Your One Word: Using Your One Word to Build Your Amazon FBA Business with Evan Carmichael

Get Your One Word here on Amazon.

Your One Word is the definitive guide to finding your guiding principal that will take your new business to the next level.

Evan was kind enough to join us at The Bootstrap Boutique to answer a few questions about Your One Word, how we can use our one word to better connect with our customers, when we should focus on finding our one word as beginner business owner, and how our one word can be used to grow our business.

Thanks Evan for sharing, come back anytime!

Transcript:

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can one word change your business I’ve

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been think so hey everybody welcome back

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to another episode of the bootstrap

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boutique where beginners built

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businesses I am so glad you’re here

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today because we’re going to talk about

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how one word can change everything in

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your business so I think Carmichael is a

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big deal on YouTube so if you’re on

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YouTube which you’re watching this video

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you’re on YouTube you have probably

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heard of him he has like six hundred

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thousand plus subscribers to the YouTube

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channel where he talks about different

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ways that entrepreneurs can build

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businesses based off of successful

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people that have gone before it so he is

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such a big deal on YouTube you’re

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probably wondering why is he on your

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channel fair question I’d end up with us

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today because he wrote a book on your

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one word and he is here to answer some

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questions for us about how we can take

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your one word in the concept he outlines

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in his book and help apply to us as

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beginners building businesses what does

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one word mean Evan literally runs his

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business based off of his one word which

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for him is believe and it shapes

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everything that he does when it comes to

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how he built his business in his book

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Evan talks about back when he was

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getting started he was really in a rut

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and it wasn’t until he realized that

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what his core passion was was helping

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and believing in entrepreneurs as they

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start companies that will go on to

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change the world and he is actually on a

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mission to help 1 billion with a B

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billion entrepreneurs build businesses

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obviously there’s a little more to it

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than that but it’s not my story to tell

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Evan held it so much better than I could

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ever hope to relay it back to you

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so make sure that you go get your copy

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of your one word there’s a link in the

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description below I had the opportunity

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to read the book a couple of weeks ago

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and I really really enjoyed that a lot

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of value up out of it I think you will

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as well but as we’re going through and

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asking Evan a couple of questions about

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his book and about the one word

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philosophy I want you to do about how

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you can take your one word and apply it

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to the private label business that

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you’re doing on Amazon I got a ton of

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ideas about how I can take a word for

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belief and shape the Amazon private

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label

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that I’m building around it but then

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also how I can apply it to the bootstrap

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boutique and what we’re doing here so I

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got like double whammy value out of it I

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just loved this book

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so let’s turn it over to Evan hey Evan

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thanks so much for being here today tell

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us for those who don’t know about

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yourself please sir

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what’s up bootstrap boutique cars my

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name is Evan Carmichael I am the author

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of year one word the powerful secret to

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building a business and life that matter

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the book is basically about how to

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identify what the one most important

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core value is to you understanding that

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at a human level and then bringing that

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to your business to attract customers

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suppliers employees who love what you’re

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doing and building a business that has a

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movement behind it so you’re doing

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something that feels good and makes a

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lot of money as well so Meagan inviting

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me to join on and answer a couple

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questions and hopefully I’m going to

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give you some value today on her YouTube

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channel

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awesome right so Evan talks in his book

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about core selling which is a little

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different than if you’ve ever been

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through sales training and you are about

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feature selling and benefit selling core

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selling is really the next step in that

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process so Evan tell us how do we best

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move from selling features or benefits

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into core selling and what hit balls do

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you see people making along the way so

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this is an important concept I think a

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lot of people as a start of business

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they instinctively just start selling

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the features of what they do so

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basically what it is that you’re

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offering somewhere along the lines in

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selling you learn about selling on

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benefits right and benefits it’s not

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just the what that what you do but what

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the customer gets and sometimes that’s

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not the same thing right you put it into

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their perspective instead of your

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perspective and that’s how most

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companies sell and it works but it’s not

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as efficient or as effective as it could

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be the step-up and the ones that have

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really solid brands what they do is

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called core selling and it’s basically

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you’re not just selling what it is that

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you do what they get you’re selling the

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experience was the experience for the

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customer what is the why behind what

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you’re doing when people can connect to

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that on an emotional level when your

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customers understand that on an

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emotional level and they resonate with

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it I want you to get to the point where

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people will buy anything that you put

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out because it’s you putting it out and

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they don’t just automatically default to

