Cody Butler Joins Us On The Steve Jobs Inspired Join Up Dots Podcast
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Introducing Cody Butler
Cody Butler is the #1 Best Selling Author of “Got Attitude” and “The 90 Day marketing Plan”.
Cody is widely accepted as one of the world’s leading experts on Small Business marketing and Business Growth
He’s been featured on Fox, ABC and NBC and has consulted for multinational corporations, sporting stars and marketing celebrities.
Cody’s worked with over 5000 businesses to date, and his latest project, “The 90 Day Marketing Plan” is designed to help Small Business Owners create an effective marketing plan…even in these difficult times.
But the reason I wanted to have him on the show was these simple statements that appeared on his website regarding his mentality to online and offline business.
We’re building a business, not a fantasy, so if you currently make nothing and your question is “Can I get to $100K per month in 6 months?”. The answer is “NO”!
How The Dots Joined Up For Cody
If those are your type of questions, this is not for you.
If your question is “If I implement like a MoFo can you get me to the next level?”.
The answer is “YES” We’re going to get along just fine ????
There are no shortcuts to success, only wise paths, and there’s no such thing as “Get Rich Quick”only “Get Poor Quick”.
Seriously hard work, dedication and expert guidance is the formula for success.
If you can bring the first two qualities, I don’t care if you’re a complete beginner or a guru, I can work with you and it’s going to be a beautiful thing!
So did he ever get seduced by shiny gadgets and GRQ schemes before realising that a plan, focus and commitment were the key.
Well let’s find out as we bring onto the show to start joining up dots with the one and only Mr Cody Butler.
Cody tells the story of when things clicked for him as a young man wanted a bicycle.
Why you get paid based on the results that you provide to the market place not what you think you are worth.
Why Cody writes down two hugely powerful statements every morning that he wants to achieve and sets out to do them both.
Why the only way to being any good at making money is to get in-front of clients and prospects. Unless you turn up to the chat you wont close the deals.
Why it’s important to stop saying yes to everyone and just become an expert on one thing.
Books By Cody Butler
How To Connect With Cody Butler
You can also check our extensive podcast archive by clicking here– enjoy
Full Transcriptions Of Cody Butler Interview
When we’re young, we have an amazing positive outlook about how great life is going to be. But somewhere along the line we forget to dream and end up settling. Join Up Dots features amazing people who refuse to give up and chose to go after their dreams. This is your blueprint for greatness. So here’s your host live from the back of his garden in the UK. David Ralph.
David Ralph [0:26]
Yes, hello there. Good morning, Jia. Good morning, my young padawans thank you so much for being here. On another episode of Join Up Dots really do appreciate as I always say, well, don’t always say sometimes I say you’ve got is that can be shared with many, many podcasts out there nowadays. So if you’re spending time with myself, thank you so much. Now today’s guest who’s spending some time with us is the number one best selling author of got attitude. And the 90 day marketing plan is widely accepted as one of the world’s leading experts on small business models. marketing and business growth. He’s been featured on Fox, ABC and NBC, and has consulted for multinational corporations, sporting stars, and marketing celebrities. Now, over this period, he’s worked with over 5000 businesses to date. And his latest project, the 90 day marketing plan is designed to help small business owners create an effective marketing plan, even in these difficult times. But the reason I wanted to have him on the show was the simple statements that appeared on his website. Yeah, I do my research, you know, regarding ease mentality to online and offline business. Now he says, look, we’re building a business, not a fantasy. So if you can’t really make nothing and your question is, can I get 100 grand per month in six months? The answer’s no. If those are your type of questions, this is not for you. And if your question is, if I implement like a, it says a bad word, can you get me to the next level? The answer is yes. We’re going to get along just fine. There’s no shortcuts to success only wise paths in this No such thing as get rich quick, only get poor quick, seriously hard work, dedication and expert guidance is the formula for success. Now if you can bring the first two qualities, I don’t care, he says if you’re a complete beginner or a guru, I can work with you and it’s gonna be a beautiful thing. So did he ever get seduced by shiny gadgets and get rich quick schemes before realising that a plan focus and commitment were the key? And as I say, if 50% of my marketing works and 50% doesn’t but I don’t know which doesn’t which doesn’t. How do we master this? Well, let’s find out as we bring them to the show to start joining up dots with the one and only Mr. Cody Butler. Morning Cody, how are you?
Cody Butler [2:47]
Dave I love it. I couldn’t have written that better myself. What an introduction.
David Ralph [2:51]
It is lovely to have you here and let’s get straight to it because I love this. We’re building a business not a fantasy. So if you currently make nothing and your question is Can I get 100 grand per month in six months? The answer is no. It’s so obvious but people are still seduced by by this little gadget click base and you can cut off years of your development and your your business struggles, because the struggles are what builds the foundations, isn’t it that that?
Cody Butler [3:19]
That’s absolutely right. It’s like it’s the challenges that that you face that you have to overcome. I talked to a lot of people like like yourself, they have a lot of clients, and they generally have the answer to their questions. And the reason I have the answer is because I’ve got kicked in the face. So many times I realised at some point, it hurts, right, that started to figure out what works. I’ve made a lot of mistakes. And as you say, some of those mistakes were falling for shiny objects. So yeah, definitely not in favour of that.
David Ralph [3:47]
So well. When did you actually start because I can track my my first fledgling online business about 15, maybe about 17 years now, but certainly the first 10 years were kind of messing around on all those beings that seduce us. And then the last 10 we’re, let’s get serious. That’s not working. You’ve got to build a foundation, you’ve got to start understand your marketing. You’ve got to understand who your customer is, what their needs are. That was when it all got serious for me.
