How to Define Your Core Story | The Importance of Creating an About Us Video

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The world’s best business, workshop america’s number one business and you did it and your contact information to input. Drivetime show.Com show on your radio ssb a entrepreneur of the year and they were joined with pastor brian and jesse gibson and aaron antis. Who is a non pastor, but he is the marketing sales guy for shaw homes, the largest home builder, in oklahoma, and because he’s not a pastor, he’s probably be a pagan, probably has no core values. He probably just doesn’t even care about morality at all seriously he’s we have a business guy on the show we have pastors on the show. We want to make sure that everybody gets a little little bit of dose of what you’re looking for and what are the things everybody’s looking for is to gain more customers. Were members of your church. You want to grow, you either growing or die right to the right thing. Rotten, green and growing I mean these are the things that businesses don’t become stagnant. Church is going to become stagnant. You want to be like a river of life, not a pond. You don’t to be a stagnant pond I like pie, turtles in the pond in the pond. Scum is really sexy this time of year. No, you don’t want that to happen, so you have to define your core story. If you’re going to resonate with people, what does that mean? Jonah berger is a marketing professor at wharton. He said, don’t think in terms of information they think in terms of narrative, but while people focus on the story itself, information of kumkum information comes along for the ride. Think about that people, don’t think a drums information they think in terms of narratives. But while people focus on the story itself, information comes along for the ride.

This isn’t this. Isn’t this supposed to do is think about what is your core story? Thomas edison and couldn’t be here today, cuz he’s dad. He said, there’s no expedient! You can’t have dead people on the show, so weird show thomas edison says there is no expedient to which a man will go to avoid the labor thinking. Okay, okay, so what’s what’s the story? Pastor brian? Why did jesus speak in terms of stories? Why did he share parables? Why didn’t he just get out there and state facts like do this? You do this. You go to help. People listen to stories. They forget information. I can tell them at ruth. I can get up in line out truth, one after the next after the next after the next, nobody remembers or is listening or cares what I’m saying, but if I leave it into a story and I’ll make it fun, it goes all the way back for a childhood. What did what does every kid want his dad to do at night, I watched him. Do it with your family last night play we’re out making s’mores I was with clay clark, making s’mores in a wet soggy land that have been rained on, but with enough lighter fluid, we almost burned my wife’s face and we are so much lighter. Fluid was getting sporty out. There. Vanessa has to start bob and weave, but but the kids say this to clay. They say tell us stories dad, because stories are what it’s all about, and in jesus the one that made us all knew that so the bible says he didn’t hardly talk at all come on without without telling a story a parable. So it makes up a story to illustrate the principle and then that principle becomes portable. It’s got to be comfortable, so it can become our. Could you share with me one of your favorite bible, stories. Obviously. We have certain time constraints.

We can go to the next song if we have to, but I would like for you to share me. Think about it. You’re going to think about one of your favorite bible stories in your a vial historian. You studied theology, oral, roberts, university and all the listeners listen to thrive time. Show. Portland is bromley, liberal, so I’m sure a lot of people are like I got to change the station right now. Give us a story and-and just curious is the moral of the more like the cosby show, but I need the story. First, I think the story that is fitting for this show right now and i. Can’t say:i have a favorite bible story because I I love so many of them, but I love, i, love, love, love. The parable of the talents in a talent is about a year’s worth of wages. So we’re not talking about what you can do. It’s not a literal talent like in western culture. It’s it’s an amount of money, and so here’s what this guy does. He has these three people working for him and he takes three different amounts of money and it gives to them. Jesus told the story of the master give to them, according to their ability, I believe, there’s a truth in life that god gives us what we can handle right now, cording to our ability. He gives one of them I think ten talents. He gives the next one five talents and it gives the last one one talent, and so then he tells him to go. Make money with the money I’m giving you, and so the first got a hustler come on he’s the kind of guy that will rise & grind he’s like a great man. So he takes those ten talents and he makes more. He eat he’s out selling he’s moving his product. He is making a lender. Workflow is making things happen right now he’s going shopping, he is glenn sean, glenn sean in life and it show homes, and so the 10 talent guy doubles the money like 5 talent guy does the same thing he’s connected to probably 10 talent guy sees his move.

