Capitalism.com

Ryan Deiss understands the power of branding. In this episode of the Freedom Fast Lane podcast, we air Ryan Deiss' speech at The Capitalism Conference (formerly Freedom Fast Lane Live). Ryan Deiss offers an analogy for reframing your ideas about branding. Start by thinking of your customer as a vault. Marketing has the ability to do one of two things: it can make a deposit of relational equity into that vault, or it can make a withdrawal on relational equity from that vault. Make no mistake. Every time you ask someone to buy something, you’re making a withdrawal against relational equity. We all have a baseline of relational equity as human kind, but when you ask for someone to buy something the question becomes, “Do I know you?” Whether we realize it or not, this construct is true. The question every entrepreneur should be asking themselves is, am I making a deposit of relational equity, or a withdrawal? It’s like in Gary Vaynerchuk’s book “Jab, Jab, Jab, Right Hook,” entrepreneurs must deposit, deposit, dep