Cody Butler [4:18]
So I got I got you beat by a couple of years there, Dave, not to brag, we had a very, I figured at a very early age, if I want more, I’m going to have to do more. So that the point that kind of clicked for me I was I think I was 12 years old. And I wanted I still remember it very vividly. I wanted this, this bike, this racing bike, it was a rally Kellogg’s pro tour racing bike, and it was 220 pounds in my pocket money was a pound a week, and I was I was 12 years old. So do the math on that 200 and some weeks to a 12 year old is a completely unacceptable situation. So I realised at that point, if I wanted more in life, I was gonna have to do more in life. So out of the absolute desperation to happen This shiny racing bike that I just had to have, I went and picked up a bucket and a sponge and started knocking on people’s doors and saying, Hey, I’ll wash your car for fibre and and got that bike within three or four months. So it was really early on that I got the entrepreneurial spirit, which I think to be honest is what is what got the shiny object syndrome out of me. I read, you know, my very first experience of entrepreneurship was like, you got to work hard to get what you want.
David Ralph [5:23]
I used to do that as well. I used to go around with a bucket of water and a sponge on what I wanted. I wanted my own TV. And in those days I couldn’t afford a colour one so it was black and white. And it was 47 pounds from rumbles if you go back in time and remember run bellows and yeah, very first thing I watched on it was Snoop in black and white. But I was delighted and I used to go out on freezing cold days, because I knew that people were more likely to pay the money. I didn’t charge a fiver I used to charge two quid I think I was too cheap now. But um, yeah, I used to do that. But kids kind of don’t now kids kind of almost 100 pounds for like two minutes effort. I see a totally different level of entrepreneurship.
Cody Butler [6:14]
Yeah, look, it’s the mark society we work in as an I mean, I don’t I don’t blame blame the millennials. I mean, they just been given they’ve just been dealt a really crap hand of cards, they’ve been told that performance doesn’t matter. When it absolutely does, you get rewarded in the marketplace for value delivered, not value attempted to be delivered, you get you get delivered for results to the marketplace, not time spent in the marketplace. You know, that whether you finish second, first or second, you know, first, second, third or fourth, it doesn’t make a difference. It’s the participant, it’s like, it’s nonsense like that. That’s all that’s all grey, and you know, I get why people do that. But it’s like, results do matter. You know, and these poor kids, man, they’ve just been handed a crappy hand cards, right? They don’t know any better. They’ve been told that everything’s going to be given to you and all that. kind of stuff. So don’t hold it against him, but that it falls to people like you and people like me that it’s like, you know, we need to mentor, the next generation of business owners and entrepreneurs coming up or else we’re in dire trouble. I mean, it’s like who’s going to teach the next generation that if you want more, you have to work more. That’s all there is to it.
David Ralph [7:18]
Well, why do you think that they don’t grasp the fact when you see somebody like say, David Beckham we use a name that most people recognise is that he even though he was an amazing football player, he would be the first out practising practising practising, trying to get better and better. And of course, the results that he provided on the pitch meant that the money come to him, he wasn’t focused on going after the money. He was going after the results. And that’s exactly what you said. But people don’t see it that way. They don’t see. It’s not about earning money online. It’s about providing the most value you can to the right people. That’s exactly right.
Cody Butler [7:59]
And look, you know, When I went out when I talk to my team, like very, very often day I go, I need to make some more money, I wake up and I go, you know what I want, I want something bigger, I want something better. I want something more, and that’s going to take more moolah, that’s going to take more cash. So I come, I come to work and I’ll talk to my team and I don’t say, hey, team, how are we going to make more money? My question to the team is, hey, team, how can we more deliver more value to the marketplace? Because I can go to my team, hey, how can we make more money they can go, you know what, Cody, we can cut some corners and we can skimp on quality and we can, we can do the dirty and we can we can make a lot more money by cutting corners. And that answers the question that I’ve just asked them, right. But that’s not what I want. Like, if I ask them the question, how can we how can we create more value for our clients? How can we create a better experience? How can we how can we be better in terms of the results that we deliver to everybody else the money becomes the byproduct right there by focusing on on the core fundamentals that produce the money. It’s like that David Beckham didn’t when he when he was out on that field at six o’clock, seven o’clock in the morning he wasn’t he was focusing on getting his right foot around that ball and getting it in the top corner. He was he was focused on the fundamental his mind wasn’t anywhere else. He was just focused on the fundamentals once he got that fundamental nailed, that propelled him to Manchester United, that propelled him to the England team. And that propelled him to be David Becker, you got to focus on the fundamentals.
David Ralph [9:23]
So So do you think that people start online businesses just for the money, when they should actually think about what they’re going to love creating? Is there an a means to an end? Should they just do something to learn how things operate before the real sexy business comes along? Or should they hang around for the sexy business?
Cody Butler [9:49]
Look, if you just want to make money Dave, you’re not gonna make any money. That’s, you know, it’s like, let me give you an example. Let me get really, really personal. I’ll let you to my personal life here. I always I’ve got a I’ve got I love kids, man. I’ve got I’ve got like a litter of kids. I’ve got dozens. Now I’ve got three kids. I got it. I got a three year old, a newborn, a three year old and a four year old. And my four year old came to me the other day and he goes, Dad, can we can we get a house with a swimming pool? You know, I live in Sydney. It’s hot in the summer. They love swimming. His dad can’t Can we get a house with a swimming pool? I said, Yeah. Because that can we get it before? I’m old? And I was like, Yeah, I guess. Do you promise that you promise you’ll get me a house with a swimming pool before I get too old? And I said, Yeah, dude, I do ej I promise. And it’s like, he left the room and I thought I’ve just made I’ve just made a million dollar commitment to my son. Yeah, but that that that commitment is what’s gonna propel me now. I’m like, I’ve made a promise to somebody you know, I’m not gonna break that promise. So now now I’m driven. It’s like, I’m not I’m not working hard. It’s late at night is I? You know, my wife needs help and kids to bed when I decided to come have a chat with you instead. Because I’ve made a promise. I’ve made a promise to my little boy and that promise is more important than me. I’m not I’m not here to Because I want to make some money to buy a Ferrari or do something for myself. I want to work hard and make more money because I’ve made promises to people outside of myself and I’m going to keep those commitments. Because if if I just want a Ferrari Dave is too hard. It’s too hard.
