Building Your Personal Speaker Brand Ep06 with Troy Assoignon

00:00 / 00:32:58

Troy Assoignon is a Positioning Expert for Entrepreneurs – an powerful individual that focus on helping businesses scale up their brand.

With his incredible knowledge on brand growth, Troy has been known to have helped numerous entrepreneurs grow businesses that generate six figures per year and acquire time freedom for anything else that’s important.

Find out how to get the confidence that attracts the world’s best prospects and clients that are perfect for you. Get insights on how to build a public speaking brand to scale long term that will give you recognition internationally.

Victor Ahipene: Speaking nation, what’s happening, your host here, Victor Ahipene, thanks for joining us today. We’ve got Troy Assoignon and he is a positioning and marketing expert and the leader at Legacy and he’s going to really dive in into how you as a speaker, as an expert is even someone within your company can help position yourself for greater things. Welcome to the show, Troy.


Troy Assoignon: Thank you so much for having me. Victor. I’m glad to be here and I’m excited.


Victor Ahipene: And it’s, it’s something that I guess your, uh, other, other people that were interviewed on the show from, from speakers. They’ve all had to go through this kind of ladder of social proof. Like I spoke to Nick Bowditch and, and he, he leveraged off, uh, being the only, the only person in Asia Pacific to hate marketing for both Facebook and twitter. And he said, he said like, look, yeah, that’s the result that it got from everybody is he was able to leverage and position of that, uh, and then use it in his marketing for speaking side of things. But yeah, we kind of delved into a little bit on how, how speakers can do it, and I know this is something that we’ve been talking prior to the show for the, the, it was to start with like an hour and a half ago or something, but we’re, we’re, we’ve been talking for it and this is something that you’ve obviously got some in depth knowledge into how, I guess, I guess for your own social proof for everybody, how, how did this come about rather than just my introduction?


Troy Assoignon: Well, I think it’s interesting because what people can do is borrow credibility. That’s all you’re doing really with leveraging social proof because I think the word social proof confuses people. You’re just pillaring some credible insights that makes you look like a bad ass. So like with us, we would throw events and Winnipeg originally when we first started, when a big Canada, what, uh, where you’re from and we have events there and we’d attract people to a cause. So I think there’s many different ways. Like we would bring Audi, Mercedes, there would be Bacardi as a sponsor because we’d have all these sponsors, people that associate us with like higher level, just instantly because of the brand recognition that these brands have already built because we would facilitate for say, the whole experience, we would get the credibility. Um, now I think there’s many other ways to, I guess hack and leverage this, but even for example, my advertiser right now, she’s built crazy funnels for homebuilders’ seven figure funnels and Vancouver personally, I haven’t built that for construction people. So I leveraged her credibility when I’m selling people. I tell them about her and it’s like, it’s just, I want to give I guess a couple of nuances of understanding with it because I think it can get really confusing understanding how to leverage it. It’s just really looking at, I think your results sometimes in a different light too. So yeah, man, I can go into that one too.


Victor Ahipene: And how has your journey from throwing, hosting, hosting some gigs with Baccardi and that sort of thing. How that then has led you down this path to, I guess, helping people with their own positioning and the marketing?


Troy Assoignon: It all goes so deep. So I think the fact of just noticing that the credibility worked really well was really exciting for me doing branding because it was like, oh, branding’s not just graphics. Branding is layers of communication. I’m eliciting trust, credibility. Um, I think it’s helped me with. I think when we first started we weren’t really clear. Um, we weren’t clear on the direction we were really taking it with a service offering. So I think number one is if you’re doing events and different things to gain credibility, be very clear in your service offering because you’re going to. I think the biggest thing with this is managing attention. You have a tension coming at you and if you’re not ready it goes. If it has nowhere to go, it goes. It disappears. So I think like making sure you have an offer always. I think it’s really important when you’re trying to hack social proof credibility, different things. If you don’t have an offer, it’s like, Hey, add me on Facebook or follow me. That’s cool, but if you’re not leveraging it and you’re not actually doing something with it, it’s just vanity. Vanity does not build businesses unless it’s leveraged. Um, so I don’t know if that answers, but I think that was a big downfall at the beginning, but at the same time too, even you’re in my connection. So how I met you, Young Entrepreneurial Society, you’re like, you guys are dope. What the hell are you up to? And be connected. And we just so happened to be good humans. So I think it’s like a lot of it’s a foot in the door. It’s a foot in the door technique almost. It’s like, look at us, look how great we are and coming out. And then from there it’s all relationship. Um, I don’t know if that answered your question, but I think…


Victor Ahipene: Not at all but it was a good insight.