Steal them keeps doing. This thing doubles the money himself. The last guy is a lazy. Guy lazy got takes one talent bear. Is it in the ground cuz he doesn’t want to lose. It he’s afraid, fears what keeps you from somebody about your business fears. What keeps you from inviting somebody to go to church. What keeps you from asking that girl you’ve been creeping on at the coffee shop out for like a month and a high school, and what you do. If your middle school is you you get your eye on on the dream, woman and you avoid her the entire time and interest in dudes, because you’re in high school and you’re afraid to ask so you get towards like 10 minutes before this, the last song is played. All my gosh they’re playing some tlc man, they’re playing the tlc. This is easier. Yeah I cannot let them play dlc without asking her to go. Tell you realize the parents are going to show up recent and it says parents should we all scattered as we don’t want to be. We don’t want to actually admit to be a parent, so you look around the room and you realize the man next to you is not who you want to spend the last dance with. So you finally asked all the kids in middle school, wait to the very end and I see this in life to people. Wait till the very end to all the sudden. Do everything cuz it’s. We got to wait till the end when I went to the deadline, but what you’re saying it’s a little bold life? Absolutely you know how I told jesse who’s here, I told jesse that I I wanted to date, her practically I didn’t just say on a date, you here’s what I did I went to her I’ll. Look her in the eye. I said all your friends are:dorks drop them and hang out with him. That’s. That is exactly what I said. Okay, she said:okay, words, yellow moon, full moon in the bible says that god hates a coward. He loves everybody, but he hates the cowardice in there. So it was so the last castle cowardly berries that talent the master comes back, send talent, guy gets rewarded, 5 talent guy gets rewarded, he’s brought up enter into the joy of the lord, the one talent guy they take away what he has and they give it to the 10 delica right now you said:i want the boring stuff that story. I, don’t want to know the story. Cuz that doesn’t work for me, i. Just wonder what versus that’s:matthew 25:14 through 30 jesse, to share with her favorite story about how you can write your own story, because people always tell people that when this is this, what happened? They say:clay clark, he’s kind of a eccentric business. Coach guy wears a hat that says boom wears a hoodie. I got kicked out of college good guys out there, like that resonates with your ideal, unlikely buyers, people say tom’s shoes, you buy a pair, you give a pair of the name of the company, but it’s you got to go, find it.

You know, and then that’s what people do. People share those stories. So what is your core strong? What’s your church, your business, we come back, we’re talking more about core stories going to write them show on the radio attend the world’s best business workshop, led by america’s number one business coach for free by subscribing on itunes and leaving us an objective review. Claim your tickets by emailing his group that you didn’t, and your contact information to info at drivetime, show.Com time show on your radio and podcast download. There are so many of you from all over the planet that downloads podcast, faithfully I appreciate you for doing that, and only asked I have for you today is. If you learn anything today with somebody I just put the old share button go to drivetime show up on the podcast button. Click share the fun story today talk to a guy. Today, who has been listening to the show for a long long time and what let me know, some of the system he’s been implementing and it’s just fun, because I don’t know who you are I’ve never met you, but it’s crazy that you’re implementing a no-brainer and you’re getting the results, and you doing these things and for those of you who are our clients I’m, so glad we can help you on this. And what are the things clients ask me all the time is they say is how do I define my core story. I know that you I should do it I know you talked about it, I want to do it. What does it mean to have a core story? Corps story is basically and what people say. It’s help people communicate what you’re branded does. So. Let me just give you examples. Of course, torry’s I can think of off top my head harley’s, if you’re describing harley to somebody said yeah I got a harley and it’s hard. When you have somebody new to our country to our planet, one is a. What is a harley, you would say it’s big, tom’s, shoes you’d say you buy a pair. They give a pair of apple. It’s like a bunch of hipsters wearing really tight. Pants I worry about the guys. Are your pants are too tight, too tight or you have a lot of of hipsters hanging? How did the computers are like 3 times 4 times more than the pc, the personal computers? These things are are are nothing but they’re, almost like an art, form themselves more expensive than four times more money. They don’t get viruses in the guy who made it. Steve jobs was kind of a jerk but maniacal about details and and I i, just I like them, they’re clipped your simple they’re, clean that mean simple and clean simple and clean apple just works it simple and clean.