David Ralph [11:13]
So let’s take you back in time because you’re an English guy who’s ended up in in Australia. Why? Why did you do that? Cody? Ozzy. Okay, that’s that’s wings it so you’re down there in your in Australia Did you land with a network? Did you land with business acumen or did you have to start from scratch?
Cody Butler [11:38]
I had to start I showed up at with two suitcases a pregnant wife and that was it. Literally, you know, it’s like when I when I came to Australia, you know moving to a foreign country is a major life event. starting a new business in that country with no with nothing is a major life event for having to sell a home in that country is a major life event and having a baby is a major life event. Right? I had Three major life events within a three month period. We literally when we showed up in Australia, I didn’t have, we literally had two suitcases, I had to go out and buy a kitchen table. I had to buy a bed to sleep in. We literally showed up two suitcases and a pregnant wife. So I had to I had to deal with it very deal with that situation very quickly. And for accounting reasons. I had a business in the UK. But for accounting reasons, I didn’t want the liability of international being in two countries, right? It was just too much liability. So yeah, I had to get my shiznit sorted out quick. I don’t know how much you know about Sydney, but it’s expensive, man. It’s like officially the second most expensive city in the world. I mean, I spend money faster than I drink water here on a summer’s day. It’s expensive. So
David Ralph [12:42]
that actually leads to another question. With your son’s saying I want a million pounds swimming pool and house. Wouldn’t it be easier with a business not you’ve got to just go Okay, where we move upstate, where things are cheaper. And then because most people can have the lifestyle Buy one, but a lot of people aren’t willing to get rid of the lifestyle they’ve got.
Cody Butler [13:04]
All right, the reason we came to Australia was to put my wife closer to her family. So that wasn’t really able to defeat the purpose, really. So it’s kind of like, you know, we had we had to deal with where we were. Yeah. And it’s a nice area. I like it. Yeah, we had to deal with where we are. We’re moving up moving up the coast to a cheaper place. Really. Now we’ve just defeated the purpose of the move. Really, I wanted to get you can’t keep a girl away from her mom for too long. Not if you want a happy life,
David Ralph [13:28]
build a granny flat, build a granny flat and the mum can be in a little house at the bottom of the garden. You know, it’d be perfect when
Cody Butler [13:36]
they said that That’s it. That’s it. You want you want the girl close to a mom, you don’t want the mom to close to you?
David Ralph [13:42]
Yeah, yeah, I can see that. I can see that. So so so you learned and did you sort of have a plan of what you could bring to the market because this is something I see as well, Cody and it drives me to distraction but the majority of people who connect with me Want to start something that has no relevance to what they’ve done in the past? It’s almost like they want to create the experience, the background story. And I always say to him, why have you done in the past that people want, and people are generally running away from that. And I think that’s the real strength, the power of getting things going quicker. Using your your history, your knowledge base and your understanding of what things already work, even if you didn’t really like to be in that market,
Cody Butler [14:29]
that that’s very, those are very wise words. I mean, it’s like, the, whenever whenever I create marketing material, I’m visualising myself, I literally sit down and have a conversation with myself. And I’m like, would I buy this? Would I be impressed with this? Did I have this problem? And pretty much like, all the big wins I’ve had in my life have solved my problem. And then I’m like, Okay, well, if I had that problem, then somebody else has got that problem, and I’ve got the solution. So I don’t I don’t try to solve every problem for every person. I tried. Try to solve various specific problem for very specific person. And I only I only attack problems that I know I have the solution to that I know for a fact that if the person does the work, they’re going to get the results because I’ve got that. I’ve got that testimony, my own experiences my testimony.
David Ralph [15:14]
So So are you saying then that when people say create an avatar, it’s actually better to look at yourself and think, am I the avatar?
Cody Butler [15:23]
Yeah, absolutely. Absolutely. Right. I mean, who can understand if you put some if let’s look at like, let’s say you want to be a drug counsellor, you want to you want to help people that that are currently on drugs and you want to help them get off drugs? Well, if you if you’ve never been on drugs, then you’re not going to you’re not going to relate to that that person is not going to relate to you. Yeah, you can’t read a book on how to get off drugs and then start a coaching business on how to get off drugs. It’s like, you’ve got to be a reformed drug addict, because then you’ve got credibility with the drug addict. They’re going to be attracted to you. And you’ve got, you’ve got the path to success. It’s like, how can you solve like, if you haven’t, if you haven’t dealt with the problem that you’re trying to solve? You haven’t faced that in your life, if you haven’t faced that demon head on and conquered it, it’s like, you’ve got no business trying to solve that problem in somebody else’s life or somebody else’s business. So, yeah, the biggest opportunity like, Look, you can go out and buy business in a box for sure. But the biggest opportunity for anybody is like, what problem Have you overcome in your life? Because I guarantee that somebody’s willing to pay you overcome that problem as well?
David Ralph [16:21]
Is he still linked in bane of my life where you get people connecting with me all the time on LinkedIn, and they basically was working for NatWest bank. And then two days later, they were an expert. You know, I had a guy come through to me, and he said, David, he said, I can help you bash through all the obstacles and the stresses that you’ve got in your business at the moment. And I’ve been working for 20 years, we’ve world class people. And I went over his details and did a bit of squiggling around when he was he’s 29. So that’s wrong for a start unless he did that and I went back to said, as you know, I’ve got stresses. He said, everyone’s got stresses. And I basically said, well do your homework, you know, and look into it before you do that. And that’s one of the the issues, I see that people are creating these fake identities for themselves, where actually they, they’ve already got the identity, but they’re not using
Cody Butler [17:20]
that, that that’s exactly right. And it’s like, Look, you know, I’m a big believer in mentorship. I have mentors and I provide mentorship, but it’s like, here’s the number one thing that you need to ask when taking a bring in a mentor into your life. It’s like, is that person where I want to be? And have they been where I am right now? Those are the two questions right. So like, I could look at Donald Trump, for example, and, and he’s net, I could say I want to be where Donald Trump is like loving or hating whatever x i want to be where Donald Trump is, which is great, but it’s like, has Donald Trump ever been where I am? The answer is no. He was born with a silver spoon in his mouth. He’s never been where I am. But
David Ralph [17:56]
does Donald Trump actually know where he is? Really
Cody Butler [18:01]
Yeah, well, that’s questionable, isn’t it? We’ll throw that one out there for the listeners to decide. But uh, yeah, if I if I want to start a podcast if I want to grow my podcast, it’s like let’s let’s talk to delve. David Ralph was he got one of the biggest podcasts in the world? Yes, he does did it? Did he start it at some point from scratch? Yes, he did. So he’s where I want to be. And he’s been where I am. So is David Ralph gonna be a good mentor? For me? We’re very probably right. But you could, you could sell a coaching course, how to teach people how to start a podcast make millions of dollars. And it’s like, if that person doesn’t have a world class podcast, then I don’t want to listen to them. And if they didn’t start from scratch, then I don’t really want to listen to the me but either, so it’s like that they’re just wasting their time. Yeah, you get the plot here and there. Even even a blind squirrel gets a nut every now and again. Right, David, but you’re not going to see that hockey stick growth that if you’re being authentic to yourself, when you’re really figuring in, you know, why am I here? what purpose do I serve and where can I add the most amount of value? That’s where where you can make the most amount of value is where you’re going to make the most amount of money. That that’s that’s the real truth to the to the situation.
