601: How to Build a 6 Figure B2B Business in 12 Months w/ Stephen Mackey

ABOUT THIS EPISODE

In this episode we talk to Stephen Mackey, Co-Founder & CEO at 2Words Character Development.

LinkedIn: https://www.linkedin.com/in/stephen-mackey-366844132/

Wouldn't it be nice to have severalthought leaders in your industry know and Love Your brand? Start a podcast,invite your industries thought leaders to be guests on your show and start reaping thebenefits of having a network full of industry influencers? Learn more at sweetish MEDIACOM. You're listening to the B tob growth show, podcast dedicated to helping beto be executives achieve explosive growth. What you're looking for techniques and strategies ortools and resources? You've come to the right place. I'm Jonathan Green,I'm James Carberry. Let's get it into the show. Welcome back to theB tob growth show. We are here today with Steven Mackie. He isthe CO founder and CEO at two words, character development. Steven. How youdoing it, Ay man? I'm great. James, how are youdoing brother? I am fantastic. So it was super weird calling you StephenRight there. I don't know that I've ever called you Stephen. In mythird life saw be referring to you as Macki the the the rest of thiscall macky, you and I. You and I've been friends what three threeyears now, three or four years now. Yeah, coming up. I thinkour three year friend of versary is about a month away. I loveit. I love it so, Macki, this past year, man, hasjust been a whirlwind for you. We, you know, remember sittingin your living room in January of this year, yeah, early two thousandand seventeen, just dreaming about and what was what was next for you.You were doing some public speaking and in that living room we came up withthis concept what turned into two words, character development. Can you walk usthrough a little bit of your journey leading up to that point and then,you know, tell the audience kind of what you and I discussed in thatliving room and we'll kind of start the story that way. Sure, man. So, for not seven years I just volunteered at local high school inthe community that I lived in and and just helped coaches do one very simplething, help their athletes connect the dots...

...between sports and a life's kind ofour my working thesis was that if you can learn to be successful in sport, then you can learn to be successful in life. But the very sameskill set that would make them good at football or basketball or volleyball, forthe same skill sets that would ultimately make you good at business, at life, at being a husband, of father wife. We know, whatever whatare, the case may be, and so we just wanted to help athletesconnect those dots and did that for about seven years. And then in thosethe fall of two thousand and sixteen, before one of the football games,I was talking with the team and a coach said, Hey, do youmind if our film this as I got no problem with it. It nevercrossed my mind to ever even record these episodes. And so not episodes,but I'm I'm thinking about where I'm at now right, just the recording thatone of the talks. And and so he did and he shared it withhis coach friends on his network and it got a lot of play. Andout of that semester we just begin to record each of these talks and moreand more people were encouraged by them and started to just started to skill alot of play. And so that day, as we were sitting there, yousaid, man, Mac, I think you can make a living workingwith high school coaches and athletes and I said there was no way. AndI just remember Christe clear you said don't start with no, start with yes. And if you knew you could do it if you knew it be successful. How would you do it? And it was out of that question thatwe came up with the plan. And then, basically, you said,now that you have the plan that you know that you would do if youknew it would work, believe it work and go do it. And Idid and I and I'm convinced that all of my all of my best successesare just because I'm taking your good ideas and then I've executed on them,like at an incredibly high level. Right and and so what we've seen overthe last eleven month is we've gone today, actually is we're recording. This isthe eleven, eleven month anniversary from idea to today. We have gonethrough and essentially we have created a service...

...for coaches. It's designed for coachesand written for athletes, and what I mean by that is we recognize thatcoaches are our buyers. They are the ones that will purchase the the curriculum, that will schedule me to come and speak. They're the ones that buy. So we designed it for them. We're solving their problems. That theevery coach wants to have a charist development curriculum, but very few coaches havethe time. there. A few coaches have the insert that done the interestingeducation, the time, the skill set to be able to deliver a characterdevelopment message. There grow great at coaching and so it was well, ifI could be great at delivering the message, let me solve that problem, reallymake it easy for you to implement. Let me solve your problem. SoI designed it for them, but I write it for athletes and recognizingthat it does no good to solve a coaches problem if the one that theyare trying to solve the problem for right doesn't doesn't receive it. So wehave designed for coaches, but we've written for athletes and it has just beenan unreal eleven months and that you know, we're tracking that in our first yearwill do over over a quarter million dollars in sales on a self fundedbusiness, solving problems and making an impact and helping people. I love itand I mean it honestly. It feels it feels like a rocket shit man. The product market fit that you guys have, the reception to the productthat that we've seen coaches have is just unreal. But what I want toreally do a deep dive on today Mackie, and what I think will be helpfulfor our listeners is to unpack a few of the key strategies that you'vedeployed to be able to see that type of success. Specifically, I wantto talk about social media and how you have one identified the platform where yourpeople are living and then just gone all in on it to to create enormousopportunity. And then the podcast. Obviously...

