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The Truth About Year End Car Deals, Start Building Your Personal Brand, DUI Defense

Episode 343: 11-19-15

On this week’s show, Larry Zinn shares some great year end car deals, Bruce Turkel shows us the right steps to building your personal brand, and we discuss what to do if you get pulled over for a DUI.

The Truth About Year End Car Deals

Larry Zinn, general manager of Warren Henry Land Rover, Range Rover, Infiniti and Jaguar, talks about the new Land Rover Discovery Sport and the new Infiniti Q50, as well as his upcoming annual event to honor and raise funds for Wounded Warriors of South Florida – Cars for Cause and Charity.

He also tells us why it is TRUE – there are lots of good year end car deals in all of his stores.

Start Building Your Personal Brand

Bruce Turkel is CEO and ECD at Turkel Brands. He has helped create some of the world’s most compelling brands, including Miami. Turkel appears regularly on FOX Business and has been on CNN, ABC, CBS, and NPR. He has been featured in The New York Times, Fast Company, Communication Arts, and AdWeek.

We discuss the first steps to take in building your personal brand.

DUI Defense

Jonathan Blecher is a criminal defense and DUI attorney based in Miami, Florida. He has defended more than 3,000 DUI and suspended license cases since 1982 as well as thousands of criminal cases. He is recognized as one of the Top 100 criminal trial lawyers in Florida and is a member of the National College for DUI Defense.

As we do each year at this time, we discuss what to do if you get pulled over.

Episode 343: 11-19-15   (To download, right-click and select “Save Link As”.



Transcription:

Jim Fried: We are ready to rock for our holiday warm-up show. We’ve got a great show today. We’ve got #givemiamiday so we’re going to talk to Larry Zinn about Warren Henry and the community. I’m sure he’s got a couple of things he’s going to mythbust on year end deals and such so we’re going to make sure you can get a good deal with Larry and also to make sure to you help him out with is Wounded Warrior campaigns and probably talk a little RedCap with him too. Then we’re going to have DUI defense expert like we do every year, Jonathan Blecher. Man, if you go a DUI you got to hear what this guy has got so say. Second half of this show, my main man Bruce Turkel, we’re just going to have fun talking about how to build and build on your personal brand. At this point in the show I typically say ”AC, take it away”.

[commercial break]

Jim Fried: We are back and we are back with Larry Zinn. You know him, he’s the general manager of Warren Henry Land Rover, Range Rover, Infiniti and Jaguar. I know him as the youngest of the South Florida Business Journal’s 40 under 40, Larry welcome back. Where’s Larry?

Larry Zinn: It’s a pleasure to be here.

Jim Fried: All right. Hey, Larry, now listen, before we get going today is a give Miami day, I want you to start off by talking about the event you have every year. I love this event, high five to Floyd for helping you with it. Cars, Cause and Charity to benefit the Wounded Warriors. High five to you and your team, Larry.

Larry Zinn: And actually this year we were doing a toy drive as well so for Toys for Tots. On December 14th at the Hard Rock we are going to have a huge car show. We’re talking well over 250 cars, exotics, you name it, they’re all going to be out there.

Jim Fried: You’re going to have your big yellow car there, Larry? You’re going to have the big yellow truck there?

Larry Zinn: You know it, of course.

Jim Fried: I love that thing.

Larry Zinn: So we’re going to have everybody who comes as far as the participants have to bring at least $60 worth of toys. A lot of people are choosing to bring more which is really great and this is a really exciting event. It’s one of my favorite things that we do every year, not only to get to support Wounded Warriors but we also get to support Toys for Tots now. Everyone can have a great holiday.

Jim Fried: It sounds really good and I know that you and your whole team are very involved in the community. You do events all year long, I know Floyd helps you with those, high five to Floyd for doing the events. Now, Larry, I want to switch. I want to switch gears for a minute and I want to talk about service and transportation. It really stinks living down here in South Florida when I got my beautiful car. I throw it on Sport, I get on the highway, looks like it’s clean and green and suddenly, it stops. And we got traffic. And a lot of times I got to do something like maybe have my car serviced. So I called my favorite person at your store, other than you and other than Frank and other than Ismet, May. And May goes ”Hey Jim, you don’t have to come”, and you tell them what happens, Larry. I don’t have to come up there anymore.
Larry Zinn: Now when we partnered up with RedCap, so actually we’re doing pick up and drop off service for all of our customers when they bring their cars in. So really, you don’t even have to come to the store. We’ll come, we’ll drop a loaner off at your house or your office, pick your car up and bring it in and then when it’s finished we’ll bring it back to you.