David Ralph [19:09]
Let’s listen to Oprah,
Oprah Winfrey [19:10]
the way through the challenge is to get still and ask yourself, what is the next right move? not think about, Oh, I got all of this stuff, but what is the next right move? And then from that space, make the next right move, and the next right move, and not to be overwhelmed by it. Because, you know, your life is bigger than that one moment, you know, you’re not defined by what somebody says, is a failure for you. Because failure is just there to point you in a different direction.
David Ralph [19:41]
Now, I have to ask a profound question, but I’m still thinking about a blind squirrel. That’s that’s gonna stick with me for a while. So when when you landed, did you know the next right step? Did you know or were you just let’s make it up as we go along?
Cody Butler [19:56]
Yeah, look, it’s like the next right step was to find some way to accommodate ourselves where I was nailed it on the head there like you’re in England. So let’s use an English analogy so you can drive from Land’s End to john o’Groats from the from the southernmost tip of the country to the northernmost tip of the country, in pitch black, with only 20 metres of light coming out of your car, you only need to see the next 2020 metres of light coming out of your, you know, to do a 2000 mile journey or whatever. So you don’t need to see very much at all. As Oprah says that brilliantly. All you need is the next right move or the next 20 metres. So I knew, I knew when I came to Australia, I knew what my skill set was. And I knew the time I knew the type of business the problems businesses were having. And I knew how I could solve those problems. So yeah, I kind of had an idea. I knew where I knew where I could add value to the marketplace. So then it was just a case of, you know, do I go knocking on doors? Do I pick the phone up and call people? Do I email people? What do I do? How do I actually get in front of these people and communicate the value and what did you do
David Ralph [20:56]
all of the above? Oh, okay, so you really did get down to At a ground level with your bucket and your sponge and start knocking on doors.
Cody Butler [21:05]
Yeah, look, I mean, his his his situation, right? Like, I always use this analogy. You know, God forbid, if somebody you desperately love you deeply, deeply love you get a phone call one day, David, God forbid and says, we’ve got this person. And unless you make a million pounds or a million dollars in the next 12 months, you’re never going to see this person again. And it has to be legitimate. You can’t use any of your existing assets. You can’t use any of your existing collateral, you can’t use any of the existing money that you’ve got. And this has to be 100%. legit. You got to make that million dollars. Yeah, my mind is on you. I think you probably are and why are you going to do that? Because the motivation is there. The Whys there, it’s like, there’s a lot of stuff you could be doing or I could be doing on a daily basis to grow our business but we’re not doing it. Why because we’re not motivated enough. So when you’ve got a, you know, a wife and a child coming up very, very quickly and all of that stuff and it’s like, you know, no income and you say It’s just you can just literally watch them going out of the bank minute by minute. Like, you’ll pick up the phone when ordinarily you wouldn’t pick up the phone, you’ll go knock on the door when ordinarily you wouldn’t knock on a door, you’ll do stuff that ordinarily you wouldn’t do because your why is big enough, your motivation is big enough. So I always jokingly tell people, but I’m not joking at all read, it’s like if you want to double your income, have a baby have a baby because like you all of a sudden, like the necessity will be there and you’ll do stuff that you wouldn’t ordinarily do every time I have a kid my income doubles. Yeah, well,
David Ralph [22:32]
I’m reflecting on that phone call again, whether you know what I would do to get that money to get my person back or, or why don’t I just say, if you’re looking for a ransom, I can tell you I don’t have money. But while I do have our very particular set of skills, skills I’ve acquired over a very long career. With that work, could Can I cut through everything with those those powerful words?
Unknown Speaker [22:57]
Probably not. It wouldn’t work with it. I just I just
David Ralph [22:59]
I don’t have that many behind me, Cody, I really don’t. So what do you do on a daily basis, then? Because you’ve got so much going on? How do you channel it so that you know that actually, you’re producing results? Again, it coming back to results? And you’re not just blasting stuff out willy nilly, to?
Cody Butler [23:21]
That’s a great question. And the answer really is like, if people can grasp the answer to that question, it really will change their life. So there’s two, there’s two things that I do. Every single day I do. Well, three things that I do everything single day, the first thing I do is in the very first thing in the morning, before I start working, I write down literally write the question if I could only accomplish one task today, what would that be? And then I write the answer. So it’s like, what, what is the most impactful if I could if I only get to do one thing today? What is it so it’s like, bang right out of the gate. If I start working at nine, usually by 930 10 o’clock, I’ve accomplished the 80% task for the day 80% of the productivity is going to be is going to be contained within that task, and it’s done. So, you know, if I get a call from the school, I got to pick my kids up or an emergency happens. productivity, the maximum amount of profit productivity has happened in the first hour of the day, right? The second thing is, I asked myself, every task that I do, ask myself is this income generating activity? And if it’s not, I get rid of it. Or I put it to the end of the day when, when you know that I’ve got free time and all of the income generating activities done is this income generating activity. If it’s not get it out of your day, find something that’s income generating,
David Ralph [24:34]
and what do you mean by that? But for the listeners out there, because they’d be going, well, surely, surely there’s lots of other things you have to do but ultimately bring income in how can you jettison?