Troy Assoignon : Yeah, there’s some facets to positioning and that’s the thing.


Victor Ahipene:  When you’re talking about credibility. Interesting little footnote that I had yesterday. Roger Fitter is left Nike and he’s gone to Uni, who’s Djokovic’s sponsor as well and which is so it’s $300,000,000. That’s how much it costs for credibility. They already had it choose a big night, but theater is the name and tennis and now the brand is the name tennis club.


Troy Assoignon: Many people don’t know this, but guests, you facilitated the joint venture between Dell. Bill Gates. Genius is seeing apple on the rise and he’s like, who can I make a celebrity? See, the thing about, and I think this is interesting and I’m curious about your insight on this. I’m fame fades. People don’t notice that, but when you have over your time in the spotlight, it will fade over time. It starts just dwindling out. Um, so with Bill Gates, he noticed that apple is on the rise. So he pulled in. Michael Dell. Michael Dell is a killer CEO. And he said, hey, you want to start a computer company? You build the computers. I, how’s my IOS? I have my software. It is genius. So he gets the play of Microsoft backing them and they just started giant conglomerate computer company. Nobody. Actually, the cool thing is I’ve been researching these big companies. They all piggyback. They piggyback on leverage and credibility every time, always if they don’t, they’re losing. So it’s like, that was like a huge for me recently.


Victor Ahipene:  Facebook didn’t buy whatsapp and instagram just for the, for the hell of it. And uh, yeah.


Troy Assoignon: Beep to that, instagram is the cold market trifecta. It’s the ultimate platform to reach a cold market currently. I think I just started playing on it and it’s like nobody sees the layers deep of the acquisitions. They’re way deeper than face value.


Victor Ahipene:  Yeah. Four hundred million contacts. Yeah.


Troy Assoignon: Oh Man. It’s so amazing. Like, uh, I love this. I guess. No, that’s unbelievable.


Victor Ahipene:  So when it, when it comes to, so we’re speaking to speak is at the moment for aspiring speakers. So people who maybe have the authority or an expert in the industry at the moment and how or what, what, what, what are the first steps that they should be looking at from their own personal branding side of things before they even look at kind of marketing themselves before they start looking at getting more higher profile speaking engagements way we can go from there?


Troy Assoignon: Vision, values and morals. I tell everybody this, if you do not know your vision for your market, if you don’t know your personal values of what you’re willing to stand for and what you’re willing to not stand for it if you don’t know your moral and ethical code of what you’re willing to not do and what not do ethically and unethically, I think that is a great place for somebody to start if they want to wire in their positioning really tight. Um, I just discovered this recently because I realized I was making so many bloody decisions in one day that I had to streamline it. My morals, my ethics, my vision, my values needed to be on paper. Soon as I put them on paper, I realized, holy crap, I can make decisions like that and I actually don’t hurt anybody ever. I just now know where I’m at and I’m grounded and I’m strong in my world. That’s the, it’s, it sounds a little foo foo, but the caveat of it is you actually understand who you are. You know who the hell you actually are, and when you do understand that your messaging can become so powerful because people actually feel it. It’s not just like lip service. It’s like it connects. That was me slapping my chest, like in the heart, like it actually connects with them. Um, I think that is number one. I tell everyone we work with immediately vision, values and morals.


Victor Ahipene:  How do they then translate that to creating the own personal branding page, the socials there, maybe their media kit off the back of it. Where’s the, where’s the next step or transition for them, you know, you’re saying being able to put that into the written word or translator the ads. It’s one thing having on a piece of paper and your desk?


Troy Assoignon: Yeah, yeah. No, this is a great question because I think it starts with the self, getting yourself clear on who you are and then you have a brand that is also a brand. Now I think there’s different. Now this is just my personal opinion and I’m curious because this, this gives me clarity on giving you the right answer. The way I see it is people have their personal brand and then they have their business brand. So right now we have legacy legacies or company, but I’m trying, I’m trying swinging. People buy from me. People don’t really buy from legacy, they buy from troy, troy the individual, but the company processes everything. So I think it’s like getting clear on you first on who you are as an individual, what you stand for, all that. Just like really knowing you. Um, and then from there, understanding your vision for Your Business and the vision for the business. Sorry, the vision for the market place of the business. So you do the vision, values and morals, same thing in the business around two. Um, I think knowing your offer though, what you’re selling is number one, if you don’t know what you’re selling, even if it’s even if it’s simple like break your offer down to the core level of who you are and what you can sell and what you can comfortably sell just so you can start to gain more position. Um, I think position comes from action to clarity. Starting to see feedback from your market, from how people respond to you, how you, some gigs just don’t work. And then you realize, well, were those gates with a certain group of people I didn’t like. I know we’re kind of going down the rabbit hole here, but I think it’s so hard to be lasered clear with positioning because you have to get clear with yourself and clear your business, but understanding that you’re in this for the long run. Like you, if you’re in this, now you’ve got to stick in it because your position develops over five year period. It has to. Everything changes.