It just worked. So what do people say about your brand professional? That’s, not an option! Ounces, 19 22, not an option. Good customer service yeah, as opposed to your competitors, who specialize in bad customer service I mean know. What do you do? That makes you unique in her something if you’re not memorable, then you’re, invisible and so seth godin. If you read the book, the purple cow, he would explain to you. If you do have a core story. It is going to make somebody mad because it’s remarkable, which means it makes people remark so pastor jesse. Is there a story that you could think of it it from the bible or from your own life as a pastor? We could think of the story. This story is always so memorable. It’s such a good teaching moment to think of a good core story from your career as a pastor, terry crews, a pastor I want a store, that’s going to be stuck in my head for the next year, so we were starting our church and I’m. Part of our core story was that we had no money than we wanted to market and we did what we said. We had no money and we should say very little. Money in our budget was very, very small, so I remember that we went out and we spent all of the money that we had in the budget and we bought a sign and we put it up on our building and it was a very itty bitty sign because we had an itty bitty budget, and that day we were going to the church and my husband got it. I was driving past our church building, and so we just put the sign up and we were downtown. We were kind of in the thick of it where all the clubs were and we were in an old bar. We were kind of like you, don’t in the mix of it and we were so pumped about our new sign. Everybody was going to see this new sign, even though it’s called sign and downtown has decided to start a new campaign that would ultimately change our city, but it changed her life that day, it was called discover, downtown, come on now everywhere in downtown.

They had put up these gigantic signs on light poles now right in front of our church. There was a light pole and it had this discover downtown sign on it and that discovered downtown sign was big enough, that it blocked out our itty bitty side and my husband didn’t say anything didn’t prayed and that’s got. He just said:i hate that sign, I wish it was gone and we come around the corner. Go in the side door. By the time we walk in the building. We come for it, some of the people in our building, we’re cleaning the floors and they said you could have come out here. You got to come out here, quick, a u-haul had come around. The corner got up onto the curb, not that sign down, and it was in the struggle. I hit the light pole, the discover downtown sign was down, our sign was still up, my husband stood over it and he said, and he’s always told us that that what he looked at, that god spoke to his heart and Said:i’ll move heaven and earth for river city church, that’s a part of our story. It’s like our thing. It’s what he’s done to people that story. They know that they were eight people, they do their part of our church. That’s a core value, a story from a page 160 of the book called in-n-out burger, and then we get aaron aaron and his take on this. Because shaw homes has a history. You guys been doing things the right way. That’s why you’re the largest home builder in oklahoma corps story. There is some page once the number to read this to you. I went to you tonight, nice and slow, but that way you get the idea here, not long after rich announced his deep commitment to christianity bible verses printed on in and outs packaging. Discreetly, tucked inside the rim of the bottom of the soda pop cups, it said john 3:16 for god, so loved the world that he gave his only begotten son shortly thereafter, only versus cropped up, unannounced on milkshake cups, proverbs, 3:5 trust in the lord, with all thine heart hamburger and cheeseburger rappers, revelation 3:20, behold, I stand at the door and knock and I’m double double rappers named 1:7.

The lord is good, a stronghold in the day of trouble. Will it on page 160 of this book is interviewed in new york times interview to the la times are interviewing him saying dude you’re in la you’re at work, you’re putting bible verses on your cops. Aren’t you worried about what it’s going to do to your business and he says I love it. My love of jesus is greater than my fear of what people will say what you say that you say I’m, not a question:i, don’t care! That’s fine! That’s fine! But what is your fear of success? Is your fear of success. Bigger than your desire for success. I mean i. Would just ask you what what standing in the way of you putting yourself out there, the core story, so the shock or strut what you guys do differently from the other builders all around oklahoma. So we’ve got a couple different things:we’ve got product, that’s different. We have the largest selection of floor plans of any builder in oklahoma. That’s a phantom I know. We also have the largest group of neighborhoods to choose from of any other builder. We got 26 communities. We build it better to care about what neighborhood, where the land hogs that we never saw a piece of land we didn’t want to purchase.