Jim Fried: That’s not even customer service, Larry. That’s like customer pandering. I mean, that was just great. I didn’t have to do a thing. May calls up, she goes ”You know, by the way, you need such and such I go for you, anything”, and the car comes back, it’s clean as a whistle, I got to tell you, she did whatever she handles even better than before. So now I can really drive my Infiniti and yes, I’ll admit it, I drive it on Sport because, Larry, after all, what’s gas really for?

Larry Zinn: You got to have a good time. It’s not going to be around forever there, we’re going to be able to do these things. One day you’re going to be sitting in the car, it’s going to be driving by itself and you’re not going to have any fun. So you might as well have fun now.

Jim Fried: That’s what closed race courses are going to be for in the future.

Larry Zinn: Exactly.

Jim Fried: And I can’t wait. We’ll go up there, we’ll go up to with Dezer, we’ll get Dezer, we’ll go up to his place up in Palm Beach and we’ll have a great time. Now, Larry, I want to talk a little bit about what goes on at the end of every year. I always thought it was the best time to get a car deal now. It seems like it’s that time here around. What’s going on at the end of the year?

Larry Zinn: Typically at the end of the year, December in particular, every manufacturer has tons of advertising going on. Beyond that, there typically are some of the best deals of the year at the end of December really, but at the end of December, especially because everybody is trying to do whatever they can for whatever car they can on the road. Manufacturers they clear out the ports, they send everybody tons of inventory, everybody wants to move it, it’s a great time to buy a car really.

Jim Fried: Let me ask you this because a lot of times you have – I’ll just say it this way – sticky inventory over at your Range Rover, Land Rover store. How about the product there? Are you deep in the product over there too?

Larry Zinn: No, we’re very fortunate that you know that they supply a vehicle have been very consistent and the demand for the vehicles is still high so it’s not as though we’re backlot with inventory and we don’t know what to do with it. We’re fortunate that people want these cars and they’re coming in and taking them.

Jim Fried: I know. I’m glad you said that there weren’t a lot on the lot because I know that, she’s already texted me, you know who wants one of those, Larry?

Larry Zinn: I know, Vivian wants a Rover.

Jim Fried: I think that this time for being such a good girl with all her kidney transplant stuff and everything I’ve got to give her what she wants.

Larry Zinn: I would agree. I don’t know how I’m supposed to do that on live radio but-

Jim Fried: It’s okay, it’s a good year, and I got a bunch of great sponsors on my show, Larry. So I’m sure I’ll be able to do this. I’m really been looking forward she’s wanted that car, or it’s not a car, I have to call it what it is, that vehicle, for a long time. Now, Larry, I saw on Facebook that you’re looking for a few good men and women. Could you tell me a little bit about that, please?

Larry Zinn: We, as a company like to do things a little bit different in regards to hiring. I know we’ve talked about it before but typically, we look from outside the industry when we’re bringing new hires. We like to promote from within and everybody who is in our culture to be part of our company culture and to learn things what we believe is the right way. So, yes, right now we’re looking for all sorts of different positions throughout the dealership. You can see it on our website as far as what we’re looking for or even on social media we’ve been advertising that as well.

Jim Fried: And this is one of the – I don’t want to say one of the few – but this is certainly a great way for somebody, they don’t have to have a college degree, they just have a clean record, they got to get through you and Ismet, I guess and the rest of the HR people. But a person can earn six figures, you’ve got benefits, this is a great thing.

Larry Zinn: It really is. It’s a great career, it’s a place where we’ve had a lot of people, some really great opportunities and really grow with us for a long time and I know there’s a nasty stigma against the people in the auto industry but it’s a great profession. I know that’s first hand for you as well because I believe your mother was in that, wasn’t she?

