by: Yuri Elkaim

It’s time to wake up, guys, because today we’ve got The Sleep Doctor on the Healthpreneur Podcast! Dr. Michael Breus is a Clinical Psychologist, Diplomate of the American Board of Sleep Medicine, and Fellow of The American Academy of Sleep Medicine, and he specializes in Sleep Disorders. He is on the clinical advisory board of The Dr. Oz Show, and has appeared on the show 39 times.

Although his accomplishments make you wonder if this guy even sleeps (he does, and he loves it), he’s gone through great lengths to helps others optimize their sleep health in an industry where voices and credentials like his own are rare. Although he claims to not be much of a businessman, The Sleep Doctor knew when to reach out for help and how to make his way into local, regional, then national media.

Dr. Michael Breus generously shares with us the steps he took to make it into national media and stay there. He didn’t just hustle; he created a game plan, stuck to it, and fostered relationships that were win-win. Tune in to hear Michael’s media secrets, his biggest blooper, and why it’s so important to “be a good date.”

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Click here to subscribe to the Healthpreneur™ Podcast on iTunes

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In This Episode Michael and I discuss:

  • How he got the name and URL “The Sleep Doctor.”
  • Hiring a manager to get exposed and grow the business.
  • The secrets to his media success.
  • His appearance on Oprah and how it was a blooper turned pot of gold.
  • When Michael realized what he wanted to do and how media helps.

 

3:30 – 8:00 – The origins of the name “The Sleep Doctor” and positioning

8:00 – 18:00 – How Michael’s business and brand grew; “be a good date”

18:00 – 24:00 – Dealing with producers and solidifying media relationships

24:00 – 27:30 – Responding to adversity and how Michael’s response benefited him

27:30 – 31:30 – The intersection between what you love and serving a gap in the market

31:30 – 40:00 – The Rapid Five

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What You Missed:

Our last episode featured Ricki Heller who shared with us how persistence can lead to success and… got Ellen DeGeneres to publicly recommend her self-published book.

Ricki is an educator, writer, cookbook author, and natural nutritionist. She loves to create recipes for people with dietary restrictions. She does one-on-one coaching, online programs, and has a private membership club. She has been on an anti-candida diet since 2009 and shares primarily plant-based recipes.

Tune in to hear how Ricki stepped into her role as an entrepreneur, why she’s careful about who she talks to, and why her biggest advice is to stay true to yourself.

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Transcription

Hey guys, welcome back to the show.

I’ve got a very special guest, Dr. Michael Breus. He’s known as America’s Sleep Doctor. This is a cool interview because he’s going to share his media secrets how he’s gotten on to shows like the Dr. Oz Show, which he has been on 39 times. Yes, 39 times. He’s now part of their advisory board.

He’s been on the Oprah Winfrey Show. He’s been on all the big media you can think of. He’s going to share how he’s done that and, more specifically, how it’s helped him drive his business forward.

Michael Breus is a clinical psychologist, a diplomate of the American Board of Sleep Medicine, and a Fellow of The American Academy of Sleep Medicine. He was one of the youngest people to have passed the Board at only 31 years old with a specialty in sleep disorders. He is one of only 168 psychologists in the world with his credentials and distinction.

If you want to learn more about him just check out TheSleepDoctor.com. He’s going to share with us how he acquired this URL, which is a great lesson. He’ll share how he separated himself from a typical profession that is a little bit less adventurous, if you want to think of it that way.

I think you’re going to get a lot of value out of this interview. He’s very giving, very generous and he’s pulling back the curtain to share exactly how he went from working in practice with his clients to being featured on shows like Oprah, the Dr. Oz Show, and now being part of the clinical advisory board for the Dr. Oz Show.

I think you’ll find this helpful. Even if you’re not into playing the media circuit at a big level, there are still some nuggets of wisdom that can apply to your business. Without any further ado, let’s welcome Dr. Michael Breus to the show. Michael, welcome to the Healthpreneur Podcast. How are you?

Michael:                              I’m great, how are you?