So it’s just total global domination. We’ve got some interesting stories, though, about shaw homes in, and we don’t necessarily share these out loud, but I will share one of them with you, then very interesting to self. We had a neighborhood a few years back. If you remember in 2008 there’s the whole mortgage meltdown is going on the economies down globally and we have this neighborhood, that’s moving very, very slow and we keep getting our staff coming to us saying everybody wants you to change the covenants in this neighborhood, which are the promises you made to your customers, who are eddie, bought in the neighborhood about what you would do in the neighborhood economy. Slow. Your staff is coming to you saying:hey, let’s just change the covenants. This will help us, sell more houses and we come back. I want to hear the rest of the story, because this story is powerful. It’s profound. It speaks to the character of shaw homes. What are the longest running? Most established in the largest home builder, in oklahoma, check them out today at shaw. Homes.Com is a correction homes.Com we come back. You were here rest of the store 10, the world’s best business workshop, led by america’s number one business coach for free by subscribing on itunes and leaving us an objective review, claim your tickets by emailing as proof that you didn’t and your contact information to an voi, drivetime show.Com libation go back to the conversation. We talked about the importance of developing a core story for your business and we have a privilege today being joined with. What’s your official title with shaw homes, mr. Hernandez, are you the guru of sales? And what’s your title director of sales and marketing company is the largest home builder in oklahoma, your brother, a serves the role of leaves at the ceo. Is that correct, correct? Which means he really you’re the one baby you’re bringing in the fish, so you may get the business you bark at shaw homes we have to peel my office. We work with michelle holmes last year, so there’s two people in my office after working with you close.

This is what happens to my office. We work with clients, close I’ma tell you what happens. Typically, the guy’s mouth is still sick because he openly admit this is what it is waiting for. You to be the plumber years ago. He came in. He says he says it to devin and john I have a problem with like. Could you help me fix it so john and deb in a brace and seared like yeah I’ll, ask clay when he comes in so I got a problem with reviews. Why do you get these bad? These people absolutely and I september not show up as well I’m, always a little bit late, but I struggle with time management. Okay, did you did you promise somebody he’d get it done? You didn’t get it done. You know what yeah but I mean i. Send this to my favorite I said you’re, no brainer is, if you don’t complete the remodel on time. You give people a refund of $250 per day, you’re late, were you late? Absolutely? Did you refund it now? Cuz i, don’t make any money if I do that. You discover that, like your reputation, is based upon what you do and so being being that we’ve seen shaw homes in the way you operate have a jump box in the marketing side, brother folk side for over a year, the story in the office was these are good people and I’m, not sure if she I want your name on the radio show. If she’s going to decide to lisa property from you or not, but I know, there’s two he’s both devin and john they’re looking to buy a hunting john closes here in just a couple days. He bought a shot home after working with you for over a year. That’s a testament right. There I mean we work with other builders. We actually worked with close to a half-dozen builders in oklahoma and I can tell you you’re the only ones I would buy a house from so you guys do some to do some things right and I think one story that demonstrates what you guys do at shaw homes were talking about. Developing a core story. Is the story about to tell I’m excited, give us the story?

Daddy, daddy, doing a lot when I was around sheriff, not texting, you is so nice I love, you anyways, so we had this neighborhood. This was during the downturn in 2008 and we had this neighborhood. That was just really struggling in. So our sales people are coming to us saying you know if you would just change the covenants of the neighborhood. You know that list of stuff you promised people you’re going to do when you build a neighborhood. If you just go back on a couple things in there and be awesome cuz, we could start selling a lot of homes, cuz everybody’s objecting to this one covenant. So mr. Shaw I go to him and I say you know her staff says:we’ve got like 15 people signed up. It will just change this one covenant and he says well what about the people that already live there? That we’ve already promised these things too? We need to go talk to them. First, if they’re, okay with it i, don’t have a problem with it, but if even one person out of the 28 people that live there right now or opposed to it, I’m not going to do it not going to do it, because why? Because it just wouldn’t be right, you got to do the right thing. What we’re doing when nobody’s looking weird! It feels good world man I mean think about this. There are there two people out there listeners, of course, just people that I’m friends with your friends wouldn’t listen to this show.