Victor Ahipene:  So what would you say to the person who’s out there trying to become a professional speaker? So their product, their offering is the talk as the adults is there is the speaking, yeah, they may have secondary office but they’re getting paid to present, not necessarily getting paid. Yeah, selling from stage or yeah, they might have a book or whatever and other things. But what do you say to that person when we’re not getting out there?


Troy Assoignon: I think there’s two ways to look at this from a corporate side and I’m curious on your standpoint too, cause like, I don’t want any of this to conflict any of your info, but I think in a b to c world, it’s harder to get paid up front with like just selling, you know, business owner to consumer. It’s harder to get paid upfront for a big GIG. Now that could just be my perception, but corporate, corporate is where they’ll bring you in and they’ll pay you something to come in and train a big group of people. Um, so I think like, really man, I think there’s two models and this is my personal opinion because like we talked a lot of people, but speaking to, I think there’s the offline model of filling up a free room and selling product or selling a room and kind of doing a similar retreat almost. It’s like a retreat, but it’s just an in depth talk ever law to subjects, um, or corporate where you get hired out to train a room of 50 people. Um, that’s, I don’t know, I don’t know if that answered any of it. Um, I had a little more clear on the offer to.


Victor Ahipene:  It’s one of those, it’s one of those things I definitely pay payments. Something I think people have to come to grips with understanding that in the corporate realm it’s not just like here’s the price, it’s understanding are they buying your IP? Like can they retrain your stuff? So there’s a lot that comes in through there from, you know, when a, when a company does send you out a, a, you know, the first contract and then you go back and forth and it may take some time. But what I meant is like, let’s say they say I come to USA, I want to get out into the public speaking world. I’m an expert in botany and I want to do more, more, more speaking in that space. Yeah. And there’s events and everything. Um, I need to get a brand around myself. So I need a website or socials or that sort of thing. What, what would, what are the, I guess the common, the common pitfalls are probably the easiest thing on a way of people massively go wrong more so everyone’s brand is going to be differently reflective. But what are some of the things that you see people when they start trying to put up a Victor Ahipene dot come and he don’t call them site together to try and reflect them? What would, what would be the pitfalls that you see that?


Troy Assoignon: Um, I think like don’t make it look cheap. Don’t make it like its better having no website than a cheap website. I’m just, especially if you’re trying to command higher fees, if you’re trying to command higher fees and you have like a Wix website and it says built on Wix and then a $20 a month ad comes up. You look like an idiot. So I think pictures like really high quality photography is super important. Um, testimonials, of course. I think I’ve figured out earlier to your question, I really want to answer this piece because now start at the top with a lot of these people that like if you’re listening to this right now and you’re trying to get some gigs around, you know, whatever it is that you’re professional and find somebody in your city that is highly connected in your realm and your area of expertise that’s ruined. It doesn’t like, you know, you use botany as an example. So maybe I go talk to a professor that teaches a lot in that realm or you know, an association about that or something in congrats with botany and it doesn’t even necessarily have to be direct. Maybe I talked to a fertilizer company and the fertilizer company has a connection of a connection of a connection, but I think the thing about this as being a value, um, being a valuable, valuable person to people that potentially can have connections that you need. I’m a big thing that I teach a lot of our peoples the reciprocation bias. If you go first, they have to give back. So if you offer them help and you call them up and give them something of value, you ask after that and they will give generally. Sometimes it might not be of equal value compared to the time you put in. But I still think if you hit numbers, you get results. You hit 10 significant people in a main city, you’ll find connections. You do have to be ambitious. Um, if you don’t like doing it on the phone, dude via email, there’s always a way to build a relationship with somebody. And I think that between back, I guess pulling it back to your website question, um, the websites, all visuals, um, the websites, all visuals, great photos, don’t cheap out and make it look like garbage, but also understand like the first phase III or website is trust, build trust when they see you, they want to be able to trust you like that. After that you can start getting into the depths of like building out your email list and building out your, you know, your trainings and different things if that’s what you want to do. But I think up front your first main page, your first authority page is trust. So yeah.