Cody Butler [24:46]
Well you do them but you do them at you do them well, after all of the income generating activities have been accomplished. So for example, like for me, I want to reach 30 people a day. So you know, the only time you’re making money anytime you’re winning is when you’re in front of prospects. When your products or services are in front of prospects, like you know sitting down writing a book is not generating it’s not income generating activity. It’s like putting that book in front of somebody and saying Hey, will you give me $10 for this book is income generating activity? You know, creating a Facebook campaign or strategizing your Facebook campaign is not income generating activity, click clicking the Go button and putting that ad in front of people that’s income generating activity. Right. So the question that I really asked myself is how many people know about me today that want need and can pay for my services that didn’t know about me yesterday? So you’ve been very gracious? You’ve been very gracious David and very kind to allow me on your podcast is that income generating activity? Well, let’s look at the measurement. Is this gonna? How many people tomorrow will know about me after they hear your podcast that didn’t know about me yesterday? Probably a few. Right. So yes, that is absolutely This is absolutely positively income generating activity. So where does this fall into the order of priorities of my day week? It’s right up there.
David Ralph [26:01]
And so with this, because people always come to me asking for a podcast. And I always say to them unless you’ve got something to hang on it, you’ve got something to ultimately service. Don’t think about doing a podcast it’s got to be the first stage of the funnel flooding through. Now with yourself, you go both sides you jump on as a guest and you do a show yourself. Is this a big part of your marketing strategy nowadays?
Cody Butler [26:28]
Nowadays it is yet it is because I’m evergreen now, like the problem before was like, I was never evergreen. I was very, you know, I was, you know, I was great at coming up with offers and standing on the street corner metaphorically just hustling, right? It’s like, you know, I was pretty good at like, I am pretty good at putting my finger on the pulse of trends and creating products and services that service those trends, but the problem is you got to reinvent yourself every six months. It’s painful. It’s hard work. So it’s like, you know now now I’ve really done some introspection and self serving self You know, searching and ask myself the question, what do I want to do for the next 20 years of my life? Or if this is the only thing I do for the next 20 years? Am I happy with that? And it’s like, where I’m at in my business what where I’m at with what I’m who I’m working with and the problems that I’m helping people solve and stuff like that. It’s like, Yeah, absolutely. If somebody comes across this podcast five 610 years from now, I would like to think it’s gonna be every bit as valid and every bit as evergreen and useful as it is today. So now now I’ve found that now I’ve found myself so to speak without getting too spiritual on you and understanding what it is I want to do and who it is I want to be doing it with. Yeah, yeah, absolutely. This is this is a part of a strategy without knowing that Yeah,
David Ralph [27:42]
yeah. Cuz I was very aware of it right at the very beginning, but you could listen to Episode One of Join Up Dots and get as much value out of it as you would this. Now obviously, I’ve improved as a podcast host and and become better, but the evergreen content cept is, is such a powerful thing. And once again, I get so many people coming up with these sort of sexy ideas. And I always think to myself, how long is it gonna last? You know, VHS recorders were brilliant. Women I know exactly right. I mean, it’s like, you
Cody Butler [28:17]
know, I start looking at my business. It’s asking questions like, what legacy? Do I want to leave my children? And it’s like, how do I want to be remembered? What do I want to leave behind the I’m getting a bit older man, I’m in my mid 40s. Now, so I’m starting to think about these questions. It’s like I realised that I’m not you know, I’m not going to be here forever. And the question is, what do I want to leave behind? And yeah, I can put my you know, I can, you know, I know how to do market research, I can put my finger on the pulse of the market and go this is hot or this is getting ready to be hot. You know, the corona thing man is throwing off tonnes of topical tonnes of topical businesses. But how long? How long is that going to last? Now? It’s like, yeah, you might make a bit of money this year, next year, but after that, you you’re done. It’s like, you know, building a business that you can Leave to your children that you can leave in a will and your children are going to take over that business and that you’re going to retire from it and your sons and your daughters are going to take over that business. You’re not leaving a legacy. So, you know, these days, I’m thinking much more along the lines of what do I What do I want to build into instead of how much do I want to make
David Ralph [29:18]
that estimate difference? A lot of the stuff that really does have legs is aren’t sexy, is it? You know, because I always think of acne. acne is never going to stop, you know, and my kids are struggling with acne at the moment. And I say, I’ll just squeeze them, squeeze them and they say, Oh, you cannot squeeze him. You can’t squeeze them. And I think somebody comes along that can solve acne instantly. Bang, you know, you’re a billionaire. But it’s not a sexy business, but it’s something that keeps on raising its head. There you go. That’s a pump. Time and time again. Yeah, look
Cody Butler [29:54]
absolutely in the key Look, the key to success is you’ve got to, you’ve got to pick a horse and you’ve got to ride it. It’s like You’re probably not going to see success in three months, you’re probably not going to see the kind of success that you think you’re going to get in 12 months, it’s going to take longer than that. And, you know, Tony Robbins says it beautifully. He says most people, they overestimate what they can achieve in a year. But they underestimate what they can achieve in 10. So what happens is, people fall for the shiny object object syndrome thinking they’re gonna make 100 grand a month in the next 12 months, they get horribly discouraged and they quit. So, you know, they, they really sell themselves short and do themselves a disfavour with with unrealistic expectations, because if they just continued on what you can achieve in three years, five years, 10 years is absolutely astonishing. What you can achieve in one year is very limited. And, you know, I wish that wasn’t true but it is true. It’s the way it is and like our job is not to change the laws and dispute the laws of nature is to understand them and hottest them right.