But I remember I talk to a guy when he says he isn’t working out. Okay, what’s going on, I got this girl in the office and she just really communicate with me. Better I thought she understands me and I had 5 kids, yet dude, you can’t I know she listens to me and she listens to me and if there’s no moral guardrails, why not what I said dude your kids think about the ramifications to your kids. Forget the religious consequences. I know you don’t share the same values as me, but he went ahead and made the move. His kids are in therapy. True story, a lot of tough things are going on right. There and I just find it proverbs 10:4 from the bible study of pastors in the shows of god blesses, the diligent which means that the village it is a steady, consistent application, pastor brian, you see it over time that it’s like the visions of the lord. You don’t want to screw with that. You know cuz, it seems like god always makes it right in the end, help the the the fear of the lord, which is a referential respect. It’s not a twisted fear, very afraid. I’m sorry he’s in charge that the fear of the lord is the beginning of wisdom and knowing that that you have to their systems that govern the world and their eternal principles and laws. And when you mess with those laws there will be consequences and that’s why glenn shoals the kind of man he is. He was raised hearing those kind of things, I’ll tell you how you find out what kind of guy you’re dealing with is you play multiple rounds of golf with them and I play it on shuffle and i? Think I beat him last time. I just want to throw that in there, but here’s the deal shaw will not cut a shot. Shell will not he’s not going to kick a ball he’s going to play it where it lies. He’s man of honor integrity understand this analogy:i was having breakfast saturday with steve currington. It was so is so funny. I said one thing about basketball:he says it’s a game of cheats and liars. I, love, basketball and I said what you would come on, but you trying to fake fall and I absolutely had practice is based upon this shit practice is based upon line that you’re teaching kids to pretend like they were filed, is a if you miss a shot you’re right now, if you don’t ever, do that made it for the more like golf is a sport where down professional golf fans can, if they see somebody like cheating or whatever they can like I guess you can tell the pga now, like hey i, saw this happening in the day, like a basketball. If antwerp were encouraged to tell the rest, what really happened there be an endless dialogue. We never get through a game about this.

Lebron james is like six foot nine. Arguably 6 foot 10 like to 60 under no circumstance when he ever fall down ever he’s getting hit by a little small guys. Soccer I mean soccer’s all about judging people like these fake injuries everywhere I’m, it’s unbelievable I would just say people are watching, but sometimes not that immediate, that immediate. But how section getaway house I’m good I heard interest rates are going up there going up? Why cuz, you can’t keep interest rate super lower inflation happen. What’s inflation inflation is where the government prints more and more currency, they’re, pouring more and more water into our currency. Kool-aid dust looting, the value of money for a dollar in 1999 that was hot 1999 you at cdg buy cds you get for you get for yogurt $4 you bought compact discs. The world was whole when people with your rich friend do on a cell phone, and it was like attached like a military backpack that was american history. Now they’re, like $0.75 29 for chobani i, mean of course, you’re going to live longer. Cuz you you’re, going to be super skinny, cuz you’d, like one show body a month, till I can afford I mean so again I’m just telling you the government has to stop inflation because we’re spending more than we’re bringing it so you’re going to see rates go up to you not seeing rates go up here.

Oh yeah yeah we’re seeing a slight uptick, but historically rates are actually incredibly low. What I mean is the time to do it? It absolutely is you what you want to do it before it keeps going up cuz, there’s one thing, I’m sure of this next year, it’s going to keep going up, so it’s you know better to get it before. That rate goes up, so if you’re up there with a jimmy carter or just lets a 1976, this might be something to put into your cranium interest rates in 1976 and i. Know this, because I have a psychological problem:interest rates in 1976 right by my mom and dad bought a house. It was north of 10%. To, keep going up and up and up and up, and so we have one of the rates right now, I mean roughly I’m, not quote for four and a quarter and a half thinking about buying a house just at least how do I get ahold of a website. Are you still yeah? You can just go on to shaw homes.Com and when you get there, there’s actually a little form you can fill out to book a model home to her. Just give you give us your contact information. You can join one of our three weekly model home tours when you said your website. I’m sorry I was I was thinking about the story that jesse was sharing a still resonating in my head.

What was your website again shawhomes.Com How do you spell h?  h, o m e s.Com, okay I feel like i, get a quit repeating yourself all right to come back we’re going to homes about how to grow a church, have a good organization how to find and keep great people