Jim Fried: That is correct, you served it right up to me, I’m going to hit it out of the park. My mom for 20 years was in the auto sales business, you did go back and become a social worked because everybody knows that I need to have an in-house person to give me my head examined every once in a while. But she was terrific and she worked her butt off, you have to be there all the time but it’s great camaraderie, great group of folks. Larry, is that you, is that us? That’s Larry. Okay, it’s all right, you got to do business, Larry. Thank you D, that was D. That was us. Now Larry, we’ve only got a couple of more minutes left, so if people want to find you, if people want to get in touch with you, we’ve got three minutes left so we’re going to talk a little Dolphins after this, but go slow because we do have Jets fans that listen to this show, Larry. Tell people how to find you.

Larry Zinn: You can find us on our website at www.warrenhenryauto.com, on all the social media sites, our user name is Warren Henry Auto and you can call us at 305 690 6006.

Jim Fried: Larry, it was great seeing you at the Miami Heat game, high five to you and your buddy. Does he work at Warren Henry also?

Larry Zinn: He does. He’s a pre-own manager.

Jim Fried: He was a very good guy. He seemed to have some kind of personality. It’s good somebody there does. Now, Larry, what do you think about Hassan Whiteside and are they going to build the team around him? Or what?

Larry Zinn: I hope they’re going to afford to keep him. That’s a biggest thing that I worry about. I know we have him but can we offer them money that this guy is going to command? He’s a monster.

Jim Fried: He is a monster, we were there for his second triple-double which I swear I blinked my eyes and it just happened. I think we’ll be able to keep him but another question I have for you, Larry, and this is what I’m going to talk to you about when I see you on Sunday in the Sweets. What about the Dolphins, what do you see coming down the pike, because I know that Steve Ross wants a winner, you think we’re going to see one soon?

Larry Zinn: It’s been my entire lifetime that we barely had a winner. As much as I try to stay positive about the Dolphins they just never seem to really follow through on a hype.

Jim Fried: It may be that it’s just organizational and business problem and you know where I’m going with that. I’m going back to your place because for 35, almost 40 years, your grandfather, your father and now you – and I’m just going to say because you can’t – have run the best auto dealership franchises in the city, great service, great professions, great jobs. Larry, thank you for being on the show, thank you for being a sponsor but more than that I’m going to go back to what we talked about at the beginning, thank you for the charitable approach that you and your team bring to Miami. Again, one last plug Cars, Cause, Charity and Toys for Tots.

Larry Zinn: All right, Cars, Cause and Charity, December 14th, at the Hard Rock, please come, one come all enjoy with us.

Jim Fried: I’ll be there for sure. And Larry, Toys for Tots?

Larry Zinn: Toys for Tots and Wounded Warriors.

Jim Fried: That’s great. Listen, Larry, we only had a short break today. I need you back before Christmas, you’ve got to come back soon. I’ve got you penciled in for just a couple of weeks. You promise to be there for me?

Larry Zinn: Of course, Jim, I never miss it.

Jim Fried: You’re the best. Larry, high five to you, your whole team, there’s I’m sure all kinds of year end and Thanksgiving specials. Again, if you want to him, Larry, where the heck are you?

Larry Zinn: We’re at 2800 North West 2nd Avenue. Look for us at warrenhenryauto.com. You can reach us through there, phone numbers, email, everything, we’ll be there for you.

Jim Fried: I always ask the hard questions at the end, Larry. You’re the best. Thanks for being on the show and thanks for being par of our family here at Fried on Business.

Larry Zinn: Thank you, Jim, have a great night.

Jim Fried: You too. All right, we’ll be back after this. We’re going to have DUI expert, Jonathan Blecher. If you ever get in your car and by the way, you don’t have to be driving drunk to be pulled over, we’ll talk about that and other DUI stuff. Back after this.

[commercial break]

Jim Fried: We are back and we are with DUI defense guru. I promoted you JB. DUI defense guru Jonathan Blecher. Every year before the holidays we have JB on because no matter what, there’s always somebody that’s going to have a problem after a holiday party. JB, what’s up?

Jonathan Blecher: Jim, thank you very much for having me. It’s my third annual DUI extravaganza here with Jim Fried, Fried on Business. Let me just give you a couple of stats about DUI. There’s been 61,000 DUIs in Florida last year. 1.3 million total in the US and 25% of people that get arrested for DUI in this country are between 21 and 25 years of age.

