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Loren Weisman from LorenWeisman.com, Leveraging Smart, and the "Wait What Really Ok Podcast" tells how to dial in your message with the\xa0hot, warm and cold members of your tribe...\n\nDisplay TranscriptRobert Plank: Loren Weisman is going to talk to us about the marketing and branding worlds, and connecting businesses to audiences and doing that with a more direct style of engagement, conversation, and communication in order to create authentic conversions and so much more. Tell me what about everything that it is that you do.\n\nLoren Weisman: Well Robert, I came with ... I'll summarize it quickly. I came from a background in music. I was a session and ghost drummer which meant that I worked behind a lot of people for a lot of years, about 700 albums in very behind the scenes fashion. I saw the largest successes, the biggest failures, the smallest successes, and everywhere in between. As I went to producing music, I went over to television, I started to venture out and see that a lot of the blueprints around marketing and branding really applied to every type of business from real estate to restaurants, import, export, hair styles, lawyers, and everywhere in between.\n\nA lot of people spend 20 some years getting into music. After 20 some years in music, I found myself opening some new doors and talking a little bit more about branding and the different levels of engagement and conversion with businesses outside of entertainment.\n\nRobert Plank: Okay. What's really cool about you coming from a music background is we all come across those people who have really good talent or they're really passionate about some subject. It's a shame because they don't know how to get themselves out there or they don't know how to build their own brand, their own tribe, or their own list, or any of that stuff and it's just like you kind of have to both sides of it, right?\n\nLoren Weisman: Absolutely and that's where it flies so much into business as well. When you think about that band that you saw and you just love them and you couldn't understand why they couldn't go anywhere while the band you weren't as big a fan of became superstars. The same thing applies to business. You could have the greatest concept. You could have the best business plan, but if you don't have the branding, the marketing behind it, even to go into the funding stages, you're going to sit there and spin your wheels. I'm sure that there are so many amazing entrepreneurs out there, maybe even some listening to this show that feel like, "Wow, I've got this concept but it just won't catch. Is it my concept?" Usually the answer is no. The creativity, the improvisation, the ideas that people come up with are amazing. It's just the fact that they're not quite connecting with the ability to market that out to whether they're soliciting for funding, partnerships, networking, money, or just sales.\n\nRobert Plank: If I'm getting this right, so what it is that you do is that you were a consultant mostly for musicians. Is that right?\n\nLoren Weisman: I used to be for musicians. Now I'm the ... Like I was sort of in the back for musicians, I'm the consultant in behind businesses and actually other consultants. A lot of the business advisors out there, I work behind them with branding projects that they're working on. I do work with some individual clients, but I like to be one of the guys behind the curtain of other guys. Then looking from a whole of what they're developing with a given client and then saying, "Okay. I see this as a possible run. I see this as an area where developing at a lower cost." You might say to a client of yours, "This needs six months of development in this area." Then I would come in and say while you're working, doing this with Robert, let's talk about the branding before this product or service is even out there and slowly begin to allocate a little time to create and build the brand of that non-existent product yet so that upon launch or upon solicitation for f...