 

The origins of the name “The Sleep Doctor” and positioning

Yuri:                      I’m doing very well, thank you. I’m excited to have you on the show because you are The Sleep Doctor. Some people talk about you as America’s Sleep Doctor. First and foremost, how do you get that name? Is it something you coined yourself or is did someone give it to you?

Michael:                              It was basic marketing 101. I wanted to start a brand and I was looking for what would be descriptive and make sense. The Sleep Doctor was perfect for me to have as my moniker. It makes sense because I am an actively practicing sleep specialist.

I went out looking to see who owned TheSleepDoctor.com and it’s a funny story. It turned out that a woman had bought it for her husband as a gift because he was a sleep specialist down in Florida. He wasn’t using it. It was just a fun unique, here, I’m going to give you this URL for an anniversary, or whatever.

I had an attorney contact them and say, “Hey, what are you interested in? Would you be willing to sell the name?” They were very excited. This was a long time ago, maybe 10, 12 years ago. They said, “Sure, pay us $100,000 and we’ll give you the name.” My attorney wrote back, “My client is willing to give you $10,000 for the name.” They said, “We’ll do 9.” I went backwards and he said, “He’s willing to give you $9,000 for the name.”

Yuri:                      That’s awesome.

Michael:                              They came back and said, “Well, what about 80,000?” He said, “He’s willing to give you 8,000 for the name.” They didn’t catch on for a while. I paid five grand for that name.

Yuri:                      That’s great.

Michael:                              It was the best single investment I’ve made in my brand because it’s eminently recognizable, nobody ever forgets it, and once you meet me you just attach those two things simultaneously, which is fun.

Yuri:                      It’s so smart. The URL is awesome, but we tell our listeners quite a bit that positioning the marketplace and being niche is extremely important. One of the things that we get people to think about is occupying a drawer in someone’s mental cabinetry? When I’m thinking of underwear here’s the drawer. When I’m thinking of sleep I think of Michael Breus, right?

Michael:                              Right.

Yuri:                      It’s so smart to be The Sleep Doctor. When I’m thinking of sleep I think of Michael. Listeners, take that in because that’s powerful. I’m sure the couple you bought the URL from are probably kicking themselves now.

Michael:                              You know, honestly, I don’t think they are. They’ve been in touch with me since then and I think they like what I’ve done with it.

I don’t think it’s like, “I wish I would have tried to get more money out of him.” I think it was, “Wow, look at what he did with it. That’s a cool thing.” You find that in business as well. As a health care specialist, media doc, and all those things, it is much more collaborative than competitive, at least in my space. That’s what I’ve discovered.

Yuri:                      I’ve noticed that as well. When I came online in 2006, the number one thing I recognized quickly was how abundant and collaborative people were. In a brick and mortar type of scenario it seemed to be more competitive, but as soon as I came online everyone was happy to support. I totally agree with that.

Michael:                              I think it has to do with the nature of people in health care in general. I think we’re much more collaborative bunch. There’s plenty of patients to go around. Nobody is out there starving for patients.

Yuri:                      Yeah, exactly, and it’s not like people are going to be sleeping amazingly all through the night just like that, right?

Michael:                              Right, exactly.

 

How Michael’s business and brand grew; “be a good date”

Yuri:                      So you seem like a pretty savvy business owner and marketer. I don’t even know if I want to use that word. Is that something that you developed over time? Did your background in psychology help with that? How did that all develop for you?

Michael:                              It was very organic but purposeful.

When I decided that I wanted to have a brand, I sat down and talked with a business person. I’m a great sleep doctor, but I’m not necessarily a great business person. I met with and eventually hired a manager and her job was to elevate my levels of exposure so that my people could know about my brand. Then she’d help me monetize it.

How do you monetize a brand? There’s two ways. You either put your brand on other people’s products or you create your own products. I’ve done a little bit of each.

It was purposeful. I basically walked into my bedroom and I said, “What are all the items in here that we could add some level of sleep science to make them better and more efficacious?” Also, to be very honest with you, as I started doing more and more media people just showed up at my doorstep.

