From the archive: This episode was originally recorded and published in 2021. Our interviews on Entrepreneurs On Fire are meant to be evergreen, and we do our best to confirm that all offers and URL’s in these archive episodes are still relevant.
Kris Krohn is an 8 figure influencer in the space of money, business, finance and personal development. He is a 4-time bestselling author, has a wife, 4 kids and he loves elevating other people.
Launch My Influence – Learn the how-to steps for becoming an influencer!
3 Value Bombs
1) There’s a group of people out there for anyone who wants to step up and is brave enough to become a leader.
2) Let go of the things that didn’t matter. Become obsessed with the preferences of your tribe.
3) The only way for you to get discovered is to deposit yourself where the conversations are happening.
**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: Becoming an 8-figure Influencer
[1:22] – Kris shares something he believes about becoming successful that most people disagree with.
- Being obsessed is nothing more than ever-present focus. He is always focused on the thing he’s working on that matters most. Anyone who doesn’t bring that level of commitment should not expect the highest level of reward.
[2:43] – What’s the secret to getting discovered on social media?
- The only way for you to get discovered is to deposit yourself where the conversations are happening.
- Keyword research means that you care about where people are asking meaningful questions.
- If you ever run a business where you’re doing any kind of paid media, you are basically paying people to like you.
- Build organic relationships.
- You need 17 exposures to get someone to buy something from you.
[7:10] – How does one gather their real tribe?
- Let go of the things that didn’t matter. Become obsessed with the preferences of your tribe.
- Care about creating maximum value and what you’re providing to people.
- Make what’s important to your tribe your number one priority above all.
[12:09] – A timeout to thank our sponsor!
- HubSpot: Close more deals and get on track for your best Q1 yet! Explore the new HubSpot Sales Hub and AI tools like ChatSpot at HubSpot.com/sales.
- Coda: A platform that empowers your team to collaborate effectively and focus on shared goals. Get started with Coda today for free at Coda.io/fire!
[14:58] – The most powerful product that Kris can offer.
- We fall in love with our products instead of falling in love with our customers.
- No one wants to be sold to, but they do want to buy. They only want to buy if it’s what they want.
[17:42] – Kris talks about how to monetize your influence once you acquire it.
- There are three things you need to nail: a system for traffic, a system for funnels, and a system for leads.
- It’s about matching the client’s wants and needs with what you have to offer.
- The new normal is to be digital.
[21:52] – Kris’ key takeaway and call to action for Fire Nation!
- There’s a group of people out there for anyone who wants to step up and is brave enough to become a leader.
- Launch My Influence – Learn the how-to steps for becoming an influencer!
[24:23] – Thank you to our Sponsor!
- HubSpot: Close more deals and get on track for your best Q1 yet! Explore the new HubSpot Sales Hub and AI tools like ChatSpot at HubSpot.com/sales.
Shake the room, Fire Nation, JLD here with an amazing conversation on becoming an 8 Figure Influencer to drop these value bonds. I are brought to Kris Krohn on the mic. He is an 8 Figure Influencer in the space of money, business, finance, and personal development. He's a four times best-selling author with a wife, four kids in a love for elevating other people in Fire Nation. Today, we'll be talking about the secret to getting discovered on social media, how you actually gather your real tribe, the most powerful product you can provide a hundred monetize your influence and so much more. When we get back from thinking our sponsors, how can you make money? That's the big question right now, as COVID has changed how we do business with Thinkific, you can monetize your skills by launching it your own online course.
It's time to scale the business you love. Visit Thinkific.com/EOF that's THINKIFIC.com/EOF. Hiring can feel like trying to find a needle in a haystack, but when you post a job on ZipRecruiter, their matching technology finds these qualified candidates for you and invites them to apply. So while other companies give you too many options, ZipRecruiter finds you the needle in the haystack. And right now you can try ZipRecruiter for free at ZipRecruiter.com/fire. Kris say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with.
