Episode 134: Becoming Seen as a Trusted Expert in Your Niche with Jay Jay – Transcript

Episode 134: Becoming Seen as a Trusted Expert in Your Niche with Jay Jay

Rennie Gabriel  00:09
Hi folks, welcome to Episode 134 of the Wealth On Any Income Podcast. This is where we talk about money tips, techniques, attitudes, information, and provide inspiration around your business, and your money. I'm your host, Rennie Gabriel. In past episodes, we spoke about how to understand the numbers from your business, how to measure the level of pleasure based on where you spend your money, how to track your money in 5 to 10 seconds, what determines how close you are to Complete Financial Choice®, and how to run your business without being in your business. And last week, we had Pam Obasa, talking about how to create a lucrative sales system and launch your signature offer. Today, we have as our guest, Jay Jay. Jay Jay is an international speaker, and has been moving people with his message for the last 15 years in over 30 countries. In 2009, he leveraged his YouTube channel and created 57 million views as a magician. He knows how to get attention. Leaving his tricks behind, Jay Jay leveraged his mastery in public relations and personal branding to start a PR agency called Ace of Spades that helps personal brands become seen as the number one in their industry. Jay Jay, welcome to the Wealth On Any Income Podcast.

Jay Jay  01:41
Yeah, man. Thanks for having me. Don't get stumbled on your words right now.

Rennie Gabriel  01:45
Yeah, well, the reason I stumbled over it is because I remember the story you told on why you have two letters for your name. And I know it's spelled Jay. But the point is, it's sort of like, like your parents didn't have enough money to give you a whole name.

Jay Jay  02:02
Yeah, no, my parents. So I always say my parents . . . my real name is Josh. But my parents weren't that crazy when they named me at birth. But the Jay Jay came from when I wanted to play professional soccer. And like they wanted to give me a nickname. So Jay Jay was a right wing. That was a scorer. That just rolls off the tongue. And add that to show business and,  people don't forget my name. So that that is, you know . . .

Rennie Gabriel  02:30
Yeah, yeah. And it's easy to set up a contact record on my computer with just J and J.

Jay Jay  02:36
Yeah, I've never said, I never had someone say to me, Hey, what's your name again? What's his name? I don't know. I don't remember. But yeah.

Rennie Gabriel  02:45
And every time I give someone my name, it comes back wrong the first time.

Jay Jay  02:49
Yeah, you probably get Ronnie.

Rennie Gabriel  02:51
I get, Ronnie, Lenny, Kenny, Benny. What was that again? You name it. Yeah.

Jay Jay  02:57
Yeah. Exactly.

Rennie Gabriel  02:59
Well, anyway. Okay, so obviously you help people with their branding. Why? Tell me why you're doing this.

Jay Jay  03:07
Well, you know, why I, my purpose, my why, is people - branding, sales, marketing, those things are like tangibles. What I really care about is like, getting someone to share with me who they are and where they want to go. And give them actually an honest blueprint plan. And just show them how to be a worldwide... go worldwide with it. And I think the biggest thing that I do for people is give them the belief in themself, to go and achieve the things that they want to achieve. And to get those limiting beliefs out of that mindset of like, Oh, I could never do that. I'm never as good as this person. Like, that's really the big, why for me. And media has just been a great strategy to do that, because show business, I came from showed business, I came from being a professional magician for 15 years. That's how I built my fame. That's how I built the "wow factor", the charisma, the personality, the style, like everything came from entertainment. And then what I understood was, if I could help people take what I learned as an entertainer and implemented into a non show business business, they would get a lot of success. And I created out of frustration because I struggled for so many years to understand how to actually get the clients and get the money and really the choices to make me happy. Because people are listening right now and they're really good at what they do. You know that your information is better than the people you see online. You know you work as hard if not harder. You know you have the right systems. But something's not working. Like what is that thing? And I'm really, really good at giving people the honesty and be like, This is the reason. And a lot of people don't want to hear it. And a lot of people also don't want to allow their ego to release and go, that's the way it has to be done. I know, I know, you want it to be about talent. I know because I was a really good magician, I was a really good speaker, but I was a struggling artist for like most of my life. So then I'm allowed to speak freely on this and be like, if I was really good, but I struggled, obviously, it's not about talent. It isn't about the best of the person's industry. It's like, something's not working from the marketing angle, like, what is that? What is not working here? So today, that's what I really love doing. And I love helping people who are experts, because experts I respect because they've done something longer than most humans in life. They're really good at one thing or two things. And, but they're usually not great at the hardest part, which is the promotion.