I didn’t have to go out and pitch myself to hardly anybody because once you start getting on shows like Dr. Oz, The CBS Early Show, and Oprah, everybody shows up at your doorstep.

Yuri:                      It’s all about positioning. It’s one of those things where if you have it it’s amazing, but getting it is so challenging for a lot of people. It helps.

Michael:                              I would challenge that thought, to be honest with you. I’ve got a method that I developed that I’m happy to explain to people briefly today, but maybe in more detail later to be able to teach them how to do it.

If you’re up for it, I can lay it out there right now.

Yuri:                      To give everyone some context, you’ve been on Dr. Oz what, 39 times?

Michael:                              That’s correct.

Yuri:                      Everyone listening, what Michael is about to share could be valuable, so I’ll let you take it.

Go for it.

 

Dealing with producers and solidifying media relationships

Michael:                              Okay, so there are a couple of things that people must understand about media in general. The very first thing is to be a good date. A long time ago when I was growing up my dad said, “Even if you go out with somebody and there’s no chemistry or you’re just not attracted to them, always be a good date. Number one it’s the right thing to do. Number two, girls know when there’s no connection, and they will be able to set you up with one of their friends who they think would have a connection with you.”

The same holds true with media. Always be a good date.

I write most of the segments that I’m on television for. I work with the producers. I make their lives easier. I ask them questions and come back with the script. I do the same thing with articles that I’m being quoted in or being interviewed for. I always provide more information than what they want.

If a reporter connects with me, not only will I do the interview, but I might send them a follow-up note with an article that I’ve written pertaining to their topic, or find an article within the research world in case they wanted to have real up-to-date research.

Remember you are not in charge as the doctor of the media. You’re just another source to them so you don’t have that walk into a room with a white coat feeling that you’re in charge, because you’re not. You need to make their lives as easy as possible.

Look at media from a different standpoint. They’re running around like chickens with their heads cut off. They’ve got very tight deadlines so you must be available for interviews quite a bit. I do a lot of stuff on email. People will email me questions and I’ll email them answers back, which seems to work quite well, but you need to be available. You need to be ready to help them out in whatever way, shape, or form they need.

Now the real question is, how do you get them to call you? The easy part is after they’ve called. So how did I get people to call me? To give everybody a reference point, I do between 25 and 35 interviews a month.

Yuri:                      Not too bad, you want to do the most!

Michael:                              Yeah, exactly. This is how I’ve curated that ability: I went to my local newspaper and local media outlets and searched on their websites for articles about sleep and my topic area. Once I found articles about my topic area, I looked to see who the reporter or journalist was. Nine times out of 10 on those websites, they give the journalist’s contact information.

I contacted those journalists and said, “Hey, I really liked your article on sleep deprivation I’m a local sleep specialist. If you ever need somebody to talk to as a source, I’d be happy to help. Here’s an article that I wrote all about sleep deprivation.”

I did that for about three or four months with any local article that I could find that had anything to do with sleep in my geographic location. Of course, several of the reporters would call me back and say, “Wow, we don’t have a sleep source,” “We’re looking for one that would be great,” or “I’ve got sleep sources, but you sound very eager and interested. I’ll be happy to include you.”

Then I was always ready with ideas for sleep stories. I would look in PubMed, a medical literature database, and see the newest studies in sleep. I would then be able to pitch them ideas, so once they connected with me I’d say, “Oh, well, actually a study was just released last month and it was all about dreams and that Vitamin B helps you remember your dreams. Is that something that you think your readership would be interested in?” They’d respond, “Oh, my gosh, wow, that sounds really cool tell me more.” That’s how the relationship starts.

Once you get about four or five of those local pieces of coverage then you can go to a regional or bigger group. Here in Los Angeles, once you have three or four pieces of coverage then you can go to KTLA, the biggest news station in Los Angeles and say, “Hey, I’ve been interviewed three or four times and these are the topic areas. I’d love to have the opportunity if you ever want to do a story about sleep. Please let me know.”