Jim Fried: Sounds to me like somebody is getting ready to ruin their life.

Jonathan Blecher: There’re so many unintended consequences that happen after a DUI arrest and with police having saturation patrols, checkpoints, rowing patrols, it’s so easy for police officers to spot DUIs. But there’re so many unintended consequences that happen after DUI arrest. It’s not just being tossed in the back of the police car which is a very sobering experience, being taken down to jail, having to post the bond, having to hire a lawyer. After a DUI conviction which is going to cost you anywhere from $5,000 to $10,000 with attorney’s fees and court cost, you’ve got increased insurance stigma, permanent conviction on your criminal record, you could have problem with job, immigration, all sorts of unintended consequences beyond just spending that night in jail.

Jim Fried: It sounds to me like even if you don’t kill somebody you’re going to have some problems.

Jonathan Blecher: I’m a driver just like you are and I’m out there and I don’t want anyone to drive drunk. And I don’t want anyone out there and even your listeners to think that just because I defend people charged with vehicular-related crimes DUI that I advocate drunk driving. Just the opposite. I have a 23-year-old son and I make very certain that he’s aware and that all his friends are aware of the consequences of DUI and that’s why Uber is such an important thing these days because it gives people an alternative certainly during the holiday season but all year around an alternative to drunk driving.

Jim Fried: Are you listening to this sports figures, I’ll just blink at them and people in the public eye, you don’t have to embarrass yourself and you don’t have to kill somebody and JB, when I’m riding on the road, many times I can tell who’s driving – I’ll just say it this way – impaired.

Johnathan Blecher: I think most people that are driving in Dade County can see that but with the awful drivers that we have in Miami Dade County, you can’t really tell the difference between someone that’s impaired by alcohol or someone that’s texting. And you’ll also find statistically that more accidents are caused by people in distracted driving incidents, people that are texting, people that are eating, people doing all kinds of other things in their car beyond drunk driving.

Jim Fried: So they can get ticket too? Thank God. Especially the lady doing her make up talking on the phone, texting at the same time in front of me?

Jonathan Blecher: Or the guy putting on his make up in the car. It could be just about anybody. And now texting while driving is a violation that a police officer can stop you for immediately. Used to be something that was a secondary offense and now police officer seize you texting while driving, he can actually stop you.

Jim Fried: I can’t wait. I wish they would just stop there, stand there on the road and go ”You, you, you”, but it’s just incredible. So if somebody gets caught what should they do, JB? You’re sitting in the car and suddenly the thing goes off and back to you. What do you do?
Jonathan Blecher: The first thing you’re going to do is stop perspiring. The second thing you’re going to do is pull over as slowly and as calmly as possible without making any sudden movements and try to slow your vehicle down, have your documents ready because when that police officer comes up to your window, let’s say it’s 11:00, 12:00, 01:00 in the morning, that police officer’s suspicion and Spidy sense are going to be that much higher, he’s going to be looking for signs of impairment because he figures that it’s like shooting fish in the barrel, if you’re driving around on South Beach at 02:00 there’s a pretty good chance that you’ve had something to drink. You don’t want to give the officer anything that he’s going to be able to hang his hat on. Remember, DUI at this point when you’re being pulled over, is a crime of suspicion of DUI. He doesn’t have any physical evidence against you yet so you don’t want to do anything that’s going to insight him or give him more evidence against you. Simply hand him your documents and say as little as possible.

Jim Fried: So now I’ve handed him my documents, I’m not talking, he looks at me, he shines his light, they always shine their light, don’t they shine their light in your eye?

Jonathan Blecher: What they’ll do is they’ll put their flashlight above your eyes to sort of see what your light reaction is and there’s actually a test that they perform with the eyes called a horizontal gaze nystagmus test but that’s a little technical for the show.

Jim Fried: We’ll just say that the flashing light in the eye test.