Rennie Gabriel  05:52
Thank you. What a great answer. Thank you, JJ. You may not be aware, but I donate 100% of the profits from the work I do, teaching people powerful money skills, so they could choose to work, choose not to work. That's why I have trademarked the term, Complete Financial Choice®. The point is, because I donate 100% of the profits from the work I do, because of what I built personally in terms of passive income, tell me what you do, what cause do you support? Or what do you do that gives back to people?

Jay Jay  06:27
I'm really big on helping people who, who have this dream, but for some reason there's a limiting block of money. The reason is so many people that have the passion who have the drive, but money is a really hard thing for them to get their head around. So sometimes they really just need me to give them this service for free, to give my time, to give them a plan, to take them under my wing. I call them like, take them as a protege. Right? If they're willing to like, be coachable and do as I say, I will help people. I help people all the time for free. If I tell them to do something and they do it, I will help them again. And I had this one girl that at the time, she didn't have any, like really much money, and it wasn't really the, wasn't really like she was looking for help. But I know she needed it. And I said, Listen, if you do this, and keep doing it, I'll help you for free. It's been a year and a half. She's like, bam here, and we've never exchanged money. There hasn't been a contract, because of wanting to help people. Because most people, if you're a real person that wants to help people, in my opinion, most people will help you for free if you do as they say. The gratification comes from, I've shared something with you and you've done it and it's worked. That trumps money. The money is just enough, the money it's just a part of it just to like to - what's the word I'm looking for - like to use, to leverage.

Rennie Gabriel  07:54
Yeah, that makes so much sense. As an example, my wife and I have taken someone under our wing as well. She was a homeless mom. She's got a five-year-old daughter. She was at our house last night. We had dinner together. We're helping her find an apartment. Make sure she's got a job. As a matter of fact, we set up a GoFundMe to help her even though we've given her thousands of dollars to pay utility bills, and you know, subsidized housing and all sorts of things. So I know exactly what you're talking about. Thank you, Jay Jay.

Jay Jay  08:26
And I want to work with the people that do it like that actually want it. A lot of people, a lot of people you know, Rennie,  they want you to be the Jesus for them. They really just want to sit back and like, You do it. I'm like, No, no, this is not my business. This is your business. This is your dreams. And I'm here to support you and guide you and push you through the hard parts. But I can't lift you and take you to the finish line. 

Rennie Gabriel  08:54
That's not how it works. 

Jay Jay  08:55

Rennie Gabriel  08:56
Now, you've touched on this, you know, the difficulties you had when you're a magician, and I'm thinking, right, I love magic. And, you know, I buy a book on how to do card tricks, and I practice them and I'm pretty clumsy at it, you know, but I could fool a five-year-old. So, well, anyway, the point is, you've mentioned the difficulty you had in your marketing. But is there something specific from the standpoint of a failure you could point to and the insight you gained from it that maybe you're using now?

Jay Jay  09:29
Yeah, well, which kind of failure do we start at, Rennie? So . . .

Rennie Gabriel  09:34
Well, we're talking about the business stuff.