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what am I get for it and how much does

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it cost me now yes it has to provide

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value its kind of help them it’s got to

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solve a real problem but I’m worried

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that you’re going to lose market share

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you’re going to lose customers as soon

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as your competitor drops their price by

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five cents or five dollars or $50 or

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whatever the threshold is in your

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business where if you stand for

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something important and you’re selling

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based off of your core then it creates a

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lot more brand loyalty and people pay

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more to work with you because they love

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what all about so let me give you a

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practical example I was talking in

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series this is somebody called in to my

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radio show

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and they sell landscaping services this

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is a super competitive business and this

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person has been in the business for a

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while now 10 15 years and it’s competing

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up against college kids and he was

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having a hard time separating himself

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from the competition and homeowners were

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saying why should I buy from you when I

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can just buy from the college kids down

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the street or high school kid down the

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street to cut my grass where it’s a lot

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cheaper to go with the high school kids

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it is to hire you

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and so if you’re looking at feature

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based selling you talk about how you cut

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the grass to a certain height on their

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lawn right and the tools that you’re

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using to really go out and do that and

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you know most customers they don’t

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really care they don’t care about the

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grass size they don’t care what tools

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are using secure that gets time if you

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move to benefit based selling you’re

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talking about how it’s convenient for

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them how you’re going to come once a

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week and it saves some time and they

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have a beautiful looking lawn right at

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the entity that’s what they care about

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but it still doesn’t help you stand out

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from the high school kids because the

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high school kids have shown the same

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thing they say I’m going to come and cut

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your lawn now I’m going to cut it once a

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week and it’s going to look beautiful

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and so I asked him why did he get into

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this business why’s it so important to

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him and he was telling me about how when

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you grew up his mom always spent time

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with him outside and that was their

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connection he would spend every weekend

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and a lot of times during the week

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outside with his mom just taking care of

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the property and he said I treat every

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lawn that I go take maintenance up I

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treat it like it’s my mom’s lon and

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right there

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he had me if I was in his area I would

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hire him

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and it wasn’t a con right it’s not

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what’s the messaging to convince them to

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buy from me it’s an authentic why I’m

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getting the experience what I’m buying

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is not just the grass being cut I’m

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getting the experience of knowing that

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my lawn is being taken after with care

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and with pride and I’m not worried that

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something’s going to happen to my

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property while he’s on it because he’s

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treating it like it’s his mom’s I know

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that he had that sense of dedication to

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it and I would pay more for that it

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would cost me 15 bucks to get a high

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school kids to come and cut my grass I

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would pay 50 for this guy to do it and

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it’s that sense of security and that

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emotional connection that is core

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selling that when people can connect

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with you on that same level things are

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going to buy more from you they’re going

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to pay more forward if you have a higher

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price option they’re going to tell their

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friends about you and now not everybody

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is going to connect with your message

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some people would hear that store and

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say I don’t care I don’t care about your

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mom maybe he doesn’t have a good

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relationship with his mom right like

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people have different reasons for not

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believing the same thing that you

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believe and that’s okay I want you to

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have a reason to stand out your core

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your human value what makes you special

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different unique as a human being and

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then you can bring to your business is

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what will be the magnet for you or push

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people away like the magnet comes

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together but if you flip it around

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it pushes people away I want that for

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your business I don’t want you to be the

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business for everybody I want some

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people to say what they’re doing is

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really stupid that’s great because if

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you don’t stand out if people don’t have

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a reason to talk about you then you’re

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never going to win you’re going to

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constantly play in the middle you

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community constantly playing the price

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game and it’s hard as an entrepreneur to

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win if you’re playing the price game

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it’s a good question we’re off the good

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start Thank You Megan flattery will get

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you everywhere with me

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so thank you for liking this question

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now here are the bootstrap boutique we

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are a community of beginners building

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businesses do you think that we should

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go out and immediately from the

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beginning try a sine r-1 more or

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about something that should grow and

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develop organically over time I think it

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really depends on the individual as I’ve

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walked people through the process of

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understanding the one word and there’s a

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lot of details and exercises in the book

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some people get it right away

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some people like boom they know if they

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have the self-awareness they’ve already

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been thinking about you know that a

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little bit about themselves the

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introspection over the years I guess and

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they just they’re ready for and they get

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it right away

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I wasn’t like that it took me a while to

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figure out what it was that I really

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deeply stood for a team beam and so I

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think it just depends so the people who

