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EP679: Raymond Aaron - Your Million Dollar Minute
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“A reason why a lot of people have a hard time expressing who they are in a way that lands and connects with people is they don’t really understand how to speak in their own authentic voice.”
In business, clarity is currency—and the faster you can communicate your value, the more value you generate. The concept of the “Million Dollar Minute” is about crafting a powerful personal brand message that captures attention, builds credibility, and opens doors to high-value opportunities. It’s not just about what you say—it’s how authentically and confidently you say it. When you speak from your archetype, your words resonate with listeners. You stop selling and start attracting.
Raymond Aaron is a New York Times bestselling author, serial entrepreneur, host of the Respark Your Life podcast, and ‘Canada’s success coach’ with over four decades of experience in personal development and branding. Raymond is a celebrated speaker and mentor who's helped thousands clarify their life purpose, achieve financial independence, and amplify their influence through authorship and high-performance strategies.
Lean more & connect:
Take the brand archetype assessment: https://mybrandarchetype.scoreapp.com
Visit https://www.eCircleAcademy.com and book a success call with Nicky to take your practice to the next level.
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Transcript
Struggles with Authentic Expression
00:00:03
Speaker
A reason why a lot of people have a hard time expressing who they are in a way that lands and connects with people is they don't really understand how to speak in their own authentic voice. And the best way to discover who your tribe is, is by first discovering who you are.
Introduction to The Thought Leader Revolution
00:00:24
Speaker
Welcome to the Thought Leader Revolution with Nikki Ballou. Join the revolution. There's never been a better time in history to speak your truth, find your freedom, and make your fortune. Each week, we interview the world's top thought leaders and learn the secrets of how they built a six to seven figure practice.
00:00:42
Speaker
This episode has been brought to you by ecircleacademy.com, the proven system to add six to seven figures a year to your thought leader practice.
Raymond Aaron on Nikki Ballou's Coaching
00:00:52
Speaker
Yes, this is Raymond Aaron, and who is delivering this fascinating information to you? Today it's Nicky Ballou. And I met him first when he was a student of mine, and then I became a student of his, or at least a coaching client of his, when I wanted to race to the North Pole.
00:01:12
Speaker
He was my very first choice as my coach, fitness coach. And oh, God, did he put me through. Anyways, he's now graduated and he's now a very high powered business coach.
00:01:25
Speaker
And he takes on people who want to go to the top and he takes them to the top. And it probably hurts as much for them as it hurt me in training for Polaris.
00:01:36
Speaker
But here he is. Nikki, are you with us? Raymond, it's so amazing to be here with you, my friend. God love you. God bless you. You are spectacular and amazing as always. The reason I like to have Nicky on my show is that he has even higher energy than me.
00:01:53
Speaker
So if you have trouble accepting my huge energy... then this is gonna be a big double fund for you. Now, Nikki, you are so creative and I've always admired that about you.
The Million Dollar Minute Concept
00:02:07
Speaker
You have created something called, this is amazing, The million dollar minute. The million dollar minute, are you insane?
00:02:17
Speaker
There's no such thing as a million dollar minute. what What is a million dollar minute? Tell us. Raymond, wow, that's such a great question. So the million dollar minute actually is an incredible, first of its kind, super high impact branding and performance Concept designed for folks who are coaches, consultants, authors, experts, entrepreneurs.
00:02:45
Speaker
These are people who have a real skill set, real expertise that's valuable and can help people solve real problems in a business context.
00:02:56
Speaker
that are a little bit invisible right now, that are unknown by the world. And this million dollar minute concept, this event is about helping turn their skillset, their story into this incredible cinematic brand statement that helps them attract attention, helps them build credibility, helps them become visible and bring in premium clients.
Need for Branding and Visibility
00:03:25
Speaker
Wow. So let me get this straight. Your potential client or your perfect audience is someone who is already good at doing what they do.
00:03:35
Speaker
They've already developed their own body of work. They've already delivered it either on stage to a large audience or one-on-one in a coaching environment. they know They know their stuff, and they know how to deliver it, and they've got testimonials up for yin-yang.