1 (1m 27s):
Well, first of all, hello, and John, it's great to be back. Thank you. I appreciate it. It's so good. Okay. So right out the gate, I'd have to say obsession. I think there's a lot of people that criticize me for being, you know, they would say Kris you're you're, you're, you're, you've gone too far. You're obsessed. And I'm like, you know what, for me, obsessed is nothing more than ever present focused. I'm always focused on the thing that I'm working on that matters most. And I think anyone that isn't bringing that level of commitment should not expect the highest level of,
0 (1m 58s):
I love that because people said that I was a little obsessed with podcasting when I launched the first daily podcast. And I said, you know, what, if I'm going to do something, why would I just not go all out? Why would I not go all in? And I know you resonate with that because you're that kind of guy as well. And for me, it's like, I'm either all in or nothing. Like there's a lot of people in my life, Kris who think rightfully so that I'm a lazy person because in certain things in life, I'm lazy. Cause if I'm not going to go all in on that thing, I'm not doing it at all. And so I'm like that way side of things, but on the things that I want to like crush and dominate, I am all flipping in and you are going to talk to us today, Kris, about becoming an eight figure influencer.
0 (2m 39s):
So let's start off with the secret to getting discovered on social media, reveal that to us,
1 (2m 45s):
There's a lot of people that need to be on social media that are not, and they just haven't transitioned. They haven't realized that we're now living in this crazy digital world. And if you have a business, you're either branding a business. So like an idea, or you're branding yourself as a person. I don't, I don't, there's a really a way to brand yourself as a person, unless you're actually on social media. And yet there's a lot of people that are just posting a lot of things. They're mimicking what other people are doing, and they're not really getting the traction. And first and foremost, if you're an expert in an area, if you, if you know your stuff, if you've got your message dialed in, then the only way for you to really get discovered is if you deposit yourself where the conversations are have happening for for years, John, I was, you know, making these YouTube videos that weren't really getting any traction.
1 (3m 29s):
And the reason why is because I was making the videos that I, I thought people should, should watch. And my websites, I would, you know, offer products and give things away that I thought people should have. And at one point there was, I stopped and realized, wait a second, Kris, do you even really know what people want? And so I started just, I tip my whole company upside down and I said, you know what, everyone here has heard of keyword research. What keyword research really means is that you care where people are asking the meaningful questions. And so I started researching in my level of expertise, where, what are people asking? So now, you know, I, you know, when I take a look at that eight figure, Mark, I don't do any paid advertising.
1 (4m 12s):
All of it is purely organic. And it's because every piece of media that has a street is me only talking to what everyone else is already talking about, asking questions about. And you know, with search engine ranking, I don't have to pay any money for this. People find me. And you know, if you've ever run a business where you were doing any kind of paid media, you were basically paying for people to like you, those people are frankly, a lot less patient. They're a lot less nice. They're not as fun to do business with. They're harder to sell, but when you build a genuine organic relationship, what it means is I just deposited my deposit myself from the conversation where it's happening and then people can check it out. And then if they like me, they can follow or subscribe and then they can binge me.
1 (4m 54s):
And if they binge me enough, they're certainly going to reach out to my company. And so, you know, compared to years ago, my business today, I've got tens of thousands of clients that just, they love being in a relationship with me. I've got partners in my real estate business from all over the world. Every week. I find people that, that have already decided that, that they like me and they follow me. We've heard this, this statistic in sales, John, that you need, I think it's today, 17 exposures to get someone to buy something from you. Well, before these people ever reach out to me, they haven't had 17 exposures. Sometimes they've had hundreds and it was on their terms. And I really liked that. So it's an easy lift. It's a more fun lift.
1 (5m 34s):
And then when I interact with people there, they're so grateful to be in the talking space instead of arms crossed skeptical. And so I would say for anyone that really says, Hey, you know, what, what am I going to get discovered on social media? I got news for you. You're not, no one's going to discover you. No one cares about you. You've got to care about yourself and care about the other people first and get where they're at. And keyword research really is. I that first big clue, anyone that follows me on, on YouTube, they can kind of find some of my free content where I just show people, Hey, here's some tools I use. Here's how you actually, you know, see the keyword, see the ranking. And if you title things that way, then you'll put yourself directly in those relations
Fire Nation. I want you to be absorbing these words.