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get it right away

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great go out implement it immediately

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for the people who takes longer to

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really get understand that it’s not just

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a zero or one thing you’ll get closer to

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it some people pick the wrong one where

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to the start but the one word they

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picked isn’t the total opposite of what

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they stand for right like they’re here

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they want to get here and they go here

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right it’s close but it’s not quite here

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so they have to make an adjustment so

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every step along the process that you

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make gets you closer and closer to the

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awareness to understand what is your one

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word what is your most important core

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value and then that helps you apply it

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to your business so I wouldn’t say do

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nothing until you figure it out with

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100% certainty I’d say start if you have

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a degree of confidence and what it is

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then start and build around that start

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testing things out so trying it out on

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people so trying it out in the Facebook

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campaign or a YouTube video or a banner

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on your website try it out and see how

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to feel and if you get closer and closer

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to it you may need to make some

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adjustments along the way and that’s

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okay but each adjustment gets you closer

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to that ultimate step so what I was

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reading the book actually withdrawals

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evans exercises to go through inside my

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one word for what I did here at the

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bootstrap boutique and if you’ve been

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watching for any amount of time this is

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the word that should not surprise you

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it’s probably you’re probably going to

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like mad your head and like yeah that

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totally makes sense my one word for the

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bootstrap Tajik is share so Evan knowing

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that share is my learn work how should i

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use that to grow what I’m doing here at

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the beat strategy and so that’s really

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covered in detail in chapter 5 of the

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book it’s how to build a campaign so

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keep your earlier sections of the book

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or about how do you find your one word

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why is it so important what are some of

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the steps to do it how do you know that

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it’s the right word for you

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in Chapter five we start looking at how

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do you build a business campaign around

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this how do you start attracting

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customers to find you a lot of

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entrepreneurs sales and marketing is a

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pretty important issue they’re trying to

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really figure that out until this gives

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you the tool to use ideas like core

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selling to bringing more customers so

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looking at things like what are we going

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to name our company we’re going to name

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our new product a new service that we’re

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launching what are we going to create a

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logo and icon around what kind of fonts

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are we’re going to use what colors are

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we going to pick and why what music

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we’re going to use if it’s relevant

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what’s the credo we’re looking at share

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as an example what does that break down

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to what a share mean to you and to make

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that a clear message for the people and

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so what is the logo look like that is

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around share what font signify share all

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00:11:44,179 –> 00:11:47,420
of those things make it important for

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00:11:46,220 –> 00:11:48,829
when you’re building your campaign out

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that you want execute against the

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Facebook against YouTube against

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00:11:50,360 –> 00:11:55,720
traditional advertising you want people

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to consume your message and feel it here

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or hate it

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00:11:58,249 –> 00:12:03,379
which is fine some people say share

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00:12:00,139 –> 00:12:05,269
that’s amazing someone who shares to try

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00:12:03,379 –> 00:12:07,339
to help entrepreneurs I love that how do

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00:12:05,269 –> 00:12:08,689
I sign up how do I get involved and some

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00:12:07,339 –> 00:12:10,279
people look at they share it’s just

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00:12:08,689 –> 00:12:12,910
that’s stupid that’s fluffy come on

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share give me something more tangible

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you know some people hate it it’s fine

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you know what those people music will

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00:12:17,329 –> 00:12:20,959
never be good customers for you trying

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00:12:19,249 –> 00:12:23,089
to appease the people who hate your

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00:12:20,959 –> 00:12:24,949
message will never be customers will be

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00:12:23,089 –> 00:12:26,480
a most difficult customers that give you

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00:12:24,949 –> 00:12:27,350
the hardest time they’ll give you the

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00:12:26,480 –> 00:12:29,059
most complaints

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00:12:27,350 –> 00:12:30,589
they’ll never forward on business to you

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and so better to weed them up from the

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00:12:30,589 –> 00:12:34,850
start and the people would be great pest

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history the people who love share and

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everything that it stands for if they’re

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00:12:37,129 –> 00:12:40,999
looking at you versus five other people

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you’re not giving them a reason to come

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00:12:40,999 –> 00:12:45,410
to you because it’s not both some people

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00:12:43,129 –> 00:12:47,779
are so afraid to see what they stand for

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00:12:45,410 –> 00:12:49,399
that they play in the safe middle and

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then they never get the business that

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00:12:49,399 –> 00:12:53,389
they deserve so that’s the first step

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chapter 5 is about building a marketing