David Ralph [30:55]
Because I work with a lot of people and one of the things they come to me sometimes I get home David David, I’m in a bit of a funk. You know, I don’t know what to do at the moment. And I literally to a man and woman, I say, switch up your computer walk away, just just have a break, just go and sit on a beach. Just leave it, you know. And I think that’s one of the issues I had in the early days. I didn’t overestimate what I could do in a year. I overestimated what I could do in a day. And I was just hammering it time and time again until it took me over. Now, the best things in business come when I’m sitting in the garden with a beer or I’m somewhere totally different. It’s not all about it. And that’s one of the things I’ll be interested in your point of view. Obviously, you’re very successful and you’re driven and you want to make a lot of money. But are you somebody that really listens to their body now and says, actually, Cody, I think I’ve had enough I shouldn’t do Friday as you just sit on the sofa with a do buy in a bag of Doritos and watch next It’s all day.
Cody Butler [32:00]
You know, you know what, Dave, that’s, you know, you couldn’t have said it better. It’s like I, I have found one of the keys to success is to really, really listen to my body and sometimes sitting sitting on the couch with Netflix, eating a bag of Doritos, or even two bags of Doritos is the outside no to one Kenya. You know, like, yeah, you know, you get your case of Doritos and Game of Thrones. For all eight seasons. It’s like, you’re gonna be there for a few days. And it’s like, absolutely. Like, I’ve learned that when my body is telling me walk away, walk away, because I don’t understand. Like, I don’t understand everything that goes on psychologically, and stuff like that. But I do know that stuff goes on beneath the surface that we don’t know about right at a subconscious level. And when my conscious mind is telling me walk away, there’s a reason for that. There’s something going on subconsciously that I’m going to benefit from dramatically. And look basically if I if I check my email more than four times in an hour, it’s time to turn the computer off and go some Else, go for a walk, give up for the day because it’s like, at that point you done there’s no more productivity or you’re going to do is make yourself less productive tomorrow, right? You’re gonna you’re gonna burn yourself out today.
David Ralph [33:11]
Do you check your emails,
Cody Butler [33:12]
ah, too much to be honest with you. I tried not to check it more than three times a day, four times a day. But that’s too much, really,
David Ralph [33:20]
because I have a 20 minute burst. At the beginning of the day, I log on, and I was doing it, but I would only check it once a week. And then there was too many coming in. And I do outsource certain amount, then there’s ones that I have to deal with personally. And I just aim to do as many as I can in 20 minutes. I set a stop clock. And what I get left, I turn off, you know, because as I say to people, they say yeah, but what happens if something comes along? That’s important. And I say, if somebody’s drowning, they’re not going to send me a bloody email. You know, that it’s never that important an email is it is but yeah, so 20 minutes and dusted and then I don’t look at it again.
Cody Butler [34:02]
That that’s amazing. I mean, I’ll be honest man, I’ve got I’ve got an addiction to email I’m completely addicted to it’s like, if I’m not checking my email, I’m finding it. I struggle with that. That’s one of the things that is on my list of things to work towards to get to where you are with that. But look, the thing with email, it’s like, anytime you get an email if somebody else trying to get you on their agenda, somebody people don’t. People don’t send you an email saying, hey, Dave, what can I do to get on your agenda? What can I do to help you out there’s like, hey, I need this from you. I want this from you. I expect this from you. Will you get on my agenda? So that there’s really it’s bizarre isn’t it’s like I have this self confessed addiction to email but it’s almost self harm to some extent, because very rarely is the email does it? Very rarely do I get an email that I just go out that just, you know, that just lights my car? That makes me feel warm and fuzzy inside that every now and again, but it’s like very rarely, right? Usually, it’s like ah, why did I open that? I
David Ralph [35:00]
saw Ed Sheeran and he was talking about it. And I’m, you know, I talk about this a lot and it’s boring, but it’s important as well. I don’t have a mobile phone. I don’t have any phone in my life at all. So when I leave my desk as I’m sitting at it now, that’s it, not one person can get in contact with me. And Ed Sheeran said that he used to have a phone. And every morning he said, it was just like, Can you get me tickets? Can you get this? Can you get back and he said he was just like loads of stuff and it was nothing. As you say, to help him, it was all stuff sucking him dry. So he just got rid of it. And that cemented me because I thought bloody Oh, if Ed Sheeran doesn’t need to have one, then why do we all think that we have to be available to everyone and that 20 minutes Cody why I find that so powerful, is you know, we’ve email you sort of open one up your half read it and you leave it with 20 minutes, you have to deal with everything down then. So it’s basically repeated Delete or bomb, and I always use bom bom video. There’s free services out there. But I had a guest on the show and he gave me a free package. And so I don’t have to tie up I just record a video link it to the email, bang it’s gone out and it just sort of like works like a dream
Cody Butler [36:19]
day. yeah that that’s that’s that’s powerful man. I mean like I’ve got a I’ve got a phone with, like, I have to have a phone because I got I’ve got a newborn and I’ve got a three year old and you know my wife needs to be in contact me because I’ve taken Skype off I’ve taken email off of it. It literally is a phone and nobody has my phone number.
David Ralph [36:37]
Maybe you say that I’ve got five kids. I’ve got three grandkids. I’ve got a mum who’s had a stroke. I’ve had all these issues and I still don’t have a phone.
Cody Butler [36:47]
And Peter myself fooling myself Dave, myself to keep
David Ralph [36:50]
my addiction. Yeah, the only time I’ve ever had a phone and I didn’t have a phone I wish I had a phone was I broke down in the Alps. And I was driving through the Alps with my son, we broke down. And I thought, What the hell do I do here? And I stood there for about 20 minutes and somebody turned up with a phone. And so when can I use your phone? And they said, Fine. But yeah, I think no matter what you say, there is an obstacle, but is mentally in you, whether it’s email, whether it’s your hours you do, whether it’s Bs, or Ba, that holds you in place. And it’s all an illusion.
Cody Butler [37:27]
Yeah, you’re absolutely right. I mean, it’s like, you know, I’m just clinging on to I’m just finding reasons to cling on to my addiction, Anna, Thank you, doctor.