Jonathan Blecher: The flashing light in the eye test. And what they’ll do is the officer is going to want to see whether or not you have blood shut eyes, then a conversation so that he has to determine whether or not you have slurred speech, going to get you out of the car to determine if you have unsteady gait, if you’re going to hold onto the side of the car, hold onto the car for balance, things like that. So these are the things that a police officer is going to be looking for. Now if you get pulled over by a cop, it’s 02:00 in the morning and you’ve had something to drink, he asks you to get out of the car says ”Have you been drinking tonight?”, there’s a 98% chance you’re making the ride to the jail that night. So why do anything that’s going to help the officer gain evidence against you? It’s still at this point just his opinion that you’re impaired. Don’t make any statements, don’t make any admissions about how much you’ve had to drink, don’t do any physical sobriety test on the road side, these tests are designed for failure, and if you’re Baryshnikov you’re going to be able to do these tests properly.

Jim Fried: It’s amazing to me that they don’t have an entire field office of the DUI guys outside the football games for instance on a Sunday. The people that sit around me, I don’t want to be on the road with them.

Jonathan Blecher: If you remember back many years ago, Rick Sanchez, a local television personality was coming home from a Miami Dolphin game and got into a motor vehicle accident. It was a Monday night game, I think it was against the Philadelphia Eagles.

Jim Fried: That was the night they sand the ”Na-na” song and we beat them anyway. That was a great game.

Jonathan Blecher: It was a great game but not a great night for Mr. Sanchez. I ended up representing Rick and he definitely had some problems that evening.

Jim Fried: We’ve only got a couple of minutes left, JB. Let’s go down the checklist that you want to make sure people know, everybody, get your pens out, you too, Jets fans, listen closely. JB, you’re on.

Jonathan Blecher: A checklist about what to do when you get stopped for DUI or what the consequences are going to be or?

Jim Fried: What you think people should know. What’s on the back of your business card?
Jonathan Blecher: What’s on the back of my business card is don’t answer any questions, you have the right to remain silent, tell the officer that you want to talk to your lawyer, you’re not going to take any physical sobriety tests, you’re not going to take any breath tests. I just want to point out one other thing about technology. They even have laser beams that can detect alcohols vapor inside your car. Yes, Jim, I said vapor. And what they do is they will point a laser beam and shoot it through your car to determine whether or not there is alcohol vapor being emitted inside your car.

Jim Fried: No way. So like this is open container even can get you on that.

Jonathan Blecher: It’s open breath, if you just the belch alcohol, it’s potentially a big problem and the latest technology used to have videos attached to the ignition interlock devices that are going to be placed in people’s cars if they get convicted of multiple DUIs.

Jim Fried: We’ll have George Orwell on next time here on the show, JB. If people want to get you, how do they do it?

Jonathan Blecher: I can be found on the web at duilawdefense.com and that’s the best place to find me.

Jim Fried: All right, we’ll find you here again next year. Here on Fried on Business, Jonathan Blecher, DUI defense aficionado. Thanks so much for helping us stay save, Jon. We’ll be right back after this with Bruce Turkel talking about branding.

[commercial break]

Jim Fried: We’re on with Bruce Turkel, man of a thousand sounds. Welcome to the show, Bruce.

Bruce Turkel: Hello, Jim, how are you?

Jim Fried: I’m doing great and you know what? I’m not going to yell.

Bruce Turkel: I appreciate it.

Jim Fried: Okay, Bruce, I’m calm down. So, people have now, we’ve been on a lot, people are starting to build their personal brand, maybe it’s tome for year end evaluation and perhaps even a tweak so if somebody is looking back at their branding efforts for this year, what are some of the things that they should examine and potentially change?

Bruce Turkel: First of all, remember that a brand, the most important part is all about them. Therefore, what you should examine is how other people are relating to your brand.

Jim Fried: That’s why you asked what I heard.

Bruce Turkel: That’s why I asked what you heard. Because what you say about yourself is nice, what you see in the mirror is nice, but what other people are doing and saying demonstrates that your brand work is in fact working.

Jim Fried: That’s really cool because I got this love letter out of the blue today from my web master and he said ”Jim, you’re not going to believe this, but I just checked all of our web stuff and all of our Google analytics” and he gave me all these numbers which I really didn’t understand so obviously I asked him if we can have a phone call tomorrow. But he seemed to be happy. So I guess that our branding is working here on the show which is really cool to me. What should I do?

