.
We have 14 live events, monthly Masterclasses and bi-weekly Marketing calls with world-class guests including Brian Tracy, Les Brown, Denis Waitley, Mark Victor and Crystal Hansen, Bob Burg, Phil Collen of Def Leppard, Tom Ziglar, Todd Stottlemyre, Lisa Haisha, Glenn Morshower who’s been in over 250 movies and shows, and more, as well as hundreds of hours of content in a members site, plus a private members Facebook group. More details here https://kylewilson.com/mastermind/ (There is an Application Process)
As my 18-year business partner, mentor, and friend, Jim Rohn would tell me, let’s do something remarkable!
Kyle Wilson
Founder Jim Rohn International, YourSuccessStore, and KyleWilson.com
Kyle Wilson has worked with the top names in the personal development industry as a seminar promoter, strategist, marketer, publisher, and agent including with his 18-year biz partner, friend, and mentor Jim Rohn, as well as Brian Tracy, Les Brown, Darren Hardy, Denis Waitley, Mark Victor Hansen, and many more.
Listen to Kyle Wilson’s Success Habits Podcast Guests include Les Brown, Denis Waitley, Darren Hardy, John Assaraf, Phil Collen of Def Leppard, Brian Tracy, Mark Victor Hansen, Jeffrey Gitomer, Roger Love, and more KyleWilson.com/podcast
What Others Are Saying About Kyle
“Kyle, thank you for our partnership and friendship. Friendship is wealth and you make me a rich man. Love and Respect!” Jim Rohn, Iconic Philosopher & Speaker
“I guard my endorsements carefully. Regarding Kyle, he is simply a marketing genius! No joke. Kyle was the wizard behind the successful business of my mentor Jim Rohn. Every marketing dilemma I have ever had Kyle has given me the brilliant and elegant solution on the spot. Kyle’s consulting has saved and earned me hundreds of thousands of dollars over the years.” Darren Hardy, Former Publisher SUCCESS Magazine
“I have worked closely with Kyle Wilson for 20 years. He is one of the best all-around marketers, promoters, business-builders and entrepreneurs in the business today. We have generated more than a million dollars together.” Brian Tracy, Int Speaker & Author
“Kyle Wilson is brilliant and so very knowledgeable and an icon in this industry. He was the power behind Jim Rohn. Kyle is my longtime friend and someone I have a great deal of respect for.” Les Brown, Iconic Speaker and Author
“Kyle is a valued friend, a marketing superstar and one of the most knowledgeable people in the personal development industry.” Robin Sharma, Author of Monk Who Sold His Ferrari
“I’ve known and worked with Kyle Wilson for over 20 years. Kyle is the ONLY person that ALWAYS under-promised and over-delivered every single time my dad Zig and I worked with him. He is a valued friend and some one I have great admiration and respect for!” Tom Ziglar, President of Zig Ziglar Corp
“Kyle is one of my old and dear friends and one of the smartest marketing guys I have had the opportunity to work with. He is the scrappy marketing guy. What I mean by that is, there are lots of guys who will put out business plans and do all kinds of nonsense and swing for home runs. Kyle is the real deal and finds ways to create product, add value, help people, build community, he’s unbelievable.” Eric Worre, Author of Go Pro