...me being bullish on podcasting, Iknew that, you know, podcast could be the way that you could connectwith your ideal buyers, coaches and athletic directors pretty early on. So Iwant to camp out there. Let's first talk about social what has been yourstrategy on social and how have you seen wins there? Yeah, so werealize that we were March and I was in a hostel in Peru and,like the the flood of the century, wondering how is going to get out, watching scrolling on twitter and realize that high school coaches were on twitter andI thought that twitter was too noisy, too busy and too dead, tooirrelevant, to have a real play and in the growth of business. Iwas thinking facebook or instagram. I was thinking about where our snapchat. Iwas thinking about where athletes were. But once we realize that coaches were ontwitter, completely revamped my entire twitter profile to position myself to engage directly withcoaches. And what we started doing was to say, what is it thatcoaches want to engage with and watch and view and see on twitter? Whyare they there? And one of the things that we saw is that coachesloved, quote. Coaches love motivational bit that they and take back to theirathletes and as they're standing in front of their teams and getting ready for practice, getting ready for the game, trying to motivate one thousand six hundred andseventeen eighteen year old kids on whom their livelihood depends, to motivate them toexcel. And so we said, well, what if we started putting out sixtytwo videos that were motivational that coaches got fired up about, that theycould take in translate to their athlete and at the same time they could seetheir kids and see me and their locker room by watching me be somewhere else. And so I just started reaching out two coaches at that I had aconnection with coaches at great programs whose name...

...would carry some clout influencers in thatway and I said, coach, I will come speak to your athletes forfree. Can I come and encourage your guy? And there were a handfulof coaches that took a shot because they had no reason to. They thatwas a nobody to them. They took a shot and I made an incrediblepurchase. I bought a tripod for about a hundred bucks with an iphone adapterclip and I set that up at the back and then I film most talksand then I youtube, taught myself I movie and I started editing clips,fifty two clips of me speaking to Athletic Department. And what coaches saw whenthey saw that, was not just a motivational clip, was not just somethingthey wanted to share with their guys, but what they saw was wait,if not, he's there, he could be in my in my locker room. And so they would send me a direct message and say what does ittake for you to come talk to my guys? And because we're all inon we want to add more value than we ever asked for, I repliedback gas and gear, coach, I wear an excel. I'll be therefor gas and gear. And they were sitting there and every week I geta message. It says, I don't think I can afford you, butwhat would it take for you to come? And when I reply back gas andgear, it blows their mind that one, I would be willing tocome. That too they could afford it. And three, they go. Thisguy is absolutely everywhere because I post videos every single day of all thedifferent places that I am and so then there's this high, high value addedto it and it gives you all the leverage when you add the value first. So that's what we've done on twitter and then, just to kind ofcarry it on, we took that same strategy into podcasting and said I wantto have conversations with coaches. I want to be viewed as a peer,not just someone WHO's trying to sell them something, and so we early onstarted what we call coach three hundred and sixty, where we interviewed coaches andand the same thing happened. Oh,...

I heard your interview with this coachwho is the coach of the number one team in the nation, or Iheard this interview with this coach who hired me at my first job, andall of a sudden it positioned US side by side with all of these rightcoaches, but in the meantime we're learning from them, we're having conversations withthem and we're hearing from them the very problems that they need solved and we'resaying hey, will solve them, and not because we want you to buyour stuff. Well, because we genuinely want to help you. And whatwe found is that there are five pillars of our business and four of themwe do for free. Live thoughts, leaderships, comments, scholarships. WillGive Away Tenzeros in scholarship a year, fourteenzero and scholarships in our first fourteenmonths of existence, and the podcast. Those are four pillars of our business. And then the fifth is the curriculum, and that's the only one that coachespaid for. And because we've been so committed to the long game,so committed to adding more values, so committed to serving coaches, what wefound is I've not want how to sell a coach on our curriculum. Theyasked me about it because they see me everywhere and we're adding real genuine valueand we're building real genuine relationships all along the way that they want me tobe a part of their program because we have a genuine relationship. Yeah,there's so many things there that you said, Mackie, that I think are soincredibly valuable. That is going to allow you could go from zero totwo hundred and Fiftyzero in in twelve months and zero two, you know,over six figures that have already hit the bank account and in six months.And one of the things that I wanted to highlight is what you did withtwitter chats specifically, so not just putting out content on twitter, but actuallyengaging in an existing conversation and allowing those twitter chats to give you visibility intoa community that you were trying to tap...