Bruce Turkel: You’re doing it exactly right. What you have to do is think about it, plan it and build it when nothing is happening so that when things start happening you’re already there. What you don’t want to do in the words of former manual, the former chief of staff and the mayor of Chicago, it’s a shame to waste a perfectly good crisis. So you want to be ready when the crisis hits. Now the crisis doesn’t have to be bad but when you get the opportunity, when the article gets written, or your book gets published, or you have a new product or something happens, you already want to know what your brand is, who your brand is. I didn’t get to start doing radio on your signal originally I got to ask to speak out what I call WNAL, which stands for no one ever listens and you would wonder why you go on those shows and the reason is because I don’t want to be on Jim Fried show my first interview, I want to be on Jim Fired show my 200th interview. So I know how to do it. And it’s the same with building your brand. You want to work on your brand when nothing is happening so when things start happening you are ready to take advantage of that opportunity. That’s my dad used to say. When opportunity knocks, you can’t say come back later, I’m not ready right now.

Jim Fried: Oh my God, your dad is great. You got a thousand of those and he was terrific. Now, Bruce, one thing and I’m going to just say since I do real estate, one thing that people don’t know about your pap, is that he was a number on real estate guy back in the day.

Bruce Turkel: He absolutely was. He built the first condominium in the United States. We have the Miami Herald article, he was called ”the King of Condos” in the very early 60s, he and a guy in California were first building, it was their concept. He was the first one and then, he was the first one to build the first office condominium which is right on the Le Jeune Road and US 1, that really cool building up on stilts. My dad built that too.

Jim Fried: I need you to take a photo with that article and hit me with it on Twitter for whatever it is, flashback Friday or whatever. That’s just great stuff. I want that in my office. It’s a piece of Americana. Now, Bruce, you’ve got the brand thing going, anybody who follows you is seeing a revolution of your personal brand, I use it as an example for myself, I follow your blog, it’s really awesome. Bruce, what are you going to blog about next week?

Bruce Turkel: I haven’t written next week’s blog yet because so many things are going on right now that are getting my attention. I did write for yesterday’s blog which comes out again on Saturday about what’s going on in the world, how it’s depressing us so terribly and it’s the perfectly good invitation to get off your duff and do what you want to do, right? What’s holding you back? People are afraid of real stuff so why are we not writing the book, going out on the date, getting out of the bad relationship, building our brand, what are we afraid of?

Jim Fried: I and every show with that, I’m just going to say this in case somebody never listened to the end of show. Remember this is not a rehearsal, this is your life. The person that wants to find the way finds that way, others find an excuse. Now go out there and make it happen. And that is not the end of the show, AC. But I say that every week. And I mean that. And my mom is the one that gave me that line.

Bruce Turkel: Your mom gave your great advice. As FDR said, we have nothing to fear but fear itself. And spiders of course. I mean, how often do you see spiders? Not often.

Jim Fried: Not much, I live in a high-rise and usually it’s like going from building to building with the thing with the jing-ji-zing but, you know, Bruce, now it’s the end of the year, we’ve done our branding, it was all about them and this is what I really love and it’s something I do all the time with your content. I repeat it, I repeat it, I repeat it. And I’m telling you, it gets great traction, I watch all the social media stuff, I watch all the metrics, other people like you too Bruce, not just me.

Bruce Turkel: There are one or two that follow what I say. But you’re absolutely right with the repeat. We stopped doing it. I already said it, I already told people. But the truth is, people are not going around this world, believe it or not, 24/7, I wonder what Jim Fried is doing right this moment. It’s all about them. If you want to look at what you’ve done with your brand at the end of the year and which you’re going to do next year, it’s very simple. You want to move from company-centric to consumer-centric. You want to stop talking about yourself, your company, your services, your businesses, your business assets, you want to start talking about your customer. Move from company-centric to consumer-centric. If you can do that one little thing, it changes everything.

Jim Fried: I was going to say something else but while you’re saying that, I wrote this down, and I think I’m going to start saying this when I put content out there. I think I might start with ”I think you might like this”.