You do that regionally and basically take the same form and use it multiple times.

That works well on a local and then regional level. Once you get about two or three television and four or five articles, then you’ve got enough of a base to go to a publicist who can get you onto national television shows. I hired and worked with a publicist for a couple of years. Their job was exclusively to get me on television, in print, on radio, what have you.

That’s how we did it. I had to have enough stuff locally and regionally to get to the national stuff.

Now here’s a little secret that most people don’t know about national media. Most of national media – I’m not talking about video, I’m talking about print – has consolidated. Almost every magazine in the country has fired all their staff writers and just use freelancers. That turns out to be good for people who want to be in the media.

Here’s why: Freelancers write for multiple magazines. Once you speak with a journalist or a reporter and you get their contact information, you can pitch them ideas and they might say, “Well, I’m writing an article for Cosmo and it’s probably not going to be good to talk about that topic there, but it might be perfect for Health Magazine.”

Working with freelance writers turns out to be effective because they can put you into different media distribution channels quite easily because they write for so many different ones.

Yuri:                      Yeah, that’s awesome. Then you become their go-to source.

It’s almost like one of those movies where they say, “Let me talk to my source” and give you a shout. You’re talking about climbing this pyramid and starting locally, contributing value, and making it easy for their lives. It just makes sense. It’s simple, but I think a lot of people missed the boat on that. They just want people to call with a topic to talk about. It’s the other way around.

Michael:                              Exactly. You don’t want to be aggressive about it, but you want to let them know that you’re an expert. Having a press kit is good. Having a headshot, bio, list of topics that you can speak on, and a couple of articles you’ve written is good to send to these journalists once you identify who they are. It looks professional, it’s very effective, and honestly they’re all looking for good sources because it makes their life easier.

They don’t have to scour the Internet, try to find somebody, and try to call them. You’re there. You’re ready and you want to help. That’s what they’re looking for.

Yuri:                      You probably know this better than I do, but what I recognize having been on The Doctors and Dr. Oz is that they are content machines; it’s five days a week, multiple segments. They must come up with stuff all the time.

Michael:                              Correct.

Yuri:                      So by you making their life easier they’re like, “Oh, thank God.”

Michael:                              Yeah, you are serving a purpose and, by the way, they will learn to depend upon you for that service. The reason I’ve been on Dr. Oz 39 times is very simple. Well, there are two reasons.

Number one, I’m the easiest guest they work with. Number two, my ratings are good. How did I do both of those things? Again, be a good date. When a producer asks you to do something, do it. Whether you want to do it or you don’t want to do it almost doesn’t matter.

If they’re asking you to do something – unless it is forcing you to describe something in an inaccurate manner because they don’t want you to do that – most things you can do.

Now, there are caveats. As an example, there was one show where they wanted me to wear pajamas on the show. I felt like that wasn’t a good idea from a branding and credibility standpoint. I politely refused and said, “Look, if you want me to wear a costume I can wear my white coat, but from a credibility standpoint you don’t want your sleep doctor in pajamas.”

As soon as I said that they agreed.

Yuri:                      Especially if you sleep naked or in your underwear.

Michael:                              Exactly, that won’t go over well on that type of television for sure.

There’s one more little caveat that I wanted to sneak in there for people. At the national television level, you need to know who the producers are. On a show like Dr. Oz there are six or seven different producers. Here’s what’s fascinating: If you’re a producer at Dr. Oz and you decide to leave that show, you take your experts in your back pocket with you.

As an example, when I was on the Oprah Winfrey show in 2004 I worked with three different producers and met two other producers while I was on stage. I got their cards and information.

Well, when the show ended, guess what? They dispersed to some of the top shows in the country. So, guess why I can get on Rachel Ray, Dr. Oz, and The CBS Early Show basically whenever I want? I’m a known quantity at that point.

These people have used me. I’ve been effective. I do what they ask me to do and I do it well, and they’re like, “Wow, this is a segment I don’t have to think about. I’ll just get Dr. Breus.” Again, it’s about becoming that go-to person.

