Get Paid What You’re Worth With Story Marketing & Story Selling

Hello everyone, my name is Clay Collins, and welcome to this week’s episode of the Marketing Show. So like every week, we start out with this week’s marketing quiz. This one is a little on the controversial side, a little on the sketchy side. So Kim Kardashian, famous reality TV star recently got divorced. She had been married for about 70 days, and she sold rights to her wedding for around $19 million. So how much money did she make per hour that she was married? Is it $1,000 approximately, $5,000, or about $10,000 per hour that she was married? We’ll answer that at the end of the show.

So today, I want to talk about what I call the Rituals of Receiving and how they apply to you. So most people who enter my life do not have a giving problem. They know how to give. They know how to give when they do coaching. They give free sessions. Their e-books are filled with so much value it’s absurd in a lot of cases. So most people who come to me and who are seeking marketing advice do not have a giving problem. They have a receiving problem. They have trouble receiving value that is proportional with the amount of value that they give in their products, and marketing, like I say, is the receiving arm of your business.

So most people, when they are not receiving the amount of money that they deserve, it’s because they do not understand the rituals, the cultural rituals of receiving. In every single culture, there are standard rituals for receiving things into our life. For example, during Christmas, there is a very specific ritual for sitting around the Christmas tree during the holiday and receiving presents. When you get married like Kim Kardashian, you receive all kinds of things from your relatives and presents, and there’s wedding showers and things like that. If you’re a Muslim, there’s a holiday called Eid, which is a time when you receive things. There are lots of rituals of receiving in every single culture.

Well, if you’re a business owner, there are rituals of receiving for businesses. One of those rituals is the product launch. Another one of those rituals is the interactive offer. So if you’re a coach, consultant, expert, leader, teacher, then one of the greatest rituals of receiving that you can take advantage of is something called the Hero’s Journey. There’s a man named Joseph Campbell who wrote a famous book called The Hero with a Thousand Faces, and in that book, he describes how every single mythological hero from every culture, the mythological heroes from fiction and movies, etcetera have all kind of gone through a very specific experience.

The book again is called The Hero with a Thousand Faces, and he describes this hero as going through what’s called the Hero’s Journey, and the hero’s journey has a number of faces, but I’m here to tell you that the hero’s journey is one of the greatest rituals of receiving that exist for you again as a coach, consultant, teacher, expert, etcetera, and when you want to take advantage of this, here’s how you do it, right. You need to take your tribe, your audience, your followers to an experience where they follow you as you go through the hero’s journey. It starts out being in the ordinary world, right. They see you as you are now. Then you receive a call to adventure to fix a problem for them, to discover a cure for whatever fears they’re facing, for overcoming something that is plaguing them. That’s your call to adventure. You move through a threshold where you go from the ordinary world to a world where you’re faced with ordeals, right. You encounter things in phase 4 during this ordeal phase where you rustle with their issues, where you fight their dragons, where you rescue them from some external force or army metaphorically speaking that is attacking them, and the final step that every hero with a thousand faces faces is the reward, which is the receiving.

Now I don’t have time to go into the specifics of how to implement all of this, but this is the backbone behind the training that we give to coaches, consultants, experts and teachers to show them how to receive in a way that is adequate and is proportional to the amount of value that they give to the world.

Anyway, to answer this week’s marketing quiz, Kim Kardashian was paid $10,000 per hour that she was married approximately.

That wraps up this week’s marketing show. My name is Clay Collins, and I’ll see you next week. Thanks for watching.

  • jameslepine

    All good stories contain the elements of The Hero’s Journey, for sure.  If you want to build a strong personal brand (if YOU are the face of the company), then you need to be telling this story.  Besides, who doesn’t love a good story?

    • Great point.  Some large companies have no personal brand at the forefront.  But they should . . . and that person should be telling this story.

  • Interesting- how do you balance this with the idea that your customers don’t want you to be just like them- that they want you to already have figured out the solution to the problem?

    • Hi Ethan . . . great question: ideally, over the course of your career, you’ll embark on several heros journeys on behalf of your tribe.  But just because you haven’t embarked on a particular journey yet (to solve a particular problem) doesn’t mean that you’re at the same place they are with regards to the problem.  There’s the hero’s journey that you embark on the first time for yourself (the story of this first journey is your origin story . . . and this must be in place when customers first encounter you), and then there are the several journeys you embark on over and over again on behalf of your customers.  When your potential customers meet you for the first time, you need to have completed the heros journey that you complete for YOU.

  • Thanks Clay, exactly the story I am about to send to my followers after your warm-up sequence in the interactive offer: indeed I finally got the right way to tell my story and I cannot wait to see what will be the response from my lists, the interactions have already got so much better since I have been applying what I learned in the interactive offer… I am so grateful I found you as you speak to my heart, you are the missing link in my understanding of marketing…

    • Vincent. Thank you from the bottom of my heart.  This means a whole hell of a lot.  I can’t wait to read your story.

  • Fantastic as usual Clay. The oh-so-brilliant Campbell applied to marketing? I love it. Connecting with all of us who give and give and give but seem clueless on receiving? Awesome. Kardashian quiz… icing on the cake (that chick is unique, and gets attention!)

    • Thanks, Jason!  And, yeah . . . let’s just go with “unique” when it comes to Kim 🙂

  • Did you know that there’s a heroine’s journey too? It is about how we identify with our masculine essence (slaying those dragons) but discover that we still feel empty even after we carry the reward home. 

    In the heroine’s journey there is an initiation and descent in despair and then a re-emergence when we fully identify with our feminine essence (love, nature, lushness). We discover ways to heal ourselves and others and feel fulfilled when we establish deep intimate connections. The final step is to integrate both the masculine and feminine parts of our psyche.

    I’m not quite sure why I’m telling you this! I guess my point is I think there is much to explore about gender differences when it comes to business and marketing … 

    Love your work as always and your ongoing support.

    KatieP x

    • Katie!  Great insights.  Thanks for adding to the discussion.

  • This info was awesome Clay. Learned some new tidbits and was reminded of a few.