Bruce Turkel: I think that’s a great way to do it. I think this might matter to you. I think this might be good idea for you.” Just ask permission first. ”Hey, do you mind if I tell you something? Do you mind if I show you something?” so that the person you’re talking to is open to hearing what you have to say. There’s NLP whole paradigm neuro-linguistic programming that talks about that. If you just tell someone ”Hey, I think you might like this” they may or may not be open minded to hear what you have to say but if you say to them first ”Hey, Jim, do you mind if I tell you something?” or ”Can I make a suggestion?”, you ask for permission, they open the door, then they’re very open to hear what it is you want to tell them.

Jim Fried: And most people won’t say the word ”no”.

Bruce Turkel: Most people actually want to hear it and if they don’t, they’re embarrassed to say no.

Jim Fried: And actually I don’t mind, I want to work on the 90%, I want to find out the 10% that I’m going to get the 90% of the business from. We’ve only got a minute left so I’m going to ask you to stay one more segment because I just love talking with you.

Bruce Turkel: Because we like you.

Jim Fried: Yes, but I do want to say one thing, I do want to say one thing about repeat, repeat, repeat, and it’s all about them. I had Khalilah Ali on the show. Remember that, AC?

AC: Oh yeah.

Jim Fried: I made him do that just for you Bruce. And she was amazing. And she told this story and she started to go into character and by the end of the story she was talking like Muhammad Ali, it was I was sitting right there, speaking right there with Muhammad Ali. And I made here say the story again towards the end of the show because I couldn’t imagine that everybody had listened the whole time. I’m not that egocentric. But since I know everybody is going to stick with us on the break because I’m so egocentric, we’ll be right back after this with more Bruce Turkel.

[commercial break]

Jim Fried: We are back and I promise not to yell. You got me all gassed up, AC. And I promise Bruce, I wouldn’t yell. So we’re going to talk about a building brand, the brand that is building momentum here in Miami. And that brand is Give Miami Day. Give Miami Day came out of the blue a couple of years ago, I gave it all bunch of charities, this year I gave more and now I getting inundated because everybody is – I don’t want to say abusing me – everybody is finding me – I guess I said abusing me – but everybody is finding me one their Give Miami website. I must have gotten a hundred of these, I’ve given a whole bunch of times but Bruce, what are you doing here with theses folks? Are you helping them out?

Bruce Turkel: Give Miami Day is run by the Miami Foundation. I’m on the board of Miami Foundation so we’ve been spending I guess the last three years now putting this program together. Part of the reason why you’re getting hit up is not just because your previous generosity but because the Miami Foundation has been working with different charities, the different organizations to show them how to market themselves and one of the things they suggest is the benefit of critical mass. So each one of them reaches out to their list and then the Give Miami Day gives us both an event and an easy infrastructure for people to give.

Jim Fried: Larry is the guy at the back that works for 880 AM, Larry, how come we’re not doing more for Give Miami Day? And I’ll even give you the hashtag. Larry, we’ve got to do this more next year. Just nod and say ”We will”. He’s nodding and AC, what’s he saying?

AC: He says yes.

Jim Fried: Great. Larry, Bruce is on the board.

Larry: Christina, she’s in charge of that stuff.

Jim Fried: All right. Larry actually talked on the show, it’s taken me seven years but you’ve now done it in something other than a traffic report. Now, Bruce, getting back to building your brand and I think that this is a great way to do it, building your brand by giving back.

Bruce Turkel: Of course. That’s a great way, it’s called doing good by doing well or doing well by doing good. That’s it, doing well by doing good. And there’s all kinds of cause marketing issues where companies, professionals tie into something that they care about, something that matters, they get people involved and how do they get them involved? On an emotional level. And each time we talk about building brands we talk about hearts, then minds, making emotional connection before you make intellectual connection. Cause related marketing allows you to do that.

Jim Fried: One of the things that I’ve been doing is I’ve been teaching myself to do Facebook marketing and the post that I’ve been using is the post where my wife’s kidney doctor comes and I use it to appeal for kidney donor. I’ve had a couple of people that have actually offered, one person wanted $80,000, the other only wanted $50,000.

Bruce Turkel: That’s not a donor. That’s a seller.

Jim Fried: I know. We got a kidney. But we also had a whole bunch of people that have at least opted to get tested and were creating good organ donor awareness with that. It’s important but my brand is bigger than that, my brand is, I’m not sure, my brand is Jim Fried I guess, right?