0 (6m 14s):
Don't just hear them. Don't just be listening to Kris, absorb these words because the truth is just oozing out of them. I was asked all the time, John, how'd you come up with that fantastic idea. Podcaster's paradise, their freedom journal, the mastery drone, the podcast show. And now your book, The Common Path to Uncommon Success, like how'd you come up with all these ideas. I can't come up with ideas like that. And I said, I haven't come up with a single idea since by the way, entrepreneurs on fire. That was my one idea ever since then, I asked my audience, what is your biggest struggle right now? And then I would create the best solution to their problem. And that's all of these million dollar products and services and communities that I just named the best solution to their real problem that they told me.
0 (6m 60s):
I didn't come up with these things, Fire Nation. I did the research. I asked the questions and then I produced. So let's move into gathering your real tribe. How does one do this?
1 (7m 11s):
I want to piggyback on this idea of what do people want years ago? I discovered split testing and it was a new notion to me and something I'd heard about, but I'm like, Oh, it sounds like a lot of work. And you know, thankful, you know, thankfully for like click funnels, beautiful platform that makes split, split testing for dummies. And I remember when I started doing my split testing, I was like, Oh my gosh, people care about the image. People care about the colors. People have preferences for everything. They care about your message. They care about how it's titled. They care about your promises. They care about your testimonials. They care about everything. And so I fell in love with this idea of saying, you know what, man, I think I have a lot of the right gear.
1 (7m 52s):
There are a lot of the right products, but I don't think it's packaged the right way. I went on a three-month binge of split, testing, everything from fonts and colors and images to, you know, sequences on my page. And every test revealed a preference. My people on my website, they like to see me in purple and blue. I don't like purple and blue. Like those are not my colors. I like red and black and gray. And guess what? They hate them. They will not click on my crap if it's red, black, and gray. So what I had to do, John, is I had to actually let go of the things that didn't matter. And I said, you know what, Kris, you should become an everyone. Who's an entrepreneur. That's trying to get go social.
1 (8m 33s):
You should become obsessed with the preferences of your tribe, because guess what? They care about everything. They weigh in on everything. I'm finishing a book right now. I've got like three more. I'm working on, I've written five other books. And the book that I'm working on right now, I had this title for it. I'm like, Oh my gosh, I love this title. And so I put it out for a split test and they hated box title. And then I'm like, okay, fine. Well, what about this one? Like I'm attached to this idea and they slaughtered it. And 17 iterations later, they pick the title, the subtitle, the image, the everything. It is not what I would have picked, but guess what? It's what they want. And the moment I, you know, that 90 day obsession led to a 400% increase in sales in my, in my company, across the board.
1 (9m 19s):
And it blew my mind. I'm like, Oh my gosh, Kris. And for those of you that are listening, Fire Nation, like get out of your way, get out of your own box, stop thinking about what you want and what you want it to look like and become agnostic. Stop caring about the things you're not supposed to. You should be obsessed with creating maximum value. You should care about what's in the box for what you're providing to people, but what it looks like, and what's important to them, you should make that your number one priority above all. And since I've done that, man, it sure has changed. Look and feel of a lot of things here. But my people are happiest. I'm gathering the right people and we're, we're getting maximum conversion. So I think if you want to gather your real tribe, you got to just become obsessed with what do these people want.
1 (10m 1s):
And every split test gives you a lot of dope information.
0 (10m 5s):
You're going to dope. Tim Ferriss title was not the four hour workweek. When he first started, it was something along the lines of like, you know how to do dope and drugs and run from money. I'm S I'm screwing it up, but was like, that was the phrase. Like it was like all these things as he was running like a brain supplement company and bombed when he split test it, you know, out there in the real world. And he came to the four hour workweek, which he didn't love at all. But guess who loved it? The people who bought the book by the nilly. And so real quick, Kris, you can tell me that it's a secret and you can't tell us right now, but I gotta at least ask, like, what was the title that got slaughtered? And what's the title you ended up choosing the book
1 (10m 42s):
Money. It's about finance. It's about our broken system. So I wanted to label it ROI return on investment. Five secrets that your financial planner will never tell you is like, it was something like that. My audience just didn't understand the language of ROI. They didn't connect with it. It wasn't emotional. It wasn't sticky. It didn't mean anything. I didn't have enough benefits driven in it. And the whole book is about ROI. It's like, Oh my gosh, people just don't understand the reason why they will never be financially free is because the financial system says 401ks, IRAs, SMPs, indexes. All of these things are single digit ROIs and single digit. Even when it compounds. I mean, Albert Einstein said that compound interest is the most powerful financial instrument ever created.