David Ralph [37:36]
If say go, I will send I will send the bill through. But yeah, just lock it in a drawer for two hours. But you can’t check it or whatever. And so you’ve still got it. And then you know, two hours later, bang, you can look at it and there’s 17 messages from your wife saying can you get milk tonight? And then then that’s it.
Cody Butler [37:53]
Yeah. You know, it’s like I’m old enough to remember not having a phone or not having a mobile phone. It’s like Love was we love was all right. If I remember rightly, it seemed okay.
David Ralph [38:04]
I went and met a guy that I used to work with years ago, I used to work in that West Bank joined in 86. And that was before the internet. We had no internet Yes, days. And she said to the guy, what did we do? And he said, we had an entry for the paper. And we would work through the paper. And once it was done, that was it, you know, and there wasn’t you got to deal with this. And you got to deal with that. And this has got to be connected, and you got to connect on the phone. You just went in and did it. And in a roundabout way, being a brilliant podcaster than I am, what we were doing, we were being paid for the results that we gave, yeah, we had that job and, you know, ties it back to backup ties it out to everything. If you’re doing a load of stuff that isn’t linked to the results, but you are therefore, then you’re holding yourself back.
Unknown Speaker [38:53]
That’s right. That’s absolutely right.
David Ralph [38:55]
Well, let’s hear the words of Steve Jobs. Now that created these words back in 2008. Five powerful words, let’s hear him again.
Steve Jobs [39:03]
Of course, it was impossible to connect the dots looking forward when I was in college. But it was very, very clear looking backwards 10 years later. Again, you can’t connect the dots looking forward, you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something, your gut, destiny, life, karma, whatever. Because believing that the dots will connect down the road will give you the confidence to follow your heart, even when it leads you off the well worn path. And that will make all the difference.
David Ralph [39:39]
All those words that have resonance to you, Cody.
Cody Butler [39:42]
Oh, my goodness. Oh, my goodness. Yeah. Look at the end of the day. If you’ve got a wake up call that faith, right. I mean, faith is another word for what he’s just described, that connecting the dots is like, believing that it’s going to work out that you’ve, you’ve got to be optimistic as an entrepreneur, you’re not going to make it and like whatever word you want to use to describe that. It’s like, you know, I have belief in myself that I’m going to solve the problems, I have faith in the situation that it’s going to work out. And you’re absolutely right. It’s like, Steve Jobs is absolutely right. It’s like, you’ve just got to trust that the dots are gonna connect, you don’t, you’re not going to know. You can’t see the map while you’re still in it. You just can’t see it.
David Ralph [40:25]
And so when you look back at your life to where you are now, even though the first maybe two or three years, were you hustling and knocking down doors and stuff, what was the big dot when it suddenly became clear to you where the spaghetti that you’ve been loving around in the early days suddenly formed? And you thought, ah, I can see what I’ve been trying to do. But now it’s clear.
Cody Butler [40:49]
Yeah, look, the big aha, for me was to stop trying to be all things to all people and to be honest with you the the The thing that I learned is the more I say no, the more money I make. That that was a really that was a really big dot for me is when I when I started working with with certain businesses, I when I first came to Australia, I started working with a certain type of business. And it was by accident, it wasn’t, it wasn’t because I chose that. It’s like, that was the business that responded. And that was the business that that paid me right. They they paid me and I needed to be paid. That’s all there was to it. But I got them great results. And I thought, hey, well, instead of going out to another business and try and figure it all out for them, and then go over here and try and figure it all out again. So every time you basically started from ground zero, it’s like, why don’t I just go to the same type of business but in the next suburb and the next town and the next wherever. And instead of trying to do all things for people try and be one thing for one type of people or one type of person instead of like saying, Okay, I’m going to be a social media expert. I’m going to be a paid ads expert. I’m going to be a web design expert. I’m gonna be this expert maybe that experts like I’m just gonna focus on one aspect Fact of the marketing world, I’m just going to focus on one, one part of the business community, one and one. And that’s all I’m going to be. And I’m going to say no to everything else. If somebody comes in and I, and it’s a business that’s outside of this, or if it’s a services outside of this, I’m going to say no to it, I’m going to say, No, I’m only going to be one thing to one type of people. And that’s when things really exploded for me, when I really got focused, laser focused and said, This is what I am, this is what I do, and this is who I do it with. And if you don’t fall into that category, then no disrespect but the answer is no right now, my life, you know, I ended up being able to achieve significantly more in terms of results with significantly less in terms of input to get those results. And that that was massive for me, that was that was really huge.
David Ralph [42:53]
And that is the kind of the powerful journey that you have to go on. You know, I do exactly the same. I say no To probably 95 99% of the people that want to work with me, even on bizarre reasons, you know, I don’t like the look of them. Or I don’t one of my big things is I connect on zoom. And I think if they’re not actually focused on what i’m talking to them about, and they’re starting to look elsewhere and stuff, then that that’s a big one. I think, no, I’m not doing this. Or if they say to me, yeah, I really want to do this. I send you an email next week. And it comes to week after. That’s a no as well, because they’re not professional in their commitment. It’s all little things like that. But my wife used to say, Oh, don’t do that. Don’t do that. You know, we want the hot tub. And now I just say no, it’s just not worth it. And she’s never gonna get a hot tub either.
Cody Butler [43:52]
Yeah, like you might you bring up a good point there. I mean, like, how you do anything is how you do everything. You can’t be you can’t be neat and tidy.
Your sock drawer isn’t neat and tidy. But your pencil drawer at the office is a mess. It’s like how you do anything is how you do everything. And if someone is Yeah, I always like I’m always punch or I punch out is a big thing for me and I’ll get on a sales call or something and people are almost surprised. They’re like, Man, you’re punctual man. You’re on time. I’m like, how you anything is how you do it, how you do everything. If I’m, if I’m prepared to be late to our first engagement, if I’m prepared to be late to the first, the first call for you, even the client, how am I going to perform down the road? It’s like, prepare to be late to the phone call, I’d be prepared to be late to deliver the project, I’ll be prepared to be late on the results. You know, and vice versa. If you’re late to the phone call, it’s like when are you going to if how you do anything is how you do everything. But if you’re prepared to be late to this phone call, are you prepared to be late on giving me the collateral that you need to give me? Are you prepared to be late on paying the invoices? You know, you do anything’s how you do everything. It’s like you can’t show up on time. Let’s not talk to each other.