00:03:51
Speaker
The only thing is, no one's ever heard of them, and they don't have a brand. And if they met somebody on an elevator, and the other person says, what do you do? Their first word is probably, um...
00:04:03
Speaker
ah Well, and they they don't know what to do. They don't know what to say. You know what to say in your business because you're branded and you're visible. I know what to say and I say it all the time and it's exactly the same no matter who i talk to. But most people can't.
00:04:21
Speaker
Most people just kind of start muttering and they usually mutter about something that's inconsequential because they can't hit the nail on the head. They can't say it in a minute.
00:04:34
Speaker
And if they could say it in a minute, it would be worth a million dollars, a million dollar minute. So what you do is you not only teach them how to say this elevator pitch, but you also film it. Is that what you're saying? It's a cinematic experience. Tell me about that.
Discovering Authentic Voice
00:04:56
Speaker
hundred percent So Raymond, first and foremost, a reason why a lot of people have a hard time expressing who they are in a way that lands and connects with people is they don't really understand how to speak in their own authentic voice. A lot of folks are little nervous in business.
00:05:14
Speaker
They think they need to be a certain way in order to be taken seriously. You know, you probably heard this yourself a million times in the past. You know, this is business.
00:05:24
Speaker
This is separate from ah how I am in real life. I got to act a certain way in business. I got dress a certain way. I got to be a certain way. So it comes across as inauthentic. There's good people out there who, because they're trying to be something they're really not, aren't able to really land and connect with the people who really could use them.
00:05:44
Speaker
So the first thing that they need to do is they need to understand how to speak in their authentic voice.
Brand Archetypes and Self-Expression
00:05:49
Speaker
So you know my beautiful sweetheart, Teresa, who has a background of working in psychology and managing psychology clinics and has her master's in psychology, and who then became a top coach for Anthony Robbins in his Robbins Research International, working with top-level entrepreneurs She's done 14,000 hours of coaching and she's done tons of assessments designed to help people understand themselves better and live lives better.
00:06:18
Speaker
So Teresa came up with this idea. She said, you know, We should sit down and come up with an assessment tool to help people understand not just their personality archetype that Carl Jung came up with all those years ago, but their brand archetype. What is their authentic brand voice?
00:06:38
Speaker
Wow, I'm well-branded, but I don't know what my archetype is. Well, na it is fascinating. So this wonderful little ah tool that Teresa then went and developed is something we've used.
00:06:52
Speaker
I used it myself to find out what my brand voice is. Apparently mine is adventurer explorers or hero explorer, excuse me. So I got to speak in the voice of a hero. So some of the heroes out there in the culture are people like David Goggins and Rocky And then the adventurer, I forget what the voice of that is, but those are my primary and secondary brand voice.
00:07:14
Speaker
So there's a particular way, particular words I should be using in order to authentically be me and to be able to connect with those people that are looking for a hero, ah explorer type of a voice in the companies and brands that they do business with.
Attracting the Right Audience
00:07:31
Speaker
So when you discover what your authentic voice is and you start speaking in it, you'll attract the people that are looking for that in the companies and people they do business with.
00:07:42
Speaker
It's absolutely brilliant, Raymond. Because it allows you to be yourself, which I think for all of us we need. And secondly, it allows you to attract your tribe. The great Seth Godin, who you know is one of the great marketing ah gurus of our age has written many million selling books on the subject, has said you've got to discover who your tribe is.
00:08:05
Speaker
And the best way to discover who your tribe is is by first discovering who you are. Wow. So Teresa has created an assessment and the assessment takes how long, like 15 minutes or so?
00:08:19
Speaker
i think it can be done in under 10 minutes. it's It's something like 18 questions. So it's pretty, and they're all multiple choice. They're pretty straightforward. Right. So you answer these questions and you find out what archetype you are, what kind of brand you are.
00:08:34
Speaker
So if you found that you're a hero, and this is not an ego trip, that's just the name of the brand. It's neither good nor bad. How many archetypes are there, by the way? There are 12.