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campaign chapter 6 that gets into

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building culture so you know I know this

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channel is a lot about the startup

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entrepreneurs but as you build your

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00:13:00,889 –> 00:13:04,309
business up you’re going to need a team

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00:13:02,689 –> 00:13:06,319
you need to have people around you to

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help you build your big mission if you

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00:13:06,319 –> 00:13:10,370
are trying to do something big you

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00:13:07,639 –> 00:13:11,629
cannot do it all alone and as an

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00:13:10,370 –> 00:13:13,999
entrepreneur you have a lot of great

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skills and a lot of things you’re doing

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that you probably shouldn’t be

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00:13:14,940 –> 00:13:19,890
you should be delegating and outsourcing

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00:13:16,380 –> 00:13:21,090
to other people and so a big mistake

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that entrepreneurs make when they’re

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building a team is they hire people just

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for the skills where you need to hire

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people based off of your value as well

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00:13:27,450 –> 00:13:31,470
so if you’re hiring somebody and you’re

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00:13:29,640 –> 00:13:33,570
one were to share then you want to bring

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on people who love share their one word

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00:13:33,570 –> 00:13:37,230
doesn’t necessarily have to be shared

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00:13:35,160 –> 00:13:39,990
it’s okay if it’s okay if it’s something

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00:13:37,230 –> 00:13:42,690
slightly different what does she revolve

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00:13:39,990 –> 00:13:44,910
around it somehow right if they think

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00:13:42,690 –> 00:13:46,050
share is stupid then you’re never going

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00:13:44,910 –> 00:13:47,460
to work well together just like you

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00:13:46,050 –> 00:13:49,830
wouldn’t work well with a customer who

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00:13:47,460 –> 00:13:51,480
thinks that share is stupid you’re never

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00:13:49,830 –> 00:13:53,340
going to work well as a team who feels

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00:13:51,480 –> 00:13:55,050
that way and so maybe you need a website

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00:13:53,340 –> 00:13:58,110
and maybe you need to hire a programmer

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to help you you want a programmer who

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believes in Share who loves it who loves

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00:14:00,240 –> 00:14:05,760
the mission and that’s going to be a

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00:14:02,760 –> 00:14:07,380
great long-term relationship and asset

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00:14:05,760 –> 00:14:08,430
for you in your business if you hire

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00:14:07,380 –> 00:14:10,200
somebody just because they have

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00:14:08,430 –> 00:14:12,120
programming skills and came at a good

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00:14:10,200 –> 00:14:14,160
price you’re probably going to have a

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00:14:12,120 –> 00:14:15,480
terrible relationship it’s going to be a

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00:14:14,160 –> 00:14:17,070
terrible end product that you’re going

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00:14:15,480 –> 00:14:18,870
to get for your business and it’s not

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00:14:17,070 –> 00:14:20,730
one that you want to get into and again

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00:14:18,870 –> 00:14:22,980
people don’t do the work of weeding that

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00:14:20,730 –> 00:14:26,280
out so in the book as an example I show

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00:14:22,980 –> 00:14:29,370
you how to post a job ad around your one

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00:14:26,280 –> 00:14:31,560
word and I give examples and I’ll show

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00:14:29,370 –> 00:14:34,920
you what I do with my my campaign around

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belief so my one word is believe and so

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00:14:34,920 –> 00:14:37,830
I’ll lead off a job by saying I’m

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looking for a PHP programmer who

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believes in entrepreneurs and right away

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that’s going to weed people out to say

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00:14:43,080 –> 00:14:46,170
that stupid I don’t want anything to do

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00:14:44,400 –> 00:14:48,780
with it and some people will self select

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00:14:46,170 –> 00:14:52,230
in a lot of people will see that and say

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00:14:48,780 –> 00:14:54,120
huh I really like that message I believe

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00:14:52,230 –> 00:14:55,440
the same thing that he believes I want

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00:14:54,120 –> 00:14:58,050
to be a part of that company and that

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00:14:55,440 –> 00:15:00,390
he’ll work harder on the job application

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00:14:58,050 –> 00:15:03,089
in the interview process to prove

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himself or herself to come and work for

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me and that’s exactly what I want I want

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people to self-select aim or self select

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and I want that for your business as

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well there’s no one right value not that

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00:15:12,210 –> 00:15:15,900
share is any better than believe or is

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00:15:14,520 –> 00:15:17,400
any better than honest there’s any