Jay Jay  09:35
Do I get out the - should I get out the scroll of problems? Right? But I get my tears I just left my tears on the floor over there. Do you want those? So listen, you know, the one of the biggest, the biggest thing that I have to be very careful of today, it's I don't know what it is, I don't know if it's because I was raised by an ethnic father. I don't know if there is, it's because I'm a guy. I don't know, but men, and this is a very strong perspective, but we're a, we tend to be a bit more stubborn. Right? We can do it, we don't need help. I'm the king. I'm the lion. Right? I should know it all. And it's been very challenging for me, because I've been such a lone wolf, a lone soldier, I've ran my own, kind of built my own path. And it's been an amazing, powerful thing to be able to create, and build everything from scratch. It gave me a tremendous amount of confidence and courage and conviction. However, it has also stopped me from growing faster, or asking for help. So for a long time, I just felt like I should do it all myself. And I didn't lean on other people to guide me and support me. And I'm still learning how to be okay with that. Because I'm the kind of person. Yeah, I'm not the kind of person I don't, I don't need a big brother, coach. And what I mean by that is, I don't need to have someone I'm texting. And that's not my style. I might more of the person where I come and see, I call it the come and see the Shaman. He gives me the vision for three months, I go away, I come back. I don't need, like a piggy back to lean on every day. I don't need an accountability coach. But I haven't allowed to have guides. Because, and I feel like I think I could do it all myself. And I don't think that's a healthy attitude.

Rennie Gabriel  11:34
And I will agree with you. Now. I've got a few years on you. No, I've got decades on you. 

Jay Jay  11:40
Yeah, I'm 62, you know.

Rennie Gabriel  11:42
Yeah right, sure you are. Yeah, well, you know, okay, so I've been on the planet for almost 75 years. And the point that I'm getting at is in my 40s, and you look like maybe you'll be there soon. I learned that creating wealth - and it doesn't matter if you're growing a business, creating wealth, having fabulous relationships - it's a team sport, not a solo sport. And a perfect example of that are the biggest businesses you'd look at. Whether you're looking at Berkshire Hathaway, whether you're looking at Apple Computer, whether you're looking at Microsoft, they were not created and run and grown by one person. With Apple Computer, you had Steve Wozniak, who was the engineer behind Steve Jobs vision. With Berkshire Hathaway, you've got the frontman, Warren Buffett, and his partner who he's had, who owns, who's half of Berkshire Hathaway, Charlie Munger. When you're looking at the most successful businesses, they weren't created and run by one person. So hopefully that gives you a little bit more willingness to allow the guides, to allow the Sherpas to support you in growing the business that your growing, which is helping other people.

Jay Jay  13:00
Yeah, thank you. Yeah, it's, partnerships are hard man. Partnerships are hard.

Rennie Gabriel  13:05
Yeah. And it doesn't have to be a full partner. I mean, in growing the real estate assets that we had, there was three of us, a realtor, my wife and myself. It took the three of us to come up with the money to buy the first property. The three of us created money to buy more properties. And it only lasted 10 years, but from that 10 year relationship, we built a multi-million dollar real estate portfolio. So, you know, it doesn't have to last forever. Now, it's just my wife and myself. 

Jay Jay  13:39
Yeah, got it. 

Rennie Gabriel  13:41
So let's see, oh, last question. Which is, do you have something that people can get value from that's free? In other words, how do they get a hold of you? What can you offer them to create a connection with the people that would want to work with you? 