The other thing I would recommend for people out there is media training. I’ve personally done over 200 hours of media training over the course of time, and different media requires different types of training. For example, if you’re doing a national television show and they’ve got three different sets and you’re walking from set to set and doing different things, you need to understand things like blocking and lighting. You need to know who your host is.

What is their style? How do they like to work with people? You need to do your research. If you’re going to get on a show like Dr. Oz, you need to watch a couple of Dr. Oz shows to see how it works. How are they standing towards the camera? Where are they looking? Are they looking at the camera? Are they looking at him?

Those types of things can be very, very helpful because, again, you just make the producer’s life easy. If they don’t have to stop everything in the middle and say, “Hey, Michael, you’re looking in the wrong direction,” they love you.

Yuri:                      That’s awesome. How has all this media helped your business?

Michael:                              In quite a few ways. The exposure I’ve gotten has landed me six-figure endorsement deals – quite a few of them, actually. It’s interesting because when somebody sees that you’re credible enough to be on a show like Dr. Oz – never mind what people might think of Oz or whatever – but just the mere fact that I’m on a national television show that gets 4.5 million people to view it, and I’m sitting there teaching about sleep, that’s enough for most people who are looking for an endorsement person. That’s enough for them to be like, “Oh, I need to look at this person.”

Of course, every time you do one of these you want to get the clip and post it on your YouTube channel so you can push people towards your YouTube channel when they contact you. What will happen is that somebody will say, “Hey, I saw you on Dr. Oz the other day and you were talking about sleep deprivation. I’ve got a new supplement. Would you be interested in learning more?”

That’s what you want. You want them coming to you as opposed to you having to prospect and go to them.

Now here’s where the problem comes in: If you are on a national television show like Dr. Oz, everybody wants you to endorse their product, and that can be a problem. For me, personally, I only work with and endorse products that have real data behind them. The very first question I ask a lot of these companies is, “Where’s your data? How do I know that your stuff really works?”

About 60% of people fall off at that point. They say, “Well, it’s anecdotal, or it works with my mom or my girlfriend or my boyfriend.” That kind of stuff and a lot of those companies are start-ups and, quite honestly, they can’t afford you to be a spokesperson anyway.

The bigger companies will have real data. They will be able to work with you, and then it’s just a matter of figuring out what they’re looking for.

I do all kinds of work for companies; everything from Facebook posts to Twitter chats. I do what’s called the Satellite Media Tour, where I will be in a studio for maybe four or five hours doing 30 different interviews with different news stations around the country from there. I do trade shows where I’m talking to people – potential customers – about products and the science behind them.

You’d be pleasantly surprised at how many opportunities there are for additional income and, in some cases, believe it or not, better income than what you might be making in your practice.

 

Responding to adversity and how Michael’s response benefited him

Yuri:                      Sure, that makes sense. Is there a time or a specific moment where you were doing something on one of these shows and it was a bit of a blooper? Has something ever not worked out as well as you’d hoped?

Michael:                              Well, yeah, my appearance on the Oprah Winfrey show was a great big blooper. I was sitting in the green room. The show was going to be on women’s health. The first guest was a journalist named Rene Syler.

She had done a prophylactic double mastectomy, so she had been diagnosed with cancer, but she had both BRCA genes. She had both of her breasts removed, filmed the whole thing, and wrote a book about it. She was the first guest. When you’re on a show like that, there’s three segments. You get 18 minutes and because it’s an hour-long show, you’ve got to consider the commercials. She went 23 minutes on her segment.

The next person who came in was a doctor who oversaw the HPV vaccine. She went 24 minutes. By the time I walked out on stage at Oprah Winfrey, which is the biggest of the big, it doesn’t get any bigger than that, I had eight minutes on the show. I went from 18 minutes to eight minutes.

I was supposed to do three different things. We were doing a bedroom makeover. We were talking about Ambien. We were talking about my new book. There was a lot of information we were going to have to cover.