...into. Can you talk to usa little bit about that? Yes. So I found there were a handfulof twitter chats that coaches would use to network and to just grow their leaderships, skills, tactics and and I just got involved in those and the keything with me on those was that I never want tried to sell me orproduct. Never once did I try to say, Oh hey, guys,check out our website or oh hey, I think that what we have wouldbe valuable to you. I genuinely engaged as one who wanted to get betterand learn more about our industry, about what we do and what it meansto be a coach. And on the days that it was hyper specific,on you know, run pass offense, and I'm football ignorant. I gotplayed defensive line and I'd literally just did what I was told and I didit really well, but I just did what I was told. I didn'tunderstand the scheme of the game at all. And so I would ask questions,genuine questions, and turns out that they were excited to be highlighted asthe one who had the answer. And it turns out that that people whohave the most answers in life right are the ones who ask the best questions. It's not the month who are smartest. And so I just shut up longenough to let them teach me, to let them tell me, andout of that came relationship, and then we interviewed the twitter chat host onthe podcast and became a genuine partner and genuine friend through that. And thenin the meantime, I went through and I followed every one of those coachesand then I begin to lie on like their post and I begin to retweetthem and I begin to comment on their stuff and then guess what? Theydid the same thing back, and it was hand to hand combat, onetwitter handle at a time, and then looking for the opportunity to put ahandshake to a handle whenever I was in their area, when I was wheneverI was driving through. Got Put over twenty fivezero miles on the car thatI bought July first and we're what for five months in right, so I'mlogging four to fivezero miles a month just...

...starting across texts, speaking a lockerrooms and putting a handshake to a twitter handle. Why? Because I valuepeople and I know that when we value people right, then we're going tobecome valuable to them. Mackie, there's so, so many things about thisstory that I think they're fundamentally absolutely you know, the way to grow abusiness right, that the focus on relationships, putting things in place between social andthe podcast that allow you to create these relationships. But then the handto hand combat that you mentioned, of actually engaging. This is the kindof there there's no there's no hack, there's no cheap trick. It's actuallygoing and engaging with people in ways that fifteen years ago just weren't even possible. But because of the platforms that we have at our disposal today are extremelypossible. Anybody can start their own radio show and ask their I. Idealbuyers to be a guest on it, Aka a podcast. Anybody can signup for twitter and go find where where their buyers are living. They cando the same thing on Linkedin or facebook or snapchat or wherever their buyers arehanging out. And you have done exactly that and you've seen the results.Over a hundred thousand dollars since since the first jet came in in June.And and I think this is a roadmap. What you were doing is a roadmap for anybody who is bootstrapping a BTB company and it just works.I'm watching it work with you. I so appreciate you. You sharing thestory. If folks that are listening to this want to stay connected with you, they want to see your your twitter game or what your you know,get a get a closer look at what you're doing, or they want tolearn more about two words. So what's the best way for them to goabout doing that? Yeah, hit me up on twitter at Macki spinks,and may see Kay Macki speaks on twitter, instagram and pushing. Check it outat two words DOT TV. The...

...number two words Dot TV podcast iscalled coach three hundred and sixty. You find out I tunes or wherever youget your podcast. And then I've also been doing a daily leadership podcast inthe similar vein of the crosspot that you do, called the plus one podcast, and so we're about ninety three episodes in on that and just documenting thejourney and it's been it's been so great and kind to say this, James, about the podcast just model and why I think it's been so valuable forus. And one of the things that I had to get over in thisprocess on twitter and on the podcast and all of that is that early onI thought the only way that you are successful on social or on podcasting isif you are popular, if you have gone viral, if you have enoughdownloads for sponsorships or you're on the top chart and all of that. Butwhat this journey has taught me is that when you value people, you don'thave to be popular to be profitable. You are when you are genuine aboutengaging with the people you interview, when you're genuine lot engaging with people thatfollow you, and that you follow on social when you're genuine about people,you don't have to be popular with a million people to be profitable, becauseyou can find a thousand that become diehard committed to you because you are sogenuinely interested in them that they invite you into their fold and they'll fight foryou and you become profitable. I completely agree. Man. I have,I have been a no name in the BB marketing space compared to the andHandley is, in Jay bears and mark shafers of the world. And youknow, six hundred episodes of this podcast later and active engagement on what Linkedinfor me is what twitter is for you, and I'm finding the exact same thingto be true. I do not need to be popular to have aprofitable business that I'm running and to gain the trust of people that will thatwill pay me dollars because of doing those fundamental things right. So I reallyappreciate you saying that that that is so...

...valuable for folks to know and whata what a compelling statement that is that you do not need to be popularto be profitable. Macki, again, this has been fantastic. Thank youso much for your time. Sure we will be talking later this afternoon,but man again, thank you. Thank you for your wisdom and I reallyappreciate you. Many thank you. But have a going to ensure that younever miss an episode of the B Tob Growth Show. Subscribe to the showand Itunes or your favorite podcast player. This guarantees that every episode will getdelivered directly to your device. If you or someone you know would be anincredible guest for the B to be growth show, email me at Jonathan atSweet Fish Mediacom let us know we love connecting with be to be executives andwe love sharing their wisdom and perspective with our audience. Thank you so muchfor listening. Until next time.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1636)