1 (11m 24s):
And yet it's meaningless when it's single digit. Cause you've got to live for like 14 lifetimes for that to mean something. And if you can just break into double digit ROI, like, you know, my last, you know, 4,500 real estate deals, I'm averaging a 25% annual ROI. I make 26 times more money over 20 years than single digit ROI off of the S and P. But I also show him the book triple digit, quadruple digit ROI, infinite ROI. So for me, the book was all about ROI and turns out that that would be the most boring and asinine title for them
0 (11m 56s):
By our nation. If you think Kris is even close to done spewing straight fire, you are wrong. When we talking about the most powerful product, you can provide how to monetize your influence in more. When we get back from taking our sponsors, what type of role are you hiring for this spring? Maybe you need to hire someone to wear many hats, which can be challenging, or maybe you have a simple position to fill, but it's taking forever to find someone who's a great fit for your company. That's where ZipRecruiter comes in. ZipRecruiter can help you find quality candidates fast. And right now you can try it for free at ZipRecruiter.com/fire. So whether you need to hire a civil engineer in New York, a pediatric nurse in Nebraska and attorney in Colorado, or even a mascot in Missouri, ZipRecruiter's matching technology, finds people with the right experience for your job and actively invites them to apply.
0 (12m 46s):
It's so effective that four out of five employers who post on ZipRecruiter get a quality candidate within the first day from accountant to zoologist and everything in between ZipRecruiter, it makes hiring easier. And right now you can try it for free at our only our listeners, get it. Link ZipRecruiter.com/fire. Once again, that's ZipRecruiter.com/fire ZipRecruiter. The smartest way to hire as the COVID 19 pandemic has changed how we do business and how we make money. Entrepreneurs are moving to online courses more than ever, and you can quickly pivot and create an impactful course for your business with Thinkific, the best platform to create market and sell an online course with Thinkific. You get total control over the structure, price, and content of your online courses.
0 (13m 28s):
Plus you don't have to be tech savvy to get started. We know from personal experience, we've been hosting our courses on Thinkific since 2017, our students rave about how easy it is to follow our content. Thanks to Thinkific readily available themes and templates and in a world where spending hours online can get exhausting. We know that we're delivering an experience for our students that is both user-friendly and engaging, allowing them to succeed and reach their goals. So whether you're a guitar teacher or an executive business coach, think if it can help you expose your business to millions of people worldwide, join the thousands of entrepreneurs creating and selling their own online courses. Monetize your skills today at Thinkific.com/EOF that's THINKIFIC.com/EOF Kris we're back.
0 (14m 13s):
What is the most powerful product you can provide more than
1 (14m 17s):
Likely John, it's not the one that you're offering. I think most people build a product that they fall in love with. We fall in love with our products instead of falling in love with our customers. And so there's this theme I'm coming right back to it. The question isn't what do you want to give them? It's not what you want to offer. It's not what did you create? It's not, what's your brilliance, not what your genius it's what do they want? And you know, the wrapping paper, again, is something that is, it is most important. There's there's, it's, it's almost like if you could just know the right colors and the right words and the right features and the right benefits, then they're going to be times more likely to say yes, I had built out, you know, dozens of products, you know, that I thought people really wanted.
1 (14m 58s):
One of my verticals is all business. Another one of them is all real estate. I've done over a billion dollars in transactions. And so when I find people all over the world, they wanna, they want to partner with me. They want to get in on, on my deal flow. And when they do that, I packaged up a way that people could partner with me. But when I started pausing and asking what people wanted, I started realizing, wait a second. This is not, this isn't the way people want it. And this is going to be a little bit that for me, this is mind blowing John, that I had a company that used to say, I'll build your entire portfolio and you keep 100% of the money. And we struggled over years to get the number of clients that we wanted after doing about $50 million worth of business.