As I walked out, Oprah looked at me, talked with her producer, and said, “You are not going to be on my show today.” I looked at her and I don’t know how I had the presence of mind to say this, but I turned around and said, “You know what, Miss Winfrey, I totally understand that. You’ve got some important topics here and, to be honest with you, there’s more information that you could get from both of those guests. If you ever want to have me on your show again, I’d love to have the opportunity to be there.”

She looked at me like I was insane and she was like, “Really?” I responded, “Yeah, no worries.” She said, “Would you mind going back to the green room?” Well, when Oprah Winfrey tells you to go back to the green room you march your butt back to the green room.

Yuri:                      Absolutely.

Michael:                              I went back to the green room. She finished the show and then she turned to the audience and she said, “We have a guest that didn’t make it on the show today because we ran long. Would everybody be willing to stay here so we can do a segment with him on it?” Of course, the crowd said, “Yay.” I walked out and I got 26 minutes of time.

Yuri:                      There you go. That’s awesome.

Michael:                              Here’s where it got really interesting. I was what’s called an “orphan segment”. We basically had only half a show, so I was in the last show of the season of segments you didn’t get to see. I was with a woman who speaks to the dead and another woman who teaches women how to get exercise on a stripper pole.

That was my show because each one of them had about 14 minutes and I had this big segment. Here’s where it got even better: Because the woman who talks to the dead and the other who teaches on a stripper pole was so interesting, that show reran five different times. Every time it reran, my book sales went up because in my part of the segment I was talking about my book.

It was a blooper turned pot of gold, if you will.

 Yuri:                      That’s awesome. I think the key thing that you alluded to was how you responded to that adversity. Some people may have thrown up their arms or thrown a fit or whatever. You just had the presence of mind to be cool and just be like, “That’s totally fine, let’s just figure out a better way to make it happen.” Well done, that’s awesome. Let me ask you this: There are a lot of psychologists. There’s no shortage of doctors.

Michael:                              No, there’s not.

 

The intersection between what you love and serving a gap in the market

 Yuri:                      What was the moment in time where you made the decision to say, “I’m not going to do what everyone else is doing. I feel like I’ve got a bigger vision.” What was the moment in time and how did you have the courage to go out and do something that was outside of the comfort zone for your profession?

Michael:                              Sure. I know the exact moment. I was on the third day of my residency and I was rotating to the sleep lab. During the residency, people were choosing their rotations and nobody wanted the sleep rotation. I thought, “Sleep sounds kind of cool. I like to sleep and I don’t know much about it. It would be a cool thing to learn about.” I said, “All right, I’m in.”

By the third day I had absolutely fallen in love with clinical sleep medicine. I get the opportunity to help people incredibly quickly and that’s not something that you normally get in normal clinical psychology.

In normal clinical psychology, it can take weeks, months, even years to see treatment gains. For me, I literally help people in 24 hours sometimes. Sometimes it takes a little longer, but that was very attractive to me. Also, to be honest with you, there weren’t a lot of sleep psychologists when I started 19 years ago.

In fact, there were almost none. When I looked at the marketplace to niche myself out I said, “Okay, this is an MD specialty, but I’m a PhD wanting to get into this. How do I do that?” What I did from a legitimacy standpoint – and this is rather unique – is I took the medical boards without going to medical school and passed.

That gave me the credibility as a psychologist to walk into this field. People challenge me on my knowledge base even to this day, especially when I first started. People said, “Oh, you’re a clinical psychologist. What do you know about apnea?” My response was always the same: “Ask me a question about it.”

Every time somebody asked me a question, I could give a very detailed and accurate answer about the area. If you do decide to move into an area like sports psychology, sleep, or something that’s more niche, know your stuff. People will challenge you.

The reason they challenge you is because they’re threatened. They see that you’ve got something that they want, and they want to try and knock you down a peg. Or, they want to prove that you don’t know something because it makes them feel better.

People will do that in a public forum, too. I’ve had that happen live on air before. It’s always about being calm. It’s always about being cool and collected because the other person will make a fool of themselves long before you need to. Just answer the questions and move on. That works extremely well.