00:08:45
Speaker
12. So you have one of the 12 and it happens to be called hero. And that means that when you speak, you should give examples like Tom Cruise or Rocky, because that would amplify the hero-ness of you just by talking about them. i get But if I talked about them, it would be inauthentic.
00:09:08
Speaker
It would be like reaching or name dropping or something like that, because I am probably not hero. I'm probably one of the other 11. Well, i i don' I haven't seen your test, but if you did it, I would suspect you would probably be a sage.
00:09:23
Speaker
you'd be You'd be at the level of sage. So you would be speaking like a Gandhi or a Dalai Lama type person. That's the kind of energy you would project, if if we're correct, that you're the sage.
00:09:35
Speaker
And then you would be using... your voice as the sage, as the teacher, to be able to really help people that are looking for that go, oh, okay, i'm'm I'm loving what I'm hearing from Raymond. Raymond is like me. Raymond is the person I want to do business with.
00:09:50
Speaker
The more authentically you are you and how you speak out into the world, the more you'll attract authentically the people that are looking for you but don't yet know who you are.
00:10:01
Speaker
wow So if you and I are speaking on stage to a large audience and I know my archetype because I'm going to take your assessment, then i will attract the people who want a wise sage.
00:10:22
Speaker
And then you'll get up and let's say your talk is exactly equal to mine in terms of how compelling it is for people to want to register for our respective programs.
00:10:33
Speaker
then you would get a completely different audience. You would get the audience of people who wanted to follow a hero. And that's a completely different audience. So here we are, both strong men, both powerful, we're both creative. We both have created many of our own programs, but we would attract different audiences if we know authentically what our archetype is. This is amazing.
00:10:59
Speaker
This is a discovery, a mammoth branding discovery. I've never heard of this before. I've been teaching branding for 42 years and I haven't heard of this before.
00:11:11
Speaker
This is amazing. It really is a fantastic thing and thank you for saying that. I mean, coming from you, that's that's a high honor and high praise indeed. the The reason why this makes sense is we're living in a time, and I think you and I have discussed this on both your podcast and mine and also on various stages we've been on, where people are just tired of the slick marketing message. They're tired of the charlatan marketer that will say anything to to try and get their hand in your wallet.
00:11:42
Speaker
They're looking for truth. They're looking for authenticity. And business people are starting to wake up to this fact.
Benefits of Authentic Voice in Business
00:11:51
Speaker
So this idea of a marketing archetype has been around. I mean, these archetypes, we didn't invent these archetypes. They've been around in marketing and in business.
00:11:59
Speaker
But nobody's been thinking about them. This is Teresa's innovation in terms of helping you as an individual find your authentic voice. Who are you really?
00:12:11
Speaker
How is it that you really giving, you know, your own devices without anyone looking at you, how would you naturally be? And then having you learn how to take that and speak your message in business using that voice.
00:12:27
Speaker
That way you're not going to feel like you're having to like twist yourself into knots just to get a sale. You're being yourself. You're talking about things you're passionate about. And you're attracting people that want that out of the companies and the people they do business with.
00:12:43
Speaker
You know, there's this company called Tom's of Maine, right? They sell shoes, right? And if you buy Tom's shoes, they give away a pair of shoes to someone in ah in ah in ah in a lesser developed country.
00:12:55
Speaker
as a gift on your behalf. So the type of people that everyone needs to buy shoes, but who shops with Toms? Well, people that shop with Toms of Maine are people who really are are are looking for, you know, I don't remember the archetype name, but someone who is who is more of a generous, a giver, a ah person who's looking to change the world. Those people who see themselves as those kind of people invest themselves in Toms and their mission.
00:13:23
Speaker
Right. And like one of the reasons I've followed you and I've become your client over the years, Raymond, is even though my own archetype is hero, my primary archetype, I'm i'm a seeker. i'm I'm always seeking to learn. So when you're out there teaching new concepts, always think to myself, if there's something new in business, first person I got to go to find out about it is Raymond Aaron, because he's probably thought about it.
00:13:47
Speaker
He's probably invested like a couple of months hiring the top people in the field about it. And then he's learned about it and then he simplified it and he's ready to teach it to people. You did that with AI right away.