1 (15m 38s):
I just felt so tired. And then something changed. I started asking what they wanted and you know, what they wanted. They wanted to partner with me. They wanted to split the ownership 50 50. And just by doing that, they started buying twice as much real estate because they felt comfortable. They were less scared. They didn't feel like the whole burden was on them. They would have preferred to split the profits and go twice as fast, rather than feeling scared and alone. And so my entire product didn't change, but I tweaked it in what seemed like a really small benign tweak to me, meant everything in the world to them. And so, you know, today, you know, this year I'll buy hundreds, hundreds, hundreds, and hundreds of homes, and they'll put up the money, they'll put up the credit, they're going to tap into my team of 200 experts and we're going to do all of this stuff, but I've got to credit the fact that this, this tiny product week grew our company 500%.
1 (16m 32s):
And I didn't think it was a big deal. I just had to get in their head and figure out what is it that you guys really want? No one wants to be sold, but they do want to buy. And they only want to buy if it's what they want. So you should be asking, what do they want?
0 (16m 46s):
No one wants to be sold, but everyone wants to buy, like again, Fire Nation needed to be understanding and absorbing these words. Now let's talk about something when it comes to influence, because listen, there's a lot of people out there who have influence who are influencers, but they ain't monetizing crap. Literally nothing, not ASOS. They're putting in so much work. And if you were to like run the numbers, there, they're less than minimum wage. I mean, not even close. So how, how do you monetize your influence once you acquire it? You know,
1 (17m 22s):
Same eight figures that I earned last year with the same audience size, I made less than a million dollars. And I became really good at monetization from everything that we've talked about so far. But you know, I look at it for anyone that really wants to become a beast online and go social. There's three things that you've got to, that you've got to really nail. Number one is you've got to figure out a system for traffic, a system for funnels and a system for leads, which ultimately leads to your sales. And so, you know, when it comes traffic for me, I basically built a machine where I'll spend three hours in front of the camera a week, and then it's going to turn into 700 pieces of content every single week. And last week I got over 5 million hits on all of my stuff.
1 (18m 2s):
And because it's organic, everyone's finding it. And everyone's like, I discovered Kris Krohn. I found Kris Krohn instead of wait a second, someone paid me to see this dude. It's like, Oh, you Googled me. You found me. So you should have a system for traffic, right? And then you, you put that into funnels, which is, you know, at the end of all your videos and stuff, links and bios, you should be saying, Hey, I've discovered now what you want. And in my world, I've got 18 different funnels. Like people in general want 18 different kinds of things for me. So it gives a little bit of variety. But all that does is produce leads. Thousands of leads now a month. And I take those leads and I give them to a little sales army people that fit into my culture, love my company.
1 (18m 42s):
They're a hundred percent commission. They work for me. Many of them work remote from home. And what they do is they, they offer my clients what they want. So they, they have a conversation consultation, find out what they want. You know, they could offer him something really tiny. They could offer him something super mega, but really is just about matching the client's, wants and needs with our offerings, which we know what they are because we've asked monetization is really simple. But you know, to your point, John, most people are actually, this is crazy to me. They're monetizing through the platform. Oh yeah. YouTube is giving me ads. I'm like, dude, are you kidding me? YouTube paid me a hundred grand last year. Right. You know, and I turned that into, you know, well, over $10 million.
1 (19m 22s):
And so I think it's ridiculous that some people are really brilliant. Anyone listening to this? It's like, Oh yeah. I figured out how to get some level of traffic. Like now I have 10,000 or 50,000 or a hundred thousand on Instagram or, or, you know, Tik TOK, man. My tech talk in six months blew past like six years of YouTube. Like the platforms are so hot right now because I think in our, our post scammed at pandemic world, that people are just realizing the new normal is to be digital it's to be online. People are accepting it. I had 23,000 people on my last digital event. I'm like, where do all these people come from? Like, how do they have the patients for hours to sit there and go through this? You know? Cause I want to go back to like in person, you know, come hang out in my convention center and let's put on a, let's put on a live event.