Jay Jay  13:58
Yes. So look, if anyone's listening right now, and they're in a position where things are working, like I call it, you're kind of jogging on a path, but you know you've been jogging for a long, a little bit too long. You know that you need to run a little bit faster, but you don't know how you work with people. You haven't really got the result. Maybe you're a little bit scared to invest with someone because you've been burned before or you just don't have any clue. And there are so many, Rennie, there's so many conflicting messages out on the internet now. Do this, don't do this. Invest with this. Don't invest with this. Don't do real estate, invest in iPhones, iPhones are the worst, invest in Samsung. I get it. Like it's just a mess. It's a chaos. What I always like to do is tell people hey, listen, I would love to just give you a vision and show you some things that have worked for me and other people. And you can look at them yourself, and go, Hey, I like what this person's done. And I like this strategy. And so I would love to give you that for free to at least be a part of my ecosystem. So if you go to aceofspadesagency.com/join - j o i n, I'll send you some free value. And the value is how to get in, into the press for free, how to get on podcasts for free, how to get on television for free. It's all of the stuff that we do as a PR firm. Obviously, it's a little bit work from you because you're doing the work, but at least it shows you how to leverage the media. Because just coming back to the show business problem, when I started getting success in show business, it was always when I was on television, or I was on a podcast, or when I was on a stage. The more that I was seen by people, I had more of a chance, people go like, Hey, I'd love to have you at my event. So just keep that in your mind. Most people, the problem is not their product. The problem is that they're not that good at sales. It's usually because they haven't gone into a new audience. You're a realtor in Arkansas, Texas, two hours away from the city. Of course, only those people know you. Like, they know you. So you need to, how do you get out and using the internet so you don't have to be going out and driving five hours to networking events. Or doing the things that I had to do in the 90s, right, early 2000s Like go into these terrible Chamber of Commerce events promising there's 60 people. You get there, there's three, one lady doesn't even know what the event is and two people have no money. But the one lady she's really excited about . . . you don't understand how many of those events I've been to, and I had so much energy coming through, a stack of my business cards in my back pocket. The greatest thing now is that the clients that I work with, whatever, wherever you want to go, right, you don't have to do half of the same problems that, and I'm sure, Rennie, you did this for many years. You don't need to, I'm not saying networking events are bad, but you don't need to go to six events throughout the day anymore to connect to, to get the outcome of what you're wanting. Right, like I live in Miami, Florida. It's beautiful here. I don't really have any clients here in Miami, Florida. I like it because of the lifestyle. My clients are globally. And it's like, it's amazing how your expertise, even if you're in real estate, why wouldn't you get people knowing you in a different country or a different city, so when Hey, let me showcase California - no California is a bad - I want to be fair to California. Let me showcase Las Vegas to you. Let me showcase Alaska to you. Hey, listen, ever, ever come to Alaska? Just want to show you an investment property? Starting price is 750. Right? But this is the opportunity to go to. People are like, Oh, wow, we've got some money coming up in a couple of months and I never thought of Alaska. But I'm connecting with her. Let's do a trip to Alaska, let's take a cruise. Let's take a day off. Let's go meet her. Like, this is what we do for people. And I think this is the power of this baby right here that to go and find that client in Arkansas, Texas and you live in Alaska. You couldn't 15.. you just couldn't. So now if you understand how to use this, the correct way, and doing it from an authentic point of view, it's really important key word - authenticity. It's like magic. So that was a long winded answer. But that's the pitch.

Rennie Gabriel  18:23
Thank you, Jay Jay. And it's ideal. I'll have that link in the show notes so people can just click on it. I want to thank you for being on the show. You're a fun guest. Well, and now for all of those who are listening. If you'd like to know how books, movies and society programs you to be poor, and what the cure is, then log on to wealthonanyincome.com/TEDx. You'll hear my TEDx talk and you can request a free 9-Step Roadmap to Complete Financial Choice® and Philanthropy, which will give you instructions on each of those nine steps. And you can also receive a weekly email with tips, techniques or inspiration around your business, or your money. And if you'd like to see how you can increase your wealth, and donate to the causes that touch your heart, please check out our affordable program, Wealth with Purpose. To my listeners, thank you for tuning in. Next week, we'll have Filip Fučić talking about how to properly price your products or service and no longer undervalue what you do. You can listen to the Wealth On Any Income Podcast on your favorite platform, and please rate review and subscribe. Until next week, be prosperous. Bye bye for now.

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