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00:15:15,900 –> 00:15:18,980
better than any of the other one words

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00:15:17,400 –> 00:15:21,630
that people have was covered in the book

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00:15:18,980 –> 00:15:23,220
but there is one right one for you and

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00:15:21,630 –> 00:15:24,870
your enterprise and if everybody’s all

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00:15:23,220 –> 00:15:26,760
over the place and there’s no aligning

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00:15:24,870 –> 00:15:28,800
value you’re going to fail most

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00:15:26,760 –> 00:15:31,500
companies especially

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00:15:28,800 –> 00:15:33,269
they have this list of core values right

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these are the these are our core values

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00:15:33,269 –> 00:15:36,630
and you open up their you know their

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00:15:34,860 –> 00:15:38,040
business plan or their in your reports

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00:15:36,630 –> 00:15:39,600
and see the core values and they have it

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00:15:38,040 –> 00:15:42,720
on their plaques as you walk into their

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00:15:39,600 –> 00:15:46,440
offices I bet you nobody in that company

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00:15:42,720 –> 00:15:49,980
up to the CEO could recite the 13 core

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00:15:46,440 –> 00:15:51,329
values that that company has and so if

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00:15:49,980 –> 00:15:52,560
nobody knows what they are without

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00:15:51,329 –> 00:15:54,990
looking them up how are you actually

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00:15:52,560 –> 00:15:58,110
running your business through them right

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00:15:54,990 –> 00:15:59,940
well you’re not and so that’s why you

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00:15:58,110 –> 00:16:01,529
need to this is your chance to win you

471
00:15:59,940 –> 00:16:03,180
can destroy those big guys because you

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00:16:01,529 –> 00:16:04,970
actually do stand for something you can

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00:16:03,180 –> 00:16:06,870
be authentic around it and so

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00:16:04,970 –> 00:16:08,640
propagating that message out letting

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00:16:06,870 –> 00:16:10,320
people know what you’re looking for and

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00:16:08,640 –> 00:16:12,570
building a team you’ll start bringing in

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00:16:10,320 –> 00:16:14,850
the right people who will die to want to

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00:16:12,570 –> 00:16:16,680
come work for you and in the last part

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00:16:14,850 –> 00:16:18,959
chapter 7 in the book is of operations

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00:16:16,680 –> 00:16:23,610
so that talks about how do we use our

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00:16:18,959 –> 00:16:25,740
one word to attract investors to manage

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00:16:23,610 –> 00:16:28,470
our clients to make difficult decisions

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00:16:25,740 –> 00:16:29,550
in our company a lot of the most

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00:16:28,470 –> 00:16:32,130
difficult decisions that you have to

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00:16:29,550 –> 00:16:33,480
make as an entrepreneur are often

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00:16:32,130 –> 00:16:36,209
difficult because money is attached to

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00:16:33,480 –> 00:16:38,040
them because you want to make the money

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00:16:36,209 –> 00:16:40,860
you want to say yes to the deal and get

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00:16:38,040 –> 00:16:43,470
the money but it goes against it just

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00:16:40,860 –> 00:16:45,390
feels wrong to do it for some reason and

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00:16:43,470 –> 00:16:48,360
the answer is because it goes against

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00:16:45,390 –> 00:16:50,339
one of your core values and so

493
00:16:48,360 –> 00:16:53,250
understanding what that is and giving

494
00:16:50,339 –> 00:16:55,950
examples in the book to really help what

495
00:16:53,250 –> 00:16:58,260
we do in the book is go through my story

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00:16:55,950 –> 00:17:00,149
but also entrepreneurs who built a

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00:16:58,260 –> 00:17:02,700
full-time business fifty thousand

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00:17:00,149 –> 00:17:03,990
dollars a year off of their one word

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00:17:02,700 –> 00:17:05,040
another one is build a half mil on

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00:17:03,990 –> 00:17:07,079
business I’m really know the business

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00:17:05,040 –> 00:17:09,350
five million dollar business and 150

502
00:17:07,079 –> 00:17:11,790
million dollar business how they’ve

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00:17:09,350 –> 00:17:13,530
marketed their business how to build the

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00:17:11,790 –> 00:17:15,419
culture on their business how they’ve

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00:17:13,530 –> 00:17:16,530
built an entire operations around the

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00:17:15,419 –> 00:17:18,179
business how it work

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00:17:16,530 –> 00:17:20,520
there was no blueprint for how to do it