Bruce Turkel: Your brand is what you do for others. What you do for others with this show is you not only entertain them, you give them an hour that they can laugh and listen to your nonsense but you also give them the tools they need to make their lives better. We’re talking about branding, Lauren talks about protecting children from sexual abuse, you heard the attorney talk about what you should do if you drink and drive. By the way, my recommendation, don’t drink and drive. I heard real estate people on here telling you how to invest so your brand again is not about you, it’s not company-centric, it’s consumer-centric, it’s about the listener and how listening to the show entertains them but makes their lives better. You resonate with them by making their lives better. And so when you give to your particular charities when you work to raise money or to find kidneys for your wife or you support Lauren’s program or the other programs, what you’re doing is you’re making people’s lives better. It’s congruent with who you are and what you do. And that’s the key to a strong brand.
Jim Fried: I’m actually taking that in and internalizing that that’s a pretty powerful message you just gave me. We’ve only got three minutes.

Bruce Turkel: I’m afraid you’re going to cry on the microphone here, Jim.

Jim Fried: I’m not going to cry, I’ve been spitting on it all day because I’ve got cottonmouth but I’m not going to cry, I promise, I won’t cry until I get off the air. Bruce, we’ve got a lot of Jets fans listening. How do people find you, you’re all over the place @BruceTurkel, I love it, I’ve got @JimFried, we’re common minded.

Bruce Turkel: bruceturkel.com is where you can find my website and my blog, you can find me on Twitter, you can find me on Facebook, you can find me on LinkedIn. Part of the key to repeat, repeat, repeat is being out there everywhere.

Jim Fried: And aren’t you everywhere? You’re the man. You’re my mentor, you’re the guy, you’re my inspiration for all this. That’s why I keep having you on because I want other people to benefit from what you have to say because branding is all about – Oh, my God, I’m going to say it – finding your essential self and the guy that was on my show last week, the guy named Ethan Penner, he helped me to rediscover part of my essential self and that’s helping me to project. And what he said about the show was what you just said. It’s that we project things that help people and that attracts them.

Bruce Turkel: And that’s what your authentic truth and your brand is all about. And we’ve tried to work on this moment by moment on the show because you ask each time, you knew what it was the whole time. It’s like the end of The Wizard of Oz when Dorothy wants to go back home and good witch says ”You had it in you all along, all you had to do is want it, all you had to do is click your heels and say there’s no place like home”. Now I don’t get why she was such a good witch because Dorothy had to hand out with all those whackos and then fight the sister and go through the poppy fields and the flying monkeys. However, it’s hidden in plane sight. You had it in you all along.

Jim Fried: I’ve only been waiting seven years for me to tell myself the answer. Bruce, I want to thank you and I really am crying now. So I want to thank my guest Bruce Turkel.

Bruce Turkel: Thanks for having me on, Jim.

Jim Fried: It’s my pleasure, I love you man. I want to thank Jonathan Blecher, I love you too man and Larry Zinn, you know I love you buddy. I want to thank KIND Snacks, South Florida Business and Wealth Magazine, CCIM, Terek Maddox, UHealth, The Warren Henry Automotive, The NFL Alumni, Aztec Group, The Miami Marlins, Lauren’s Kids, Bruce Turkel, The Bergstorm Center for Real Estate Studies, I also want to thank, I got so many sponsors, I’m so blessed, EarlyShares, Magnum Energy Solutions, Xpresso Marketing, Social Media 305 and of course, Engineered Tax Services, and of course I want to thank you my listeners. Go to our Facebook page, like our show, tell your friends. Join our community, Facebook, comments, feedback, @JimFried, @FriedOnBusiness., Facebook, LinkedIn, Youtube. I’m everywhere, Bruce. The website, it keeps going on-

Bruce Turkel: You like the Johnny Cash song.

Jim Fried: AC, next time, if you missed today’s show it’ll be on the web www.friedonbusiness.com. This is Jim Fried for Fried on Business. Next week 6:00. Why? Because I love it. I’ll be here. Remember, this is not a rehearsal, this is your life. The person that wants to do something finds a way, the other finds an excuse. See I really say that. Now go out there and make it happen. AC, it is yours. Thank you everybody.

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