At the end of the day, getting niched in sleep was twofold. I loved the area, and there weren’t a whole lot of people doing what I wanted to do. I thought I could make a market.

Yuri:                      Awesome. Good for you, man, that’s amazing. You’ve helped a ton of people because of that, which is tremendous.

Michael:                              That’s an interesting point that I wanted to bring up for folks out there that want to help a lot of people, do what I do, and get involved in the media. I’m on the clinical advisory board now for the Dr. Oz Show because I’ve been on it so many times. At the beginning of the season, the question is, “How do you want to educate 4.5 million people today, Michael?”

Yuri:                      That’s a nice question to tackle.

Michael:                              Just think about that as a responsibility or as a question.

It’s such an honor to have the option to educate that many people. Forget about whether my brand is out there, people know my name, and exposure. That’s all cool and gravy on the taters, but I get to influence 4.5 million people when I’m on the Dr. Oz Show. That’s an incredible responsibility that I take super seriously.

Folks out there should, too. If you’re going to be on media, people will listen to you, so make sure that you’re doing it for the right reasons.

 

The Rapid Five

Yuri:                      That’s awesome. That’s great advice, Michael, thank you so much for being with us and sharing this. Before we finish, we have the Rapid Five.

Michael:                              All right, I’m ready.

Yuri:                      All right, here we go. Five rapid fire questions, and whatever comes top-of-mind is probably the best answer. Number one, what is your biggest weakness?

Michael:                              I don’t say no often enough. I tend to do things for people because I feel like they’re in need. I need to do a better job of saying, “I don’t have the time,” or “I can’t really do that.”

Yuri:                      Cool. Number two, what is your biggest strength?

Michael:                              I can work harder than anybody I know. I have no fear of hard work and I put in the time. I would say that I have two real superpowers. One is that I never stop working, and number two is that I know how to take complicated information and turn it into bite-sized chunks that the average consumer can learn from.

Yuri:                      Wicked. Number three, what’s one skill you’ve had to develop over the years in business that’s been responsible for the success you’ve had?

Michael:                              Public speaking, for sure. That has served me incredibly, incredibly well. I do a tremendous number of lectures. I’ve probably done 12 lectures at five-figures a lecture this year alone.

Getting into that circuit and using that skillset whether you’re presenting in a meeting or just talking to a patient can be incredibly valuable. I would say learning how to public speak and being authentic in that public speaking style is what’s worked well for me.

Yuri:                      Awesome. Number four, what do you do first thing in the morning?

 Michael:                              First thing I do every morning is drink 16 ounces of water, get about 10-15 minutes of sunlight, and take three grams of Omega-3s.

Yuri:                      Nice. Do you have a preferred version of Omega-3s whether it’s fish or algae? I don’t even know if algae has more DHA, because there’s a lot of debate as to what’s the best. What do you find is the best source of Omega-3?

Michael:                              I use a product from a company called Designs for Health. It’s called OmegAvail. That’s the one I’ve got. It’s got EPA. It’s got DHA, and it’s got fish oil. It’s got all the stuff that you want. I’m on a very high dose of Omegas because I had a closed-head injury about six years ago and we’re trying to tweak my brain a little bit. It’s been very, very helpful.

Yuri:                      Awesome. They’re a great company. We do a lot of stuff with them, too.

Finally, complete this sentence: I know I’m being successful when…

Michael:                              Oh, that’s an interesting question. I know I’m being successful when I receive emails from people who’ve either heard, read, or seen my work and it’s influenced their lives.

Yuri:                      Awesome, I love it.

Michael:                              That’s the goal. Look, don’t get me wrong. I need to make money like everybody else. We all do. But it’s so valuable when I get feedback from patients or people who see me and say, “Wow, I did this one thing and it helped me so much. Thank you so much Dr. Breus.” That’s what plays the heartstrings and makes it worthwhile for me.

Yuri:                      Awesome. That’s what it’s all about.

Michael, where’s the best place for people to stay in touch with what you’re up to?