David Ralph [44:59]
Now. I I agree with that totally. And I’m so punctual that I’m early. So if somebody’s late, they’re doubly late.
Cody Butler [45:07]
It’s, you know, it’s a sign Yeah, zoom thing as well. Like I do sales calls on zoom and stuff like that. And you can tell they’re checking their email or they’re on Facebook while they’re talking to you. It’s like that this isn’t gonna work.
David Ralph [45:17]
Yeah. There’s enough. It’s the scarcity, isn’t it? I think you have to go through it at the beginning, but then you realise you can be fussily. And the faster you are, the more people respect you in a funny way. That is the power of No.
Cody Butler [45:32]
Well, yeah, that’s exactly right. I mean, you teach people how to treat you because they learn how to treat you because they’re observing how you treat yourself. And it’s like, if I don’t have the discipline to show up on time, then I’m showing myself that, you know, I have very little respect for myself and I have no you know, I’m probably self sabotaging at some level, right? If I’m showing up late to sales calls, if I’m showing up late to the client meetings, I’m at some level, I’m probably trying to self sabotage. So I’m showing a lack of self esteem, I’m showing a lack of confidence, a lack of self respect, and that other person is looking at me going, Well, he doesn’t show himself any self respect, he doesn’t show himself any confidence. He doesn’t show himself any kind of dignity so that that’s fine. That’s how I’ll treat him, you know, and it’s all at a subconscious level, but that that’s what’s going on. It’s like, you get back from people what you put out, it’s like if you can get if you arrive at the point where it’s like, I’m not going to accept people showing up late to meetings, I’m not going to accept accept this kind of treatment. I’m not going to allow this into my life. And when you genuinely internalise that, and it’s based, it’s built around self esteem, and self respect, and all that kind of stuff. Other people start to respond to you in exactly the same way so that
David Ralph [46:44]
that’s where it all starts. It’s a slippery slope. I think there’s been powerful nuggets of gold sprinkled throughout this episode. And I’ve reflected on one or two things that I think I can do a bit better. And I imagine you have as well, Cody and I, that’s the thing. Isn’t it when you have these conversations? The sort of the message comes to you where you actually look at it. You know, I always say to people, when you look at your own business and you point out what people are doing wrong more often than not you think oh, I’m doing the same you can see it and what other people are doing but you can’t see you. Oh,
Cody Butler [47:18]
yeah, yeah, look, it’s a it’s a Bible quote, isn’t it? you accuse because you are guilty. It’s never more true Word has been spoken if somebody is just accusing you of doing something and there’s it’s completely completely unfounded. It’s like what the reason they’re making that accusation is because they’re guilty of it. Yet people go, are you just a scammer? It’s like, not yours. You just revealed your own hands of cards, hand of cards there, my friend.
David Ralph [47:42]
Well, one thing I am guilty of is playing the Sermon on the mic music and so I’m going to do it again. I’m going to do it again. And this is the part of the show when we’re going to send you back in time to have a one on one with your younger self. And if you could speak to the young Cody and give him some advice, what would you give him to get to him to where you are today, well, I’m gonna play the music. And then when it fades, it’s your time to talk. It’s a sermon on the mind.
Unknown Speaker [48:15]
With the best bit of the show,
Cody Butler [48:32]
Cody, my friend now you’re a very handsome young man, but you can’t depend on your good looks to get you through life, you’re going to need more than that. So here’s some things that I would like to share with you that are going to help you over the next 30 years of your life. Don’t worry so much. Don’t worry about all of the things that you’re going to worry about. Everything’s going to work out fine. Everything’s going to turn out the way that you want it to enjoy the ride, be a passenger, let somebody else do the driving because everything is going to be just fine. Those clients that you lose that you think is the end of the world, it’s not the end of the world, you’ll get some more. those mistakes that you make that you think are catastrophic. It doesn’t make a difference, more opportunities will come around. The key to enjoy in the next 30 years of your life, Cody is to understand that everything is going to work out everything is going to be fine. And just because you don’t understand it right now, doesn’t mean that there’s not intelligence behind it. It doesn’t mean it’s not working towards a greater good for you. So just let go enjoy life. Be a passenger, and make sure that you don’t waste the next 30 years.
David Ralph [49:39]
Yeah, just like your old Uncle David. Ralph did wasted 20 years working in banking and insurance but didn’t waste it really gave me skills to get to where I am. So Cody, what is the number one best way that our audience can connect with you
Cody Butler [49:55]
so you can you can go to Cody Butler calm that’s going to pretty much Give you a way to get in contact with me you I’m on Facebook I don’t make myself difficult to find them on LinkedIn I’m on Facebook if you if you go to either one of those platforms type my name in then you’ll be able to find me connect with me send me a message tell me how much you love this podcast and and yet Cody Butler calm that’s that’s where I hang out that’s my internet home
David Ralph [50:23]
and my internet home will have all the links to make it easy to get to his home. Just come over to Join Up Dots. Cody, thank you so much for spending time with us today joining up those dots and please come back again when you got more dots to join up because I do believe that by joining up the dots and connecting our paths is always the best way to build our futures. Cody Butler Thank you so much. Mr. Cody Butler all the way from Sydney, Australia originally from Oxford in the United Kingdom, but um he’s down there now and why would you not be why would you not be in the lovely world of Australia. Yeah, it’s a weld. It’s a well, thank you as always, for the people that are dropping us lines. Thank you so many people are in my conveyor belt now of building online businesses. Some of you will be pushed back to the end of the year because I only work one on one. And so I try to keep as focused on the quality as possible. So, yeah, anybody that’s in my weight, you will get you will get your turn. But um, thank you so many people for sort of asking or requesting or just chatting with me. Until next time you Look after yourselves young, sexy people and I’ll see you again. Cheers. Bye bye.