Grant Cardone is the New York Times bestselling author of If You’re Not First, You’re Last and three other books. Grant is a foremost sales expert and businessman, often appearing as a contributor on Fox, CNN and all the other big TV and radio media outlets. He’s also a superstar social media marketer on Facebook, Twitter, Instagram, and more with over half a million followers on both Facebook and Twitter alone.
In today’s show, Grant shares the secrets to his success. If this show doesn’t wake you up and get you fired up, you’re probably dead!
Grant began seriously building his Internet presence after the 2008 financial collapse in the United States. That collapse showed him that he needed to go horizontal as well as vertical in his business dealings.
Early in his business career he was taught and believed that it was enough to be very good in one vertical sector of the economy. While that works well during normal economic times, and in times of expansion, being dominant in one sector of the economy during a time of economic contraction is not enough to provide abundance.
When Lehman Brothers collapsed, Grant understood that he needed to write a book. The power of a book is that it can create horizontal lines of expansion for you. It can get you known beyond your ZIP Code. A book can get you known outside your city and your sector of expertise. A book opens you up to a much wider audience.
Before Lehman’s collapse in 2008, Grant was an expert speaker on the subject of sales. He spoke to companies for a fee.
After Lehman collapsed Grant realized that his business model was broken. He wrote his first book, Sell or Be Sold, for himself because he’d gone from being the CEO of three companies back to being a salesman again. Grant needed to sell himself and his expertise to raise the capital that disappeared after the economic contraction of 2008.
Grant’s Social Media Marketing Strategy
Most people aren’t using their social media channels. They’re being used by them. Most people go to their social media channels and just look at them. They’re being bombarded by information. This isn’t a new problem, it’s been around since the invention of the television.
“In the media, I don’t want to watch the news, I want to make the news. If you’re a writer, your job every day is not to write. Your job is to be in the news. Your job is to be at the forefront. You want to be the celebrity people are talking about. You’ve got to think in terms of how do people know you? What are you talking about?” – Grant Cardone
As an author you need to figure out how to use Twitter to promote your books and your brand.
Tweeting twice a day isn’t going to do anything to sell your books.
Grant has his phone set up with links to:
- Google plus
He makes a point to use his phone and his social media channels to communicate with the world.
If you want to write a decent book and have it be successful, you have to push it in the marketplace. Social media is a free and easy way to do that.
Social media allows you to broadcast your message worldwide without having to travel yourself. Using social media to broadcast your message is the same thing PT Barnum did early in the 20th century. He traveled to different towns across America and advertised his circus, and people showed up. Now you can advertise yourself from the comfort of your home.
The key to being successful on social media is to do it a lot. Grant has seen many authors give away chapters of their book on Facebook. For Grant, it makes much more sense to give away lines from your book, and do it more often. The key to getting noticed on social media is to break through the noise by posting as often as possible.
If you want to be successful as an author you can’t just write one great book. You have to write a number of books. The same thing is true of social media. You have to post on social media consistently to get the attention of your audience. And you have to do it much more than you think you do.
“You need to become a dependable author of good ideas during the day, not just one book you put a cover on.” – Grant Cardone
Most people don’t make money on books. If you want to lose a lot of money write a lot of books. If you want to make a lot of money, you have to get known for something. And that’s where the book comes in. The book establishes you as an expert who knows something important.
How Grant Rebuilt His Business after The 2008 Financial Collapse
After the 2008 collapse of Lehman Brothers, Grant decided to rebuild his business by committing to use the new lines of communication open to him through the Internet and social media.
He decided to create his own reality show and broadcast it online. He decided to create his own radio show and distribute it online.
Get Your Message out There
“We live in a world where you can be the cause, you can be the origin if you want to. You can literally do anything you want to with the technology that exists today.” – Grant Cardone
You have to be willing to put yourself out there if you want to be successful today.
Every news story that comes out Grant has an opinion on, and he tries to get himself on new shows to sell his story.
“If you want to blow up. If you want to sell books, you have to be willing to take a position.” – Grant Cardone
Don’t be afraid of haters, because haters will just spread your message and make it easier for your audience to find it.
“People are failing for one reason, the inability to get attention.” – Grant Cardone
In this country we’re taught that we can’t talk about:
But the people selling 1 million books and more are the people talking about those exact topics!
The ultra successful authors are the people who have an audience. They have television shows. They have radio shows. They have a platform. They built that platform by sharing their opinions.
“Either you’ve got to get your message out there yourself, or you’ve got to say ‘I’m going to get lucky’ and not everyone gets lucky.” – Tom Corson Knowles
Over 50 million people live below the poverty line in the US. The average household in America has less than $3,000 in a savings account.
Whatever your mommy and daddy told you about being polite, staying under the radar, and not drawing attention to yourself isn’t working for most people. You’ve got to be different if you want to be successful.
Sales Mean Everything in Business
Grant thinks about his business 24 hours a day seven days a week. He goes to sleep thinking about his business and he wakes up thinking about his business.
The reason he is so committed to his business is because he’s trying to support his family, his church, his employees, and his community. In order to support everyone he wants to Grant needs money. In order to get money, Grant needs to become known. He needs to be famous so enough people know him that he has enough streams of income to support all his obligations and goals.
Getting the Attention of the Marketplace Is the Key to Success
If Grant doesn’t have the attention of the marketplace he can’t be successful.
“The degree to which my business will be successful is dependent upon one thing: eyeballs. If content is king, then eyeballs are God.” – Grant Cardone
The most shared articles online are the articles that make people angry.
Anger is a sign that you’re alive. It triggers you to take action and change your circumstances.
Grant’s first book, Sell or Be Sold had a lot of typos in it. It still became an Amazon bestseller because the information was so good.
The truth is no book is ever really finished. You could always write more. You have to be willing to release your work into the marketplace, so you can sell it and write more books.
Microsoft has been fixing their software for 35 years. They’re arguably the number one software company in the world, and they’re always updating their products.
The guy looking for perfection is actually a procrastinator hiding behind the “perfectionist” label. He’s too afraid to put his work out in the marketplace. That’s good news for you, because it’s one less person you have to compete with.
Businesses fail because the company doesn’t pull in money fast enough, not for any other reason.
“Learn to sell if you want to earn more money. It’s the most crucial skill you could learn, and it will help you improve every single area of your life from your career to your finances to relationships, health, and more.” – Grant Cardone
Don’t Be Afraid of Attention
Attention is your first and most important asset. You have to get the attention of the marketplace in order to be successful.
“If you want to be a best-selling author, be ready for the greatest attention challenge of your life. You’re either doing the selling or somebody is selling you.” – Grant Cardone
People and Resources Mentioned in This Interview
Grant mentions Rush Limbaugh as an example of someone who has a large audience and is successful because a certain segment of that audience hates him.
https://grantcardone.com/ – Grant Cardone’s website
https://twitter.com/GrantCardone – follow Grant on twitter
Books by Grant Cardone
The Millionaire Booklet – this tiny booklet gives you an action plan to start from where you are and become a millionaire.
Tom Corson-Knowles is the founder of TCK Publishing, and the bestselling author of 27 books including Secrets of the Six-Figure author. He is also the host of the Publishing Profits Podcast show where we interview successful authors and publishing industry experts to share their tips for creating a successful writing career.