00:13:59
Speaker
Nobody had heard of AI before that. And then all of a sudden Raymond says, yeah, I've been working with this AI expert. He's been teaching me for six months. I'm ready to teach you all about it. Boom. And there's people that want that and they're going to be attracted to that. You naturally are an authentic person, but a lot of people aren't.
00:14:16
Speaker
Nikki, this kind of answers something that's always puzzled me. I have a list of titles for marketing emails.
00:14:27
Speaker
And their they're compelling. They're like, don't do this ever. So you say to yourself, what? Don't do what? And so you click on it because you want to know.
00:14:38
Speaker
And I got a list of about 100 of them. And most of them I would never use. but each of them has testimonials. I use this, my sales went up 10X.
00:14:49
Speaker
And I said, well, they they must work, but I don't want to use it. What's wrong? ah And I've never figured it out. But now I understand only 1 12th of them are appropriate for me.
00:15:03
Speaker
And if I use the wrong one, then there's going to be a jarring, there's going to be a disconnect, there's going to be and yeah there's going to be something that isn't right.
00:15:16
Speaker
And it might be... It feels Yes, but it's not yucky for somebody else for whom that's appropriate. And so yeah why did I reject most of them?
00:15:27
Speaker
It's because I only need one twelfth. Only one twelfth of them are correct for me. This is amazing. What you and you and Teresa have come up with is really remarkable.
00:15:39
Speaker
I can see now that one of the reasons I'm successful is I probably naturally use the words of my archetype.
00:15:50
Speaker
I probably did it naturally. I probably was on stage one day and I said something like a giver would do and I didn't make any sales. And then I did a hero thing, I didn't get any sales.
00:16:01
Speaker
Then I did a sage thing, like a wise man thing, got lots of that. Oh, I should keep using that word. So it took me decades, decades to finally figure it out.
00:16:12
Speaker
And now with your assessment tool, it can be done in 10 minutes. That's this remarkable. And so, If I didn't know much about myself, if I was just starting out as a speaker or a guru or an expert or a seminar leader, and I had this information, i could be far more authentic and make more sales yes and and attract the right people who won't want refunds, who wouldn't complain, who wouldn't put nasty stuff as bad reviews online. This is a miracle. This is like, wow, this is amazing. Would you please kiss Teresa for me?
00:16:49
Speaker
Sure, you got it, brother. okay Raymond, it's even useful for ah a high-level person in business like you, because the more ah the more you understand you and your voice, the more the more you actually have that.
00:17:08
Speaker
the more things that you figure out about yourself that maybe you intuitively understood, but you didn't understand like, you know, consciously and they become conscious for you, the smarter you can be with your messaging, the smarter you can be with who you decide to go after.
Value of Brand Archetype Assessment
00:17:24
Speaker
So I'm thinking about someone like yourself, or let's say your friend, Jack Canfield or your friend, Joe Vitale. These are people that have been around in business a long time. They know who they are. They know how they speak.
00:17:35
Speaker
But even they can learn things about themselves that they didn't know by using this type of assessment. And they can take the information, the data, and they can go, oh, there's a few tweaks I can make here and there, which can even make someone as amazing and powerful as you have a better result than you're already getting. So this is valuable for people from starting out to even someone like you or Jack Canfield or even an Elon Musk for that matter.
00:18:00
Speaker
This is amazing, Nikki. This is really amazing. And i understand that Nikki, you will actually personally call each person back and explain exactly how they should use their archetype to create their voice, their authentic voice, to increase their authenticity and increase their sales.
00:18:24
Speaker
So not only take the assessment, but you actually personally will call them. Yes, and we'll call them for free. Wow. So when you go there, you're going to be asked to give your name, your email address, and your phone number so that Nicky can call you.
00:18:42
Speaker
Wow, wow, wow. What a great show. Aaron.com slash million dollar minute.
00:18:55
Speaker
This episode has been brought to you by ecircleacademy.com, the proven system to add six to seven figures a year to your thought leader practice.