1 (20m 7s):
World has changed. And, and I don't th I don't think anyone's confused, John, this world is not going to bounce back many times fast, like a rubber band would, we've got to adjust to it. And so anyone that really wants to become a very successful influencer, they need to figure out the monetization game, the traffic game, the funnel game. And you know what? It's out there, we're in the information now, entertainment age. And I'm hoping that some of what I'm sharing today will help up and coming influencers or even successful influencers, be inspired to want to just get a lot better at the game
Fire Nation. How are your systems, your systems for traffic, your systems for funnels, your systems for leads and conversions, and actually monetize.
0 (20m 44s):
And like, how are your systems? If you're listening to Kris, you might be like, wow. I thought my systems were dialed in. And I thought that I was producing some good stuff, but at the end of the day, it might be time to step it up a little bit. And Kris, you have stepped it up brother today and dropped so many value bombs upon the heads of our listeners Fire Nation. So give us the one key takeaway from this entire chat today that you want to make sure Fire Nation gets from all of these value bombs.
1 (21m 15s):
There's a group of people out there for everyone that wants to step up and is brave enough to be vocal and become a leader. Sometimes people doubt themselves, John. And the reality is that, or they'll say someone else's already in that space or someone's already done it. But the reality is you haven't. And if you feel called to it, if it's what you'd call your zone of fire, if it's a place where you just thrive in, then you should know that it's not about stealing market share from another influencer. Someone else it's about you claiming the group of people that say, actually, I want to learn this information from you. There's something about you, your energy, your personality, that that really connects with me. And I think people are really starting to pick up on that. So anyone listening to this that's in the game of business, you should be asking yourself, Hey, if I wanted a brand myself go online, you should be aware that there's ways of doing that extremely successful.
1 (22m 1s):
I think it's easier today than it has ever been before. And for anyone that wants more tips on some of the things that we've talked about today, I've got a, I've got a website with some bonuses and information. It's called launch my influence.com. And I put that out there for individuals that are like, okay, Kris, give me more of the science in that. And the basic, how to steps of like, how would you do that? And, and so I put that resource out there as a way to help up and coming influencers or those that are already you listen, they've hit it big, or they're making millions, but they're thinking, man, you know what? I should be making three, five, 10, a hundred times that I just don't know how
Fire Nation. I told you a couple of times to listen, to hear, to absorb what Kris is talking about, because this is a person who does that.
0 (22m 42s):
I mean, you heard him just drop the zone of fire. This was on a conversation that he and I had on his show yesterday, but what was he doing? He was listening to me. He was absorbing it. And now he's, reutilizing this stuff because he listens to others. He learns from others, just like I am learning from Kris right now. Just like, hopefully you're learning from both of us fire our nation. This is what it's all about because you're the average of the five people you spend the most time with. You've been hanging out with KK in J L D today. So keep up that heat. If you head over to EOFire.com and type Kris that's Kris with a K in the search bar, his YouTube page will pop up with all the links he has going on. Check out this guy's YouTube page. He's got so much going on over there.
0 (23m 22s):
That channel is on fire launch. MyInfluence.com launch my influence.com Fire Nation. If you don't at least go check that site out, then I've got a question. What you're doing with your time after this interview. And Kris, I'm going to say thank you for sharing your truth, your knowledge, your value with Fire Nation today, for that we salute you and we'll catch you on the flip side. Thanks John. Thanks everybody. Hey, Fire Nation today's value bond content was brought to you by Kris and successful entrepreneurs. They accomplish big goals. That's why I created the freedom journal to guide you in accomplishing your number one goal in 100 days. And we're talking step by step. So visit the FreedomJournal.com.
0 (24m 2s):
Use promo code podcast for a $15 discount as a thank you for listening to my podcast and I'll catch you there, or I'll catch you on the flip side. How can you make money? That's the big question right now, as COVID has changed how we do business with Thinkific, you can monetize your skills by launching it your own online course. It's time to scale the business you love visit Thinkific.com/EOF that's THINKIFIC.com/EOF. Hiring can feel like trying to find a needle in a haystack, but when you post a job on ZipRecruiter, their matching technology finds these qualified candidates for you and invites them to apply. So while other companies give you too many options, ZipRecruiter finds you the needle in the haystack.
0 (24m 45s):
And right now you can try ZipRecruiter for free at ZipRecruiter.com/fire.
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