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00:17:18,179 –> 00:17:21,689
and so by creating my story and also

509
00:17:20,520 –> 00:17:24,270
sharing the stories of all these

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00:17:21,689 –> 00:17:25,770
entrepreneurs we found it so whether

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00:17:24,270 –> 00:17:27,240
you’re just purely starting up when you

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00:17:25,770 –> 00:17:28,439
look up to that $50,000 a year

513
00:17:27,240 –> 00:17:29,610
entrepreneur or whether you’ve already

514
00:17:28,439 –> 00:17:31,230
been in business you’re looking to get

515
00:17:29,610 –> 00:17:32,429
that five million dollar market beyond

516
00:17:31,230 –> 00:17:35,340
there’s some ways that you can learn

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00:17:32,429 –> 00:17:35,910
from so Megan thank you so much for the

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00:17:35,340 –> 00:17:38,309
opportunity

519
00:17:35,910 –> 00:17:39,840
hopefully these questions were we’re

520
00:17:38,309 –> 00:17:40,980
helpful the questions were helpful for

521
00:17:39,840 –> 00:17:41,460
the answers are helpful for your

522
00:17:40,980 –> 00:17:42,540
audience

523
00:17:41,460 –> 00:17:43,860
again I’m so

524
00:17:42,540 –> 00:17:45,780
that you found your one worth I’m

525
00:17:43,860 –> 00:17:47,670
excited to see what you are going to

526
00:17:45,780 –> 00:17:49,860
continue to share with your audience

527
00:17:47,670 –> 00:17:51,840
thank you guys so much for watching I

528
00:17:49,860 –> 00:17:54,120
believe in you I hope you continue to

529
00:17:51,840 –> 00:17:56,910
believe in yourself and whatever your

530
00:17:54,120 –> 00:17:57,390
one where it is much love guys I’ll see

531
00:17:56,910 –> 00:17:59,460
you soon

532
00:17:57,390 –> 00:18:00,840
this is been awesome of it thank you so

533
00:17:59,460 –> 00:18:02,580
much for sharing your time your

534
00:18:00,840 –> 00:18:04,260
knowledge with us bootstrappers here at

535
00:18:02,580 –> 00:18:06,540
the bootstrap boutique you are welcome

536
00:18:04,260 –> 00:18:08,280
back anytime your one worry is really

537
00:18:06,540 –> 00:18:09,900
about finding your guiding principle

538
00:18:08,280 –> 00:18:11,970
you’ll notice Evan said things that we

539
00:18:09,900 –> 00:18:14,010
have talked about in other videos what

540
00:18:11,970 –> 00:18:15,720
is your why that is a big part of

541
00:18:14,010 –> 00:18:17,640
finding your one word is what is your

542
00:18:15,720 –> 00:18:18,900
why for doing what you’re healing

543
00:18:17,640 –> 00:18:20,970
there’s a link in the description below

544
00:18:18,900 –> 00:18:23,160
to pick up Evans book you’re one more at

545
00:18:20,970 –> 00:18:24,960
Amazon so be sure you check that out I

546
00:18:23,160 –> 00:18:26,640
am such a fan of and I’ve already

547
00:18:24,960 –> 00:18:28,590
subscribed to his YouTube channel and I

548
00:18:26,640 –> 00:18:29,910
loved his book so definitely want to

549
00:18:28,590 –> 00:18:32,790
check out all the good stuff he’s doing

550
00:18:29,910 –> 00:18:34,620
online do you already have a one word in

551
00:18:32,790 –> 00:18:37,290
place a guiding philosophy that you’re

552
00:18:34,620 –> 00:18:39,210
using to direct where you’re going share

553
00:18:37,290 –> 00:18:41,190
down the comments below if you want to

554
00:18:39,210 –> 00:18:42,450
comment online share like Evan says some

555
00:18:41,190 –> 00:18:43,800
people are going to be like yeah that’s

556
00:18:42,450 –> 00:18:46,290
awesome if some people are going to be

557
00:18:43,800 –> 00:18:48,360
like us do it you can tell me it’s okay

558
00:18:46,290 –> 00:18:49,830
we’ve got down in the comments below I

559
00:18:48,360 –> 00:18:52,280
will talk to you next week

560
00:18:49,830 –> 00:18:52,280
take care

You can watch this video at The Bootstrap Boutique YouTube channel here.
You can watch The Bootstrap Boutique YouTube Channel videos here.

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