Michael:                              TheSleepDoctor.com is the best place, and I have a new book out called “The Power of When.” It’s all about these cool things called chronotypes. If you want to learn what your chronotype is, go to ThePowerofWhenQuiz.com and check it out.

Yuri:                      Awesome. Check it out, guys.

Michael, thank you so much for taking the time to join us today. I want to express my gratitude and acknowledging all the amazing work you’re doing, and for just being on TV and impacting the millions of people you’re able to impact. And, through your books and your speaking engagements, you’re impacting a lot of people in a positive way. I appreciate all the work you do and for joining us today.

Michael:                              Thank you. It was my pleasure. I’m happy to come back anytime.

Yuri:                      Thanks so much.

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Yuri’s Take

Wasn’t that bad ass? Seldom do you speak with and get to meet a clinical psychologist who is this dialed in with the development of his business. Obviously, he self-professes that he’s not like some business building marketing genius, but he was smart enough to bring somebody else in who could help him with that.

I think that’s a very big lesson here, guys. What Michael is great at doing is teaching, serving, and sharing his expertise. If you’re listening to this, you’re probably thinking to yourself, “That’s what I want to do as well. I don’t want to have to build funnels. I don’t want to write sales copy all day long.”

The thing is that you have two choices. Either you figure it out yourself, and that’s going to take you a bit of time with a lot of trial and error, or you spend a bit of money to find people who can do those things for you.

This is part of our results accelerator framework. I don’t know if you’ve heard me talk about this before, but you have, as the leader and visionary of your business, your focus on the what and the why. You have what is it that you want to achieve and why that is important.

But the next question is extremely important. Are you asking “how” or “who”? See, most people think, “I know what I want to do, here’s how I want to do it. How do I go about doing that?” Then they go down this rabbit hole of trying to figure out the whole thing themselves.

Smart entrepreneurs ask “who”.

“Who can help me do this? Who can do this for me? Who can walk me down this path?” Because of that, they get results so much faster with a lot less stress. Even though a lot of times you’re paying for this “who,” in the long run it saves a lot of money and, in fact, makes them more money because they’re seeing more return.

They’re getting a proven path and it just makes a lot more sense. I thought I would bring it up, piggybacking on what Michael had shared with us in this interview.

Now, if you want help, if you want the “who” to help you take your business to the next level, then please book a result accelerator call. We’re going to help you do three specific things on this call. Number one is we’re going to help you attract more clients into your business predictably. It’s not hosting randomly on social media and hoping for the best.

We’re going to show you a predictable way that gives you predictability in your business, which is what most businesses want. Second, we’re going to show you how to enroll more clients without feeling salesy, and third, how to deliver an amazing result for them without one-on-one coaching.

If that’s of interest to you and you want to speak with us for 45 minutes, we’ll jump on the phone with you. It’s completely complimentary. We do this because we believe it’s the best way of starting a relationship with you. Number two, we understand that a percentage of people we speak to may want us to help them a little bit deeper with their business.

If that’s the case, we can tell you more about that. If not that’s totally fine as well, but at a minimum, understand that it’s not a sales call. It’s a call for you. It’s all about serving you to your highest possible level. Our goal is to give you more clarity and more of a proven path that you can follow with your business.

If that’s of interest to you, book yours today at HealthpreneurGroup.com/book. We only have so many spots every week. They get filled up quickly because we have a predictable way of generating a lot of these calls, which I’ve spoken about in previous episodes. Anyway, if that’s of interest to you grab a call. We’d love to chat with you.

Second, if you’ve enjoyed this episode and you haven’t already subscribed, subscribe to the Healthpreneur Podcast. Head on over to iTunes, click that little subscribe button, and while you’re there leave a rating or review. That would be awesome.

That is all for today, my friends. I hope you have an amazing one. Continue to get out there, do your stuff, work your awesomeness, shine your light, be great, do great, and I look forward to seeing you in our next episode.

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Follow Dr. Michael Breus At:

https://www.thesleepdoctor.com/

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